我国体育用品业需求侧与供给侧演化增长的动力机制与实践路径

The Developing Dynamic Mechanism and Practical Approaches of Both Demand and Supply Side of the Field of Sporting Goods in China

体育用品业演化增长的动力系统包括:体育用品产业技术创新、区域竞争动力、体育消费文化、制度创新、产业资本、劳动力、消费偏好、需求供给拉动八大动力要素;我国体育用品业需求侧与供给侧演化增长的动力机制表现为:东西部区域竞争力的非衡结构,"互联网+"时代促成了体育用品网络消费文化的形成,制度演化在经历孕育、探索、快速发展以后,体育用品业进入发展的"新常态",同时也暴露出技术创新能力、零售业固定资产投资与供给能力不足、资产负债率高、研究与试验人员全时当量近几年的增幅较小等问题。在此基础上,提出了优化区域竞争环境,打造体育用品网络营销平台;以制度创新和技术创新为突破口,实现供需均衡;开展社会群体消费偏好的深度调研,制定差异化的供给战略;优化体育用品市场资本结构,提升高端人才全时当量水平的具体实践路径,以形成供给改革"倒逼"中国体育用品制造业升级。

The evolutive and developing of the dynamic system of the field of sporting goods includes the following eight aspects,saying,technological innovation of the field of sporting goods,the impetus of regional competition,the culture of sporting consumption,the institutional innovation,the industrial capital,the labor force,the preference of consumption and the influence of demand and supply.The evolutive and developing of current dynamic situation of the field of sporting goods in China consists of the following aspects：the imbalance situation of competitions between the east and the west,the birth of online consumption of sporting goods promoted by the era of＂Internet Plus＂,the＂new normalcy＂of the field of sporting goods after breeding,exploring and quick development of systematic evolution.Meanwhile,some problems have been exposed,such as the lack of ability of technological innovation,the lack of ability of the investment of fixed assets and supplement in retail industry,the high asset-liability ratio and little amplification of the full-time equivalent weight of those researchers and experimenters.On the basis of those above factors,optimization of regional competition environment was proposed so as to build up the network marketing flat：To accomplish the balance of demand and supply,the innovation of system and technology was regarded as the main sally port：the consumption preferences of social consumers was carried out and strategies of demand and supply were made depending on that：the capital structure of the market of sporting goods was also optimized and full-time equivalent weight of those top-level talents was improved so that the revolution of demand and supply forces sports goods manufacturing industry in China to upgrade and make improvement.