浙、闽体育用品产业集群区品牌竞争力研究

Study of Brand Competitiveness of Sports Goods Manufacture Industrial Clustering in Zhejiang and Fujian

浙江和福建是我国体育用品最主要的两个生产基地,也是我国体育用品产业集群高度发达的地区,从两省筛选出5个典型的产业集群进行品牌竞争力的重点研究.结果表明,当前浙、闽两省体育用品民族品牌竞争力存在市场集中度低、知名品牌缺乏、品牌经营费用投入增速缓慢、产品宣传方式单一、品牌创新能力薄弱等问题.因此,在增强品牌竞争力路径选择上必须全力打造龙头企业、大力实施名牌战略和加快体育产业园区建设.

Zhejiang and Fujian are the two main sports production bases in china, as well as highly developed regions of sports industry cluster. In this study, five typical industrial clusters are selected from these two provinces to perform the research on brand competitiveness. The results show that there are many problems, such as low market concentration, the lack of well-known brand, slow growth in brand operating expenses, unique means of product promotion, weak brand innovation capability and so on. Therefore, we must enhance the building of leading enterprises, vigorously implement the brand strategy, and accelerate the building of the sports industrial parks.