价值链视域下体育用品制造业服务化转型路径及其实践探索——以福建省为例

The Path and Practice Case of Servitization in Sporting Goods Manufacturing from the Perspective of Value Chain: Taking Example of Fujian Providence

价值链理论揭示了制造业生产过程中,"微笑曲线"两端的研发与营销环节所创造的附加价值高于中间的加工制造环节。体育用品制造业服务化是体育用品制造企业为获取竞争优势,由提供体育用品为核心的传统型制造模式向提供产品、服务和整体解决方案并重的服务型制造转变的过程。本文在体育用品制造业价值链理论分析的基础上,以特步、安踏、361°、一品嘉等代表性企业为典型案例,分析了上述企业通过上游产业链服务化、下游产业链服务化、上下游产业链服务化以及去制造化等领域的实践探索,推动福建体育用品制造业向服务化转型。在此基础上,文章进一步提出福建体育用品制造业跨越"低端锁定"攀升高端价值链的对策建议,为推动福建从体育制造大省向体育制造强省转变提供思路。

Value Chain Theory reveals that the added value of the research and marketing links at both ends of the 'smile curve'is higher than the manufacturing link located in the middle part of the curve. Servicization in Sporting Goods Manufacturing Industry is a process for Sporting Goods Manufacturing Industry totransfer its traditional manufacturing mode which concentrate on providing sports goods to the new mode: lay equal stress on supplying goods,service as well as total solution,which calls Service-oriented Manufacturing for the purpose of gaining competitive advantage. The paper bases on the analysis of the value chain of Sporting Goods Manufacturing,and select four companies: Xtep,ANTA,361 °,Aperfect as typical cases to analyze the practical exploration of enterprises by servicization of upstream industry chain,downstream industry chain and servicization of both through upstream and downstream industry chain as well as'out of manufacturing'to promote servicization in Sporting Goods Manufacturing Industry of Fujian province. On this foundation,the paper puts forward suggestions for Sporting Goods Manufacturing of Fujian to cross the 'Low-end Locking'and upgrade the value chain to transform its role from province with huge output of sports goods to province having powerful sports manufacturing strength.