国内外体育用品公司研究述评

A Review on the Research of Domestic and Foreign Sports Goods Companies

运用文献资料法、逻辑分析法,对国内外体育用品公司的相关文献进行了综述。研究发现:国外研究在品牌上多从消费者角度出发思考问题,打开局面;在竞争力、绩效评价上,理论研究较为透彻;实证研究则多进行了细分,应用型成果较多。而我国的研究在品牌上就样本的选择和总体界定尚有不足;营销策略上主要以企业为中心,再从案例出发进行实证分析;竞争力研究上具有重复性而缺乏系统性;绩效评价上则过于依赖利润指标和财务评价指标,发展对策研究上结合了经济发展趋势,但大部分没有兼顾社会价值和经济效益。

By using the methods of documentation and logical analysis,this paper summarizes the relevant literatures of domestic and foreign sports goods companies.It is found that foreign research mostly considers problems and opens up the situation from the perspective of consumers.In terms of competitiveness and performance evaluation,theoretical research is thorough,while empirical research is mostly subdivided.However,there are still some deficiencies in the selection and overall definition of samples in the brand research in China.The marketing strategy is mainly enterprise-centered,and empirical analysis is carried out from the case study.The competitiveness research is repetitive and lacks systematic analysis,while the performance evaluation relies too much on profit indicators and financial evaluation.Indicators and development strategies are combined with the trend of economic development,but most of them do not have both social value and economic benefits.