SCP视角下我国体育用品制造业的发展策略

Development Strategy of China’s Sports Goods Manufacturing Industry from SCP Perspective

本文采用文献资料法、专家访谈法等研究方法,以SCP理论为基础,李宁公司为例,对我国体育用品制造业的行业现状进行实证研究,并从品牌优势、产品创新、客户体验、产业融合和企业社会责任5个方面提出促进我国体育用品制造业健康持续发展的相关建议和发展策略。结论:当前我国体育用品制造业呈现企业数量众多、市场集中度不高、产品同质化依然存在、进入壁垒低等特征,产业组织形态高度分散,市场竞争激烈。

Based on the SCP theory and taking Li Ning Company as an example,this paper makes an empirical study on the current situation of China’s sporting goods manufacturing industry by using the methods of literature review and expert interview,and puts forward relevant suggestions and development to promote the healthy and sustainable development of China’s sporting goods manufacturing industry from five aspects of brand advantage,product innovation,customer experience,industrial integration and corporate social responsibility strategy.At present,China’s sporting goods manufacturing industry is characterized by a large number of enterprises,low market concentration,homogeneity of products,low barriers to entry,highly dispersed industrial organization and fierce market competition.