体育用品制造业高质量发展的动力机制与推进路径——以安踏体育用品有限公司为例

Driving Force Mechanism and Promotion of High Quality Development of Sports Goods Manufacturing Industry:In View of Anta Sports Products Limited

运用案例分析、文献资料等研究方法,分析安踏体育用品有限公司的发展历程,研究体育用品制造业高质量发展的动力机制及推进路径,对于其高质量发展具有重要的理论意义和实践价值。在体育用品制造业高质量发展的过程中,其动力因素主要包括国家政策、产业趋势、用户消费需求的增长升级等外源动力因素以及技术创新、营销模式转变、组织架构改革等内源动力因素,内外因素相互作用构成动力机制。为推动产业的高质量发展,企业应依托国家政策,针对现有市场需求,加大技术创新和营销创新,促进与数字经济融合发展,不断提升品牌价值与用户体验,进而提高体育用品制造业的供给质量,满足人民不断增长的多元体育需求。

This paper studied the development of Anta Sports Products Limited,the dynamic mechanism and promotion path of high-quality development of sports products manufacturing industry by using case analysis and literature review.In the process of high-quality development of the sports goods manufacturing industry,the driving factors mainly include national policies,the growth of sports consumption demand,the innovation of internal technology and marketing model of enterprises,and the organizational structure of enterprises.The interaction of all factors constitutes the driving mechanism.In order to promote the high-quality development of the industry,enterprises should rely on the national policy.In accordance to the existing market demand,the technological innovation and marketing innovation should be promoted and the brand value and user experience should be improved so as to better the supply quality of sports goods manufacturing industry and to meet the people’s growing demand for diversified sports.