我国门球用品业市场结构特征及优化对策研究

发布时间：2018-08-07 08:47

【摘要】：为探讨我国门球用品业的发展状况，基于产业组织理论，采用文献资料法、专家访谈法、实地考察法、综合分析法，以16家在册门球用品企业为调查对象，就门球用品业的市场结构类型及成因进行分析，主要分析：门球用品企业的基本现状；门球用品市场的市场集中度的状况及成因；门球用品企业间的产品差异化的状况及趋势；门球用品业的进入与退出壁垒。并在此基础上提出了我国门球用品市场的优化对策。研究结果显示：一、我国门球用品业的市场集中度很高，属于寡占Ⅰ型（极高寡占型）的产业市场结构。它是由于门球用品业目前属于起步阶段，产业内企业数量少；部分专注于门球产品的企业转型不成功，，另外还有部分将门球产品作为诸多产品中的一部分，并未加以重视；大部分企业产品单一，产品线不够丰富；从事门球产品的企业营销、管理、战略规划能力参差不齐等四个主要原因所致。二、我国门球用品的产品差异化水平较低，这主要是产品主体差异化不高，企业间的模仿行为比较严重；整体品牌建设意识不强，品牌差异化大；价格差异化低；渠道差异化低；促销差异化低等6项因素所决定的。三、我国门球用品市场进入壁垒较高，经济规模、政策法规、既有企业的战略性阻止行为所致；市场退出壁垒较低，门球用品企业的沉淀成本较低所致。四、针对我国门球用品企业的基本现状、门球用品业的市场结构类型及成因，提出的门球用品市场结构优化的对策是：发挥门球用品优秀企业的示范带动效应；加强企业品牌建设；鼓励创新，保护企业知识产权；激活门球用品业资本市场；打造门球用品设计和营销中心；提高门球竞赛表演业经济效益。
[Abstract]:In order to discuss the development situation of the door ball supplies industry in China, based on the theory of industrial organization, using the method of literature, expert interview, field investigation and comprehensive analysis, the paper analyzes the types and causes of the market structure of the door ball supplies industry, with the analysis of the types and causes of the market structure of the door ball supplies. The main analysis is: the basic status of the door ball supplies enterprises. The situation and cause of the market concentration of the door ball goods market, the status and trend of the product differentiation among the door ball goods enterprises, the entry and exit barriers of the door ball supplies industry, and on this basis, put forward the Optimization Countermeasures for the market of the door ball supplies in our country.
First, the market concentration of the door ball goods industry is very high, which belongs to the industrial market structure of oligopoly type I (high oligopoly). It is because the door ball supplies industry is currently in the starting stage, the number of enterprises in the industry is small, the enterprise transformation of a part of the goal ball products is not successful, and the other part is a part of the door ball products as one of the many products. In part, it has not been paid attention to; most of the enterprise products are single, and the product line is not rich enough; the four main reasons for the marketing, management, and uneven strategic planning ability of the door ball products.
Two, the product differentiation level of the door ball supplies is low, which is mainly due to the low difference in product main body, the serious imitating behavior among enterprises, the low awareness of the whole brand, the big brand differentiation, the low price difference, the low channel differentiation and the low promotion differentiation.
Three, the entry barriers of the door ball products in China are higher, the economic scale, the policies and regulations are caused by the strategic stopping behavior of the enterprises; the market exit barriers are low, and the cost of the deposit enterprises is lower.
Four, in view of the basic situation of the door ball supplies enterprises in China, the market structure types and causes of the door ball supplies industry, the Countermeasures of optimizing the market structure of the door ball supplies are as follows: giving full play to the demonstration and driving effect of the outstanding enterprises of the door ball supplies, strengthening the construction of the enterprise brand, encouraging innovation, protecting the intellectual property of the enterprise, and activating the capital of the door ball supplies industry. Market; create the gate design and marketing center; improve the economic efficiency of the ball game competition industry.
【学位授予单位】：成都体育学院
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G849.9-F

【参考文献】