“供给侧改革”视角下山东省体育用品制造业的发展研究

发布时间：2018-05-04 21:17

本文选题：供给侧改革 + 山东省体育用品制造业　；参考：《山东体育学院》2017年硕士论文

【摘要】：体育产业是我国的重要的朝阳产业,体育用品制造业作为体育产业的重要组成部分,是全国各地区都想发展的,山东省作为一个经济强省也不例外。但是现在山东省的体育用品制造业市场存在着很多无效供给,市场上有很多大量的假冒伪劣的体育用品。山东省体育用品制造业的有效需求不足,无效供给过多。企业的规模比较小,体育用品企业的科研投入不足,产品缺乏创新,市场上存在过多的低质量产品,中高端产品供给不足。体育用品企业缺乏专业人才,政府监管不严,体育用品的附加值不高,体育用品品牌意识不强,市场占有率比较低。“供给侧改革”,就是从供给端和生产端入手,通过解放企业的生产力来提升竞争力进而促进经济的发展。山东省体育用品制造业“供给侧改革”的主要方法主要是从供给端减少体育用品制造业的无效供给,增加有效供给,借助互联网实现体育用品制造企业的创新,提高企业的生产效率,最终盘活山东省体育用品制造企业,使其取得快速发展。本论文的研究主要采用文献资料法、专家访谈法、实地考察法、问卷调查法、数理统计法这5种研究方法。对山东省体育用品制造业的现状进行了综合分析,发现山东省体育用品制造业存在的无效供给,并对于供给侧改革的实质做出了深入的解读。将供给侧改革的实质运用到山东省体育用品制造业中,目的是为山东省体育用品制造业的发展提供一定的理论依据,为山东省体育用品制造业更好的发展提供帮助。本文选取青岛、德州、淄博、威海、济南这5个地区前15家出现在企业名录上具有代表性的企业作为本文的调查对象,其中有青岛英派斯体育用品有限公司、德州乐陵市友谊体育器材有限责任公司、泰山体育器材集团有限公司、淄博威斯特体育用品有限公司、威海光威集团有限责任公司等15家体育用品制造业。通过查阅供给侧改革的相关资料,对供给侧有很深刻的认识和解读。通过阅读大量资料以及本人的问卷调查和实地走访调查了解到山东省体育用品制造企业的规模、产值、企业的人才结构,企业科研投入,企业生产产品质量、款式、产品创新和品牌价值、营销模式等一些现状,以及对于消费者的需求分析,发现问题,得出以下结果。山东省体育用品制造业存在很多的无效供给:1、企业生产规模小,产品市场定位模糊。2、科研经费投入少,技术含量比较低,产品标准率低。3、体育用品的开发周期短,自主研发能力不强。4、人才资源匮乏,缺少高层次的专业人才。5、严重缺乏品牌意识,市场占有率低,缺少具有影响力的品牌。6、营销模式单一,广告宣传的力度、深度和广度严重不足。7、企业之间存在严重的恶性竞争,产品的同质化严重。针对以上问题提出以下的建议:1、进行体育用品制造企业的集团化、规模化。2、引进先进的技术,增加科研经费。3、提高产品质量,坚持创新发展,研制新的产品款式。4、引进高科技创新人才和管理方面的专业人才。5、打造山东省自己的体育用品品牌。6、利用互联网优势与人们的需求相联系加大宣传。7、政府要加强监管力度合理的扶持和引导。
[Abstract]:Sports industry is an important sunrise industry in our country. As an important part of sports industry, sports goods manufacturing industry wants to develop in all regions of the country. Shandong province is no exception as an economic province. But there are many invalid supplies in the market of sporting goods manufacturing in Shandong Province, and there are a lot of counterfeit in the market. Poor sports supplies. The effective demand of Shandong sports goods manufacturing industry is insufficient, the ineffective supply is too much. The scale of the enterprise is relatively small, the scientific research investment of sports goods enterprises is insufficient, the product is lack of innovation, there are too many low quality products in the market, the supply of middle and high end products is insufficient. Strict, the added value of sports goods is not high, sports goods brand awareness is not strong, market share is low. "Supply side reform" is from the supply side and the production side, through the emancipation of the productivity of enterprises to promote competitiveness and promote the development of the economy. The main methods of "supply side reform" of sports products manufacturing industry in Shandong province are the main methods It is to reduce the ineffective supply of the sporting goods manufacturing industry from the supply side, increase the effective supply, realize the innovation of the sporting goods manufacturing enterprises with the help of the Internet, and improve the production efficiency of the enterprises. Finally, the sports goods manufacturing enterprises in Shandong province will be invigorated to make rapid development. The 5 research methods of investigation, questionnaire and mathematical statistics are used to analyze the present situation of sports goods manufacturing in Shandong province. The ineffective supply of sports goods manufacturing industry in Shandong province is found, and the essence of the supply side reform is deeply interpreted. The essence of the supply side reform is applied to the sporting goods in Shandong province. In the manufacturing industry, the purpose is to provide a certain theoretical basis for the development of sports goods manufacturing industry in Shandong Province, and to provide help for the better development of sports goods manufacturing industry in Shandong province. This article selects the top 15 enterprises of Qingdao, Dezhou, Zibo, Weihai, Ji'nan, which have been represented on the list of enterprises as the object of this article. Qingdao Impulse Sports Products Co., Ltd., Dezhou Leling friendship sports equipment Co., Ltd., Taishan Sports Equipment Group Co., Zibo westward sporting goods Co., Ltd., Weihai light Wei Refco Group Ltd and other 15 sports products manufacturing industry. By consulting relevant information on the supply side reform, the supply side is on the side. A profound understanding and interpretation. Through reading a lot of information, my questionnaire survey and field visits, we know the scale, output value, the talent structure of the enterprise, the investment of the enterprise, the quality of the enterprise production, the style, the creation of the product, the brand value, the marketing mode and so on, as well as the current situation in Shandong. There are many ineffective supplies in Shandong sports goods manufacturing industry: 1, small enterprise production scale, product market positioning fuzzy.2, low investment in scientific research, low technology content, low product standard rate.3, short development cycle of physical education supplies, low independent research and development ability.4, talents Lack of resources, lack of high level professional.5, lack of brand awareness, low market share, lack of influential brand.6, single marketing mode, the intensity of advertising, depth and breadth of.7, serious malignant competition among enterprises and serious homogeneity of products. The following suggestions are put forward to the above problems: 1, carry out the group of sports goods manufacturing enterprises, scale.2, introduce advanced technology, increase the.3 of scientific research funds, improve product quality, insist on innovation and development, develop new product style.4, introduce high-tech innovative talents and management professionals.5, create the.6 of Shandong's own sporting goods brand, use the Internet advantages and people Our needs are linked to increase publicity.7, the government should strengthen supervision and reasonable support and guidance.

【学位授予单位】：山东体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G80-05

【参考文献】