我国滑雪器材装备市场现状与发展对策研究

发布时间：2018-11-18 13:19

【摘要】：近年来随着人们经济水平的提高和健身娱乐需求的加强,滑雪运动在我国得到了快速的发展,再加上我国2022年冬奥会的成功申办,更是极大地激发了人们参与到滑雪运动中的热情。随着越来越多的人参与到滑雪运动中来,也表现出我国的滑雪消费市场潜力巨大,我国滑雪产业的发展也迎来了巨大的历史契机。但我国在滑雪产业链中重要的一环滑雪器材装备的制造方面还非常薄弱,怎样发展提高我国的滑雪器材装备制造能力成为亟待解决的问题。通过查找、阅读文献资料发现,我国滑雪运动的相关研究相对滞后,有关滑雪器材装备市场的调查研究更为稀少。本文的研究目的、意义在于:揭示我国目前滑雪器材装备市场的现状,找出我国滑雪器材装备市场存在的问题,并提出相应对策,希望通过本文的研究,能够解决对我国目前滑雪器材装备市场的调查研究几乎空白的问题,为我国滑雪产业的发展提供一些实践参考,并为今后相关研究提供一些理论依据,弥补同类研究不足。本文分别对我国滑雪器材装备市场中的滑雪服、滑雪板、滑雪鞋、滑雪杖、滑雪镜和滑雪头盔的市场现状进行了调查研究,总结出目前我国滑雪器材装备市场的现状:在滑雪服、滑雪板、滑雪鞋、滑雪杖、滑雪镜和滑雪头盔的品牌中,较为高端专业的品牌都是奥地利、美国、法国、德国、加拿大、挪威、瑞典、瑞士、意大利、日本等国家的品牌,其中多数国家的滑雪器材装备生产制造能力非常全面,所生产的滑雪板、滑雪鞋、滑雪杖乃至滑雪头盔产品都是国际知名品牌,这些国外产品价格也都较为昂贵。我国国产的滑雪服、滑雪板、滑雪鞋、滑雪杖、滑雪镜和滑雪头盔依然处于市场中低端位置,国产的滑雪器材装备中只有滑雪服、滑雪镜及滑雪头盔有一定的销量和市场,且多数用在滑雪场的租赁方面。国产滑雪器材装备除了在价格上的优势,在品牌知名度、款式、性能、人性化设计、新科技新材料的融入、舒适性、安全性、耐久性等方面与国外品牌仍有较大差距。根据市场现状总结出我国滑雪器材装备市场存在的问题:国产品牌市场占有率及竞争力低;器材装备价格无法满足市场有效需求;器材装备的制造与销售区域差异较大;器材装备的市场推广及营销渠道单一。根据上述问题本文提出了几点推动我国滑雪器材装备市场发展的对策:提升国产滑雪器材装备的品牌价值;提升滑雪器材装备生产的规模效益;注重市场细分满足不同消费者的市场需求;协调区域滑雪器材装备市场发展;重视滑雪器材装备市场的推广与营销。希望通过本文的研究能为我国的滑雪器材装备制造业、滑雪产业的发展贡献一份力量。
[Abstract]:In recent years, with the improvement of people's economic level and the strengthening of fitness and entertainment demand, skiing has been developing rapidly in our country, in addition to the successful bid for the 2022 Winter Olympic Games in our country. It has greatly stimulated the enthusiasm of people to participate in skiing. With more and more people taking part in skiing sports, it also shows the great potential of skiing consumption market in China, and the development of skiing industry in our country also ushered in a great historical opportunity. However, the manufacturing of ski equipment, which is an important part of the ski industry chain, is still very weak in our country. How to develop and improve the manufacturing capability of ski equipment in our country has become an urgent problem to be solved. Through searching and reading the literature, it is found that the research on skiing sports in China is relatively lagging behind, and the research on the market of ski equipment is more rare. The purpose of this paper is to reveal the present situation of the ski equipment market in China, to find out the problems existing in the skiing equipment market of our country, and to put forward the corresponding countermeasures. It can solve the problem that the investigation and research on the ski equipment market in our country is almost blank at present, provide some practical reference for the development of the skiing industry in our country, and provide some theoretical basis for the related research in the future, to make up for the deficiency of the similar research. In this paper, the market situation of ski suit, ski board, ski shoe, ski rod, ski mirror and ski helmet in China's ski equipment market are investigated and studied. Summarize the current situation of our country's ski equipment market: among the brands of ski suit, ski board, ski shoe, ski stick, ski mirror and ski helmet, the more high-end professional brands are Austria, the United States, France, Germany, Canada, The brands of Norway, Sweden, Switzerland, Italy, Japan and other countries, most of which have a very comprehensive production capability of ski equipment and equipment. Ski rod and even ski helmet products are international famous brands, these foreign products are more expensive. Domestic ski suits, skis, ski shoes, sticks, ski goggles and skis are still in the middle and low end of the market. Only ski suits, ski goggles and skis helmets are sold and marketed in China. And most of them are used in the rental of ski resorts. In addition to the advantages in price, domestic ski equipment still has a big gap with foreign brands in brand awareness, style, performance, humanized design, new technology and new materials integration, comfort, safety, durability and so on. According to the current situation of the market, the problems of the ski equipment market in China are summarized: low market share and competitiveness of domestic brands, low price of equipment and equipment to meet the effective demand of the market, large regional differences between manufacture and sale of equipment and equipment; The marketing and marketing channel of equipment and equipment is single. According to the above problems, this paper puts forward several countermeasures to promote the development of China's ski equipment market: to promote the brand value of domestic ski equipment and equipment, to enhance the scale benefit of ski equipment production; Focus on market segmentation to meet the market needs of different consumers; coordinate the development of regional ski equipment market; attach importance to the promotion and marketing of ski equipment market. It is hoped that the research in this paper will contribute to the development of China's ski equipment manufacturing and skiing industry.
【学位授予单位】：哈尔滨体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G863.1

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