我国体育用品网络销售模式及经营特点  

Online Sale Mode and Characteristics of Sports Goods in China

作　　者：肖波[1] 李郁[2] 

机构地区：[1]成都信息工程学院,四川成都615000 [2]四川师范大学,四川成都610068

出　　处：《北京体育大学学报》2015年第4期38-44,51,共8页Journal of Beijing Sport University

基　　金：国家体育总局体育哲学社会科学研究项目(1911SS13072)

摘　　要：运用文献资料法、访谈法等研究方法,对我国体育用品销售模式进行研究。从业务范围、产业链位置和实现价值的方式和方法 3个销售模式的基本维度对我国现有4类体育用品网络销售经营模式现状进行梳理。探讨符合我国现阶段网络经济特点与体育用品自身特点且有利于促进我国体育用品产业持续健康发展的路径和模式,以期对于体育经济研究有所增益。认为我国现阶段体育用品网络销售具有经营模式以依托专业三方平台为主、经营同质化和线上线下结合的特点。在此基础上根据体育用品"消费性""体育性"和"专门性"的本质属性推衍我国体育用品网络经营将出现百货型、简化型同质化市场;规模化专业体育用品销售网站崛起;实体店与网络经营进一步融合以及形成相对独立的专业综合体育用品网络销售体系。认为"消费性""体育性"和"专门性"的进一步平衡、协调将是我国体育用品网络销售模式发展的必然趋势。进而提出着眼于体育用品本质属性的产业发展对策及建议。This paper analyzed sale mode of sporting goods in China by the methods of literature review and interview. Four kinds of sporting goods＇ sale modes have been discussed in 3 dimensions which are business range, position in industrial chain, and ways to realize value. To discuss nowadays China internet economy traits and self traits of sports goods is benefit for finding ways and modes to promote sports goods industry sustainable development in China, and is helpful to sports economy research. Three traits of current China sports goods sale mode are three platforms-oriented, homogenized sale mode and the combination of online and offline sale. Based on the fundamental features, such as consumptive, sporting and specialized, it can be inferred that the online sale mode of sporting goods in China would cover the following traits： the new homogenized market will be shaped through GDSM （General Department Store Merchandise） mode and simplified mode; scaled professional websites for sporting goods sale will rise; a deepened infusion of online operation and entity store grows remarkable. Moreover, the further balance and coordination of being consumptive, sporting and specialized would be an inevitable development trend of online sale mode of sports goods in China. This paper provided some suggestions for sports industry development on the nature of sports goods.

关 键 词：体育经济 体育用品 体育产业 电子商务 网络细分市场 网络销售 

分 类 号：G80-05[文化科学—运动人体科学]