运动鞋服企业体育产业化战略转型研究  

Research on Strategic Transformation of Sports Industry of Sports Shoes Clothing Enterprises

作　　者：卢小龙 胡雯 杨林 LU Xiaolong;HU Wen;YANG Lin(Yunnan Physical Science and Sports Professional College,Kunming 650228,China)

机构地区：[1]云南体育运动职业技术学院,云南昆明650228

出　　处：《鞋类工艺与设计》2021年第14期5-6,共2页SHOES TECHNOLOGY AND DESIGN

摘　　要：随着2008年北京奥运会的结束,我国很多运动鞋服企业都面临发展上的困境,缺少销售源动力,积压货品增多成为运动鞋服企业不得不面对的现实问题。为了改变国民对国外品牌运动鞋服青睐有加的现状,很多运动鞋服企业采用战略转型的方式提升自身品牌在市场上的占有率。另外,随着我国综合国力的不断提升,为了提高我国体育产业在国际市场上的占有率,国家先后颁布相关政策措施促进体育产业的发展。在此背景下,本文从我国运动鞋服产业发展现状出发,结合我国国情,提出了运动鞋服企业产业化战略转型的策略,以期对我国运动鞋服企业发展有所助益。With the end of the 2008 Beijing Olympic Games,many sports shoes and clothing enterprises in China are facing difficulties in development,lack of sales source power,backlog of goods has become a practical problem that sports shoes and clothing enterprises have to face.In order to change the national favor of foreign brand sports shoes clothing status quo,many sports shoes clothing enterprises adopt the way of strategic transformation to enhance their own brand in the market share.In this context,starting from the development status of sports shoes clothing industry in China,combined with China’s national conditions,this paper puts forward the strategy of strategic transformation of sports shoes clothing enterprise industrialization,in order to promote the development of sports shoes clothing enterprises in China.

关 键 词：运动鞋服企业 产业化战略转型 策略 

分 类 号：F426.86[经济管理—产业经济]