【摘要】：為探討我國(guó)門球用品業(yè)的發(fā)展?fàn)顩r，基于產(chǎn)業(yè)組織理論，采用文獻(xiàn)資料法、專家訪談法、實(shí)地考察法、綜合分析法，以16家在冊(cè)門球用品企業(yè)為調(diào)查對(duì)象，就門球用品業(yè)的市場(chǎng)結(jié)構(gòu)類型及成因進(jìn)行分析，主要分析：門球用品企業(yè)的基本現(xiàn)狀；門球用品市場(chǎng)的市場(chǎng)集中度的狀況及成因；門球用品企業(yè)間的產(chǎn)品差異化的狀況及趨勢(shì)；門球用品業(yè)的進(jìn)入與退出壁壘。并在此基礎(chǔ)上提出了我國(guó)門球用品市場(chǎng)的優(yōu)化對(duì)策。研究結(jié)果顯示： 一、我國(guó)門球用品業(yè)的市場(chǎng)集中度很高，屬于寡占Ⅰ型（極高寡占型）的產(chǎn)業(yè)市場(chǎng)結(jié)構(gòu)。它是由于門球用品業(yè)目前屬于起步階段，產(chǎn)業(yè)內(nèi)企業(yè)數(shù)量少；部分專注于門球產(chǎn)品的企業(yè)轉(zhuǎn)型不成功，，另外還有部分將門球產(chǎn)品作為諸多產(chǎn)品中的一部分，并未加以重視；大部分企業(yè)產(chǎn)品單一，產(chǎn)品線不夠豐富；從事門球產(chǎn)品的企業(yè)營(yíng)銷、管理、戰(zhàn)略規(guī)劃能力參差不齊等四個(gè)主要原因所致。 二、我國(guó)門球用品的產(chǎn)品差異化水平較低，這主要是產(chǎn)品主體差異化不高，企業(yè)間的模仿行為比較嚴(yán)重；整體品牌建設(shè)意識(shí)不強(qiáng)，品牌差異化大；價(jià)格差異化低；渠道差異化低；促銷差異化低等6項(xiàng)因素所決定的。 三、我國(guó)門球用品市場(chǎng)進(jìn)入壁壘較高，經(jīng)濟(jì)規(guī)模、政策法規(guī)、既有企業(yè)的戰(zhàn)略性阻止行為所致；市場(chǎng)退出壁壘較低，門球用品企業(yè)的沉淀成本較低所致。 四、針對(duì)我國(guó)門球用品企業(yè)的基本現(xiàn)狀、門球用品業(yè)的市場(chǎng)結(jié)構(gòu)類型及成因，提出的門球用品市場(chǎng)結(jié)構(gòu)優(yōu)化的對(duì)策是：發(fā)揮門球用品優(yōu)秀企業(yè)的示范帶動(dòng)效應(yīng)；加強(qiáng)企業(yè)品牌建設(shè)；鼓勵(lì)創(chuàng)新，保護(hù)企業(yè)知識(shí)產(chǎn)權(quán)；激活門球用品業(yè)資本市場(chǎng)；打造門球用品設(shè)計(jì)和營(yíng)銷中心；提高門球競(jìng)賽表演業(yè)經(jīng)濟(jì)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.
【學(xué)位授予單位】：成都體育學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：G849.9-F

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