本文選題：供給側(cè)改革 + 山東省體育用品制造業(yè)�。� 參考：《山東體育學(xué)院》2017年碩士論文

【摘要】：體育產(chǎn)業(yè)是我國的重要的朝陽產(chǎn)業(yè),體育用品制造業(yè)作為體育產(chǎn)業(yè)的重要組成部分,是全國各地區(qū)都想發(fā)展的,山東省作為一個經(jīng)濟(jì)強(qiáng)省也不例外。但是現(xiàn)在山東省的體育用品制造業(yè)市場存在著很多無效供給,市場上有很多大量的假冒偽劣的體育用品。山東省體育用品制造業(yè)的有效需求不足,無效供給過多。企業(yè)的規(guī)模比較小,體育用品企業(yè)的科研投入不足,產(chǎn)品缺乏創(chuàng)新,市場上存在過多的低質(zhì)量產(chǎn)品,中高端產(chǎn)品供給不足。體育用品企業(yè)缺乏專業(yè)人才,政府監(jiān)管不嚴(yán),體育用品的附加值不高,體育用品品牌意識不強(qiáng),市場占有率比較低。“供給側(cè)改革”,就是從供給端和生產(chǎn)端入手,通過解放企業(yè)的生產(chǎn)力來提升競爭力進(jìn)而促進(jìn)經(jīng)濟(jì)的發(fā)展。山東省體育用品制造業(yè)“供給側(cè)改革”的主要方法主要是從供給端減少體育用品制造業(yè)的無效供給,增加有效供給,借助互聯(lián)網(wǎng)實(shí)現(xiàn)體育用品制造企業(yè)的創(chuàng)新,提高企業(yè)的生產(chǎn)效率,最終盤活山東省體育用品制造企業(yè),使其取得快速發(fā)展。本論文的研究主要采用文獻(xiàn)資料法、專家訪談法、實(shí)地考察法、問卷調(diào)查法、數(shù)理統(tǒng)計(jì)法這5種研究方法。對山東省體育用品制造業(yè)的現(xiàn)狀進(jìn)行了綜合分析,發(fā)現(xiàn)山東省體育用品制造業(yè)存在的無效供給,并對于供給側(cè)改革的實(shí)質(zhì)做出了深入的解讀。將供給側(cè)改革的實(shí)質(zhì)運(yùn)用到山東省體育用品制造業(yè)中,目的是為山東省體育用品制造業(yè)的發(fā)展提供一定的理論依據(jù),為山東省體育用品制造業(yè)更好的發(fā)展提供幫助。本文選取青島、德州、淄博、威海、濟(jì)南這5個地區(qū)前15家出現(xiàn)在企業(yè)名錄上具有代表性的企業(yè)作為本文的調(diào)查對象,其中有青島英派斯體育用品有限公司、德州樂陵市友誼體育器材有限責(zé)任公司、泰山體育器材集團(tuán)有限公司、淄博威斯特體育用品有限公司、威海光威集團(tuán)有限責(zé)任公司等15家體育用品制造業(yè)。通過查閱供給側(cè)改革的相關(guān)資料,對供給側(cè)有很深刻的認(rèn)識和解讀。通過閱讀大量資料以及本人的問卷調(diào)查和實(shí)地走訪調(diào)查了解到山東省體育用品制造企業(yè)的規(guī)模、產(chǎn)值、企業(yè)的人才結(jié)構(gòu),企業(yè)科研投入,企業(yè)生產(chǎn)產(chǎn)品質(zhì)量、款式、產(chǎn)品創(chuàng)新和品牌價值、營銷模式等一些現(xiàn)狀,以及對于消費(fèi)者的需求分析,發(fā)現(xiàn)問題,得出以下結(jié)果。山東省體育用品制造業(yè)存在很多的無效供給:1、企業(yè)生產(chǎn)規(guī)模小,產(chǎn)品市場定位模糊。2、科研經(jīng)費(fèi)投入少,技術(shù)含量比較低,產(chǎn)品標(biāo)準(zhǔn)率低。3、體育用品的開發(fā)周期短,自主研發(fā)能力不強(qiáng)。4、人才資源匱乏,缺少高層次的專業(yè)人才。5、嚴(yán)重缺乏品牌意識,市場占有率低,缺少具有影響力的品牌。6、營銷模式單一,廣告宣傳的力度、深度和廣度嚴(yán)重不足。7、企業(yè)之間存在嚴(yán)重的惡性競爭,產(chǎn)品的同質(zhì)化嚴(yán)重。針對以上問題提出以下的建議:1、進(jìn)行體育用品制造企業(yè)的集團(tuán)化、規(guī)�；�2、引進(jìn)先進(jìn)的技術(shù),增加科研經(jīng)費(fèi)。3、提高產(chǎn)品質(zhì)量,堅(jiān)持創(chuàng)新發(fā)展,研制新的產(chǎn)品款式。4、引進(jìn)高科技創(chuàng)新人才和管理方面的專業(yè)人才。5、打造山東省自己的體育用品品牌。6、利用互聯(lián)網(wǎng)優(yōu)勢與人們的需求相聯(lián)系加大宣傳。7、政府要加強(qiáng)監(jiān)管力度合理的扶持和引導(dǎo)。
[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.

【學(xué)位授予單位】：山東體育學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G80-05

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