【摘要】：近年來(lái)隨著人們經(jīng)濟(jì)水平的提高和健身娛樂(lè)需求的加強(qiáng),滑雪運(yùn)動(dòng)在我國(guó)得到了快速的發(fā)展,再加上我國(guó)2022年冬奧會(huì)的成功申辦,更是極大地激發(fā)了人們參與到滑雪運(yùn)動(dòng)中的熱情。隨著越來(lái)越多的人參與到滑雪運(yùn)動(dòng)中來(lái),也表現(xiàn)出我國(guó)的滑雪消費(fèi)市場(chǎng)潛力巨大,我國(guó)滑雪產(chǎn)業(yè)的發(fā)展也迎來(lái)了巨大的歷史契機(jī)。但我國(guó)在滑雪產(chǎn)業(yè)鏈中重要的一環(huán)滑雪器材裝備的制造方面還非常薄弱,怎樣發(fā)展提高我國(guó)的滑雪器材裝備制造能力成為亟待解決的問(wèn)題。通過(guò)查找、閱讀文獻(xiàn)資料發(fā)現(xiàn),我國(guó)滑雪運(yùn)動(dòng)的相關(guān)研究相對(duì)滯后,有關(guān)滑雪器材裝備市場(chǎng)的調(diào)查研究更為稀少。本文的研究目的、意義在于:揭示我國(guó)目前滑雪器材裝備市場(chǎng)的現(xiàn)狀,找出我國(guó)滑雪器材裝備市場(chǎng)存在的問(wèn)題,并提出相應(yīng)對(duì)策,希望通過(guò)本文的研究,能夠解決對(duì)我國(guó)目前滑雪器材裝備市場(chǎng)的調(diào)查研究幾乎空白的問(wèn)題,為我國(guó)滑雪產(chǎn)業(yè)的發(fā)展提供一些實(shí)踐參考,并為今后相關(guān)研究提供一些理論依據(jù),彌補(bǔ)同類研究不足。本文分別對(duì)我國(guó)滑雪器材裝備市場(chǎng)中的滑雪服、滑雪板、滑雪鞋、滑雪杖、滑雪鏡和滑雪頭盔的市場(chǎng)現(xiàn)狀進(jìn)行了調(diào)查研究,總結(jié)出目前我國(guó)滑雪器材裝備市場(chǎng)的現(xiàn)狀:在滑雪服、滑雪板、滑雪鞋、滑雪杖、滑雪鏡和滑雪頭盔的品牌中,較為高端專業(yè)的品牌都是奧地利、美國(guó)、法國(guó)、德國(guó)、加拿大、挪威、瑞典、瑞士、意大利、日本等國(guó)家的品牌,其中多數(shù)國(guó)家的滑雪器材裝備生產(chǎn)制造能力非常全面,所生產(chǎn)的滑雪板、滑雪鞋、滑雪杖乃至滑雪頭盔產(chǎn)品都是國(guó)際知名品牌,這些國(guó)外產(chǎn)品價(jià)格也都較為昂貴。我國(guó)國(guó)產(chǎn)的滑雪服、滑雪板、滑雪鞋、滑雪杖、滑雪鏡和滑雪頭盔依然處于市場(chǎng)中低端位置,國(guó)產(chǎn)的滑雪器材裝備中只有滑雪服、滑雪鏡及滑雪頭盔有一定的銷量和市場(chǎng),且多數(shù)用在滑雪場(chǎng)的租賃方面。國(guó)產(chǎn)滑雪器材裝備除了在價(jià)格上的優(yōu)勢(shì),在品牌知名度、款式、性能、人性化設(shè)計(jì)、新科技新材料的融入、舒適性、安全性、耐久性等方面與國(guó)外品牌仍有較大差距。根據(jù)市場(chǎng)現(xiàn)狀總結(jié)出我國(guó)滑雪器材裝備市場(chǎng)存在的問(wèn)題:國(guó)產(chǎn)品牌市場(chǎng)占有率及競(jìng)爭(zhēng)力低;器材裝備價(jià)格無(wú)法滿足市場(chǎng)有效需求;器材裝備的制造與銷售區(qū)域差異較大;器材裝備的市場(chǎng)推廣及營(yíng)銷渠道單一。根據(jù)上述問(wèn)題本文提出了幾點(diǎn)推動(dòng)我國(guó)滑雪器材裝備市場(chǎng)發(fā)展的對(duì)策:提升國(guó)產(chǎn)滑雪器材裝備的品牌價(jià)值;提升滑雪器材裝備生產(chǎn)的規(guī)模效益;注重市場(chǎng)細(xì)分滿足不同消費(fèi)者的市場(chǎng)需求;協(xié)調(diào)區(qū)域滑雪器材裝備市場(chǎng)發(fā)展;重視滑雪器材裝備市場(chǎng)的推廣與營(yíng)銷。希望通過(guò)本文的研究能為我國(guó)的滑雪器材裝備制造業(yè)、滑雪產(chǎn)業(yè)的發(fā)展貢獻(xiàn)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.
【學(xué)位授予單位】：哈爾濱體育學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G863.1

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