本文選題：體育用品　切入點(diǎn)：產(chǎn)業(yè)集群　出處：《杭州師范大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：目前國(guó)內(nèi)學(xué)術(shù)界對(duì)于體育用品制造產(chǎn)業(yè)集群品牌論研究尚處于起步階段。本研究希望借鑒和吸收國(guó)內(nèi)外現(xiàn)有研究成果,通過(guò)跨學(xué)科的整合研究,運(yùn)用多重理論知識(shí)來(lái)嘗試構(gòu)建中國(guó)體育用品制造產(chǎn)業(yè)集群品牌理論體系;探討中國(guó)體育用品制造產(chǎn)業(yè)集群品牌形成機(jī)制;明確中國(guó)體育用品制造產(chǎn)業(yè)集群品牌現(xiàn)狀;探析中國(guó)體育用品制造產(chǎn)業(yè)集群品牌發(fā)展過(guò)程中所存在的問(wèn)題;探討促進(jìn)中國(guó)體育用品制造產(chǎn)業(yè)集群品牌發(fā)展的對(duì)策與建議。本研究采用文獻(xiàn)資料法、專家咨詢法、實(shí)地考察法、問(wèn)卷調(diào)查法、數(shù)理統(tǒng)計(jì)法等研究方法,對(duì)體育用品制造產(chǎn)業(yè)集群品牌的基本理論和發(fā)展策略進(jìn)行了分析研究,基本理論的研究結(jié)論是:(1)體育用品制造產(chǎn)業(yè)集群品牌是指以體育用品制造產(chǎn)業(yè)及其集群為支撐、以特色體育用品產(chǎn)品為賣點(diǎn)、以集群所在區(qū)域地名和特色體育用品產(chǎn)品類別名進(jìn)行組合所形成的區(qū)域品牌;(2)當(dāng)前中國(guó)體育用品制造產(chǎn)業(yè)集群品牌主要存在法律認(rèn)可的產(chǎn)業(yè)集群品牌、行業(yè)認(rèn)可的產(chǎn)業(yè)集群品牌以及市場(chǎng)認(rèn)可的產(chǎn)業(yè)集群品牌3種類型;(3)體育用品制造產(chǎn)業(yè)集群品牌具有根植性、公共物品、創(chuàng)造價(jià)值等特征;(4)體育用品制造產(chǎn)業(yè)集群品牌的形成機(jī)制表現(xiàn)為:體育用品制造產(chǎn)業(yè)集群品牌來(lái)源于產(chǎn)業(yè)集群的競(jìng)爭(zhēng)優(yōu)勢(shì)、企業(yè)優(yōu)勢(shì)和制度優(yōu)勢(shì)。發(fā)展策略的研究結(jié)論是:根據(jù)研究發(fā)現(xiàn)我國(guó)體育用品制造產(chǎn)業(yè)集群品牌建設(shè)中存在建設(shè)水平過(guò)低、服務(wù)支撐體系不健全、企業(yè)市場(chǎng)投機(jī)行為盛行、外部信息供給不足、內(nèi)部協(xié)作不暢、遭遇過(guò)多行政干預(yù)等實(shí)際問(wèn)題,有針對(duì)性地提出了以下發(fā)展策略:(1)發(fā)揮龍頭企業(yè)作用,推進(jìn)集群內(nèi)部協(xié)作;(2)建立健全服務(wù)支撐體系,彌補(bǔ)外部信息供給不足;(3)維護(hù)產(chǎn)業(yè)集群品牌,克服過(guò)多行政干預(yù);(4)促進(jìn)集群內(nèi)企業(yè)品牌建設(shè),推進(jìn)品牌國(guó)際化發(fā)展。最后,指出了本研究存在一些局限與不足,以及有待進(jìn)一步研究的問(wèn)題。
[Abstract]:At present, the research on the brand theory of sporting goods industry cluster is still in its infancy in domestic academic circles. This study hopes to draw lessons from and absorb the existing research results at home and abroad, and through interdisciplinary integration research, Using multiple theoretical knowledge to try to construct the brand theory system of Chinese sports goods manufacturing industry cluster, to explore the forming mechanism of China sports goods manufacturing industry cluster brand, to make clear the current situation of China sports goods manufacturing industry cluster brand. This paper probes into the problems existing in the brand development of sports goods industry cluster in China, and probes into the countermeasures and suggestions to promote the brand development of sports goods manufacturing industry cluster in China. Field investigation, questionnaire survey, mathematical statistics and other research methods, the basic theory and development strategy of sports goods industry cluster brand are analyzed and studied. The conclusion of the basic theory is: (1) the brand of sports goods manufacturing industry cluster refers to the sports goods manufacturing industry and its cluster as the support, and the characteristic sports goods products as the selling point. The regional brand is formed by the combination of the geographical names of the region where the cluster is located and the name of the sports goods category with characteristics.) at present, there are mainly the industrial cluster brands recognized by law in the Chinese sports goods manufacturing industry cluster. There are three types of industry cluster brands recognized by industry and market.) the brands of sports goods manufacturing industry clusters are rooted and public goods. The forming mechanism of the brand of sports goods manufacturing industry cluster is that the brand of sports goods industry cluster comes from the competitive advantage of industry cluster. The research conclusion of the development strategy is: the construction level is too low, the service supporting system is not perfect, the enterprise market speculation is prevailing in our country sports goods manufacturing industry cluster brand construction. The external information supply is insufficient, the internal cooperation is not smooth, and the actual problems such as excessive administrative intervention are encountered. The following development strategies: 1) play the role of leading enterprises, promote the internal cooperation in the cluster and establish a sound service support system are put forward. To make up for the shortage of external information supply, to maintain the brand of industrial cluster, to overcome the excessive administrative intervention and to promote the brand construction in the cluster, and to promote the development of brand internationalization. Finally, the paper points out that there are some limitations and shortcomings in this study. And the problems to be further studied.
【學(xué)位授予單位】：杭州師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：G80-05

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