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The Current Situation and Development Countermeasures of China's Sporting Goods Industry Study Date:2015-01-08 08:46
As the basis of the sports industry, the sports industry has an important significance for the development of China's sports industry and economy. The development status and existing problems of China's sporting goods industry are analyzed, and some policies and suggestions for the development of China's sporting goods industry are put forward.
The status quo of the development of the sporting goods industry The rapid development of the economy and the success of the Olympic bid made China’s sports industry occupy an increasingly important position in the national economy, and it has become one of the new growth points of the national economy in China. It is considered to be the fourth of the 21st century. One of the big industries. As an important branch of the sports industry, the sporting goods industry has an important significance for the development of China's sports industry and economy.
1 Development of China's sporting goods industry After the liberation, the party and the government attached great importance to the sports cause, which enabled the rapid development and expansion of the production of sporting goods. Since the reform and opening up, with the shift from planned economy to market economy, China's sporting goods industry has also undergone fundamental changes. State-owned enterprises, stocks, private companies, and joint ventures have coexisted in the form of major changes in the production and operation of sporting goods in China. Gradually entered the normal market economy operation track. According to the 1998 edition of "China's Sports Business Guide", China has a certain amount of sporting goods manufacturing enterprises including sportswear, ball equipment, fitness equipment, entertainment and venue equipment, sports research test equipment, outdoor sports goods, fishing gear There are over 3,300 categories, sports equipment, prizes, sports health products, referees and coaches, and some 12 types of enterprises have modernized sporting goods with economies of scale, product quality at or near the international level, and export of high-level sporting goods. Enterprises, which laid a solid foundation for the development of China's sporting goods industry. There are a large number of research institutes engaged in the research and development of sporting goods in China and higher education institutions that cultivate advanced technical talents for the development of the sporting goods industry, ensuring the sustainable development of China's sporting goods industry.
According to statistics of the World Federation of Sporting Goods, 65 products in the sporting goods industry all over the world are made in China, that is to say, China is already a world-famous producer of sporting goods in the world. China's accession to the WTO, Beijing's successful bid for the Olympic Games and more and more people are constantly pursuing sporting goods, bringing greater opportunities and vitality to the sporting goods industry. The sports market in China has a broad market prospect.
2 The main problems in the sporting goods industry in China Compared with the advanced sporting goods producing countries, China's sporting goods industry is in terms of production scale, production technology, variety quantity, product technology content, product quality, Shandong Sports Science and Technology brand effect, and marketing methods. There is still a considerable gap between service and after-sales service.
2.1 Inadequate macro-control of the industry and disorder of market competition For many years, the sporting goods industry lacked a uniform institution for formulating industry development strategies and macro-control and overall coordination. The problem of low-level redundant construction among the industry was outstanding, and fragmentation was serious. Industry management, regulation, coordination, and supervision are not sufficient. The competition mechanism for equality, fairness, and survival of the fittest in the industry has not yet been perfected, resulting in disordered market order and disorderly competition.
2.2. Small scale of economy and low level of intensification There are more than 3,300 sporting goods manufacturing enterprises in China. The number is large, but most of them are small enterprises, and even a large number of family-run enterprises. There are few modern medium-sized companies, and there are almost no large modern companies in the world. The ubiquitous small-scale and scattered problems of enterprises have resulted in a low degree of intensification, difficulty in the formation of economies of scale, poor economies of scale, high product production costs, and weak market competitiveness.
2.3. Poor technological innovation and low technological content Currently, the sportswear industry in the world is generally regarded as one of the high-tech industries. Advanced countries invest a lot of funds for development and technological innovation, continuously improve product quality and create brands. China's sports equipment production and technology development and other areas are still dominated by conventional technologies. Inadequate development of independent development and technological innovation has limited capacity. From the perspective of the entire industry, there are many low-grade products, few brand-name products, and low-tech high-tech products, and there is no competitive pattern in which a group of real national brands can compete with world famous brands.
2 .4 Lack of market research, slow market response. There is no right to speak without investigation. Conducting market research is the premise of formulating a correct marketing strategy. Through the sports market research, enterprises can understand the supply and demand of the sports market, organize production according to the needs of sports consumers, and obtain more economic benefits from the market. Some sporting goods manufacturing enterprises in China do not see the importance of market research, they do not realize the changes in consumer demand in the market, and their eyes are only on the research, development and production of competitive sports products, neglecting the larger market of fitness and entertainment products. .
25 Market positioning is ambiguous, and marketing methods and methods are obsolete. The market positioning of some sporting goods companies in China is ambiguous, leading to the production of products down to five-year-old children and up to eighty-year-old men can choose. When it comes to the impact of new brands, they want to break away from the new brands themselves and stand on a new level, and want to compete for the market with similar prices to these brands. There is a lack of creativity in marketing and a blind comparison between the same industry. Just follow the famous company's successful route. Spend a big price and ask for a spokesperson and spend huge amounts of money to promote the market. Make the stereotyped advertisements overwhelming at a time of concentration. Appeared before the consumer. However, these advertisements did not resonate between the star and the consumers. Many consumers believe that such brands cannot compete with world famous brands such as Nike and Adidas.
3 Countermeasures for the Development of China's Sporting Goods Industry 3.1 Strengthening policy guidance and macro-control to create a good environment for the development of the industry The sporting goods industry is an important branch of the sports industry. The competent government departments at all levels shall put the development of sports products industry on the agenda, strengthen leadership and industry management, and formulate and implement industrial policies, and fully consider and give play to the guiding role of policies in accordance with the law of market economy operation. Strengthen the government's macro-control, service, coordination, supervision, and guarantee functions and standardize industry behavior. Formulate measures to encourage and encourage high-tech sports companies to create brand-name sports products and create a good environment for the healthy and rapid development of the industry.
3.2 Accelerate the pace of building a modern enterprise system, adjust and optimize the industrial structure, and establish a reasonable economic scale Establishing and realizing a modern enterprise is an essential condition and an important guarantee for the development of the sporting goods industry in China. Adhere to the principle of reform, reorganization, transformation, and strengthening of management, increase the reform of the enterprise, and accelerate the construction of a modern enterprise system with clear property rights, clear separation of powers and responsibilities, separation of government and enterprises, and management science. While building a modern enterprise system, we must strengthen corporate culture construction and scientific management.
We must take advantage of property rights and ownership adjustments to effectively adjust and optimize the industrial structure and form an economic scale that focuses on product specialization. Strong sporting goods manufacturing companies can form large-scale enterprise groups through asset restructuring, equity joint ventures, mergers, mergers, and joint ventures, achieving scale, intensive, and competitive economic scale. Small-scale enterprises go through appropriate technological transformation, precision, and specialization. The company has established a professional small-scale sporting goods manufacturing enterprise with excellent personnel, flexible operation, and strong resilience. Through cooperation, it will establish a semi-close partnership relationship with large enterprise groups, complement each other's strengths, increase the socialization of production, and form their own unique advantages and competitive advantages.
3.3 Actively promote technological progress and enhance the ability of technological innovation of enterprises Technological innovation is a systematic project. It is necessary to grasp three combinations, namely the combination of technological innovation and institutional innovation, the combination of technological innovation and technological transformation, and the combination of technological innovation and structural adjustment. Enhancing enterprise technological progress and technological innovation ability is the key to improving the core competitiveness of enterprises. It is necessary to establish and perfect a technological innovation system that focuses on enterprises.
3.3.1 Accelerate the construction of technical centers. Conditional sports equipment manufacturers must establish enterprise technology centers to improve their technological innovation capabilities.
3.3.2 Actively promote the joint development of production, education and research, and encourage the move from a single technology project to a factory, school, or institution to conduct all-round cooperation in a joint-stock development entity, and accelerate the conversion of scientific and technological achievements to real productivity.
3.3.3 take a variety of channels, increase investment in technological innovation. The first is to urge companies to become the main players in technological innovation so that they can increase their technology development costs as much as possible. Large and medium-sized enterprises must not be lower than 3, and high-tech enterprises must not be lower than 5-2. They should give full play to the main channel of investment in the financial sector and set up special loans. III. It is to explore new financing channels. The fourth is to activate asset stocks through reorganization, equity participation, mergers, etc. Fifth, increase investment attraction. Through capital investment, we will focus on the development of computer technology, advanced manufacturing technology, information technology and other high-tech applications in the production of sporting goods.
3.4 Emphasis on market research and timely adjustment of the company's development direction In the era of global integrated market, more and more consumers are exposed to information, consumer demand changes more and more quickly, and brand competition is also increasingly fierce. Market research has become the only way and effective method for sporting goods manufacturers to understand the market, understand the market, and determine product variety, specifications, suits, etc. according to market demand. In order to make their products marketable, sporting goods manufacturers must conduct research on the sports market to understand the total demand for sports products and the composition of demand, forecast sporting goods demand, and determine their own development direction.
With sports and leisure leading the trend today, the sports population has gradually increased, people’s awareness of fitness has been gradually strengthened, and people’s demand for fitness and entertainment products is also increasing, and the composition of demand for sporting goods has changed. Fitness and entertainment products accounted for 80 of the total market demand, while competitive sports products accounted for only 20. World famous brand sporting goods companies through market research, found changes in market demand, and quickly adjust their marketing strategies. When Nike first emerged, the brand was positioned in the competitive sporting goods market. The advertising focused on the technical advantages of the product, and advertised who owns Nike and who knows the professional spirit of sports. However, through the market research, Nike timely discovered the emergence of new sports consumer groups, repositioned the products, and began to say JUST DO IT. Its products entered the homes of ordinary people from track and field fields and gymnasiums, and became a group part and identity symbol of youth culture. China's sporting goods manufacturing enterprises should be market-oriented, research the market, be familiar with the market, master market dynamics and information, serve the market, adjust the direction of production and operation in a timely manner, and take the research and development of fitness and entertainment products as their own focus, so that enterprises Fierce market competition is invincible. At the same time, sporting goods manufacturing enterprises should adapt to China’s national conditions, based on the large market with a population of 1.2 billion people in China, and continue to cultivate and develop the domestic sports goods market. It must be targeted and must focus on different regions, different groups of people, and different levels. Different consumption concepts are needed to develop marketable sporting goods.
3.5 Identifying the Market Position of Products and Integrating Products in All Directions Marketing brands have become the most powerful weapon to increase dissemination efficiency and compete for attention. Market positioning is the primary task of building brands and formulating strong marketing strategies. Through market positioning of products, companies hope that consumers will feel and understand that their products are different from those of competitors, and that they will win lasting and competitive advantages in this era of assimilation. After clear definition of the target consumer group, the sporting goods manufacturing companies can sponsor events, sponsor the team, sign sports stars for image endorsements, and provide support for a large number of promotional activities, advertising communication, and network communication to actively develop resources. Brand. Through advertisements to strengthen communication with target consumers, use teen fanatic idol worship to establish brand loyalty, use animation and computer games to be close to young children and consumers, and strive for female consumer groups through in-depth psychological awareness and value, so that enterprises can continue to expand in the market. Success, rapid growth, so that the star eventually make the company and its brand become loyal partners and confidants of customers. Through all-round integrated marketing of the product, the brand can have a rich cultural connotation. The company will differentiate the cultural connotation as the brand's core identity from other brands, create new consumers for themselves, and at the same time use their own values ​​in the consumption. A wall of anti-resonance has been built between the competitors and competitors to win more and more consumers.
4 Some Suggestions 4.1 The guiding ideology for the development of China's sporting goods industry is: market-oriented, focusing on industrial restructuring, targeting industrial technology upgrading, and using advanced technology as a means to strengthen technological innovation and corporate culture construction. Sporting goods quality, economic benefits and overall market competitiveness.
4.2 The establishment of a unified, fair and effective corporate organization for the sporting goods industry in the country as a major sporting goods company. Its function is to publicize relevant government policies and decrees, assist in formulating and improving related industry policies and standards of conduct, and coordinate the interests of enterprises. Organize talent exchanges, technical exchanges and technical services at home and abroad.
4.3 Standardize the procurement activities of the relevant departments, and provide that the use of domestic sports equipment is prioritized to meet the performance and quality requirements, giving domestic sporting goods manufacturers more development opportunities.
4.4 Formulate financial support and support policies.
4.5 Formulate policies and incentive policies for the encouragement of sporting goods manufacturers.
4.6 Strengthen the construction of scientific and technical talents in the sporting goods industry, and create a team of innovative marketing talents.
[1] Liu Minghui. How can China's sporting goods industry meet the opportunities and challenges after China's accession to the WTO [J]. Beijing [2] Chen Feng. Research on Countermeasures to Improve the International Competitiveness of China's Sports Industry Brand [J]. Sports letter [3] Zhan Jianguo. Strategic Thinking on Famous Brands of Chinese Sports Goods [J]. Journal of Tianjin Institute of Physical Education 1999 [4] Ye Dechu, Wang Rong. A tentative study on the future development of sporting goods industry in China [J]. In Wuhan Sports Science (on page 62), we can use the standard error S and the coefficient of variation CV as reference and adjustment variables, and use S= and as reference and adjustment variables to take into account the standard deviation. The average number and sample size, at the same time, is not limited by the same unit or item. The reference variable is the synthesis of the relationship between the elements and reflects the mutual influence between the elements. From the side, we can understand the relationship between some key elements in t =, pay attention to the degree of dispersion of the sample variables, and understand the sample mean and The degree of deviation between the overall mean, this provides us with more useful information for the analysis of the problem, and ultimately to achieve a true and effective judgment of the whole. At the same time, due to the intervention of reference and adjustment variables, the entire process becomes more clear and convincing.
2.3. The role of variance and regulatory variables in correlation analysis Correlation analysis is mainly used to describe the relationship between two or more variables that exhibit a certain trend. The independent variable and the dependent variable interact with each other through the manipulated variable and influence each other, as shown in the following figure: Generally, when dealing with the correlation analysis, it is assumed that there is the same variance at different levels of the adjusted variable. If the variances are not equal at different levels of the modulating variables, there will be a difference in the relevant intensities, that is, distribution-range limiting effects (Mcnemar, 1969). At this time, the independent variable and the dependent variable may be relatively weak in the adjustment level with a smaller variance, and may be stronger in the adjustment level with a larger variance. If the dependent variable is affected by the level of significance of the adjusted variable, the measurement error of the dependent variable will vary with the value of the manipulated variable. At this time, an independent artifact appears due to the variance (s) of the independent variable and the dependent variable. At this time, we should use non-standardized regression coefficients (not beta). Relatively speaking, the regression coefficient is not affected by the magnitude of the variance of the independent variable, nor is it affected by the measurement error of the dependent variable. Therefore, the degree of correlation between the independent variable and the dependent variable can be relatively accurately expressed.
4 Conclusion Through the above analysis, identify some problems that often appear in the normal overall test and correlation analysis, and make necessary explanations for the problems that should be paid attention when using this type of method to analyze and process data, and put forward some specific solutions. Give users help and reference.
〔
As the basis of the sports industry, the sports industry has an important significance for the development of China's sports industry and economy. The development status and existing problems of China's sporting goods industry are analyzed, and some policies and suggestions for the development of China's sporting goods industry are put forward.
The status quo of the development of the sporting goods industry The rapid development of the economy and the success of the Olympic bid made China’s sports industry occupy an increasingly important position in the national economy, and it has become one of the new growth points of the national economy in China. It is considered to be the fourth of the 21st century. One of the big industries. As an important branch of the sports industry, the sporting goods industry has an important significance for the development of China's sports industry and economy.
1 Development of China's sporting goods industry After the liberation, the party and the government attached great importance to the sports cause, which enabled the rapid development and expansion of the production of sporting goods. Since the reform and opening up, with the shift from planned economy to market economy, China's sporting goods industry has also undergone fundamental changes. State-owned enterprises, stocks, private companies, and joint ventures have coexisted in the form of major changes in the production and operation of sporting goods in China. Gradually entered the normal market economy operation track. According to the 1998 edition of "China's Sports Business Guide", China has a certain amount of sporting goods manufacturing enterprises including sportswear, ball equipment, fitness equipment, entertainment and venue equipment, sports research test equipment, outdoor sports goods, fishing gear There are over 3,300 categories, sports equipment, prizes, sports health products, referees and coaches, and some 12 types of enterprises have modernized sporting goods with economies of scale, product quality at or near the international level, and export of high-level sporting goods. Enterprises, which laid a solid foundation for the development of China's sporting goods industry. There are a large number of research institutes engaged in the research and development of sporting goods in China and higher education institutions that cultivate advanced technical talents for the development of the sporting goods industry, ensuring the sustainable development of China's sporting goods industry.
According to statistics of the World Federation of Sporting Goods, 65 products in the sporting goods industry all over the world are made in China, that is to say, China is already a world-famous producer of sporting goods in the world. China's accession to the WTO, Beijing's successful bid for the Olympic Games and more and more people are constantly pursuing sporting goods, bringing greater opportunities and vitality to the sporting goods industry. The sports market in China has a broad market prospect.
2 The main problems in the sporting goods industry in China Compared with the advanced sporting goods producing countries, China's sporting goods industry is in terms of production scale, production technology, variety quantity, product technology content, product quality, Shandong Sports Science and Technology brand effect, and marketing methods. There is still a considerable gap between service and after-sales service.
2.1 Inadequate macro-control of the industry and disorder of market competition For many years, the sporting goods industry lacked a uniform institution for formulating industry development strategies and macro-control and overall coordination. The problem of low-level redundant construction among the industry was outstanding, and fragmentation was serious. Industry management, regulation, coordination, and supervision are not sufficient. The competition mechanism for equality, fairness, and survival of the fittest in the industry has not yet been perfected, resulting in disordered market order and disorderly competition.
2.2. Small scale of economy and low level of intensification There are more than 3,300 sporting goods manufacturing enterprises in China. The number is large, but most of them are small enterprises, and even a large number of family-run enterprises. There are few modern medium-sized companies, and there are almost no large modern companies in the world. The ubiquitous small-scale and scattered problems of enterprises have resulted in a low degree of intensification, difficulty in the formation of economies of scale, poor economies of scale, high product production costs, and weak market competitiveness.
2.3. Poor technological innovation and low technological content Currently, the sportswear industry in the world is generally regarded as one of the high-tech industries. Advanced countries invest a lot of funds for development and technological innovation, continuously improve product quality and create brands. China's sports equipment production and technology development and other areas are still dominated by conventional technologies. Inadequate development of independent development and technological innovation has limited capacity. From the perspective of the entire industry, there are many low-grade products, few brand-name products, and low-tech high-tech products, and there is no competitive pattern in which a group of real national brands can compete with world famous brands.
2 .4 Lack of market research, slow market response. There is no right to speak without investigation. Conducting market research is the premise of formulating a correct marketing strategy. Through the sports market research, enterprises can understand the supply and demand of the sports market, organize production according to the needs of sports consumers, and obtain more economic benefits from the market. Some sporting goods manufacturing enterprises in China do not see the importance of market research, they do not realize the changes in consumer demand in the market, and their eyes are only on the research, development and production of competitive sports products, neglecting the larger market of fitness and entertainment products. .
25 Market positioning is ambiguous, and marketing methods and methods are obsolete. The market positioning of some sporting goods companies in China is ambiguous, leading to the production of products down to five-year-old children and up to eighty-year-old men can choose. When it comes to the impact of new brands, they want to break away from the new brands themselves and stand on a new level, and want to compete for the market with similar prices to these brands. There is a lack of creativity in marketing and a blind comparison between the same industry. Just follow the famous company's successful route. Spend a big price and ask for a spokesperson and spend huge amounts of money to promote the market. Make the stereotyped advertisements overwhelming at a time of concentration. Appeared before the consumer. However, these advertisements did not resonate between the star and the consumers. Many consumers believe that such brands cannot compete with world famous brands such as Nike and Adidas.
3 Countermeasures for the Development of China's Sporting Goods Industry 3.1 Strengthening policy guidance and macro-control to create a good environment for the development of the industry The sporting goods industry is an important branch of the sports industry. The competent government departments at all levels shall put the development of sports products industry on the agenda, strengthen leadership and industry management, and formulate and implement industrial policies, and fully consider and give play to the guiding role of policies in accordance with the law of market economy operation. Strengthen the government's macro-control, service, coordination, supervision, and guarantee functions and standardize industry behavior. Formulate measures to encourage and encourage high-tech sports companies to create brand-name sports products and create a good environment for the healthy and rapid development of the industry.
3.2 Accelerate the pace of building a modern enterprise system, adjust and optimize the industrial structure, and establish a reasonable economic scale Establishing and realizing a modern enterprise is an essential condition and an important guarantee for the development of the sporting goods industry in China. Adhere to the principle of reform, reorganization, transformation, and strengthening of management, increase the reform of the enterprise, and accelerate the construction of a modern enterprise system with clear property rights, clear separation of powers and responsibilities, separation of government and enterprises, and management science. While building a modern enterprise system, we must strengthen corporate culture construction and scientific management.
We must take advantage of property rights and ownership adjustments to effectively adjust and optimize the industrial structure and form an economic scale that focuses on product specialization. Strong sporting goods manufacturing companies can form large-scale enterprise groups through asset restructuring, equity joint ventures, mergers, mergers, and joint ventures, achieving scale, intensive, and competitive economic scale. Small-scale enterprises go through appropriate technological transformation, precision, and specialization. The company has established a professional small-scale sporting goods manufacturing enterprise with excellent personnel, flexible operation, and strong resilience. Through cooperation, it will establish a semi-close partnership relationship with large enterprise groups, complement each other's strengths, increase the socialization of production, and form their own unique advantages and competitive advantages.
3.3 Actively promote technological progress and enhance the ability of technological innovation of enterprises Technological innovation is a systematic project. It is necessary to grasp three combinations, namely the combination of technological innovation and institutional innovation, the combination of technological innovation and technological transformation, and the combination of technological innovation and structural adjustment. Enhancing enterprise technological progress and technological innovation ability is the key to improving the core competitiveness of enterprises. It is necessary to establish and perfect a technological innovation system that focuses on enterprises.
3.3.1 Accelerate the construction of technical centers. Conditional sports equipment manufacturers must establish enterprise technology centers to improve their technological innovation capabilities.
3.3.2 Actively promote the joint development of production, education and research, and encourage the move from a single technology project to a factory, school, or institution to conduct all-round cooperation in a joint-stock development entity, and accelerate the conversion of scientific and technological achievements to real productivity.
3.3.3 take a variety of channels, increase investment in technological innovation. The first is to urge companies to become the main players in technological innovation so that they can increase their technology development costs as much as possible. Large and medium-sized enterprises must not be lower than 3, and high-tech enterprises must not be lower than 5-2. They should give full play to the main channel of investment in the financial sector and set up special loans. III. It is to explore new financing channels. The fourth is to activate asset stocks through reorganization, equity participation, mergers, etc. Fifth, increase investment attraction. Through capital investment, we will focus on the development of computer technology, advanced manufacturing technology, information technology and other high-tech applications in the production of sporting goods.
3.4 Emphasis on market research and timely adjustment of the company's development direction In the era of global integrated market, more and more consumers are exposed to information, consumer demand changes more and more quickly, and brand competition is also increasingly fierce. Market research has become the only way and effective method for sporting goods manufacturers to understand the market, understand the market, and determine product variety, specifications, suits, etc. according to market demand. In order to make their products marketable, sporting goods manufacturers must conduct research on the sports market to understand the total demand for sports products and the composition of demand, forecast sporting goods demand, and determine their own development direction.
With sports and leisure leading the trend today, the sports population has gradually increased, people’s awareness of fitness has been gradually strengthened, and people’s demand for fitness and entertainment products is also increasing, and the composition of demand for sporting goods has changed. Fitness and entertainment products accounted for 80 of the total market demand, while competitive sports products accounted for only 20. World famous brand sporting goods companies through market research, found changes in market demand, and quickly adjust their marketing strategies. When Nike first emerged, the brand was positioned in the competitive sporting goods market. The advertising focused on the technical advantages of the product, and advertised who owns Nike and who knows the professional spirit of sports. However, through the market research, Nike timely discovered the emergence of new sports consumer groups, repositioned the products, and began to say JUST DO IT. Its products entered the homes of ordinary people from track and field fields and gymnasiums, and became a group part and identity symbol of youth culture. China's sporting goods manufacturing enterprises should be market-oriented, research the market, be familiar with the market, master market dynamics and information, serve the market, adjust the direction of production and operation in a timely manner, and take the research and development of fitness and entertainment products as their own focus, so that enterprises Fierce market competition is invincible. At the same time, sporting goods manufacturing enterprises should adapt to China’s national conditions, based on the large market with a population of 1.2 billion people in China, and continue to cultivate and develop the domestic sports goods market. It must be targeted and must focus on different regions, different groups of people, and different levels. Different consumption concepts are needed to develop marketable sporting goods.
3.5 Identifying the Market Position of Products and Integrating Products in All Directions Marketing brands have become the most powerful weapon to increase dissemination efficiency and compete for attention. Market positioning is the primary task of building brands and formulating strong marketing strategies. Through market positioning of products, companies hope that consumers will feel and understand that their products are different from those of competitors, and that they will win lasting and competitive advantages in this era of assimilation. After clear definition of the target consumer group, the sporting goods manufacturing companies can sponsor events, sponsor the team, sign sports stars for image endorsements, and provide support for a large number of promotional activities, advertising communication, and network communication to actively develop resources. Brand. Through advertisements to strengthen communication with target consumers, use teen fanatic idol worship to establish brand loyalty, use animation and computer games to be close to young children and consumers, and strive for female consumer groups through in-depth psychological awareness and value, so that enterprises can continue to expand in the market. Success, rapid growth, so that the star eventually make the company and its brand become loyal partners and confidants of customers. Through all-round integrated marketing of the product, the brand can have a rich cultural connotation. The company will differentiate the cultural connotation as the brand's core identity from other brands, create new consumers for themselves, and at the same time use their own values ​​in the consumption. A wall of anti-resonance has been built between the competitors and competitors to win more and more consumers.
4 Some Suggestions 4.1 The guiding ideology for the development of China's sporting goods industry is: market-oriented, focusing on industrial restructuring, targeting industrial technology upgrading, and using advanced technology as a means to strengthen technological innovation and corporate culture construction. Sporting goods quality, economic benefits and overall market competitiveness.
4.2 The establishment of a unified, fair and effective corporate organization for the sporting goods industry in the country as a major sporting goods company. Its function is to publicize relevant government policies and decrees, assist in formulating and improving related industry policies and standards of conduct, and coordinate the interests of enterprises. Organize talent exchanges, technical exchanges and technical services at home and abroad.
4.3 Standardize the procurement activities of the relevant departments, and provide that the use of domestic sports equipment is prioritized to meet the performance and quality requirements, giving domestic sporting goods manufacturers more development opportunities.
4.4 Formulate financial support and support policies.
4.5 Formulate policies and incentive policies for the encouragement of sporting goods manufacturers.
4.6 Strengthen the construction of scientific and technical talents in the sporting goods industry, and create a team of innovative marketing talents.
[1] Liu Minghui. How can China's sporting goods industry meet the opportunities and challenges after China's accession to the WTO [J]. Beijing [2] Chen Feng. Research on Countermeasures to Improve the International Competitiveness of China's Sports Industry Brand [J]. Sports letter [3] Zhan Jianguo. Strategic Thinking on Famous Brands of Chinese Sports Goods [J]. Journal of Tianjin Institute of Physical Education 1999 [4] Ye Dechu, Wang Rong. A tentative study on the future development of sporting goods industry in China [J]. In Wuhan Sports Science (on page 62), we can use the standard error S and the coefficient of variation CV as reference and adjustment variables, and use S= and as reference and adjustment variables to take into account the standard deviation. The average number and sample size, at the same time, is not limited by the same unit or item. The reference variable is the synthesis of the relationship between the elements and reflects the mutual influence between the elements. From the side, we can understand the relationship between some key elements in t =, pay attention to the degree of dispersion of the sample variables, and understand the sample mean and The degree of deviation between the overall mean, this provides us with more useful information for the analysis of the problem, and ultimately to achieve a true and effective judgment of the whole. At the same time, due to the intervention of reference and adjustment variables, the entire process becomes more clear and convincing.
2.3. The role of variance and regulatory variables in correlation analysis Correlation analysis is mainly used to describe the relationship between two or more variables that exhibit a certain trend. The independent variable and the dependent variable interact with each other through the manipulated variable and influence each other, as shown in the following figure: Generally, when dealing with the correlation analysis, it is assumed that there is the same variance at different levels of the adjusted variable. If the variances are not equal at different levels of the modulating variables, there will be a difference in the relevant intensities, that is, distribution-range limiting effects (Mcnemar, 1969). At this time, the independent variable and the dependent variable may be relatively weak in the adjustment level with a smaller variance, and may be stronger in the adjustment level with a larger variance. If the dependent variable is affected by the level of significance of the adjusted variable, the measurement error of the dependent variable will vary with the value of the manipulated variable. At this time, an independent artifact appears due to the variance (s) of the independent variable and the dependent variable. At this time, we should use non-standardized regression coefficients (not beta). Relatively speaking, the regression coefficient is not affected by the magnitude of the variance of the independent variable, nor is it affected by the measurement error of the dependent variable. Therefore, the degree of correlation between the independent variable and the dependent variable can be relatively accurately expressed.
4 Conclusion Through the above analysis, identify some problems that often appear in the normal overall test and correlation analysis, and make necessary explanations for the problems that should be paid attention when using this type of method to analyze and process data, and put forward some specific solutions. Give users help and reference.
〔
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