Research On The Development Path Of Sports Goods And Clothing Manufacturing Industry In Liaoning Province From The Perspective Of “SCP” Paradigm

With the vigorous development of sports in our country,the number of sports goodsenterprises has increased in a straight line,the implementation of the national fitness plan,the popularization of sports venues and equipment have made mass sports get unprecedented development opportunities.Sports is a "good medicine" for the development of sports industry.since the 2008 Beijing Olympic Games,the sports industry has received unprecedented attention,and the demand for sports goods has turned to a thousand orders every day.Liaoning Province belongs to a major sports province,in recent years,the scale of sports industry has increased year by year,the awareness of mass sports has been strengthened,the proportion of urban residents is large,and the huge consumer population makes Liaoning sports goods industry have advantages.From the perspective of industrial organization theory,this paper combs the origin and development history of "SCP" paradigm,and analyzes the market structure of sports goods clothing manufacturing industry in Liaoning Province and Xingcheng Sports goods clothing Manufacturing Industry in Liaoning Province.This paper probes into the market behavior composed of price behavior and non-price behavior.According to the analysis of the present situation,the problems existing in the clothing manufacturing industry of sports goods in Liaoning Province are obtained: first,the scale of the enterprise is small,the degree of industrial agglomeration is low,and the brand construction is difficult;Second,the investment in product research and development is insufficient,brand publicity,innovation is not enough,product marketing channel is single;third,the effective supply of labor market is insufficient,the shortage of human resources and so on.In response to the above questions Under the perspective of "SCP" paradigm,this paper puts forward the development path of sports goods clothing manufacturing industry in Liaoning Province: first,From the point of view of market structure(1)optimize the structure of sports clothing industry by using the development track of swimsuit industry for reference.(2)draw the attention of consumers with specialized clothing agglomeration and formulate the professional development strategy.Second,from the point of view of human resources(1)weave the "top-down" talent training system network ".(2)absorb the campus" potential stocks "and optimize the human resourcesstructure of enterprises.Third,the market behavior angle(1)the enterprise accurate brand positioning,promotes the butterfly effect.(2)relies on the government support,launches the"Liaoning brand" strategy.(3)Innovate marketing model and encourage enterprises to enter the road of e-commerce.According to the above research basis,it is concluded that:(1)the proportion of urban population in Liaoning Province is large and the consumption ability is strong.The huge sports consumer population is beneficial to the development of sports goods clothing manufacturing industry in Liaoning Province.(2)small and medium-sized sports goods clothing enterprises are the main body of sports goods clothing enterprises in Liaoning Province;Liaoning sports goods clothing enterprises are small in scale,decentralized in investment and low in specialization.Although the quantitative advantage is obvious,the formal degree of enterprises is not high.Most enterprises do not have relevant administrative license information.(3)the number of sporting goods clothing manufacturing enterprises in Shenyang and Dalian is large,and the number of sports clothing enterprises in Anshan,Yingkou and Huludao is up to More than 20;The enterprise structure and aggregation of Huludao in swimwear industry,Brand construction and product export are in the forefront of the development of Liaoning garment enterprises.(4)Xingcheng swimwear manufacturing enterprises adopt a specialized strategy of producing swimwear clothing as the sales object,and the division of labor among enterprises is clear.The advantages of cluster are obvious.Xingcheng Swimwear products because the government provides shared public resources,various swimwear enterprises have established an industrial chain with production,design and sales as one,and after hitting their own brands in the domestic and even foreign markets,Naturally form a location brand.