| In China's sports industry,with regard to the current situation,sports goods industry plays an important role.Jinjiang of Fujian Province is a main force for growth of China's sports goods industry.In the history of development,Jinjiang sports goods industry has undergone four times of product strategic transformation.This thesis made a relatively in-depth study on the driving mechanism of product strategic transformation of sports goods enterprises in Jinjiang,the development characteristics and existing problems through literature review,field investigation,expert interview,mathematical statistics,case study and comparative analysis.1.At the initial stage of reform and opening-up,depending on regional advantage and government special preferential policies,the engaged in production of sports shoes individual workers in Jinjiang grew quickly.Represented by ANTA,some enterprises stepped on the path of modernization after capital and technology accumulation.Industrial clustering of Jinjiang sports goods industry developed from small enterprise cluster into central radiation model.2.Growth of Jinjiang sports goods enterprises mainly centers on adjustment and transformation of product strategies.Based on the growth target of enterprises and stage characteristics of product life cycle,the process can be divided into four stages,namely single product production strategy,product diversification strategy,product tight adjustment strategy and merger,acquisition and expansion strategy.3.Driving factors for product strategic transformation of Jinjiang sports goods enterprises include factors like the enterprise,market and the external environment.The enterprise is the main body of the product strategy transformation,the consumer demand as the core power of market factors,and the economic situation,government policy and industrial environment provides environmental foundation and development condition.The above factors influence and act on each other,and form a dynamic mechanism driving the transformation together.4.Through empirical study,the author found that enterprise growth ability,organization resources,government policy and product life cycle are key elements influencing product strategic transformation of Jinjiang sports goods enterprises.From the time nodes,the author found that the influences of industry environment and in particular government policy were distinct before 2011;and organization resources and enterprise growth ability have become the key elements since 2011.5.The existing problems of Jinjiang sports goods enterprises with their product strategies are mainly insufficient initiative,unformed internal dynamics,misconceptions about market exit strategy,unmatched organizational resources and capabilities with enterprises growth goals,failure to adapt to the development of Industrial cluster,etc.In future,the external environment,such as consumer demand,government policy and market competition,will produce a series of new features and changes.These changes will influence the product strategic transformation of Jinjiang sports goods enterprises.Therefore,centering on product innovation,consumer demands and industry environment,this thesis offered the following suggestions.First,make precise product positioning based on consumer demand.Build market information analysis system.Establish standard product category management objectives.Form the feedback mechanism of product supply chain.Second,observe rule of life cycle.Make product strategy plan reasonably.Develop and improve resources collaborative cooperation means.Increase investment in product innovation,research and development and service factors.Enhance comprehensive product innovation capability.Third,create a favorable industry development environment.Make the leading enterprises play driving and guiding role in the cluster.Develop an orderly collaboration and complementation mechanism of vertical division of labor.Further intensify government support and protection. |
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