A Study Of The Growth And Countermeasure Of Chinese Sports Goods Industry From The Perspective Of Cultural Capital

With the arrival of economic globalization, the competition among the enterprises has becoming more and more fierce and even gone deep into the level of culture. Culture becomes one of the key factors that influence the economic development. The deeper cultural connotation and the more cultural additional value the enterprise owns, the stronger competitive power it has. Cultural capital is the accumulation of cultural value which shows in the form of cultural wealth.With the development of economy and the improvement of people's living standards, the consumers' concept is changing, too. They are attaching more importance to the commodity's spiritual and cultural value rather than its material value.Sports goods industry, as one of the sports enterprises in our country, has developed fast in the recent years. Such excellent brands as Lining, Anta and Pick have sprung up. However, the overall development level still lags behind its counterpart in the developed country. The problems are as follows: firstly, the fine quality products have a low market market; secondly, the enterprises employ less the achievements of science and technology and lack autonomous and innovative ability; thirdly, the enterprises run on a small scale and the enterprise culture is not stressed; fourthly, there are no key products and low-leveled products appear over and over again; finally, the marketing ability is weak and methods are simple. After China enter WTO, the competition in the market will become more and more fierce, with the famous brand abroad like Nike and Adidas pouring into the Chinese market and the sports goods enterprises at home going into the international market. Therefore, from the perspective of cultural capital and based on the cultural strategies, this thesis puts forward the train of thought on how to solve the problems in the sports industry at home in order to promote the fast growth of sports goods industry in our country.This thesis, firstly, expounds the notion of cultural capital, then analyses the change of the consumers' concepts. After that, on these theoretical bases, it explores the development situation, market environment and the existing problems of the sports goods industry in our country. Finally, from the perspective of cultural capital, this thesis puts forward such strategies as going the way of developing quality products, strengthening the construction of quality product culture, promoting culture marketing, etc. in the hope of providing useful suggestions to the fast growth of the sports goods industry in China.