Research On Industrial Organization Of China Sporting Goods Manufacturing Industry

Sporting goods market is currently the largest and most mature industry with international competitiveness in China's sports market system, and future development of this market will concern the sound development of the entire sports industry. Marked results have been achieved in the development of China's sporting goods industry, which will maintain a strong momentum of development. Many enterprises with completion of accumulation of original capital have stepped forward towards the brand strategy with technicalization and proprietary intellectual property rights as the main objective, which was originally transferred from simple imitation and OEM production. However, while sports goods industry making great achievements, there are still such underlying problems as too many small enterprises, fierce competition, low market concentration, unobvious economies of scale as well as low capacity of premiums compared to foreign enterprises with the same nature as those of Chinese enterprises. During the transition period of China's economy, a socialist market economic system has been gradually established and creating a fair competitive industry environment will play a decisive role in China's future economic development.Therefore, this paper discusses, based on the internationally accepted theory of industrial organization, the market structure, market behavior and market performance of China's sporting goods manufacturing industry through the approach of empirical analysis and puts forward countermeasure and suggestion for optimizing industrial organization and fully enhancing the international competitiveness of China's sporting goods manufacturing industry in accordance with the future development trend of industry.This paper includes the following sections:Firstly, the analysis of the industry structure and characteristics of the sporting goods manufacturing industry presents such characteristics of sporting goods manufacturing industry as unobvious economies of scale, diversification of ownership structure, imbalance of regional development.Secondly, the characteristics of typical market structure with monopolistic competition can be concluded as low industry concentration, lower degree of product differentiation and relatively low market entry barriers based on the analysis of market structure of China's sporting goods manufacturing industry. Thirdly, the analysis of market behavior, which is mainly carried out in such three areas as promotional behavior, mergers and acquisitions, and market coordination, focuses on the analysis and research in strategic significance of advertisements in band building of sporting goods industry on the basis of analyzing business competition of China's sports industry.Fourthly, it is concluded that the capacity in innovation, branding and marketing of the entire porting goods manufacturing industry is weak, and the short board enterprise development confronts is that the capability of independent R & D is relatively weak based on the analysis of market performance of China's sporting goods.Finally, the analysis of market structure, corporate behavior and market performance of China's sports industry results in the policy and suggestion in the optimization of China sporting goods industry organizations...