The Market Structure Of The Status Quo Of Sports Goods Industry In Shandong Province And Its Optimization

Optimizing the market structure of sports goods manufacturing industry is of great importance to thedevelopment of sports industry in Shandong.A healthy market structure of sports goods manufacturing industry is helpful for technology advancement and improving its quality of leading product and effect of name brand .Meanwhile, it is also useful for strengthening the international competition of sports goods manufacturing industry.At present, the market structure of Shandong sports goods manufacturing industry is not perfect, which affects the national market behavior and its efficiency of market achievements. Therefore, it is necessary for us to study the market structure of the industry of sports goods manufacturing industry and its optimization. However, during the process of reference, we find that only a few scholars have touched upon this topic till now. Their studies are not special and systematic. Hence, thepaper investigates the optimization of the market structure of sports goods manufacturing industry by using the method of literature review, the logic and inductive method, the method of expert consults, mathematical statistic method, the methodof analyzing model and so on. Our conclusions are as follows:1. The states of sports goods manufacturing industry in Shandong Province are small enterprise scale, the low record of staff, the bad economic efficiency, the obvious region difference.2. From the region, the market of sports goods manufacturing industry in China belongs to high oligopoly structure. From the product category, it belongs to the low centralism structure. And From the product difference, it belongs to the competition.3. The market structure of sports goods manufacturing industry takes its form under the influence of system mechanism, cultural element, extensive management, area industrial structure factor and so on. 4. The market structure influences the market behavior in the following ways: the enarge of advertisement and propaganda, the limited investment of product technology, the low sports goods consumption levelof cities inhabitant and so on.5. The major factors, which influence the market behavior, are the low degree of the products' discrimination, the difficulty of the price strategy, the few brand product and unitary way of promotion and method.6. The market structure mainly influences the market efficiency as follow: low efficient sports resource allocation and the drop use of foreign capital.7. The guideline for us to construct an optimization model of the market structure of sports goods manufacturing industry is to stresse the opportunity, creat the name brand and enhance the profit. Its constructive principles are the feasible principle, the coordinative principle, the benefit sharing principle, sustainable development principle and regional integration principle.8. The main contents of an optimization model of the market structure of sports goods manufacturing industry are competitive system optimization of oligopoly competition model, NPS model the optimization pattern of market behavior from the enterprise interior, the game theory model of brand cooperation strategy from the outside enterprise.combination effect of government function and market mechanism from market effience and optimization model of market structure,market behavior and market effiency.