Under The Global Value Chain Perspective Leling Sporting Goods Industry Cluster Upgrade

The sports industry of Leling city started in the1970s, it is Leling city’s traditional featuresindustry, have been included in Dezhou development plan and one of the four newindustry.Since the first OEM processing primarily manual mill enterprise began to rise, after40years of development, now has formed the sports industry as the leading group Taishan, Youyisports equipment,Wuhuan sports equipment,Luchen coating plant,Tiejia sports equipment andother over the scale of sports industry52production enterprise, employees18500peoplecomplete chain of the vast field of industrial cluster development pattern.With foreignexport,Leling spors goods industry cluster has embedded into global value chain,however,theproduction mode of Enterprises in the cluster is more for the OEM and other low value-addedproducts, in the low-end segments of the value chain, can only get a small portion of the profits,how to carry out the upgrade of industrial clusters, it becomes very important issue Domestic andforeign scholars have a lot of research on upgrading industrial clusters, a variety of new methodsand new ideas are constantly emerging, but very few to upgrade the research of the sports goodsindustry clusters in global value chains perspective.Empirical research to Leling sports goodsindustry cluster, has typical significance to the study of other sports goods industry clusterupgrading.This paper by Leling sports goods industry cluster for object of research,use literature datamethod,field survey method,expert interviews,swot analysis method,by the visited and researchthe sports enterprises and government departments in Leling,comprehensive understanding of theLeling sports goods industry cluster status,Analysis sports goods industry cluster upgrade ofLeling.On this basis,Proposed the feasibility of countermeasures of the enterprise itself, thegovernment point of view and industry associations，as Leling upgrade of the sports goodsindustry clusters provide a theoretical reference.The main conclusions are as follows:1Leling sports goods industry has developed into a solid industrial base,strong researchcapacity and improve the policy and service support system,the formation of the main chain,such as material supply, production, processing,packaging storage and transportation, marketingand other aspects on the basis of cluster model and has shown a certain competitive advantage.2By exports, has been embedded into the sports goods industry in the global value chain,but foreign brands, operators and large retailers occupy the high-end segments of the valuechain,the enterprises of cluster export products of international brand OEM products,it only haslow value-added products, in the low-end part of the value chain.3Leling sports goods industry cluster in the global value chain driving force model is abuyer-driven model,in the value chain of products the value added comes from branding andmarketing stages,stressing the R&D to establish a brand, marketing, expanding sales channels,processing and manufacturing sectors separated from the industrial chain and thestrengthening of the information, and the construction of soft environment and other aspects.4Leling sports goods industry clusters in which the global value chain governance modelfor the "quasi-grade" type,in this chain，governance by the international sports goods brandoperators and large retailers,international brand operators and large retailers by way of theformulation of standards, parameters leading global profit allocation,coordination activities ofthe value of each link in the global value chain of sports goods.5Leling sports goods industry cluster advantages are mainly reflected in the excellentlocation,strong industrial base and supporting industries,Taishan brands and Taishan SportsIndustry Park and circular economy demonstration garden of carrier edge.In the low-end part ofthe global value chain,the lack of well-known independent brands is its disadvantages.To facethe obstruction of the large-scale events, policies brought opportunities and international brandoperators to upgrade the talent gap, the challenges brought about by the appreciation of therenminbi.6Leling sports goods industry cluster upgrade mode is the core of large enterprises insupport of the Government to lead the upgrade. Government to provide preferential policies tosupport enterprise development,Taishan Sports Industry Group will be part of the outsourcing ofproduction and manufacturing links to the cluster of other small and medium enterprises, topromote SMEs in the process upgrade,depends on the group set up R&D center, thedevelopment of sports industry service center, the Sports Industry Association to provide varioussupport for other companies.7To promote the upgrade of the sports goods industry cluster in Leling,for the enterprise,efforts to process updates and product upgrades,Improve the value of the products to create awell-known brands, to strengthen the exchange of contact with industry leaders,consolidateexisting competitive sports products, and vigorously develop the mass sports products, use awide range of means of marketing.Of the Government, to strengthen support for efforts toincrease investment,encourage Taishan Sports Industry Group doing foreigninvestment,encourage and support the construction of industry associations,foster cluster culturebased on trust.For Industry Association, to pay attention to the domestic and internationalmarket,at the same time pay attention to its own building.