Research On The International Competitiveness Of Chinese Sporting Goods Industry

The sporting goods industry is the important part of sports industry,all countries in the world attach great importance to and actively takemeasures to seize the market, and strive to occupy a space in the futureinternational competition[1].Large multinational sporting goodscompany enters China in a large-scale, China sporting goodsenterprises to survive and develop, must compete for space, this means,international competitiveness of China sporting goods enterprises willbe of vital importance to decide the enterprises.The sporting goods industry with the rapid development of theglobal economy and sports industry to be just unfolding, its action andposition are more and more obvious. From the international point ofview, the sporting goods industry is the main branch of sports industry,which is a bright spot for national development intopost-industrialization society, is also the important growth point for anational economic and social development. After ten years ofdevelopment, China has become the worlds largest sporting goodsproduction base, won the" world factory " in the world. The past fewdecades, the concept of consumer spending from subsistenceconsumption to enjoy model consumptive transformation, the growthof cultural and sports products market is swift and violent, has broughtgood development to the sporting goods industry.At present, China sporting goods industry occupies a large share inthe international market, China is a big production country of sporting goods, but the overall competitive level is not high. China sporti nggoods industry has producti on advantages, but is mainly the laboradvantage. Sci ence and technology research and developmentcapacity is insuffi cient; the domestic demand for sports products isgreatly i ncreasi ng, f orei gn brands have entered, and basicly occupi edthe high-end market; incomplete industry chain, to form industrialclusters; the competition of domestic enterprises with a price war,inadequate investment in R&D, copy from the universal is the maincharacteristics of Chinese sports goods industry. By2010, rising costs,sporting goods products shall not increase coping, affected by inflation,people began to hold the money bag, sections of clothing food, buyonline, sporting goods enterprises to increase sale strength, stimulateconsumer desire to buy, the price war is just the beginning, in the future,similar difficulties will continue to appear, sports how to overcome thedifficulty to obtain supplies enterprise development is the key.Sporting goods production and management ofinternationalization is the inevitable trend of development of theindustry, the context of the global economic crisis, the currentunderstanding of the international competitive power of thedeficiencies and gaps, in-depth analysis of the effects of internationalcompetitiveness of our sports goods industry are the main factors, tonurture and enhance the international competitiveness of our sportsgoods industry has the important practical significance.Based on the analysis of present development situation of our sportsgoods industry, uses Michael Potters diamond theory, from theproduction factors, demand conditions, related and supportingindustries, business strategy and competition structure, government andopportunity of Chinese sports goods industry, internationalcompetitiveness and influencing factors are analyzed and discuss. Domest ic sports goods industry, an d the competition between, get tothe root of the problem is domestic, outsi de the sports competitionbetween enterprises, so the paper then, sporting goods enterprisesinter nat ional competition makes contrast analysis, looki ng at theimpact of the Chi nese sports i ndustry competitiveness factor is how, as pecif ic r ol e in t he s porti ng goods busi ness. Ni ke and Adidas is,recognized as the worlds most competitive sporting goods company,on behalf of the United States and the European Union sports goodsindustry the highest level, lining the company is currently Chinas largestsporting goods company, therefore, this article selects the Nike, Adidasand lining company as sample, on, and outdoor sporting goodsenterprises international competitiveness and value chain arecompared and analyzed, and then use the competitive advantageand comparative advantage, put forward to raise our country sportinggoods industry international competitive advantage strategic choiceour sports goods industry strategic choice should be static comparativeadvantage and competitive advantage to build the two togetherability is in the international competition can maintain lastingcompetitiveness.