SWOT Analysis Of Sports Goods Manufacturing Industry In Shandong Province

For half a century, the scale of the sporting goods industry in our country since the childhood, from imitation to innovation of product, from a planned economy to market economy, from closed self-sufficiency to towards the international market, has achieved remarkable results. Since reform and opening-up, our country sports goods manufacturing industry one of the most remarkable achievement is a state-owned enterprise monopoly situation has been broken, a large number of foreign enterprises in China, individual businesses and other companies have sprung up in the form of a large number of land, form of investment is also the past a single national investment form of diversification in a society. Along with the reform and opening-up and the development of market economy, a large number of joint ventures, wholly owned, collective, private individual enterprise stand out from the crowd.As China’s most populous province of shandong province, the overall development level is relatively backward, industry development level and the national leading level have a certain gap. Sports goods manufacturing industry as a popular profession "post-olympic era", is the country’s various provinces and cities to develop, in shandong province is no exception. Despite the shandong sports goods manufacturing industry have a certain foundation, but compared with developed provinces and cities, there is still a gap in the sporting goods brand in shandong province, the industrialization of scientific and technological content, sports goods circulation management organization, organization scale, competition model are relatively backward. Therefore, it is necessary to in-depth understanding of sports goods manufacturing industry in shandong province, this paper USES literature material, logic inductive method, questionnaire survey, the sports industry and sports goods manufacturing industry in shandong province on the aspects of literature collection, the relevant person in charge of sports goods enterprises in shandong province and shandong province sports consumer questionnaire survey, to obtain more reliable firsthand material.Through to the related data of literature and investigation in the analysis of the data, the following conclusions:1, sports goods manufacturing industry in shandong province are relatively cheap Labour, transport facilities, the advantages of the related policy support.2, sports goods manufacturing industry in shandong province has the following disadvantages: lack of product research and development ability, technology content is low, lack of innovation; In sports management, professional marketing talent lack; Enterprise on a smaller scale, the product added value is not high; Enterprise labor productivity is low.3, sports goods manufacturing industry in shandong province also ushered in the market will account for the main body status under the background of the policy of broad market prospect of rare opportunity, as well as the opportunities brought by globalization.4, sports goods manufacturing industry in shandong province more faces competition from international famous brands and domestic brands, the market competition environment is not standard, labor comparative advantage to reduce the threat, technology and talents, etc.For the conclusion of shandong sports goods enterprises should accelerate the optimization and upgrading of industrial structure, the use of favorable policy comply with market rules, strengthen the innovation of new product development recommendations.