The Study On SCP Model Of Sports Apparel Industry Of China

Sports apparel industry of China is an important part of sports industry.With many yearsof development，it has formed mature market.Since the2008Beijing Olympic Games，thedomestic sportswear market presents a flourishing scene of prosperity. With the improvementof national fitness concept and the development of physical culture and sports, the sportsapparel market has broad requirements and there is a huge potential of the development of theindustry.At the same time, our country sports clothing industry has many problems.For example，the phenomenon of product homogeneity is serious.Scientific and technological innovation isinsufficient.Compared with sports apparel industry of the developed country，the level ofoverall development is still low and it is lack of competitiveness.Since2010，the stocks of theChinese sports clothing have increase.In the first half of2012the inventory of sports clothingis as high as1.6billion yuan.What’s more，foreign famous sportswear brands impact onChinese sportswear market.These make the trouble of sports apparel industry clearer.We musttake effective measures to deal with the situation.This paper tries to analysis comprehensively the Chinese sports apparel industry with theuse of the theory of industrial organization in detail，making whole analysis framework bemore complete，in order to find out the problems in its development and its internal rules，forinstance，its characteristics，the industry market competition，how to keep the appropriate sizeof the market，how to assess its entering and exiting barriers，how to adjust it to the optimizingrequirements of future industrial organization，how to improve the competitiveness andoccupy more market share， how to improve the ability of science and technologyinnovation.What’s more，some suggestions are put forward，from the point of view ofgovernment regulation.What follow is the analysis the problem of the national sportswear industry and therelation of market structure, behavior and performance by using econometric model，basedupon an all-round research on sports apparel industry through the use of SCP.The author comeup with measures for the forming of a sound market structure and the ruling of marketbehaviour，improving the competitiveness of the industry and keeping our country sportsclothing industry healthily in the long run. Analyzing sports clothing by using the SCP is rare.The author hope that beneficialexploration can use the little to get the big.