Research On The Development Of Sports Goods Manufacturing Industry In Shandong Province From The Perspective Of "Supply Side Reform"

Sports industry is an important sunrise industry in China.As an important part of the sports industry,sports goods manufacturing industry is the development of all regions of the country,Shandong Province as an economic province is no exception.But now there are a lot of invalid supply in the market of sports goods manufacturing industry in Shandong province.There are a lot of fake and shoddy goods on the market.Shandong sports goods manufacturing industry,the lack of effective demand,invalid supply too much.The scale of the enterprise is relatively small,the scientific research input is insufficient,the product is lack of innovation,there are too many low quality products in the market,the supply of high-end products is not enough.Sporting goods enterprises lack of professional personnel,government regulation is not strict,the added value of sports goods is not high,sports brand awareness is not strong,the market share is relatively low.Supply side reform is to start from the supply side and the production side,through the liberation of the productive forces of enterprises to enhance competitiveness and promote economic development.The main method of Shandong province sports goods manufacturing industry supply side reforms are invalid to reduce the supply of sports goods manufacturing industry from the supply side,increase effective supply,using the Internet to achieve the innovation of sports goods manufacturing enterprises,improve the production efficiency,and ultimately revitalize the Shandong province sports goods manufacturing enterprises,so as to achieve rapid development.In this paper,the main research methods of literature,expert interviews,field survey,questionnaire survey,mathematical statistics,these 5 research methods.This paper makes a comprehensive analysis of the present situation of the sports goods manufacturing industry in Shandong Province,and finds out the invalid supply of the sporting goods manufacturing industry in Shandong province.The essence of the use of supply side reforms to the Shandong province sports goods manufacturing industry,the purpose is to provide a theoretical basis for the development of manufacturing industry in Shandong province sports activities,help the development of manufacturing industry in Shandong province for the better sports.This paper selects the 5 regions of Qingdao,Dezhou,Zibo,Weihai,Ji'nan before the 15 home representative in the business directory on the enterprise as the research object of this paper,including Qingdao Impulse Sports Goods Co.,Ltd.and Dezhou Leling friendship sports equipment limited liability company,Taishan Sports Equipment Group Co.Ltd.,Zibo the sports goods Co.,Ltd.and Weihai Guangwei Refco Group Ltd and other 15 sports goods manufacturing industry.By consulting the relevant information on the supply side reform,there is a very deep understanding and interpretation of the supply side.By reading a large number of data and the questionnaire survey and field visits to a survey in Shandong province sports goods manufacturing enterprises scale,output value,personnel structure,enterprise investment in scientific research,production and product quality,style,product innovation and brand value,marketing mode and some other situation,as well as for consumer demand analysis,found the problem,as follows.There are a lot of invalid supply in Shandong sports goods manufacturing industry: 1,enterprise production scale is small,product market positioning fuzzy.2,low investment in scientific research,technical content is relatively low,low rate of product standards.3,sporting goods development cycle is short,independent R & D capability is not strong.4,lack of human resources,the lack of high-level professionals.5,a serious lack of brand awareness,market share is low,the lack of influential brands.6,a single marketing model,advertising efforts,the depth and breadth of serious shortage.7,there is a serious vicious competition between enterprises,product homogeneity serious.In order to solve the above problems,this paper puts forward the following suggestions: 1.To carry out the collectivization and scale.2,the introduction of advanced technology,increase research funding.3,improve product quality,adhere to innovation and development,the development of new products.4,the introduction of high-tech innovation and management professionals.5,to build their own sporting goods brand in Shandong.6,the use of the advantages of the Internet and people's needs to increase publicity.7,the government should strengthen supervision and reasonable support and guidance.