Research On The Development Of Outdoor Leisure Sports Industry In Nanjing Based On Value Chain Theory

With the rapid growth of national economy, people's leisure health demand is gradually increasing;, outdoor leisure sports industry as an emerging industry, its development contains huge potential. Nanjing outdoor leisure sports industry with the support of government policy and industrial capital, certain achievements have been made in the development, however, because the outdoor leisure sports industry of nanjing in growth period, there are still many problems in the development process,development model needs to be optimized. Thesis under the guidance of the value chain theory, the concept of outdoor leisure sports and outdoor leisure sports industry,this paper analyzes the research status at home and abroad, using the method of documentary, questionnaire, mathematical statistics and logic analysis and other research methods, choose nanjing outdoor sports club, outdoor enthusiasts, the sports industry related staff questionnaire for investigation. By investigating induces the nanjing outdoor leisure sports industry development present situation,industrial scale expanding; Diversity,outdoor sports products professional weak; Some unreasonable market structure, enterprise behavior; Has the huge consumer groups, to explore market potential. Based on value chain theory, the explicit in nanjing, the outdoor leisure activities and auxiliary activities constitute the basis of the sports industry value chain, and proposes the influence of nanjing as a theoretical basis for outdoor leisure sports industry development of 30 factors indicators,using Spss20.0 statistical analysis of the collected data divided into seven factors: environment, economic policy and demand, resource construction, enterprise management and product innovation, marketing skills, customer service and infrastructure. Nanjing from the seven aspects of outdoor leisure sports industry development advantages: good economic foundation support,the unique resources endowment funds,government policy support; The problem: outdoor sports enterprise management is not standard,management service level is low; Outdoor product development level is low,the lack of brand; Marketing channel is narrow, weak publicity; The imperfection of the construction of human resources. To solve these problems at the same time to nanjing outdoor leisure sports industry development put forward the countermeasures and Suggestions,in order to promote the development of outdoor leisure sports industry of nanjing is better.