Causes And Optimization Strategies Of Supply And Demand Dislocation In The Urban Residents' Sporting Goods Market In Shandong Province

The sports industry belongs to the tertiary industry and is a "sunrise industry" in the process of stable economic development.In recent years,Shandong sports industry has developed rapidly.Under the background of national promotion and the formulation of new goals and policies by Shandong provincial government,sports industry has taken an increasing proportion in Shandong's GDP.Since the Central Committee of the State Council issued the "Several Opinions on Accelerating the Development of Sports Industry and Promoting Sports Consumption"(State Council[2014] No.46)document,the sports industry in Shandong Province has entered a period of rapid development and rapid expansion.From the perspective of the development of sports goods market as the main body of the industry,it is necessary to ensure the balance between sports goods and market demand.It plays a crucial role in promoting the development of the sports industry and can ensure the steady and healthy development of the sports industry.It is found that in the process of rapid development of sports goods market in Shandong Province,there are serious problems of supply and demand mismatch in some cities and towns,that is,excessive invalid supply and insufficient effective supply of sports goods.Although under the implementation of "supply-side reform" in the sporting goods market in recent years,the market demand and effective supply balance are effectively adjusted,but in the surrounding urban areas,the problem of supply and demand mismatch in the sporting goods market still exists.Explore the problem of the mismatch between supply and demand of sports goods in urban areas is an important research measure to further promote the development of Shandong sports industry and solve the current restriction factors that restrict the benign operation of the industry.Based on urban area of Shandong province as an example,this paper used the literature material law,questionnaire survey method,model method,mathematical statistics,such as urban residents in Shandong province,studies the sports goods market supply and demand dislocation,the understanding of sports development in Shandong province and sporting goods market environment,supply basic present situation,the market supply structure based on the Kano model and empirical analysis,To explore the causes of "supply and demand mismatch" in the sports goods market of urban residents in Shandong Province,and to develop strategies to optimize the problem of supply and demand mismatch in the sports goods market of urban residents in Shandong Province.The main conclusions are as follows:(1)By analyzing the current situation of the sports goods market for urban residents in Shandong Province,it is pointed out that the advantages of the development of sports goods industry for urban residents in Shandong Province lie in the advantages of labor force,policy and sports events,while the disadvantages lie in the large regional economic differences and the outdated consumption concept of urban residents.At the same time,based on the analysis of the current situation of sports goods market consumption of urban residents in Shandong Province,although the trend of sports goods consumption in the whole province is increasing year by year,but at the same time,the sports goods market in urban areas in Shandong Province shows the structural characteristics of "market concentration belongs to the middle and lower concentration oligopoly".(2)For urban residents in Shandong province sports goods market supply is the empirical analysis,based on the Kano model analysis,confirmed the urban residents in Shandong province sports goods market supply and demand dislocation "" causes the supply side,demand side information asymmetry,the Kano model under the perspective of product differentiation is too small,concrete manifestation for"effective supply ","invalid excess supply.(3)For urban residents in Shandong province sports goods market supply and demand dislocation "" problem,since the market segment,the family sports consumption guidance,enterprise investment guide,sports facilities and the five dimensions of compound consumption development in solving strategy,to be effective for urban residents in Shandong province sports goods market supply and demand dislocation " " phenomenon to ease or even solve,Promote the improvement of the balance between the supply side and the demand side of sports goods in Shandong cities and towns.(4)The implementation of urban residents in Shandong province sports goods market balance of supply and demand,from the subject,guide consumption,consumption type,management,tax revenue lever to adjust the five dimensions such as sporting goods supply and demand balance consumer protection Suggestions,so as to ensure the urban residents in Shandong province sports goods market balance of supply and demand,to avoid appear again later,lack of effective supply,The problem of invalid oversupply promotes the benign development of sports goods market in Shandong Province.