产业转型期珠三角体育用品出口pest分析-南京体育学报学报.docVIP

产业结构转型期珠三角体育用品出口PEST分析 谢冬兴( （广东培正学院 体育部，广东 广州，510830） 摘 要：运用文献法与市场调研法，以PEST模型为依据，从政治、经济、社会技术⑴政治环境表现为：①国家法律与政策积极保障；②广东转型政策及外贸政策利好；③行业标准化建设不足。⑵经济环境表现为：①国际贸易关系存在不稳定性，企业危与机并存；②人民币汇率（升值）负面影响明显；③技术壁垒高筑与贸易摩擦频发。⑶社会环境表现为：①劳动力成本上升与呈现“回流”的社会流动性；②社会潮流与风尚利好国内体育用品市场；③体育赛事营销促进民族品牌生成。⑷技术环境表现为：①技术研发政府政策与平台初步形成；②体育用品中小企业研发不足，专利意识淡薄；③“云”技术与网络平台促成企业营销变革。最后提出5点对策：①利用良好政策环境，加强行业标准化与国际化建设；②主动积极应对贸易摩擦与贸易壁垒；③灵活处理人民币汇率（升值）问题；④打造企业研发优势的产业聚集；⑤推广、规范与完善网络营销。 关键词：产业结构转型；珠三角；体育用品业；出口贸易；PEST分析 PEST Analysis of the Pearl River Delta Sports Goods Export in Industry Transition XIE Dong–xing （Dept. of P.E., Guangdong Peizheng College, Guangzhou 510830, China） Abstract: Using the method of literature and market research, taking the PEST model as the basis, this paper analyzed the macro environment of the industrial structure transition in Pearl River Delta sports goods export faces from the 4 dimensions of political, economic, social and technical. Results: Firstly, the political environment are: ①the national law and policy and actively protect the transformation; ②Guangdong foreign trade policy and favorable policies; ③lack of the industry standardization construction. Secondly, the economic environment for the performance: ①instability in international trade relations, corporate crises and machine coexist; ②the RMB exchange rate (appreciation) negative influence; ③technical barriers to high frequent friction and trade. Thirdly, the social environments are: ①the rising labor costs and the presentation of social mobility return; ②the social trends and fashions positive domestic sports goods market; ③the sports event marketing promotion of the national brand generation technology. Fourthly, environmental performance: ①the initial formation of the R D of government policies and platform; ②lack of development of the sports activities of small and medium-sized enterprises, patent consciousness; ③the cloud technology and network platform to the enterprise marketing reform. Finally put forward 5 countermea