晋江市运动品牌企业发展的回顾与展望最新文档资料.docVIP

晋江市运动品牌企业发展的回顾与展望 　　Review of and expectation for the development of enterprises with a 　　sports brand in Jinjiang city 　　NIU Li-shu1，FENG Wei2 　　（1.Department of Physical Education，Jinan University，Guangzhou 510632，China； 　　2.Guangdong Vocational Institute of Sport，Guangzhou 510663，China） 　　: The authors reviewed and collated the nearly 30-year course of development of enterprises with a sports brand in Jinjiang city, which “went from imitation and OEM to independent brand, and now gets on the track of capital operation”, summed up successful experiences in such aspects as marketing strategies and sales modes: the integrated marketing of “star speakers + ads on CCTV + game sponsors” ensured the effective communication of brands; the sale mode of wholesale was selected at the pioneering stage; “specialized and chained sales” were adopted at the development stage; “direct network sale” that keeps up the pace of times is not only in conformity with the characteristics of times, but also fitting into the pace of enterprise development. In the near future, Jinjiang will surely become the world sports brand base, give birth to a great number of enterprises with a truly global sports brand, and set the trend of consumption based on technical innovation. The author also put forward the following proposals: make long term strategic plans, grasp market patterns, set the trend of consumption, and create consumption growth points; constantly enhance the competitive strength of groups, strengthen industrial chain construction within groups, and create a win-win situation of cooperation. 　　福建省晋江市是国家级体育产业基地，素有“中国运动鞋服制造基地”之称，与体育相关产品的产值占晋江GDP的18.4％。晋江境内有运动鞋服企业3 000多家，仅运动鞋年产量就达到10亿双，占全国产量的40%、全球的20%[1]，涌现了安踏、特步、喜得龙等一批共性很强的运动知名品牌。 　　1发展历程 　　1.1起步――仿造和贴牌 　　十一届三中全会后，以民营企业为主体，具有家庭作坊特征的“仿制生产”在晋江迅速兴起，并渐成规模。“仿制生产”以运动鞋、服装类居多，完全以市场为风向标，市场热销什么，企业就生产什么。20世纪80年代、90年代初这种创业方式在晋江极为普遍，且取得了巨大的成功。“仿造”成为晋江运动品牌企业发展的第一步，这对于企业的加工能力和原始资金的积累，都起到了奠基性的作用。 　　进入20世纪90年代，由于我国体育产业的不断升级，生产设备大规模的引进和技术改造