Research On Improving Competition Capability Of China's Sports Goods Manufacturing Industry

Along with the globalization, more and more international Sports Goods Industry are paying more attention to the Chinese market. Supported by their abundant capital and technology strength, based on their excellent productions and services, with their skilful marketing instrumentality, these Sports Goods Industry even moved their machining process to Chinese mainland, and took the advantage of cheap human resources for the maximum of profit. China became the machining bases of famous international Sports Goods Industry bit by bit. by contraries, most of Chinese Sports Goods Industry manufacturers still rely on the cheap labour costs to own very few profit by taking international machining assignments. Foreign well-know Sports Goods Industry have already hold the high end of the market. At present, very few demotic Sports Goods Industry hold famous brands in this industry. Most of demotic Sports Goods Industry, which with weak manufacture, management and marketing skills, are medium or small size and lack of famous brands, science & technology content, and standardized extent. Therefore, to dig up the restricting ingredients of competition force of demotic Sports Goods Industry Sports Goods Industry and to enhance their competition forces become the necessary choice to acclimatize themselves to the market competition and to create competition advantages.This paper employs literature review, questionnaire investigation, experts'interviews and Comparative analysis. The analysis used the Michael Porter's Five Forces Model to analyse the status in quo and characters of the demotic Sports Goods manufacture industry. On this basis, this paper draws on experience of successful famous Sports Goods firms, and proposes a countermeasures to elevate the competitiveness which was based on the questionnaire investigation and expert interview.