| For half a century, with rich labor resources, huge market potential and preferential policies, China's sports goods industry from small to large, from imitation to innovation, from planning to market, from the closure of the self-sufficiency to the international market and achieved Remarkable achievement has given rise to the industry's attention. Sporting goods to consumers based on age, can be divided into the following categories sporting goods, children's sporting goods market, the youth sports market, the sporting goods market, middle-aged and elderly sporting goods market. China's sporting goods for the theorists of the rise of research in the last century in the late 90's to stand for the children, sporting goods and perspectives of the research is almost blank.According to the Beijing Statistics released by the Information Network, in 2005, the city's population of children is 1,570,000, representing the city's permanent population as a proportion of 10.2 percent. In 2005 the city was about 5-9 years old children in 517,000 people. Beijing's huge population of children, child's high savings rate, the child walks of life into the market competing for access to the market for children's sporting goods industry, is also a huge potential market.In this paper, a survey taken by law, documentation fees, expert interviews, mathematical statistics, analysis of the logic of Beijing children's sporting goods demand and supply situation for analysis. Including analysis of children and parents'demand, and the actual supply. The results showed that the current children's sporting goods market can not meet the real needs of children and parents, mainly because of the seven reasons. The author recommends that children's sporting goods manufacturers and dealers to real children from the actual situation of children to design and manufacture of sporting goods, and provide good services, carry out marketing activities to enhance their brand Building. |
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