Structure And Optimization Measures Of Croquet Supplies Industry Market

In order to probe into the status quo of development of gateballgoods industry, this thesis investigates sixteen registered companies dealing withgateball goods, and analyzes the type of market structure and forming forces thereof,adopting methods as documentation, interviews, and comprehensive analysis. Thisthesis mainly focused the analysis on four points: the basic status quo of gateball goodscompanies; the intensity of the gateball goods market and influencing factors thereof;the differentiation state and trend of gateball goods provided by different companies; thebarriers of entering and retreating from this industry. After all this analysis, optimizingstrategies of gateball goods market are to be suggested. The research shows:Firstly, the market intensity of China’s gateball goods industry is quite high andembraces the market structure of Oligarchic One type (highly concentrated oligarchictype). Four main reasons for this is as follows: this industry is still on its early stagewith relatively few amount of enterprises; some enterprises exclusively running gateballgoods are not having a successful transformation，and some other enterprises takegateball goods as one category of not much importance among their various products;most enterprises’ product lines are quite simplified, generating single-typed products;involved enterprises are of varying quality in marketing, management, and strategicplanning.Secondly, the differentiation level of China’s gateball goods is relatively low,mainly decided by six factors: the products themselves are much diversified incharacteristics, and enterprises have been severely copying each other; the whole senseof brand building is not strong, making little distance between brands; prices are notmuch different; channels are not much different; ways of promotions are quite similar.Thirdly, on the one hand, enterprises are blocked by relatively high barriers fromentering by economic strength, political regulations, and strategically deterring meansby already-in enterprises; on the other hand, sunk costs for gateball goods companiesare low, causing a low retreating barrier in the gateball goods market.Fourthly, based on the current state of China’s gateball goods industry, and thestructural type and forming reasons of the market of gateball goods industry, suggestivestrategies to optimize gateball goods industry are given: let those outstanding gateballgoods enterprises play the role of model adequately; strengthen the building ofcorporate brands; encourage innovation and protect intellectual property of enterprises; prompt the capital market of the gateball goods industry; organize design and salescenters for gateball goods; increase the economic interests of gateball performanceindustry.