The Analysis Of Current Development Situation Of Sports Shoes And Clothing Industry Of Jinjiang City Fujian Province In View Of County Economy And Its Responding Strategys Study

Based on theories of County Economy, the paper studys sports shoes and clothingindustry in Jinjiang City Fujian Province, by using the relative theories such as IndustrialEconomics, Regional Economics and Sports Economics. In view of County Economy, anretrospective analysis was made on the development history of Jinjiang`s sports shoesand clothing industry, and on issues arising from the developing process of it, resulting invarious strategic solutions for an sustainable and an upgrading development. The researchis of great significance on nationwide sports goods industry of China. This thesis consistsof six chapters as follows.Chapter1describes the research background, objectives and significances for thecurrent study. Related work about current research status summarization inside China wasalso made. At last, the research framework and methodology used were then proposed,with words implicating the innovations and deficiencies appeared in works this paper hadrefered to.Chapter2reviewed basic theories of County Economy. As guides for the currentresearch, the theory of socialism with Chinese characteristics, New Growth Theory, theRegional Innovation Theory, the Policy Innovation Theory and theories for IndustrialEconomics, which were highlighted in this paper were also reviewed.Chapter3studies the market situations in Jinjiang with four regards to itsgeographical location, population, regional history and culture as well as the economicstatus, meanwhile reflects the economic bases and socio-cultural background of Jinjiang`s sports goods industry development.Chapter4analyzes the development history, industrial situation and developmentproblems existed in Jinjiang`s sports goods industry from view of County-level Economy.From the perspectives of its developmental history, the grouth history of Jinjiang`s sportsshoes and clothings industry is related to its geographic location and the specifichumanist spirits of commerce, and highly related to the great innovations in county-levelgovernmental policies as well as the opening-up of China and the economic globalizationthroughout the world. From the perspectives of the industrial status, Jinjiang`s sportsgoods industry scale, technology, brands are among the topnotch nationwide, leading the whole nation by a series of renowned trademarks to the outside world. But problems arealso appeared in its future-development such as the maintenance of a continuousbrand-development, lack of high-level talents, deficiency in enterprise innovations, lowadditional value on products`technology, weak advantageous policies and hardship infinancing.Chapter5used ANTA, a representative Sports Products Limited Company as acase study in analyzing its brand philosophy, brand history and the current status of itsbrand. By comparing ANTA with various international brands in their sizes and branddeveloping strategies, the strengths and weaknesses of sports shoes and clothing industryof Jinjiang were studied.Chapter6raises development strategies of Jinjiang`s sports shoes and clothingsindustry, based on the current industrial foundations and strategies as well as thedevelopment experience of ANTA Company. The paper proposes several strategies forimproving Jinjiang`s sports shoes and clothings industry in view of County-levelEconomy, such as economic policy innovation strategies, high-tech-oriented＆products-innovation strategies, the establishment of modern management mechanisms onover-sea talents introduction, strategies on strengthening brand building, special zoneestablishment for intellectuals, construction for financing environment, mechanisms forresponding the financing bottleneck.Chapter7summarizes the key outcomes and gives the major conclusions.