| Since the State General Administration of sports proposed the construction of sports and leisure characteristic town in 2017,the sports and leisure characteristic town has developed rapidly nationwide.As a new form of sports industry development,the emergence of small town has injected new vitality into the sports industry and provided an important space for the integration and development of sports industry and other industries.However,because the sports and leisure characteristic town is a new thing in our country,its development has no experience to follow,leading to the problems of real estate,homogenization and so on.Therefore,how to maximize its own characteristics and achieve innovative development is an important research topic for the development of sports and leisure characteristic town at this stage.Based on the product line theory,this paper makes statistics on the product data of sports and leisure Characteristic Towns in Shanxi and Zhejiang Province through the methods of literature research,questionnaire survey,field interview and triangle mutual confirmation,analyzes the product development of small towns,summarizes the mode of product innovation and development,and realizes the innovation and development of small towns through product innovation.The main conclusions are as follows:(1)sports leisure products are the sum of a series of tangible goods and intangible activities or organizations that can meet the needs of consumers’ Sports Leisure provided by the relevant bodies of sports leisure industry in business activities.Small town products are divided into 11 types,and have a variety of types,strong experience,cultural characteristics,strong resource dependence The industrial chain has the characteristics of strong extension.The product innovation of sports and leisure characteristic town refers to the continuous extension of the value of sports industry chain,the development of various types of products in the upstream and downstream of sports industry chain,and the realization of the whole industry chain development of sports and leisure characteristic town products(2)At present,the products of domestic sports and leisure characteristic towns are mostly at the initial development level.Most of the towns have a small number of products,low product activity and imperfect product layout(3)Shanxi and Zhejiang provinces have issued and implemented the "identification method of provincial sports and leisure Characteristic Towns".There are 35 sports and leisure Characteristic Towns in the two provinces.The development foundation of Shanxi sports and leisure characteristic towns is weak,the total number of products is small,and the overall growth rate is slow;The sports and leisure Characteristic Towns in Zhejiang Province have a certain product base before they are identified.At present,the products of the towns are relatively rich,and the overall development of the products of the towns is good(4)There are two modes of product innovation and development in sports and leisure characteristic town: first,the ratio of length to width of product line is greater than 1.The mode of product innovation and development is the extension of product line length,that is,to develop into a professional sports and leisure characteristic town by extending different product forms of a certain sports event.There are 13 small towns in Shanxi and Zhejiang,whose product innovation development mode is product line length extension.Secondly,the length width ratio of product line is less than 1,and the product innovation development mode is product line width expansion type.Through increasing sports,it gradually develops into a comprehensive outdoor leisure sports gathering place.There are 12 small towns in Shanxi and Zhejiang,whose product innovation development mode is product line length extension.The innovative development mode of small town products is mainly determined by the resource endowment and sports industry foundation of small town... |
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