“一带一路”倡议下中国体育用品企业面临的机遇、挑战与对策

武传玺

摘 要：运用文献资料法和逻辑分析等方法，对“一带一路”倡议下中国体育用品企业面临的机遇与挑战进行分析。结果显示：“一带一路”不仅可以加速中国体育用品企业的产品输出，提升其国际知名度，还能帮助其深入了解沿线国家的体育需求，激活企业的研发能力，同时可以有效拓展体育用品企业的经营范围，实现企业品牌的塑造；然而，“一带一路”也为中国体育用品企业带来了国际体育用品企业的冲击、国际贸易保护主义的限制及沿线国家的地缘风险等诸多挑战。针对研究结果提出：强化我国体育用品企业的创新研发能力，加强品牌聚焦与塑造；加速企业的转型与升级，提升全球价值链地位；加强政府的引导与规制，优化企业的外部环境等发展对策——以期为我国体育用品企业走进“一带一路”沿线国家的体育用品市场提供理论支持与方法借鉴。

关键词：一带一路；体育用品企业；体育品牌；机遇；挑战

中图分类号：G 80-052 文章编号：1009-783X（2017）04-0302-03 文献标识码：A

Abstract： Using the methods of literature review and logical analysis， from the perspective of "The Belt and Road"， this paper analyzes the opportunities and challenges of China's sports goods enterprises. The results showed that "The Belt and Road" can not only accelerate China's sports goods enterprises product output， raise its international profile， help the countries along the deep understanding of the sports demand and activate the enterprise research and development ability， but effectively expand the business scope of sports goods enterprises and realize the enterprise brand shaping as well. However， "The Belt and Road" initiative has brought the impact of the international sports goods enterprises on Chinese sports goods enterprises， and the limitation of international trade protectionism and along the country's geopolitical risks， and many other challenges. On the above research results， this paper proposes to strengthen sporting goods enterprise innovation ability in China， enhance brand focus and shaping， accelerate the transformation and upgrading of enterprises at the same time， promote the global value chain position， as well as to strengthen the government's guidance and regulation and optimize enterprise development countermeasures of the external environment， so as to provide theoretical support and method for sports goods enterprises in China entering the countries' sporting goods market along the "The Belt and Road".

Keywords： the belt and road； sporting goods business； sports brand； opportunity； challenge

本研究在“一带一路”倡议下，分析我国体育用品企业所面临的机遇与挑战，从而提出相应的对策，为我国体育用品企业拓展国际市场提供理论参考与支持。

1 体育学领域对“一带一路”的研究现状

通过对中国知网收录的2013—2016年共1萬3 575篇“一带一路”文献做定量分析与学科统计。研究发现：当前的“一带一路”文献主要集中于经济学领域与政治学领域，而与体育学领域相关的文献仅有19篇，其中核心论文5篇，其研究内容集中于体育赛事与体育文化交流方面，例如《“一带一路”体育赛事现状分析及发展方向》[1]。……