CAJ | 학술논문

基于电子商务模式下体育商品聚集特征，反照体育产业聚集状况及对当前该领域发展的启示。以淘宝、拍拍、苏宁易购等电商平台为研究对象，通过分类检索、统计、分析后认为：我国网络体育商品发货区聚集在东南沿海省（市）与北京市，西北内陆为网络体育商品发货的稀疏地区；国外知名运动品牌占据着该领域的中高端市场，国产传统体育品牌商品销售遇冷；户外运动与休闲商品畅销，消费者追求商品的性能提升、功能增加及价格降低。对我国体育产业发展的启示为：应大力发展户外运动与休闲业，创造该领域的高端民族品牌；改变我国传统体育产业的数量速度型发展方式，向质量效益型发展方式转变；增加研发（R＆D）资金投入比例，从环保、经济、耐用、舒适、美观、多功能等角度提升体育产品的市场竞争力；增强体育品牌的民族自信心。
기우전자상무모식하체육상품취집특정，반조체육산업취집상황급대당전해영역발전적계시。이도보、박박、소저역구등전상평태위연구대상，통과분류검색、통계、분석후인위：아국망락체육상품발화구취집재동남연해성（시）여북경시，서북내륙위망락체육상품발화적희소지구；국외지명운동품패점거착해영역적중고단시장，국산전통체육품패상품소수우랭；호외운동여휴한상품창소，소비자추구상품적성능제승、공능증가급개격강저。대아국체육산업발전적계시위：응대력발전호외운동여휴한업，창조해영역적고단민족품패；개변아국전통체육산업적수량속도형발전방식，향질량효익형발전방식전변；증가연발（R＆D）자금투입비례，종배보、경제、내용、서괄、미관、다공능등각도제승체육산품적시장경쟁력；증강체육품패적민족자신심。
Based on the features of sports goods clustering in the e-commerce context, this paper studies on the status quo of sports industry cluster as well as its implications for the current development of sports industry. Taking the e-commerce platforms, such as Taobao, Paipai, Suning and so on, as research subject, this study makes the following findings through classified retrieval, statistical data and analysis that online sports goods delivery services mainly gather in Baijing and the southeast coastal provinces/cities, while there are comparatively fewer online delivery services in operation in inland northwest China. Well-known foreign sports brands occupy the high-end market, while the sales of traditional Chinese sports brands are in had conditions. Outdoor sports and leisure goods are in pressing demand by the custerners, who pay special attention to promoted quality, increased functions and lower prices of sports goods. The implica- tions for the sports industry development in China are as follows., we should vigorously develop outdoor sports and leisure industry, where high-end national brands should be built,the quantity-speed-based de- velopment approach should transformed into the approach based on quality and effiency~ the research and development （R＆D） funding ratio should be increased so as to enhance the market competitiveness of sports products on the environmental, economical, durable, comfortable, beautiful, multi-functional as- pects~ the self-confidence of national sports brands should be enhanced.