A PEST Analysis of Sports Goods Export of the Pearl River Delta in the Transition Stage of Industrial Structure
Using the methods of literature search and market surveys,and taking the PEST model as the basis,this paper analyzed the macro environment that sports goods export of the Pearl River Delta faces in the transition stage of industrial structure from political,economic,social and technical dimensions. Politically,the macro environment is characterized by,(1)the provision of national laws and policies;(2)favorable foreign trade policies in Guangdong;and(3)a lack of industry standardization. Economically,by(1)instability in international trade relations,with an co-existence of both risks and opportunities;(2)obvious negative influence of the RMB exchange rate(appreciation);(3)huge technological barriers and a high incidence of trade friction. Socially,by(1) rising labor costs and a re-versed social mobility;( 2 ) social trends and fashions favorable to domestic sports goods market;( 3 ) a domestic brand-friendly sports event marketing. Technologically,by(1) the initial formation of government policies and plat-forms for the R&D;(2)a shortage of the R&D of sports activities in small and medium-sized enterprises,and in-sufficient patent consciousness;(3)enterprise marketing reform given rise to by the“cloud” technology and network platform. Finally the article put forward five countermeasures:(1)taking advantage of the good policy environment, strengthening the industry standardization and internationalization of construction;( 2 ) proactively coping with trade barriers and trade friction;(3)being flexible when dealing with the problem of RMB exchange rate(appreciation);(4) building industry clusters with competitive enterprise R & D;( 5 ) promoting, standardizing and perfecting network marketing.
industrial restructuringPearl River Deltasporting goods industryexport tradePEST analysis
NETL
NSTL
万方数据
维普
