运动鞋服企业治理的国际经验借鉴及晋江转型发展路向

运用文献资料法、比较分析法和田野调查法，探讨国际运动鞋服企业的治理经验，厘清晋江运动鞋服企业的现实问题和未来路向，旨在为我国体育产业高质量发展提供借鉴。研究认为，耐克和阿迪达斯产品升级背后的技术更新和模式创新构成了运动鞋服企业治理演进的主线；国际运动鞋服行业形成了稳定的产业链纵向分工和价值链分配体系，前者收敛于"抓两头、放中间"的结构，后者收敛于"两头大、中间小"的结构；专业化道路胜过时尚化道路、技术与品牌是企业安身立命之本、上市融资是企业发展的关键一步、重大技术创新成果来自于企业治理模式创新。在这种背景下，晋江企业从代工生产转向品牌塑造面临着技术匮乏、融资困难、家族式管理带来的困境、国际化战略倾向于并购等问题，未来晋江企业转型的关键：一是打造以产业链、金融链、供应链为核心的外部利益相关者共同体；二是明确以技术、品牌、国际化为核心的自主研发道路；三是超越家族企业形态，构建现代企业制度和企业文化，善于输出体育新思想，敢于输出体育价值观，勇于引领人类命运共同体。

International Experience of Governance of Sports Shoes and Clothing Enterprise and Transformation Development Road of Jinjiang

Adopting literature study, comparison and field investigation, this paper discussed the governance experience of international sports shoes clothing enterprises, and clarified the problems and development direction of Jinjiang sports shoes clothing enterprise, aiming at providing reference for the high-quality development of our country's sports industry. The research showed that the technical update and mode innovation behind the product upgrade of Nike and Adidas constituted the main line of the evolution of sports shoe apparel corporate governance. The international sports shoes clothing industry formed a stable vertical division of labor and value chain distribution system. The former converges to the structure of "grasping both ends and putting in the middle", while the latter converged to the structure of "big at both ends and small in the middle". The road of specialization was better than the road of fashion, the technology and brand were the foundation of an enterprise's life, the listed financing was the key step of an enterprise's development, and the major technological innovation results came from the innovation of enterprise governance model. In this context, Jinjiang enterprises were faced with such problems as lake of technology, financing difficulties, difficulties brought by family management, and the tendency of merger and acquisitions in internationalization strategy when they were from OEM production to brand shaping. The key to the future transformation of Jinjiang enterprises was to build an external stakeholder community with the industry chain, financial chain, and the supply chain as the core. The second was to clarify the independent research and development path with technology, brand and internationalization as the core. The third was to transcend the form of family business, build a modern enterprise system and corporate culture, be good at exporting new sports ideas, resort to export sports values, and to lead a community with a shared future for mankind.