Abstract
Based on the research context of SCP paradigm, this paper first clearly defines the category of outdoor sportswear industry according to the "Statistical Classification of National Sports Industry" and analyzes the current situation of China's outdoor sportswear industry market. Secondly, SCP paradigm is adopted to analyze the market structure, behavior and performance of China's outdoor sportswear industry in detail, and it is found that China's outdoor sportswear industry is a competitive type of market structure. Then it discusses the pricing, discount, promotion and other price behaviors of enterprises in the market. The influence of non-price behaviors mainly in advertising, sponsorship and organizational adjustment mainly in MERGER and acquisition on market concentration and product differentiation. In the end, the market performance of outdoor sportswear industry, such as overall profit decline, productivity and technical level improvement and industrial structure optimization and upgrading, is expounded.
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