本文分析了中国体育用品“出口”转“内销”的时代背景、当前中国体育用品“出口”转“内销”的窘境及产生窘境的原因,提出了“出口”转“内销”的实施战略对出口型体育用品生产企业发展的重要作用。 This paper analyzes the background of China’s sporting goods “export ” and “domestic sales ”, the current dilemma of China’s sporting goods “export ” and “domestic sales ” and the reasons for the dilemma, “Turn ” domestic sales "implementation strategy on the development of export-oriented sporting goods manufacturing enterprises an important role.