我国体育产业发展较晚,国内的体育品牌较少,市场上绝大多数都是外国的体育品牌。国内的体育品牌如何能够在与国际品牌的竞争中保持优势,实现可持续发展,是亟待解决的问题。国内品牌是选择开拓新市场,发展新资源,还是选择对固有的市场进行占有。本文将运用博弈理论,建立博弈竞争模型,对这一问题给出相应的对策分析。 The development of China’s sports industry is relatively late, with fewer domestic sports brands. Most of the markets in the world are foreign sports brands. How domestic sports brands can maintain their advantages in competition with international brands and achieve sustainable development is an issue to be solved urgently. Domestic brands choose to explore new markets, develop new resources, or choose to own the inherent market. This article will use the game theory to establish the game competition model, and give corresponding countermeasures on this issue.