采用文献研究法、调查研究法以及网上查询等方法 ,对我国体育用品业的发展现状和存在问题进行探讨。并针对入世后我国体育用品业面临机遇与挑战同时 ,提出借鉴发达国家经验、营造国际品牌形象 ;制定产品标准 ,采取检测措施 ,保护消费者权益 ;加速调整产业结构 ,组建大型企业集团 ;学习国际贸易 ,掌握世贸组织的游戏规则 ;积极创新 ,加大高新体育用品开发的投入等应对策略 ,进而促使我国体育用品业在新的形势下继续保持健康的发展态势 Using the methods of literature research, investigation and research and online inquiry, the status quo and existing problems of sporting goods industry in our country are discussed. In view of the opportunities and challenges China’s sporting goods industry faces after China’s accession to the WTO, it also proposes to draw on the experience of developed countries and create an international brand image, formulate product standards, adopt testing measures to protect the rights and interests of consumers, accelerate the adjustment of industrial structure and form large-scale enterprise groups, and learn from international Trade and master the WTO rules of the game; actively innovate and increase investment in the development of high-tech sporting goods and other coping strategies, thereby promoting China’s sporting goods industry in the new situation continue to maintain a healthy development trend