后奥运时代,中国体育品牌依托中国广大的市场已经全面登上历史舞台,并开始在中国市场乃至世界竞争中,进一步取得领跑的优势。随着国内体育市场的升温,带动了一大批体育用品企业的崛起,出现了一大批走上国际的品牌。但是在国内企业品牌经营的过程中,也依然面临着诸多来自内在和外在的压力与问题。本文基于对我国体育用品企业发展现状的深刻关注,探寻我国体育用品企业的品牌经营之路。 In the post-Olympic era, China’s sports brands have fully entered the historical stage relying on China’s vast market, and have begun to take the lead in the Chinese market and even in the world. With the warming of the domestic sports market, the rise of a large number of sporting goods companies has been promoted, and a large number of international brands have emerged. However, in the process of domestic brand management, there are still many internal and external pressures and problems. This article is based on the deep concern for the status quo of the development of China’s sporting goods enterprises, to explore the brand management of China’s sporting goods companies.