在当前的经济形势之下,体育用品产业可谓既面临着机遇,又存在着一定的挑战。同世界其他知名品牌相比较,我国的体育用品产业不仅缺少产品的创新,而且在产业规模的发展上也存在着一定的差距,这些主要表现在产品科技含量、标准化程度和营销手段上面。那么,应该如何在激烈的世界市场竞争中把面临的挑战转变为产业发展的机遇呢?本文即试图通过对我国目前体育用品营销策略的分析和创新来研究当前中国体育用品产业的发展。 In the current economic situation, the sporting goods industry can be both faced with opportunities, there are some challenges. Compared with other well-known brands in the world, the sporting goods industry in our country not only lacks the innovation of products, but also has some disparities in the development of industrial scale. These are mainly reflected in the product’s scientific and technological content, standardization degree and marketing methods. So, how to turn the challenges faced in the fierce competition in the world market into opportunities for industrial development? This article attempts to study the current development of China’s sporting goods industry through the analysis and innovation of the current marketing strategy of sporting goods in our country.