国产体育品牌近几年受到国外体育品牌的严重冲击,发展情况堪忧。本文通过对目前国内体育品牌存在的问题进行梳理和分析,剖析出内在原因。并通过问卷调查的方法,对消费者的心理和需求进行研究,从而提出国产体育品牌面临尴尬情况的解决方法,为企业走上新的发展道路提供借鉴。 Domestic sports brand in recent years by the serious impact of foreign sports brands, development situation worrying. In this paper, through analyzing and analyzing the existing problems of domestic sports brands, we analyze the internal reasons. And through the method of questionnaire survey, the consumer’s psychology and demand are researched, so as to put forward the solution to the awkward situation of the domestic sports brand, and provide references for enterprises to embark on a new path of development.