面对市场竞争日益激烈的国内市场和日益全球化、一体化的国际市场,我国的体育用品企业就显得底气不足、势单力薄。而决定企业命运的主要因素正是市场营销,所以,我国体育用品企业想要在全球竞争环境中获得生存,获得发展,就必须针对入世后的市场环境变化不断进行营销创新。本文从多个方面就我国体育用品企业营销策略进行了深入的分析与研究,希望能为这些企业提供一些参考。 In the face of increasingly fierce market competition in the domestic market and the increasingly globalized and integrated international market, China’s sporting goods enterprises appear to be lackluster in their energy and lose a single power. The main factor that determines the fate of the enterprise is the marketing. Therefore, the sporting goods enterprises in our country want to survive and develop in the global competition environment. Therefore, the marketing innovation must be constantly carried out in response to the changes of the market environment after the accession to the WTO. This article from many aspects of China’s sporting goods marketing strategy conducted in-depth analysis and research, hoping to provide some reference for these enterprises.