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运用文献资料法、比较法 ,论述了中国体育用品企业的发展历史 :70年代和 90年代人们对体育品牌认知的差异 ,“李宁”牌体育用品的兴起 ;提出了当前遇到的问题 :体育用品市场竞争激烈 ,国内用品企业竞争力不足 ,国内人们对国内体育品牌认识的误区 ,体育用品的达标问题 ;对当前体育用品企业的发展发表了看法 :加大科研人才的培养力度 ,提高研发能力 ,研发具有适应本国运动市场的体育用品 ,实现个性化服务 ,加强知识产权保护意识 ,加强产品的标准化生产。
This paper discusses the history of the development of Chinese sporting goods enterprises by using the methods of documentation and comparison: the differences of people’s cognition of sports brands in the 1970s and 1990s, the rise of “Li Ning” brand sporting goods; the current problems encountered are discussed: sports The competitive market for supplies, the competitiveness of domestic supplies enterprises, the domestic people’s misunderstanding of the domestic sports brand, and the compliance of sporting goods; the opinion on the development of current sporting goods enterprises: increase the training of scientific research personnel and improve the research and development ability , Research and development of sporting goods adapted to the national sports market, realize individualized service, strengthen the awareness of intellectual property protection and strengthen the standardized production of products.