作为一个新兴产业,我国体育产品在发展过程中必然存在一些问题,如宏观上表现为起步晚,产业规模小,竞争力较弱,产业结构不合理,标准化程度低,而在微观层面上表现为体育产品行业惊异,管理水平整体较为落后,产品的营销策略老旧保守,缺乏活力,品牌效应差。本文从产品策略、渠道策略和促销策略几方面探讨创新体育用品营销策略的方法。 As a new industry, there are some problems in the process of development of sports products in our country. For example, macro-performance is late start, small-scale industry, weaker competitiveness, irrational industrial structure and low standardization, while at the micro level, Amazing sports product industry, the overall management level is relatively backward, the old product marketing strategy conservative, lack of vitality, poor brand. This article from the product strategy, channel strategy and promotion strategy to explore innovative marketing methods of sporting goods methods.