兴起于20世纪50年代的中国体育用品业在经历了从计划经济到市场经济的转变之后,发生了翻天覆地的变化。但是,由于制约中国体育用品业发展的某些因素的存在,使得中国体育用品业还没有完全摆脱计划经济的牵制,它的再发展面临强大困境。因此,我们旨在通过分析我国体育用品市场的结构特征,为中国体育用品企业筹谋划策,制定相适宜的营销策略,以促使中国体 The sporting goods industry in China, which rose in the 1950s, underwent earth-shaking changes after undergoing a shift from a planned economy to a market economy. However, due to the existence of some factors restricting the development of China’s sporting goods industry, the sporting goods industry in China has not been completely removed from the planned economy, and its redevelopment is facing a dilemma. Therefore, we aim to make strategic planning for China’s sporting goods enterprises by analyzing the structural characteristics of China’s sporting goods market and formulate appropriate marketing strategies to promote the development of China