摘要： 体育用品是在进行体育教育、竞技运动和身体锻炼的过程中所使用到的所有物品的统称，近年来在中国迅速发展。随着经济的发展，生活水平的提高，人们对体育用品质量和品质的要求也越来越高，高科技，品牌大的体育用品成为首选。近十年来，随着奥运会和各大赛事的展开，体育用品获得了长足发展。但是与体育用品强国相比，中国体育用品的质量和科技还都很低，总体上还处于初级阶段。虽然一直以来体育用品出口额都呈增长趋势，但依然在世界市场份额中所占比率微乎其微，所以体育用品出口贸易依然有很大的提升空间。本文通过SWOT分析方法分析了中国体育用品出口贸易的现状，然后通过对制约中国体育用品出口贸易的影响因素进行了分析。最后分别从政府、行业、企业三个角度提出解决方案。政府应当积极推动体育用品产业升级，并加大科研投人和融资支持；体育用品行业应当在产业内部和产业集群进行升级，调整我国当前的体育用品出口贸易结构不合理，使之能够适应当前国际市场对体育用品的需求；体育用品生产企业应当建立完善科研体系，树立品牌形象，提高体育用品出口的创新能力，提高产品核心竞争力，创建良好、宽松的出口贸易环境，减少国际市场对我国体育用品出口的阻碍。21791
毕业论文关键词： SWOT分析，体育用品出口，品牌形象，出口环境
China Sports Goods Export Trade Development
Abstract： Sports goods are referred to as all items are used in the process of physical education, sports and physical exercise, and in recent years, have rapidly developed in China. With economic development and the improvement of living standards, people's requirements on the quality and the quality of sports activities are increasingly high, high tech, great sports to become the preferred brand. In the recent ten years, along with the Olympic Games and major events, sports have achieved great development. But compared with the sports powerful nation, China sports goods quality and technology also is very low, is still at the primary stage. Although it has long been sporting goods exports are a growing trend, but still in the world market share the proportion of very little, so the sports goods export trade still has much room for improvement. This method analyzes the present situation of China sports goods export trade through the SWOT analysis, then the influencing factors of the China sports goods export trade is analyzed. Finally put forward the solution from three aspects of government, industry, enterprises. The government should actively promote the sports goods industry upgrading, and increase the scientific research investment and financing support; sports industry should be upgraded within industries and industrial cluster, to adjust the current sports goods export structure is not reasonable, which can adapt to the current international market demand for sports products; sporting goods production enterprise shall establish improvement of scientific research system, establish a brand image, improve sports goods export innovation ability, to enhance the core competitiveness of products, create good, loose export trade environment, reduce the international market of our sports goods export hindrance.
Keywords:  SWOT analysis, Sports Goods Export, Brand Image，Export Environment
目录
绪论    1
（一） 研究目的    1
（二） 研究意义    1
（三） 研究内容    2
一、 中国体育用品出口贸易发展现状    3
（一） 中国体育用品产业概况    3
（二） 中国体育用品出口贸易发展现状    3
1. 中国体育用品出口结构现状    3
2. 中国体育用品出口规模现状    4 中国体育用品出口贸易发展研究+SWOT分析:http://www.751com.cn/jingji/lunwen_14156.html