我国巨大的体育市场十分诱人,使企业都希望通过体育运动去营销他们的产品,使之成为一种有效的市场策略。休闲体育市场、体育竞技市场和体育旅游市场的发展都给体育营销带来了商机,企业都在抓住机遇,迎接挑战,关注体育营销的发展前景。本文通过对我国营销发展轨迹进行分析,对今后体育营销发展前景进行预测,为我国企业提供了营销战略管理的新思路。 Our huge sports market is very attractive, so that enterprises are hoping to marketed their products through sports, making it an effective marketing strategy. The development of leisure sports market, sports competitive market and sports tourism market have all brought business opportunities to sports marketing. Enterprises are seizing the opportunities and meeting the challenges, paying attention to the development prospect of sports marketing. In this paper, through the analysis of the track of marketing development in our country, the future development of sports marketing is forecasted, which provides a new idea of ​​marketing strategic management for Chinese enterprises.