摘要:近年来，体育运动用品市场蓬勃发展，特别是在进出口贸易中所占比重越来越大。我国是体育运动用品出口大国，而广东省的体育运动用品出口更是居全国第一位。但是2008年美国次贷危机爆发后，国际经济放缓，体育运动用品市场萎缩。我国体育运动用品出口企业也受到不同程度的影响。
本文通过对广东省揭阳市国樱运动用品厂的对外贸易战略分析，找出其自身优势和不足，提出解决问题的方法，得出其在未来的对外贸易中采取的积极战略。同时，对发展体育用品产业和在华外资企业在未来的对外贸易中的发展提出了对策，为进一步讨论广东乃至中国的外资企业在体育用品市场的出口问题的解决有着积极的意义。
关键词：体育用品，外资企业，对外贸易战略
Abstract:In recent years, sporting goods market are growing speedy, especially sporting goods account for more and more international trade market share. China is the biggest sporting goods exporter in the world, and Guangdong province in the first place of China in the sporting goods export market. The US subprime mortgage crisis erupted in 2008, and then the economics growing slowly. Sporting goods market wither from then on. The export enteprises of sporting goods in China are also subject to different degrees influence.
This paper is analyse the international trade strategy of Jieyang city Guoying Sporting Goods Corporation to find out its strength and weakness. Then to propose some methods to solve the problems. The corporation should be applying the positive strategy in the future. In the meantime, this paper is also propose many countermeasures of the development of China sporting goods industry and foreign enterprise. And it will have a positive impact to discuss further of not only Guangdong but China sporting goods exporter corporations and foreign enterprise to solve develop problems.
Key Words:sporting goods, foreign enterprise, international trade strategy
通过对国樱运动用品厂的现行对外贸易战略的探究，可以了解到广东体育运动用品产业的现状。企业必须通过优化结构、改善品种质量、增强产业配套能力、淘汰落后产能，改造提升消费品工业，需要保持现有出口竞争优势，加快培育以技术、品牌、质量、服务为核心竞争力的新优势，提升劳动密集型出口产品质量和档次，提高市场竞争能力，促进企业管理创新，加强企业技术改造，促进中小企业自身的发展，促进企业由大变强。
从低端向中端发展，进而向高端迈进，企业要以转型促发展，转型升级要在稳增长中提高质量和效益，提高对外贸易的水平和层次。通过对关键战略因素的重组，适时调整战略决策，以优质的生产适应国际市场变化，用品牌的营销提高行业竞争力，用核心竞争力打造企业的经济升级版,实现企业发展变强之梦。
