|(College of International Business and Management,Shanghai University of Finance & Economic,Shanghai 200433,China)
Abstract: In China, sports goods enterprises have a low manufacturing cost yet a high trading cost, and are in an inferior position in supply chain competition. External environments such as the constitution and characteristics of consumption needs of residents in China for sports goods, characteristics of market supply, competition mode, hardware and the market are conductive to the mode of online auction of sports goods. It is suggested that relevant governmental departments should learn from the experiences of foreign countries in boosting the development of electronic commerce, establish relevant laws and regulations on electronic commerce and online auction, and boost the development of sports product and industry.
Key words: sports goods; sports industry; online auction