中文摘要：

从现在起到2008年奥运会．将是中国户外产业快速成长的黄金期，努力开拓中国户外产业“从中国制造”到“中国创造”进行转变，显得十分紧迫。首先对我国户外运动产业现状进行考察与反思，其次分析我国户外运动市场消费者需求特征，最后提出基于户外运动市场需求特征的价值创新策略：重新定义需求内涵、推崇“泛户外”概念；自主创新，提升国产户外品牌整体竞争力；注重户外市场服务互动与消费者价值体验。

英文摘要：

It will be a gold time for rapid development of outdoor sports industry in China from now to 2008. It appeared very urgent for us to make effort to turn from ＂made in China＂ to ＂created in China＂. Firstly, this paper made an examination on the current situation of outdoor sports industry in China and rethought it profoundly. Secondly, it analyzed the demand characteristic of outdoor sports consumers in China. Finally the value innovation strategies based on demand mining of outdoor sports industry were posed. The strategies included rethinking the content of demand and promoting the ＂pan-outdoor＂ concept, enhancing domestic outdoor brands overall competitiveness through independent innovation, and paying attention to interactive services and outdoor value experience of consumers.