通过对国内外体育经纪业现状分析,找寻中外体育中介机构市场化运作差距。研究结果表明:国外体育中介市场化运作较成熟和规范;国内体育经纪业在市场化动运作、管理、从业人员素质等方面还存在不足。并据此提出发展我国体育中介机构的市场定位策略:自我市场定位;规范化运作;立法管理;走联营化发展道路。本文的研究将对今后我国体育经纪事业的发展提供理论参考建议。 Through the analysis of the status quo of sports brokerage at home and abroad, we can find out the market-oriented operation gap between Chinese and foreign sports intermediaries. The result shows that: the market operation of foreign sports intermediaries is relatively mature and standardized; there are still some shortages in domestic sports brokering operations, such as market operation, management, and the quality of employees. And put forward the development of China’s sports intermediary market positioning strategy: self-positioning; standardized operation; legislative management; take the joint venture development path. The research of this paper will provide theoretical reference for the future development of sports brokerage in our country.