Social capital plays a positive role on corporate business performance and business capacity. The paper utilizes corporate social capital theory to discuss marketing channels of sports goods industry, establishes an influence model of corporate social capital for marketing channels of sports goods industry, and elaborates influences of marketing channel design, channel conflict resolution and channel performance management from three aspects, including structure dimension, relational dimension, and cognitive dimension of corporate social capital. Based on analyzing these influence factors, the paper proposes a countermeasure of utilizing network structure and common belief to expand marketing channels and optimize marketing network; using trust, normative mechanism and system to solve channel conflicts; and making use of trust, cooperation, reciprocal norms and external social network to improve market performance.

I. Introduction
 Ⅱ. Marketing Channel Status of Sports Goods Industry in China
 Ⅲ. Existing Problems of Marketing Channels for Sports Goods Industry
  1. Blind Imitation and Regardless of Innovation
  2. Single Channels and Shortage of Planning
  3. Regardless of Establishing Network Marketing Channels
  4. Shortage of Sales Techniques and Skills for Terminal Salesmen
 Ⅳ. Corporate Social Capital
  1. Proposal of Corporate Social Capital
  2. Dimensions of Corporate Social Capital
 V. Influences of Corporate Social Capital on Marketing Channels of SportsGoods Industry
  1. Influences of Structural Social Capital on Marketing Channels of Sports Goods Industry
  2. Influences of Relational Social Capital on Marketing Channels of Sports Goods Industry
  3. Influences of Cognitive Social Capital on Marketing Channels of Sports Goods Industry
 VI. Strategies of Utilizing Corporate Social Capital to Improve ChannelPerformance of Sports Goods Industry
  1. Design Marketing Channels by Using Corporate Social Capital
  2. Utilization of Corporate Social Capital to Solve Channel Conflicts
  3. Utilization of Corporate Social Capital to Improve Channel Performance
 Ⅶ. Conclusions and Recommendations
 REFERENCES
 

• Tian, Lei(Lecturer, School of Physical Education, Shandong Normal University.)
• Chen, Yuj(Lecturer, School of Physical Education, Shandong Normal University.)