摘要
2008北京奥运会是一个真正的机遇,却也是“最关键的论资排辈的实验场”。不专业的体育厂商很容易就会被排除在“运动专家、体育用品公司”的行列之外,这是对中国本土厂商的最大考验。李宁的专业化道路必须加快。
From Febru-ary on, Jia Xu hasbeen keeping inclose contact withLi Tie, a Chinese fa-mous soccer player who now joinsEverton FC in England Premier League.They have met three timesand communicate frequently by telephone over last three months.Jia is not a fan to Li Tie.Infact, he is the brand and marketingmanager of Beijing Li-Ning Sports Goods Co., while Li Tie is thespokesman for the series of soccer-related products produced by thecompany. This year, Li-Ning Sports Goods has begun to promoteprofessional soccer shoes with Lie Tie as its image. As the biggest Chinese sports goods manufacturer, theLi-Ning brand has been short of 'professional' quality. Itwould be essential for it to become a sports goods brand withinternational fame and win in global competition. As the year2008 approaches, the task becomes more urgent, becauseevery important sports event will be an impetus to the sportsindustry. Can Li-Ning Sports Goods grasp the opportunity of2008 Olympic Games?
