鸿星尔克的品牌想象力

The Brand Imagination of Erke

作为国内一线体育品牌中最年轻的企业，鸿星尔克2001年才开始出现在人们的视野中。7年时间，它已经发展成为拥有万名员工的大企业，其中运动鞋产能跃居中国体育品牌首位。 然而目前，鸿星尔克却处在竞争非常激烈的市场环境里，激烈到很多消费者都被引导到进口品牌的消费层次上。体育用品企业未来的发展趋势，是如何引导消费者将注意力放在关注运动时尚领域。

Erke is in the fierce competition at the present time,as many consumers have been guided to the hierarchy of consumption of import brands.The trend of sports supplies manufacturing enterprises is to guide consumers to focus on sports fashion fields.Therefore,how to transform popular sports brands into specialized sports ones is a big problem.The sports marketing option for Erke is sponsor and investment,which is expected to integrate enterprises,events and consumers so as to establish a smooth cycle of information transfer.Particularly,mutual cooperation between enterprises and events will contribute to the communication with the consumers.