Inspiration of Successful Experience of U.S. and European Enterprises Leveraging Sports Marketing on ＂Going Global＂ of Chinese Enterprises

With the globalization of sports event, sports marketing has become a promotion strategy of more and more enterprises. Chinese enterprises have also gradually realized the commercial val^e of sports. Sports marketing has been paid increasing attention by enterprises as a means of brand promotion. Through the analysis of the sports marketing experience of five representative enterprises, Intel, Coca-cola, Herbalife, Omega and Babycare, this paper explores their successful experience, so as to assist Chinese enterprises in ＂going global＂ with the help of sports marketing.

Experience of professor JIA Chun-sheng in rapid analgesia by subcutaneous penetration needling of auricular acupuncture

To introduce the experience of professor JIA Chun-sheng in rapid analgesia and motor function rehabilitation by subcutaneous penetration needling of auricular acupuncture.Subcutaneous penetration needling of auricular acupuncture plays a role in rapid analgesia and motor function rehabilitation in treatment of pain in limbs and trunk and/or limb dysfunction caused by migraine,cervical spondylosis,acute lumbar sprain,soft tissue injury,scapulohumeral periarthritis,lumbar disc herniation,sciatica,stroke or cerebral trauma,and it is worthy of being widely promoted and applied clinically.

Essence of GAO Yu-chun's experience in treatment of stroke

Professor GAO Yu-chun＇s experience in treatment of stroke was systematically summarized in this study.Regulating governor vessel and unblocking brain was used to balance yin and yang and regulate vital activity,and nourishing water to moisten wood was used to restore essence,which were adopted as guiding principles.Qi and blood was observed carefully,acupoint property was known well,and time,acupoints and fomula were selected based on pattern differentiation.Opposing needling and contralateral collateral needling were combined,and needling was used to control the spirit and regulate qi,so as to flatly regulate qi-blood and yin-yang.At the same time,spleen and stomach functions were reinforced and protected.It was emphasized to regulate the mind and body simultaneously for stroke patients,which indicated professor GAO＇s academic ideas and clinical experience of careful observation of qi and blood,flat regulation of yin and yang,and treating disease according to its origin.

Chief physician Zhang Tang-fa＇s experience of acupuncture for gouty arthritis

Skillful in the treatment of gouty arthritis （GA） by integrated therapies of Chinese and Western medicine, chief physician Zhang Tang-fa proposes to ＇deal with the exterior with the needles, and attack the interior with the drugs, by integrated application of acupuncture and herbal medicine＇, in combination with comprehensive intervention of dietetic therapy and health education. In the treatment of GA, he adopts the syndrome differentiation based upon the pathogenic factors, in combination of syndrome differentiation based upon the six meridians, to reinforce and benefit the spleen and kidney, clear away heat and remove dampness as the therapeutic principle. By acupuncture mainly at the acupoints of the Spleen and Liver Meridians, he also proposes to select the acupoints by the theory of Na Zi Fa （earthly branch method） ofZi Wu Liu Zhu （midnight-noon ebb-flow）, and to puncture the surrounding area of the involved joints shallowly by multiple needles as the major needling method, simultaneously with the reinforcing and reducing manipulations based upon the respiration. In the treatment, acupuncture and acupoint-injection are often used. In diet, low purine diet is often suggested. In health education, the patients are often instructed to understand the disease correctly, eliminate fears and cooperate with doctor＇s treatment positively.

Professor Wei-hua ZHANG’s clinical experience in treatment of primary dysmenorrhea with warming-unblocking needling method

The professor Wei-hua ZHANG’s experiences in treatment of primary dysmenorrhea with"warmingunblocking needling method"was introduced in this paper.Prof.Zhang believes that obstruction is the crucial in pathogenesis of primary dysmenorrhea no matter of the excess or the deficiency syndrome.Warming and unblocking principle is the essential in treatment.Hence,an unique therapeutic method is innovated,named warming-unblocking needling method,including three-layer and two-direction warming needling technique at Sanyinjiao(三阴交SP6),two-layer rotating warming-unblocking technique at Zhongji(中极CV3)and one-layer and two-direction warming needling technique at Ciliao(次髎BL32).In this set of needling procedure,acupoint is viewed as a three-dimensional hierarchical structure.A layered and multidirectional needling technique is adopted at main acupoints to enhance the sensations of diqi and to generate heat effect in the local.Additionally,moxibustion is combined to intensify warming and unblocking effect.Simultaneously,the supplementary acupoints are used in response to symptoms.All of the acupoints coordinately warm up the uterus,promote meridian circulation and stop pain.Hence,this therapeutic method achieves relatively excellent effect and deserves to be promoted in practice.

Professor Yu Hai-bo's clinical experience in treating acute attack of hemorrhoids with acupuncture-moxibustion

Hemorrhoid refers to soft vein mass formed by varicosity of submucosal veins around the end of the rectum and subcutanceous veins of the anal canal. It is the most common anorectal disease. This article summarized the regular patterns, features and advantages of Professor Yu Hai-Bo＇s acupuncture-moxibustion therapy for hemorrhoids, in order to guide the acupuncture treatment for hemorrhoids.

ZHANG Ren＇s Needling Experience in Treating Refractory Diseases

Chief doctor ZHANG Ren has been engaged in acupuncture practice and literature research for about forty years, with abundant knowledge and clinical experience, particularly in the application of needling techniques. This article presents his experience in the treatment of refractory diseases.

Introduction to Dr. MA Shao-qun＇s Clinical Experience in Warm Moxibustion

Dr. MA Shao-qun （1903-1992）, a native of Hejian County, Hebei Province, loved reading medical books in his spare time, and thus knew about moxibustion. In 1934, he learnt warm-tube moxibustion by correspondence teaching from the ＂Oriental Acupuncture Agency＂ in Ningbo City,

Brief Talk on Sun Lijuan’s Clinical Experience in Acupuncture

Professor Sun Lijuan has been engaged in acupuncture clinics for over 40 years and has created many specific acupuncture methods based upon her academic thoughts in respecting but not limited to ancient methods and by creating but not indulgent in new techniques, and by learning widely from other＇s strong points, she has achieved remarkable therapeutic effects in the treatment of difficult and intractable diseases not ideally treated by Chinese and western medications. The authors are very lucky to study with Prof. Sun in clinical workshop and to listen to her teachings. Now, Prof. Sun＇s clinical experience in acupuncture is briefly explained as follows.

Introduction to Academic Experience of Prof. HUANG Xian-ming

With his profound knowledge from family education and meticulous scholarship, Prof.HUANG Xian-ming is extremely knowledgeable in Chinese medical art by drawing the advantage from modern medicine.

Case of geriatric enuresis

Professor JI O.ing-shan＇s experiences in treating geriatric enuresis were introduced, Professor JI Qing-shan emphasizes the pathogenesis, and acupoint selection was precise and appropriate, values needling sensation, and emphasize reinforcing and reducing method, combine acupuncture and moxibustion which can warm and unblock meridians. Acupuncture at Sanyinjiao （三阴交SP 6）, enuresis point, Guanyuan （关元 CV 4） and Qihai （气海 CV 6） was conducted. The needle was inserted into enuresis point for 2.5 mm, twirling for reducing was conducted to the extent that the needling sensation delivered to abdomen; twirling for reinforcing was conducted at CV 4 and CV 6 to the extent that the needling sensation radiated to pudendum. Reinforcing method was conducted at SP 6. The patient＇s family members were advised to conduct moxa stick moxibustion at CV 6, CV 4 and Shenshu （肾俞BL 23） for therapeutic effect consolidation, good efficacy was obtained.

Brief introduction to Professor Gao Wei-bin's needling technique of ‘Ten Acupuncture Skills'

‘Ten Acupuncture Skills＇ refers to ten types of needling techniques for difficult and intractable neurological diseases. It has been summarized by Prof. Gao Wei-bin, a famous traditional Chinese medicine expert in China, based upon his clinical experience for years, including neck acupuncture for bulbar palsy, neck acupuncture for laryngeal muscular paralysis, stuck needling technique for ocular muscular paralysis, electric field therapy at Jiaji（EX-B 2） points for incomplete spinal paraplegia, electroacupuncture（EA） for urination disorder, electric neck acupuncture for waking up and treating various cerebral and nuchal diseases, EA at Jiaji（EX-B 2） points for intractable hiccup, EA at Jiaji（EX-B 2） points for cervical and lumbar spondylopathy, antagonistic EA for post-apoplectic hemiplegia, and EA for facial paralysis. The ten acupuncture skills are summarized in order to guide the clinical application.

Observation on clinical effects of Zhu Lian's type Ⅰ excitation needling technique for postpartum urinary retention

Objective： To observe the clinical effects of Zhu Lian＇s type Ⅰ excitation needling technique for postpartum urinary retention.Methods： A total of 60 cases with postpartum urinary retention were recruited and divided randomly into an observation group and a control group, 30 cases in each group. The control group was treated with routine acupuncture, and stimulated with sparse and dense wave of electric acupuncture for 15 min after arrival of needling sensation, and then the needles were taken out. The observation group was treated with Zhu Lian＇s type Ⅰ excitation needling technique, by inserting the needles with the quick inserting method, swift and temporary lifting and thrusting technique for shallow insertion for 5times, by an in-and-out technique, without retaining the needles.Results： The total effective rate was 96.7% in the observation group and 83.3% in the control group. The difference in the total effective rate between the two groups was statistically significant（P〈0.05）. After the treatment, the first urination time was shorter in the observation group than that in the control group, with a statistical significance（P〈0.01）. After the treatment, the volume of residual urine after the first urination was less in the observation group than that in the control group（P〈0.01）.Conclusion： Zhu Lian＇s type Ⅰ excitation needling technique can effectively promote the voluntary urination and bladder emptying in patients with postpartum urinary retention, and it takes effect faster.

Summary of Professor Jin Yi-cheng's academic thoughts on pediatric tuina therapy

To introduce Prof. Jin Yi-cheng’s academic thoughts on pediatric tuina therapy, in order to promote the extensive application of the relevant tuina techniques and the inheritance of famous doctor’s experience, and enhance the clinical effects of tuina in treatment of children’s diseases.

Three Unblocking Methods of Acupuncture Therapy of Chinese Medicine Master HE Pu-ren

The knowledge on acupuncture changed in the successive dynasties and the therapeutic methods in acupuncture were also numerous. Through long-term practice and study, Prof. HE Pu-ren, master of Chinese medicine, pointed out that no matter in cold, heat, deficient or excessive patterns.

Selected Study on Zhao Cui-ying’s Moxibustion Methods

Zhao Cui-ying, researcher, female, born in 1940, doctoral supervisor, is an instructor at the research studio of Shanghai famous and senior Chinese medical practitioners＇ academic experience, used to enjoy the special allowance of State Council. She graduated in 1964 from the Department of Medicine, Shanghai Second Medical University, and at the same year came to work in Shanghai Research Institute of Acupuncture and Meridian up to today, used to be a director of the Immunology Research Room of Shanghai Research Institute of Acupuncture and Meridian, and a consultant of Grade 3 Laboratory of Acupuncture Immunology of State Administration of Traditional Chinese Medicine, and is a vice chairwoman and deputy secretary general of Shanghai Professional Committee for the Respiratory Diseases of Integrated Chinese and Western Medicine. Zhao Cui-ying has been engaged in the clinical, research and teaching work in the field of immune-related diseases treated by acupuncture and moxibustion for over 40 years, with abundant and distinguished experience, has undertaken over 10 state and provincial subjects and offered many important viewpoints in the research of acupuncture treatment of immune-related diseases, and has obtained several scientific and technological achievements, and published totally 80 academic papers, and has been honored with 10 awards, including 6 provincial awards. As a tutor or instructor, she has trained 7 doctoral students and 16 master students.

Summary of the theoretical foundation and clinical application of Prof.Zheng Kui-shan's ‘warming-dredging needling technique'

＇Warming-dredging needling technique＇ is one of the specific needling techniques created by Prof. Zheng Kui-shan for treating intractable and difficult diseases. Developed from ＇Shao Shah Huo （Mountain-burning Fire）＇ and ＇warming- reinforcing method＇, this method displays the effects of ＇warming＂ ＇dredging＇ and ＇reinforcing＇. The ＇scapula-penetrating heat＇ and ＇eye-transmitting heat＇ belong to the representative needling techniques of ＇warming-dredging needling technique＇. In order to promote the clinical application of ＇warming-dredging needling technique＂ its theoretical foundation and clinical experience are summarized.

Professor Tian Cong-huo's commonly used acupuncture methods and their clinical application

To introduce Prof. T ian Cong-huo’s commonly used acupuncture methods and their clinical application, in order to summarize the famous doctor’s experience, promote the experience inheritance of Chinese acupuncture, and enhance the therapeutic effect of acupuncture.

Case Collection of Acupuncture Treatment for the Refractory Eye Diseases by Professor Zhang Ren

Zhang Ren, a master of medicine, professor, chief physician, and State Council expert for Special Allowances. He is the current vice president of Chinese Acupuncture Society, the honorary chairman of Shanghai Acupuncture Society, a member of Shanghai Intangible Cultural Heritage Assessment Committee. He used to be the director of Shanghai Municipal Literature Museum of Traditional Chinese Medicine and the director of the Shanghai Information Institute of Traditional Chinese Medicine. He has been engaged in acupuncture clinical and literature research for more than 40 years. He has been to Europe to give lectures and treat patients in clinic for 3 times, and received a favorable evaluation. And he has independently written and edited more than 60 books on acupuncture and traditional Chinese medicine as a chief editor （including English and Japanese versions）, which were published in Beijing, Shanghai, Chongqing, Taipei and Tokyo. He has published nearly 100 papers in both English and Chinese. He has also chaired Shanghai Municipal Public Health Bureau research projects, and participated in a number of projects such as Shanghai Municipal Science and Technology Commission project, the National 973 project. He has accumulated a wealth of clinical experience on acupuncture treamlent tor multiple modem intractable diseases, especially has unique experience on the acupuncture treammnt for stubborn eye diseases.

YANG Yong-xuan's Theory on Acupuncture

1 Theory on Superficial Puncture and Cupping Dr. YANG recommended ＂superficial puncture＂. ＂Superficial puncture＂ is named so depending upon the implication of ＂superficial puncture meaning regulation＂. Namely, this technique has the effects to regulate yin and yang, regulate and dredge qi and blood in the meridians and collaterals. The needle tool corresponding to ＂superficial puncture＂ is ＂superficial needle＂. Based upon the descriptions of ＂the theory of nine needles＂ and ＂nine needles and twelve resources＂ in Ling Shu （Spiritual Pivot）. Dr.