worthy of recognition and encouragement. Because of the enormous


In the field of basketball shoes, Nike Air technology as a support brand, Li Ning running shoes in the process of development, the emphasis on "Li Ning bow" technical support for the brand. For technological innovation in the field of sports, local companies can borrow on the international design studio class R & D capabilities. Highly specialized global division of labor, so that local businesses have the opportunity to take advantage of the global level on the basis of research and design, research and womens converse all star development work took Ning outsourced to direct a flow of American design agency. Although the objective, local brands also escape the "soil" flavor, but they do change this situation and efforts are worthy of recognition and encouragement. Because of the enormous

size of the gap, in brand marketing trends of globalization, local enterprises will be further enlarged disadvantage. Foreign brands rely on a lot of marketing costs piled up, only to win the Beijing Olympics Adidas sponsorship rights on the use of 1.3 billion yuan, or about a lot of converse pro star   local businesses a year in sales. But Adidas by $ 10 billion in sales each year to share the cost, while local companies obviously can not achieve this model. Fortunately, local companies have thought of strategy: by market segments, particularly the implementation of the local market assault fastest

growing market segments, Li Ning foothold in the field of athletics and basketball assault, it is concentrated in the Olympic basketball. But the effort is not enough. External marketing environment is constantly changing, to capture the opportunity in a changing environment, need to rely on marketing capabilities; on the other hand, if you want to change local businesses slavishly imitate strategy to rid itself of the "soil" label, but also need to address the fundamental problem, the need to establish their own worthy to compete with foreign marketing functions, especially in the brand as the core of the overall marketing functions. Local enterprises in the actual operation, has continued the previous mode of operation, design and development department, product planning department, marketing, brand management and marketing functions were to assume part of the actual work in a pool of each tube, the overall marketing strategy was forcibly divided,

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