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过去的6月9日-7月9日,足球曾为全球共同的关注。64场比赛,吸引了全球大约320亿人的“眼球”。但在绿茵场外,不少的商家眼中,其实还有另外一场世界杯,那里的比赛更紧张、更激烈、更残酷,也更真实,这就是各企业围绕着世界杯而展开的营销大战。今年的世界杯绿茵场上的竞赛和我们中国人无关,但在企业界围绕着世界杯展开的营销大战当中,每个中国企业都是参与者。本届世界杯赛场将是中国商家在2008年奥运来临前全球商战中的最后一次练兵,两年后在我们自己的主场上,中国商家又如何赢得营销大战的胜利?这次世界杯商战中阿迪达斯和耐克之间的时决,或许对我们有借鉴意义。足球作为一项团队运动,团队、核心、策略、竞争、激情、失落……和企业经营管理有诸多相通之处。知名企业老总又是怎样演绎足球比赛和现代企业管理之间的关系的呢?阿迪达斯总经理海纳：对阿迪达斯而言,足球意味着一切。如果你想推销全套的运动产品,最好的方法是将它们全部带到德国的世界杯上来。耐克的总裁登森：足球是世界第一大运动。如果我们想坐稳行业龙头的宝座,就必须在足球的世界中当第一。
The past June 9 - July 9, football has been the common concern of the world. 64 games, attracting about 32 billion people worldwide “eyeballs.” However, outside the stadium, many businessmen in the eyes of, in fact, there is another World Cup, where the game is more intense, more intense, more cruel, but also more real, that is, all enterprises around the World Cup and launched a marketing war. This year’s FIFA World Cup match has nothing to do with our Chinese, but every Chinese business is a player in the corporate marketing battle around the World Cup. This World Cup venue will be the last time a Chinese merchant trained in the global commercial war before the advent of the 2008 Olympics. Two years later, on our own home, how will Chinese merchants win the marketing war? In the World Cup commercial war, Adidas and Nike The timing of the decision may be of reference to us. Football as a team sport, team, core, strategy, competition, passion, loss ... ... and business management have many similarities. How well-known business executives and how to interpret the relationship between football and modern business management? Adidas general manager Heiner: For Adidas, football means everything. If you want to sell a full range of sports products, the best way is to bring them all to the World Cup in Germany. Nike’s president Densen: football is the world’s largest sport. If we want to secure the throne of industry leaders, we must be number one in the world of football.