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[引子]置身浩如烟海的体育用品的长廊中,不经意就可脱口说出几个品牌——阿迪达斯、耐克、彪马、锐步、布鲁克斯……当问及一新潮的年轻人身上各式运动服装的牌子时,他会娓娓道来……人们对品牌标识已司空见惯,殊不知每一知名体育品牌的背后,都烙印着鲜为人知的历史痕迹,凝结着几代人的辛劳和极具文化底蕴的超人智慧！人们也许不会淡忘,在1998年“世界500强”的排行榜,一个新成员跃然纸上:世界著名体育用品生产厂商——美国耐克公司入围国际级大企业行列,这对生产体育用品的公司来说,实属难能可贵,至今,再也没有任何一家同行企业获此殊荣。然而,尽管“耐克”声明显赫,但在众多的体育用品生产者中却是“年轻的一代”。为何后来者居上?是什么使“耐克”蜚声五洲?为何一个以制造生产运动鞋为主的厂家,竟能跻身“航母”林立的“世界500强”之列?让我们“管仲窥豹”,可“略见一斑”！
[Primer] exposure to the sea of sporting goods promenade, inadvertently can be blurted out a few brands - Adidas, Nike, Puma, Reebok, Brooks ... ... When asked a trendy young people who all kinds of sports apparel Brand, he will explain ... People have become commonplace on the brand identity, I do not know each well-known sports brand behind, are imprinted with little-known historical traces of condensation of generations of hard work and very culturally rich Superman wisdom! People may not forget that in 1998, “Fortune 500” list, a new member vivid paper: the world's leading manufacturer of sporting goods - the United States Nike listed short-listed international companies, which produce sporting goods company It is really commendable, so far, no one peer company won this honor. However, although “Nike” claims prominent, but in many sportswear producers is a “young generation.” Why later come from? What makes “Nike” world-renowned? Why a production of sports shoes-based manufacturers, could become among the “carrier” everywhere “list of the world's top 500? Let us” , Can be “a little”!