nbc 他举例
across cultural differences
In addition to traditional marketing methods, the Bowles optimistic about social networking sites and other new media. For example, he said, Oakley was via twitter website to 100 consumers released a new limited edition Oakley information. News release within four hours after, there are 17.5 million people to reply so quickly and effectively Bowles feedback is unexpected, it also proves that the unlimited potential of new media. Bowles called "discovery-based marketing." Well versed in brand marketing in China market Bowles hope that through this social media, people rely on word of mouth to promote their brands. In the next six to nine months, Oakley should be made to establish a Chinese website as a communication platform with Chinese consumers, then there will be more social class media cooperation, through word of mouth marketing channels make this product more popular.
退役了？加入Oakley
as the top sports marketing expert (), Scott Bowles almost the whole life immersed in the sports being. It's not just that he has been founded in 1975, the world's leading sports eyewear brand Oakley for 20 years, in fact, in the 1980s, he used to be an Oakley sponsored by the skier. "Athlete experience, so that I can better understand what the needs of athletes, this is not to teach from speaking, it makes me more insight to know which athletes would choose our products." Powers said .
除了传统的营销方式外，鲍尔斯看好社交类网站等新媒体。他举例说，Oakley曾通过twitter网站向100个消费者发布了一则Oakley限量版新品的信息。消息发布后的4个小时内，就有17.5万人来回复，如此迅速而有效的反馈是鲍尔斯始料未及的，这也证明了新媒体的无限潜力。鲍尔斯称其为“发现型推广”。 深谙品牌营销的鲍尔斯希望将来在中国市场通过这种社交媒体，靠人们口碑来进行品牌推广。在未来6～9个月内，Oakley要着手建立一个中国网站，作为跟中国消费者的沟通平台，然后会有更多的社交类媒体的合作，通过口碑营销的渠道让这个产品更深入人心。
marketing strategy for China, Bowles said that Chinese people like to wear sunglasses mostly because I think it is fashionable and stylish, and eye protection in a secondary position. But Oakley emphasizes what its functionality, professional, and not just look how cool you are. "In our promotion of Oakley products of the process, this cultural difference may be our first one to cross." Beginning in 2007, such as Adidas, Nike these mainstream sports brands have launched eyewear products, but poor sales. Oakley sports glasses originator to enter the Chinese market for over 10 years, but is far from universal in the outdoor sports in China, a lot of people know that Oakley still from the movie "The Matrix" at the beginning, which is a low-key publicity strategy Oakley has a direct relationship. Powers said: "I believe China will have more and more people love outdoor activities because this is actually a way of life, so fight a protracted war in China, from the long-term goal patience to win the market, rather than engage in a large vigorous activity, do one-shot deal. "
从1988年的韩国汉城奥运会开始，也就是鲍尔斯加入Oakley的第一年，他便跟运动员打上了交道,
oakley venta。如今，鲍尔斯带领着一支由50人组成的营销团队。这些成员的身份，竟全部是退役运动员。独特的人员构成，为鲍尔斯编织了强大的营销关系网。如果仔细观察你会发现，奥运会上的很多体育赛事选手戴的都是Oakley眼镜。事实证明，把Oakley的品牌和运动员紧密结合起来，此种模式十分奏效。 值得一提的是，Oakley与运动员之间的营销互动关系充满了人情味儿。最著名的自行车运动员LanceArmstrong在19年的环法自行车职业生涯中,
oakley online shop，也跟Oakley合作了19年。当他被检查出癌症之后，很多赞助商和保险公司都“抛弃”了他，而这时候Oakley支付了他所有做癌症治疗的费用。鲍尔斯说，Armstrong虽然不是Oakley的正式员工，但他一直为公司提供咨询，彼此有着非常深厚的友谊和长久的关系。可以说Armstrong称得上是Oakley的“终身员工”。
from the 1988 Olympics in Seoul, South Korea,
billige oakley, which is Bowers joined Oakley in the first year, he marked the dealings with athletes. Today, Bowles led a team of 50 people consisting of the marketing team. These membership, actually all retired athletes. The unique composition of, as Bowles knit with a powerful marketing relationships. If you look closely you will find that a lot of sporting events on the Olympic athletes are wearing Oakley glasses. Facts have proved that the Oakley brand and athletes closely together, this model is very effective. It is worth mentioning that, Oakley and marketing interactive relationship between athletes full of human touch children. The most famous cyclist LanceArmstrong Tour de France in 19 years of his career, but also collaborated with Oakley 19 years. When he was diagnosed cancer, many sponsors and insurance companies are "abandoned" him, but this time Oakley paid him all the costs of treatment for cancer. Powers said, Armstrong Oakley, though not an official employee, but he has been consulting with companies, each has a very deep friendship and lasting relationships. Oakley can be said Armstrong called "lifetime employees."
(本文来源：V-MARKETING成功营销 作者：戴媞)
跨越文化差异性
discovery-based marketing
对于中国的营销策略，鲍尔斯表示，中国人喜欢戴太阳镜大多是因为觉得它时尚有型，而把保护眼睛放在次要位置。但是Oakley强调的正是其功能性、专业性，而不光是看起来有多么的酷。“在我们推广Oakley产品的过程当中，这种文化差异可能是我们第一个要跨越的。” 从2007年开始，像阿迪达斯、耐克这些主流的运动品牌也纷纷推出眼镜产品，但销量欠佳。运动眼镜鼻祖Oakley进入中国市场已有10年时间，但在户外运动远未普及的中国，很多人知道Oakley还是从电影《骇客帝国》开始的,
the oakley outlet，这与Oakley低调的宣传策略有着直接关系。鲍尔斯说：“我相信中国会有越来越多的人热爱户外活动,
oakley denmark，因为这实际上是一种生活方式。所以在中国要打持久战，从长远目标耐心地赢得这个市场，而不是轰轰烈烈搞一个大活动，做一锤子买卖。”
发现型推广
(This article Source: V-MARKETING Successful Marketing Author: DAI Ti)
retired? Add to Oakley
作为顶级的体育营销专家()，斯考特·鲍尔斯几乎把整个生命都沉浸在了体育事业之中。这不仅仅是指他已在创立于1975年的世界顶级运动眼镜品牌Oakley工作20余年，事实上，在上世纪80年代，他曾经是一位由Oakley赞助的滑雪运动员。 “运动员的经历，使我能更好地理解运动员的需求是什么，这是教不来的。从上来讲，这让我更有眼光，知道哪些运动员会选我们的产品。”鲍尔斯说。
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