人们说,21世纪是“运动着”的世纪,这不仅是因为日益发达的科技让我们自在地摆脱了更多的自身、物器、环境的束缚,更是因为源于人们骨子里的对力量的崇拜,在这样一个高度文明、相对稳定的社会里得到了更淋漓的体现。必然的“龙马之战”态势所趋2001年,中国发生了两件大事——申奥成功,男足世界杯出线,举国欢庆,全国上下掀起了一股健身热;国际体育市场的一些规则开始被带入中国,体育活动的市场化运作初现倪端,体育营销开始成形。1998年,农夫山泉赞助世界杯足球赛央视5台演播室、1999年成为中国乒乓球队惟一指定用水,2000年成为中国奥运代表 People say that the 21st century is a century of “movement,” not only because increasingly advanced science and technology allow us to free ourselves from more restraints on ourselves, things and the environment, but also on the basis of our strength in people’s bones Worship, in such a highly civilized and relatively stable society has been more dripping expression. The inevitable “war of horses,” the trend of the trend In 2001, China had two major events - the successful bid to host the Olympic Games, the men’s football World Cup qualify, celebrate the country, set off a nationwide fitness heat up and down; some of the rules of the international sports market began to be Bringing into China, the market-oriented operation of sports activities is beginning to emerge. Sports marketing is beginning to take shape. In 1998, Nongfushangquan sponsored five CCTV studio of FIFA World Cup and became the sole designated water for Chinese table tennis team in 1999, and became the Olympic representative of China in 2000