迎合欧洲客户和消费者的需求，美国户外运动服装市场领头者哥伦比亚将投资更多资金在欧洲市场。组建的新架构围绕三个核心, 将重新定义哥伦比亚运动品牌公司的业务。重组后，新的欧洲管理团队、销售团队, 和产品团队都驻扎在日内瓦，将根据欧洲市场的要求调整产品, 服务, 和销售的流程，并逐步优化。

　　重组计划的目标是从新修改Columbia产品系列的设计、颜色, 和样式，以便更加适合欧洲市场。销售团队和业务管理团队将不断修正工作流程，更多获得新的欧洲伙伴。

　　同时采取的措施是更换了德国和奥地利的销售和市场团队。

　　就在最近，2005年的七月，Columbia哥伦比亚搬到了慕尼黑的一个大型的陈列厅（可以看作品牌形象展示店）。销售队伍的工作重点是，配合新战的略合作伙伴，创造更加有效的关键顾客和市场沟通。此外, 客服和财政中心在史特拉斯堡也扩展了规模。客服团队以及财务部门将受益于整个欧洲范围的流程优化以及灵活的人力资源。另外, Columbia哥伦比亚公司为消费者开通了免费服务电话。这项服务的目标是改进同消费者联络，吸引进一步销售。
　　www.columbia.com

　　U.S. market leader Columbia Sportswear will invest more in the European market to optimize the contact to customers and consumers. The new structure is based on three principal centers, which will redefine Columbia Sportswear. The new European management, sales, and product team loCATed in Geneva will adjust products, service, and sales to the requirements of the European markets and optimize each process. The plan calls for modifying the new collections in their designs, colors, and patterns to suit the European markets. The sales and general management will work on improving processes and gaining new partners.

　　As part of the repositioning measures the sales and marketing team for Germany and Austria were also changed.

　　Just recently, in July 2005, Columbia moved into a new, large showroom in Munich. New strategic partnerships to create more streamlined connections with key customers and with the Outdoor market are the principal focus for the sales team. FurThermore, the service and financial center in Strasbourg was expanded. The service team as well as the accounting department will benefit from a Europe-wide optimization of processes and flexible manpower. In addition, the company initiated a toll-free service number for consumers. The goal of this service is to improve consumer contact and attract further sales.
　　www.columbia.com