nike发展历程的英文简介

nike发展历程的英文简介
nike发展历程的英文简介

nike发展历程的英文简介
Nike is not in the sports marketing profession baby boy again,it carried out the stricter control system,the operating results successively was also climbing.
Nike Corporation “the innovation kitchen” (InnovationKitchen) the design office is situated in a shape elegant 4 building,looking from many aspects,can let the person association company's newly established time.The Nike Corporation's headquarters located at Oregon's Beever the city,the area amount to 70 hectares,the headquarters building is named Mi · Hanmu (MiaHamm) the construction,the innovation kitchen are located at building one.The reason that Nike Corporation can in the value 35,000,000,000 US dollar athletic shoes professions blooming,was because of had the Nike athletic shoes,but innovated the kitchen is precisely the Nike athletic shoes' birthplace.In this take the athletic shoes as in working center's brain trust,the designers seeks for the creation inspiration from each domain,from the Irish style's construction,on violin's round arc which family manufactures to Stella the Valee,all embracing.On an office wall was demonstrating Nike Corporation once manufactured each pair of Jordan basketball shoe (AirJordan),but in the workshop has piled up with the new style athletic shoes' rough plan.The innovation kitchen to the major part visit's visitor,even was the majority Nike Corporation's staffs is a forbidden area.The company with the tone which banters on front door's signpost wrote:“kitchen heavy,idler no admittance.”

既然来了baidu，为什么不去nike呢~~

Nike (originally known as BRS), was founded by University of Oregon track athlete Phil Knight and his coach Bill Bowerman in January 1965.[citation needed] The company initially operated as a distribu...

全部展开

Nike (originally known as BRS), was founded by University of Oregon track athlete Phil Knight and his coach Bill Bowerman in January 1965.[citation needed] The company initially operated as a distributor for Japanese shoe maker Onitsuka Tiger, making most sales at track meets out of Knight's car. Many top Oregon runners began wearing the shoes, and the shoe's popularity grew quickly. The company's first self-designed product was based on Bowerman's "waffle" design in which the sole of the shoe was inspired by the pattern of a waffle iron.
The company's profits grew quickly, and in 1966, BRS opened its first retail store, located on Pico Blvd. in Santa Monica, Calif. In 1971, with the relationship between BRS and Onitsuka Tiger nearing an end, BRS prepared to launch its own line of footwear, which would bear the newly designed Swoosh. [Sources: 'Swoosh' by J.B. Strasser and 'Just Do It' by Donald Katz.]
The first shoe to carry this design was a soccer/football cleat named "Nike," which was released in the summer of 1971. In February 1972, BRS introduced its first line of Nike shoes, with the name Nike derived from the Greek goddess of victory. In 1978, BRS, Inc. officially renamed itself to Nike, Inc. Beginning with Ilie Nastase, the first professional athlete to sign with BRS/Nike, the sponsorship of athletes became a key marketing tool for the rapidly growing company.
By 1980, Nike had reached a 50% market share in the United States athletic shoe market, and the company went public in December of that year. Its growth was due largely to 'word-of-foot' advertising (to quote a Nike print ad from the late 1970s), rather than television ads. Nike's first national television commercials ran in October of 1982 during the broadcast of the New York Marathon. The ads were created by Portland-based advertising agency Wieden+Kennedy, which had formed several months earlier in April 1982.
Together, Nike and Wieden+Kennedy have created many indelible print and television ads and the agency continues to be Nike's primary today. It was agency co-founder Dan Wieden who coined the now-famous slogan "Just Do It" for a 1988 Nike ad campaign, which was chosen by Advertising Age as one of the top five ad slogans of the 20th Century, and the campaign has been enshrined in the Smithsonian Institution.
Throughout the 1980s, Nike expanded its product line to include many other sports and regions throughout the world.

收起

Company Profile
Fils. Knight (Phil Knight) in 1964 to 500 US dollars created the Nike company, undreamed today will become the world's largest brand sports shoes. This paper will now Nike...

全部展开

Company Profile
Fils. Knight (Phil Knight) in 1964 to 500 US dollars created the Nike company, undreamed today will become the world's largest brand sports shoes. This paper will now Nike opened the mystery of the growing process and, in particular, focus on the 1990s Nike switching the key - new product development strategy.
In 1972, Knight and Steve Ballmer finally invented an shoes, and decided to create their own. They produced tasks contracted out to the cheap labor in Asia factories, and to take such shoes called Nike, which is in accordance with the Greek god of victory in the name of admission. At the same time they also invented a unique symbol Swoosh ( "whoosh of a"), it is eye-catching, unique, each has on Nike products such markings.
In short, that the Swoosh logo is NIKE
Create early: 60-70 years
Mentioned Nike's history, must be retroactive to 1958, when the founder fils. Knight also just a Ollie Kong (Oregon) State University track and field team player, often in practice, the coach Bowerman (Bowerman) complained that the United States has never produced a pair of really good sports shoes. Knight majoring in accounting, returned to teach after graduation in Portland (Portland). In 1964, Knight and his coach Bowerman invested 500 US dollars each, and set up the sports shoes company, named Nike, derived from Greek, Yu "victory" was intended.
Company grassroots early use their Knight in the sports sector, and from the track and field games in the shuttle market, sales They warn his running shoes. At that time, the products were purchased from Japan, he often thinks that the United States must design of athletic shoes infinite potential. The early 1970s, Knight began to implement the concept of self-designed shoes, but after careful study of investigation, market demand has been found to support him to establish their own production lines. However, the final decision to use Japan or the production experience, 1972 Knight and Japan signed the first contract, the United States formally complete production design Nike sports shoes.
Subsequent years, the appreciation of the Japanese yen, rising manpower costs, the production of shoes made in Japan, the price gets higher and higher. At this point, Nike has accumulated a stable foundation for overseas production experience, it will reach more countries伸至other manufacturers. In order to reduce production costs, Nike Japan in the 1975 production lines will be transferred to the relatively low cost of manpower South Korea and Taiwan. Substantially decrease costs, Nike has more rich resources to engage in R & D and marketing activities.
Nike from low labour costs countries try to find other builders, is the industry at the time堪称revolutionary creation. Nike shoes know that the production must be injected into the labour-intensive and thus to seek lower labor costs overseas foundries is inevitable, and no room space. Nevertheless, it still overseas foundry risks due to distance and cultural differences in different countries, which increased the difficulties of quality control. Therefore, the next Nike large-scale orders to foundries, often after very careful evaluation process to ensure that the products meet the quality standards of Nike.
During this period, Nike's strategy to focus entirely on: the establishment of the best overseas production mode of operation; for the foundry and the design of new models; maintain quality standards
ZTE and trying to face the predicament: the 1980s
In the early 1980s, a large red Nike, and the United States continued to play a professional sport shoes maker role, but in the United States did not have any of their own production facilities. Soon No. 1 competitor Reebok (Reebok) and was followed immediately to Jiaozhen against. Founded in 1981 by the founder and CEO Paul. Fireman (Paul Fireman) led to the dark horse posture Cuanchu launched a new layout and design, and the momentum is strong sports shoes, swept through the success of the market. In the 1980s, Reebok in the face of fierce competition, has been challenging with Nike. In 1987, Reebok higher level to 991 million US dollars in sales, 30 percent of the market, and in sports shoes market chief boarded the throne, Nike and 597 million US dollars while 18% of the share Dianhou.
Nike and Reebok hegemony war, the problems and opportunities at all points of the target market is volatile and design-oriented nature. In other words, is the younger groups (youth, young adults) has been purchased by it is not only sports shoes, and shoes itself represented by the "fashion sense." Two footwear giants to realize that if we expand the size of the market, we must be the original concept of professional sports shoes, transferred to a broader, "the pursuit of fashion," the youth and young adult market. Reebok hole blanch the earliest opportunity to enter this market for gold, with superior products and full of aggressive public relations activities, giving Nike blow. Reebok CEO Fireman has openly criticised the Nike: "Knight is a shoe-making, but only old thought it was a great sports players." Knight was light Jibi response: "The reason why I hate Reebok, it is because the R & D system is a fundamental counterfeiting machines."
Provocative in order to counter Reebok, Nike resolved to bet huge funds in the new product development on the design, the most well-known classic is the end of the 1980s the "gas shoes" (The Nike Air Shoe). Commentator John. Ho Long (John Horan) in a special issue on the American sports industry, gas against Nike shoes made his views: "In fact, it is a simple, easy to understand footwear technology, will only air into soles, forming a flexible insole, so it. " Nike shoes gas until the early 1990s before formally listed, and was an unprecedented success. Therefore, the 1980s Nike is facing difficulties with the attempt to ZTE, during this period, Nike has suffered in the market against fierce competition, which also established a new product R & D and design future strategies melody.
Climbing on the peak: the 1990s
Nike shoes listing of the massive gas at all showering hundreds of millions of dollars to Lipin NBA superstar Michael Jordan (Michael Jordon) products spokesmen, in the marketing campaign, set a price ever sporting goods sponsor of the first new high, Jingyi world. Advertising demand while gas shoes Nike and Jordan's image and almost Shenhujiji bundled with the basketball skills. Since then, Nike in the market gradually recovered失土, Reebok compelled by the situation, fled launched the "shoe bomb-yue" (Reebok Pump Shoe) battle, the second of the hour to NBA star Jiakuier. O'Neill (Shaquille O ' Neal) spokesmen, but unfortunately hopeless situation. Then Nike share in 1989 from 25% up to 1990 28% of Reebok, from 24 percent to 21 percent. The launch of this surprisingly successful, a deep sense of Nike, promotions, brand it is the most powerful magic weapon, and so the next few years, Nike continuing to increase the intensity of investment in this regard, for example: Nike in 1995 marketing campaign (Sports Marketing) to spend as much as 1 billion US dollars, Reebok nearly 400 million US dollars.
Nike sports marketing
After Michael Jordan sponsorship activities later on, he ordered price signed a golf superstars Tiger. Woods (Tiger Woods), in 1996 with the Brazil team signed a decade 2 to 4 billion dollars in contracts, hitting World football activities under the auspices of the highest price in history, including the purchase of Brazil's five World Championships of TV rights. Since then, Nike Crook signs as easily in the emergence of many of the world's Golf Tournament, 1998 World Cup, 2000 Olympic Games in Sydney in television.
Nike sports marketing is the main course, but also in brand communication very seriously. 80 ~ 90 years, the Nike firmly hold the pulse of the target market - youth, personality and challenge the reality of young people, all Nike products in particular highlight its "Crook" brand marks the simultaneous development of a "Just Do It "themes, along with" your way to win "advertising slogan from the world's top sports stars speak endorsement, quickly seized on the world's young people's hearts. Nike product is not cheap, a pair of sports shoes in the United States can Biao in a price to 100 dollars, high-priced strategy for Nike laid many Jiangshan, but it also brought great trouble, some American non-governmental organizations launched the protest, forcing Nike footwear factories overseas to raise the wages of workers, even though Nike non-insensitivity of heart and his ilk, but business is still business, fils. Knight had no intention to make concessions.
Gas shoes in the market to achieve unprecedented success and deepened Nike on new product development efforts, the two sides only one year, that is, more than 300 kinds of new models in the United States market. Nike declares: "the products of science and technology R & D is essential to the success of Nike one of the key factors, we footwear in the development of new materials, fibers and modern design efforts." From another perspective, prompted Nike to concentrate on the driving force for research and development of new products, the consumer is still the target of novelty acts attitude change. In fact, the industry is not only Nike a particular emphasis on new product development, many well-known brands in order to seize the mentality of young people seeking fashion, it will continue to enable product innovation, there is no way out.
During the 1990s

Nike marketing behind the pillar - the youth market research for the depth and breadth of sports shoes in the market is unmatched by other brands, which allow Nike to share continued growth in 1996 rose to 43% (16 Reebok %), the United States market with sales of more than 3 billion US dollars.
In the new era: 2000
Looking at the whole of the 1990s, Nike's rapid development, there are two main directions: a global sales expansion, and the substantial growth of 2 development of the non-footwear sports goods, such as: sportswear and sports equipment.
1996 Nike global total sales reached 90 billion dollars, becoming the world's largest sporting goods manufacturers. The late 1990s, Nike for youth sports shoes will be gradually seen as a stylish leisure shoes and suffered temporary setbacks, in addition, Asia into an economic recession period, Nike, and is a serious blow, resulting excess inventories and lowering profits. forced to take measures to streamline the personnel, but Nike authorities on the future development of a still very optimistic attitude. fils. retreated behind the scenes Knight, president of the Nike, CEO of the stick referred to Tom. Clark (Tom Clarke ) to take over. The new CEO of the company's future development, and also a great description:
"Nike grow quickly, once the economic downturn hit, we need a period of time to adjust. Please do not forget, we are a group of high self-Nike, the company's operating long-term sustainability, not only to the next few let everyone in the role of happy about it. "
Indeed, the Nike sporting goods and clothing, whether it is R & D technology, or brand marketing, at any time in the global market are likely to set off another wave climax, and continued to maintain first in the world.
Analysis of new product development strategy key point - leading consumers, led by Do not consumers
View Nike develop new products strategy success of the first step, still inseparable from the basic principles of marketing - to understand market trends, understand customer needs and create cater to meet the needs of new products. However, we must understand that: the development of innovative new products, the biggest problem is the point and that consumers will not take the initiative to ask in advance of the new products. In other words, you must lead the consumers, led by Do not consumers.
We can recall, the early 1970s, in response to customer demand for new research and investigation before, how many consumers will take the initiative to ask recorders, fax machines and microwave ovens and other products? Creative enterprises can often make good use of their rich imagination, will not clear consumer demand discovered, walk in the front-end consumer trends, rather than one echoed its views when the follower.
Explore market opportunities in addition to the depth understanding of consumer needs, lifestyle and aspirations, must have some ideas, can emerge. Who can believe that the language barrier against tourist demand Pocket translation machines have no market? Enterprises to obtain the initial demand for creative? The answer is to try and close observation of the most pressing needs of customers, and told them to make further contact, such as: Japan clover display musical instruments in London, Europe's outstanding musicians to experience the most advanced music hardware, The aim is not only to have a better understanding of customers, also demonstrated advanced technology products.
Nike to take full advantage of young people because of the demand for sports shoes, understand their lifestyles and the reality of the psychological desire to develop Rao innovative new products, disseminate promotional activities and aspirations, are standing from start to finish to create consumer trends The Pai Tau, Nike is not living up to the hype of the first in the world.

收起

www.nike.com
自己去看吧