⑴ 關於NIKE的英文介紹
Nike, Inc. (pronounced /ˈnaɪkiː/; NYSE: NKE) is a major publicly traded sportswear and equipment supplier based in the United States. The company is headquartered near Beaverton, Oregon, which is part of the Portland metropolitan area. It is the world's leading supplier of athletic shoes and apparel[3] and a major manufacturer of sports equipment, with revenue in excess of US$18.6 billion in its fiscal year 2008 (ending May 31, 2008). As of 2008, it employed more than 30,000 people worldwide. Nike and Precision Castparts are the only Fortune 500 companies headquartered in the state of Oregon, according to The Oregonian.
The company was founded on January 25, 1964 as Blue Ribbon Sports by Bill Bowerman and Philip Knight,[1] and officially became Nike, Inc. on May 30, 1978. The company takes its name from Nike (Greek Νίκη, pronounced [nǐːkɛː]), the Greek goddess of victory. Nike markets its procts under its own brand, as well as Nike Golf, Nike Pro, Nike+, Air Jordan, Nike Skateboarding, and subsidiaries including Cole Haan, Hurley International, Umbro and Converse. Nike also owned Bauer Hockey (later renamed Nike Bauer) between 1995 and 2008.[4] In addition to manufacturing sportswear and equipment, the company operates retail stores under the Niketown name. Nike sponsors many high profile athletes and sports teams around the world, with the highly recognized trademarks of "Just do it" and the Swoosh logo.
⑵ 市場營銷策劃報告 關於NIKE 耐克的市場營銷組合 The Marketing Mix (4P』s)
你說的理論是很適合以前，但是現在都轉向為4c 即:消費者，成本，便利性，溝通；直觀點4p當時只是站在企業的角度考慮問題（而新一輪的4c是現在消費者角度來進行市場分析和對產品的策劃；本身這些網上有的，再加上我是用手機回復你，我就簡單點吧，讓你方便明白！）消費者都不說啦，在笨的人都知道產品的群體不管中間是企業還是第幾方，最終都回歸的群體是消費者（就例如，做市場策劃必須明確消費群體，明確產品的定位！就像賣女士內衣的永遠不會被男人買去穿，除非……你懂的！）
成本:這也是站在消費者面前考慮，舉個例子:醫葯行業，同是阿莫西林，但是有的貴很多有的便宜很多，如果葯性一樣，選擇便宜是理所當然！便利性:這種非常容易理解，假如你某天你要買吃的，又要買家電，又要買穿的！你會選擇什麼地方？商場（超市）；這也是為何沃爾瑪和家樂福能在當時一下子沖到五百強！不是他們賣的東西比別人好，而是他們為客戶考慮到了便利性！以往沒有超市的時候你可以遐想一下……！關於溝通簡單解釋其實就是銷售，4p里的渠道理論也是對的，但是歸根結底就是溝通或者銷售，渠道你不用開發，只要產品有用，別人會來找你加盟！幫你賣……，銷售溝通又包含客戶的需求，客戶的預算等等……這些就是考最終銷售人員的溝通啦！話說你的耐克市場策劃，順便忠告！市場策劃不是專門光借用理論，而要有創新，好的點子永遠是市場策劃的源動力！（好了，我手都凍啦！也不曉得這道題掛分沒有！）多體會下！萬變不離其宗！
⑶ NIKE市場營銷策略
高端！
專業！
明星！
⑷ 耐克公司的全球市場營銷戰略是什麼
耐克公司是產品研發和品牌推廣兩手抓，比如搶佔NBA服裝贊助商
⑸ 求一篇耐克公司的英文介紹~~急~~~
NIKE, Inc. The Nike "Swoosh" Logo.
Type: Public corporation
Founded: 1972
Headquarters: Beaverton, Oregon
Key people: Phil Knight, chairman and co-founder
Mark Parker, CEO
Bill Bowerman, co-founder
Instry: sporting goods
Procts: Athletic shoes, apparel, sports equipment, accessories
Revenue: $15.0 billion (FY 2006)[1]
Employees: 26,700 (2006)
Website: http://www.nike.com/
Nike, Inc. (Pronounced: NIGH-key) (NYSE: NKE) is a major American manufacturer of athletic shoes, clothing/apparel, and sports equipment. The company takes its name from the Greek goddess of victory, Nike. Nike markets its procts under its own brand as well as Air Jordan, Total 90, Nike Golf and Team Starter (among others), as well as under brands of Mason Belmonte subsidiaries including Bauer, Cole Haan, Converse, and Hurley International. Nike has been criticised for the working conditions and proction methods in the overseas factories with which it contracts.
Contents
* 1 Corporate influence
* 2 Timeline
o 2.1 The 1960s
o 2.2 The 1970s
o 2.3 The 1980s
o 2.4 The 1990s
o 2.5 The 2000s
* 3 Corporate social responsibility
* 4 Advertisement controversies
o 4.1 Kasky v. Nike
o 4.2 Beatles song
o 4.3 Minor Threat ad
o 4.4 Xiao Xiao
* 5 Relationship with Beaverton
* 6 Corporate governance
* 7 Rivalry and competition
* 8 Trademarks
* 9 External links
o 9.1 Criticism of Nike's labor practices
o 9.2 Dispute with Beaverton
o 9.3 Data
* 10 Notes
Corporate influence
Nike's influences stretch from its proction systems to it fashions, while along the way developing technologies. Their advertising campaigns often involve sponsored athletes like Tiger Woods, Ronaldo and Michael Jordan.
Nike is also well known for its strong sponsorship agreements with athletes, leagues and federations, as well as many of the world's top football (soccer) clubs and national teams, including Manchester United, Arsenal, F.C. Basel, Juventus, Clube de Regatasd Flamengo, Steaua Bucuresti, AC Sparta Praha, Red Star Belgrade, Inter Milan, VfL Bochum, VfL Wolfsburg, Hertha BSC Berlin, TSV 1860 München, Borussia Dortmund, PSV Eindhoven, Valencia C.F., Urawa Red Diamonds, Kaizer Chiefs, Atlético de Madrid, NK Maribor, Celtic, FC Porto, Paris Saint-Germain, Boca Juniors, Corinthians, Brazil, Portugal, the Netherlands, Belgium, Russia, Morocco, India, South Korea, Serbia, Croatia, Turkey, Mexico and the United States men's, women's, and Australia to proce their equipment. On December 23, 2005, Nike signed a 5-year contract (beginning January 1, 2006) with the India Cricket Team to become their official apparel supplier for $43 million.[1] Nevertheless Nike does not have an India-specific website or any mention of cricket on Nike.com.
Timeline
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The 1960s
* 1964
o Phil Knight partners with University of Oregon track coach Bill Bowerman to form Blue Ribbon Sports, a US distributor for Japanese-made Tiger running shoes.
The 1970s
* 1971
o The mark now known as the Swoosh is created by graphic design artist Carolyn Davidson in June. Several weeks later, Jeff Johnson suggests the name "Nike" for the first shoes that will bear the Swoosh mark.
* 1972
o The first line of Nike footwear is introced, including the so-called "Moon Shoe" that features a waffle sole, which is distributed to athletes competing in the US Olympic Track & Field Trials in Eugene, Ore.
* 1972
o Romanian tennis star Ilie Nastase becomes the first athlete to sign an endorsement contract with Blue Ribbon Sports to wear its Nike tennis shoes.
* 1973
o American record-holder Steve Prefontaine becomes the first major track athlete to wear Nike shoes.
o 1972 Olympian Jon Anderson (whose father was mayor of Eugene and a friend of Bill Bowerman) wins the Boston Marathon wearing shoes with the Nike Swoosh logo. Nike says "it』s a turning point in our history, and it』s not the first inspired by a man from Eugene." ( http://www.nike.com/nikebiz/investors/annual_report/ar_02/decade1.html )
* 1974
o The Waffle Trainer is introced, quickly becoming the best-selling training shoe in the U.S.
* 1977
o Nike print ad with the tag "There is no finish line" is introced.
* 1978
o Tennis 'bad boy' John McEnroe is signed by Nike to an endorsement contract.
* 1979
o Nike's Air technology patented by inventor M. Frank Rudy is introced in the Tailwind running shoe. Gas-filled plastic membranes are inserted into the sole of running shoes to provide cushioning.
The 1980s
* 1980
o Nike completes an initial public offering of 2,377,000 shares of Class B common stock on December 2.
* 1981
o BRS, Inc. merges into Nike, Inc. on December 31, and the company officially becomes known as Nike, Inc.
* 1982
o Dan Wieden and Dave Kennedy start their own advertising agency, Wieden+Kennedy, taking with them the Nike account on April 1. In October, Nike airs its first national television ad ring the New York Marathon.
* 1982
o The Air Force 1 basketball shoe becomes the first Nike court shoe to make use of the Air technology.
* 1984
o Nike signs Michael Jordan to an endorsement contract. The first model of his signature shoe, the Air Jordan, originally is banned by the NBA, drawing a tremendous amount of publicity. The introction of the Air Jordan shoe at retail in March 1985 is a key event in Nike's successful development.
* 1986
o Corporate revenues surpass $1 billion for the first time.
+ Nike releases Nike DUNKS a basketball shoe originally worn by Michael Jordan e to the banning of his signature shoe by the NBA.
* 1987
o The Nike Air Max shoe is introced, which uses a much larger Air cushioning unit, and for the first time is visible at the side of the midsole. This was the first of many generations of Air Max-branded technologies. A television ad featuring the Beatles' song "Revolution" was the first — and to date the only — time that a song performed by the Beatles was used in a TV ad.
* 1988
o Nike introces its "Just Do It" slogan, created by Dan Wieden to unify a new ad campaign.
* 1989
o Nike begins its Bo Knows ad campaign to support the launch of its cross-training shoe, which becomes a part of the national culture for the next few years.
The 1990s
* 1990
o The first Niketown store opens in downtown Portland.
o Nike opens its world headquarters in unincorporated Washington County, just west of Portland, on 74 acres (0.3 km²) of land.
* 1991
o Nike introces the Air Max 180 with the biggest airsole for that time.
* 1993
o Nike introces Reuse-A-Shoe, which collects athletic shoes, separates and grinds them up into Nike Grind, used in the making of athletic courts, tracks and fields.
* 1994
o Nike wins Advertiser of the Year at the Cannes Advertising Festival.
* 1995
o Nike signs long-term partnerships with the Brazilian and United States soccer teams, and moves into English football, signing a kit deal with Arsenal.
o Nike starts slapping the swoosh on the uniforms of major college football and basketball powers, such as the Miami Hurricanes, Penn State Nittany Lions, Colorado Buffaloes, Florida State Seminoles, Illinois Fighting Illini, Georgia Bulldogs, Syracuse Orange, Duke Blue Devils, Oregon Ducks, USC Trojans, Michigan Wolverines, and later the Ohio State Buckeyes and Washington Huskies, among others.
* 1996
o Nike signs Tiger Woods soon after he gives up his amateur golf status.
o Nike causes controversy with its advertising campaign ring the Summer Olympics in Atlanta which features the slogan, "You Don't Win Silver — You Lose Gold." Nike's use of this slogan draws harsh criticism from many sources, including - not surprisingly - several former Olympic silver and bronze medalists.
* 1998
o After pressure from lobbying groups Nike and other companies publicly disclose their worldwide factory locations, a first for the garment instry.
o Phil Knight formally commits Nike to strict standards for manufacturing facilities used by Nike, including: minimum age; air quality; mandatory ecation programs; expansion of microloan program; factory monitoring; and enhanced transparency of Nike's corporate social responsibility practices.
* 1999
o Bill Bowerman, co-founder of Nike, dies on Dec. 24 at age 88.
The 2000s
* 2000
o Nike Shox cushioning/support system is introced, initially worn by Vince Carter and others on the US Olympic basketball team.
* 2002
o Nike purchases Hurley International, another clothing company for an undisclosed amount.
o NikeGO launches, a grassroots initiative to increase physical activity among youths aged 9-15.
o Rap star Nelly releases a chart-topping song about Air Force Ones, a brand of Nike shoes.
o Nike takes a second attempt to break into the skateboard market with Nike SB, sold only in skateboard shops.
* 2003
o Nike acquires once-bankrupt rival Converse for $305 million on July 9.
o For the first time in the company's history, international sales exceed USA sales, as Nike continues to develop into a global company.
o Nike is named "Advertiser of the Year" by the Cannes Advertising Festival, the first company to earn that honor twice (also 1994) in the festival's 50-year history.
o Nike signs NBA phenom LeBron James with an unprecedented $87 million shoe contract.
* 2004
o Phil Knight steps down as CEO and President of Nike, but continues as chairman. Knight is replaced by William D. Perez as CEO of Nike, effective Dec. 28.
o Nike creates the Exeter Brands Group, a wholly owned subsidiary for athletic footwear and apparel brands for lower price points. Brands include Starter, Team Starter, Asphalt, Shaq and Dunkman.
o Annual revenues exceed $ 12.25 billion
o In June, Chinese animator Zhu Zhiqianq, of Xiao Xiao fame, files a lawsuit against Nike for plagiarizing his cartoon stickmen in their commercials. Nike representatives deny the accusations, claiming that the stickman figure lacks originality, and is public domain. Zhu eventually wins the lawsuit, and Nike is ordered to pay $36,000 to the cartoonist. However, in June 2006, the ruling is overturned in Chinese court, and Zhu Zhiqianq is ordered to pay Nike's court costs.
* 2005
o Nike reports annual revenue for fiscal year 2005 (ending May 31) of $13.74 billion, a 12% increase over the previous fiscal year.
o Nike comes under fire from independent music fans and apologizes for their use of an easily identifiable Minor Threat album cover slightly modified into a promotional tool for their line of skateboarding shoes.[2]
* 2006
o Nike enters the cricket market with a 5-year sponsorship of the Indian Cricket team for US$43m.
o William Perez leaves Nike voluntarily on January 23, 2006. Perez said in the statement that he and Knight "weren't entirely aligned on some aspects of how to best lead the company's long-term growth. It became obvious to me that the long-term interests of the company would be best served by my resignation."
o Mark Parker replaces Perez as CEO. Parker, joined Nike in 1979 and is considered the visionary behind the Nike Air franchise and many other innovations, Nike said, and one of the key executives leading the company's long-term strategic planning.
o Nike Inc. filed a patent infringement lawsuit against Adidas-Salomon AG on February 16 2006, claiming its archrival makes shoes using elements of Nike's SHOX cushioning technology.
o Nike have been threatened with legal action for using Hackney council's logo on a range of sportsware without permission. The council have requested financial compensation to spend on sports development for children in the borough. [3]
o Nike reports annual revenue for fiscal year 2006 (ending May 31) of $15 billion.
o Nike is boycotted by Zinedine Zidane fans after an advertising compaign with the Italian player Marco Materazzi, who had insulted the French player.