NIKE外文文献.ppt

Nike Overview The U.S-based manufacturer of athletic shoes, apparel and sports equipment. Employees: 38,000 (2011) Headquarters: Washington County, Oregon, United States It owns subsidiaries including Cole Haan,Hurley International, Converse and Umbro. Marketing strategies 1.business portfolio (业务组合） Nike sets running shoes as its core products , besides that Nike also exerts its potential in producing products of various style to attract customers form different classes . Business portfolio of this kind has had a very good result on its operation. 2.resource allocation （资源配置） by outsourcing its processing lines to factories own cheap labourers , Nike was enabled to focus its task on RD and marketing strategy , which as a result has reduced the cost and enhanced the efficiency in business operation . 3.outstanding logistics (卓越的物流） As Nikes products ,especially clothes are strongly influenced by seasons . It needs an outstanding logistics to guarantee its market advantage . Therefore , a set of efficient logistics system was developed by Nike to respond to the changing market at a rapid speed . 4. revolutionary advertisements（广告革命） due to the interactive effects which nike emphasizes in its advertisements , nike grew into a popular brand rapidly . focusing on communications between nike and its audience is the secret that made it so successful . in 1980s , Nike go into ordinary people , especially teenagers through its advertisements , by using revolutionary inovations , Nike has refreshed peoples mind and deeply rooted its name in peoples hearts. 5.Brand building （ 品牌塑造） Nike has invested a lot money and energy in developing a high-class brand . Brand influence means a lot to Nike , it is the biggest advantage for the firm .In an era when image means everything , the brand was developed to be a cultural icon , which is used to enhance the Nikes brand value and popularity . our recommendations 1. to diversify products ，and extend indus