Nike公司分析.docx

Long Report:Nikes Unique Way to SuccessTABLE OF CONTENTSExecutive Summary-----------------------------------------------------------------------1Production--------------------------------------------------------------------------------- 3High Focus on InnovationHigh RD CapabilitiesIV Marketing----------------------------------------------------------------------------------8Figure out the needs of customersStar effect AdvertisementTransformationV Management------------------------------------------------------------------------------11HRThe Key Strategic ElementsVI Conclusion-------------------------------------------------------------------------------16VII Bibliographies---------------------------------------------------------------------------17Executive Summary?“As long as you have a body, you are an athlete. And as long as there are athletes in the world, Nike will continue to grow stronger!?”Said by William J Bill Bowerman(February 19, 1911?– December 24, 1999), who ?was an American?track and field?coach,?Over his career, he trained 31Olympic?athletes, 51?All-Americans, 12 American record-holders, 22 NCAA champions and 16 sub-4 minute milers. During his 24 years as coach at the?University of Oregon, the?Ducks track and field?team had a winning season every season but one, attained 4?NCAA?titles, and finished in the top 10 in the nation 16 times.But maybe his most successful achievement was founding NIKE with Phil Knight, who was a student athlete thatBowerman coached at the?University of Oregon.NIKE was founded on?January 25, 1964, which has become one of the worlds leading brands. In the period of 1986-1996, the average annual growth in stock returns of NIKE was 47%, and Fortune ranked NIKE within the top 10 fastest growing companies.Truth be told, in the field of sports equipment production, NIKE was just a rookie at that time, some old brands like Adidas, Puma, Reebok, Converse (acquired by NIKE in 2003), etc. the marketwas already occupied by th