耐克品牌 許多值得挖掘的行銷啟示（many of the marketing implications of the nike brand are worth digging）

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1、耐克品牌許多值得挖掘的行銷啟示（ManyofthemarketingimplicationsoftheNikebrandareworthdigging）TheNikewasofficiallynamedin1978.ItsurpassedtheleadingbrandsAdidas,Biao,Reebok,knownas"theworld'smostsuccessfulconsumercompanycreatedinthepast20years."".Nike'sprofitsrosefrom$13millionin1985toabout$400millionin1994,withglobal

2、revenuesofnearly$4billion800millioninNike1994.IntheUnitedStates,asmanyas70%ofteenagersdreamofhavingapairofNikeshoes.TheNikebrandhasalotofmarketingimplicationstotap.OneofthegreataspectsofNike'smarketingsecretsisitsCommunicationsMarketing(Nike).In1994,"Nike"advertisingfeeis$280million,isaboutProcter&G

3、ambleadvertisingfeesofL/9,butthecreativecharmofNikemarketingcommunication,wontheconsumersas"Nike","Nike"marketbecomethegoddessofvictory(Nikeintentis"theancientGreekgoddessofvictory").AccordingtoEnglishfirst-handdata,thefollowingdetailedanalysisofthesuccessofNikemarketingcommunication:howtoexpandthea

4、verageconsumermassmarketshoesforathletesfromthemarket;howtousethe"deviant"advertisingtostrengthencommunication;howtobuildbrandloyaltyfromtheworshipofidols;howtouseanimation,computergamesclosetoyoungchildren'sconsumer;howdeepselfpsychologicalconsciousnessandvaluetoconsumersforwomen.Nike's"consumermyt

5、h",manyconsumersaroundtheworldbecauseofwearingandhonor.The"letter"inApril1991Hongkongfinancialmagazinereported:someshoeshopownerinNewYorkcityoftheUnitedStateshaveappliedtotheauthoritiesforapprovaloftheuseoffirearmsforself-defense,requesttoprotectthepersonalandpropertysafety.Thepapersaid,inrecentyear

6、s,duetoadmireNikesaddle,manyteenagers,nottostealorkillbyrushintodanger,viciousincidentshaveoccurred,indesperation,theownerhadtoseeksuch"selfprotection"......Nikealsohasa"growthmyth":in60s,whenthecompanywasfounded,itwassmallandcouldcollapseatanymoment.OurtwofounderBuwamannandknighthaveseveralroles,th

7、ecompanydoesnothaveitsownofficebuildingandcompleteoperatingmechanism.In1985,Nike'sglobalprofitof$13million,in1994thecompany'sglobalsalesrevenueofUS$4billion800million;itsmarketshareismorethantwotimesc