资源描述：
《经典营销耐克nike新产品发展策略（classic marketing nike nike new product development strategy）》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。
1、经典营销耐克nike新产品发展策略（ClassicmarketingNikeNikenewproductdevelopmentstrategy）WhenPhilKnightfoundedNikein1964for$500,heneverdreamedofbecomingtheworld'slargestsneakerbrand.ThisarticlewilluncoverthemysteryoftheNikegrowthprocess,andwillfocusonthekeytoNike's90sboom-thenewproductdevelopmentstrategy.Earlyday
2、sofcreation:60-70MentionedinthehistoryofNike,mustdatebackto1958,whenthefounderPhilKnightwasaOregonStateUniversity(Oregon)trackandfieldteamplayers,ofteninpractice,tocoachBorman(Bowerman)complainedthattheUnitedStatesisnotproducedfromapairofreallygoodsportsshoes.Knightmajoredinaccountingandreturnedh
3、ometoteachinPortland(Portland).In1964,knightandhiscoach,Paulgates,eachinvested$500andsetupasportsshoecompany,namedNike,whichoriginatedfromGreekandmeant"victory".Thecompanyinthosedays,useoftheirrelationshipKnightsport,travelingtotheathleticsmeeting,setupthesalesofhisrunningshoes.Theproductwasthenb
4、oughtinJapan,andheoftenthoughtthatsneakersdesignedbytheUnitedStatesmusthaveunlimitedpotential.Atthebeginningof70s,Knightbegantocarryouttheideaofdesigningshoesbyhimself.Meanwhile,aftercarefulinvestigation,hefoundthatthemarketdemandwasenoughtosupporthimtosetuphisownproductionline.However,finallydec
5、idedtotakeadvantageofJapan'sproductionexperience,in1972,knightandJapansignedthefirstcontract,theformalproductionoftheUnitedStatesfullydesignedNikesneakers.Overthenextfewyears,theyencontinuedtoappreciateandhumancostsoared,makingshoesexpensiveinjapan.Atthistime,Nikehasaccumulatedastablebaseofoverse
6、asproductionexperience,itwilltentaclesextendedtoothermanufacturersinmorecountries.Toreduceproductioncosts,NiketransferredJapan'sproductionlinetoSouthKoreaandTaiwan,wherelaborcostswererelativelylowin1975.Thecostofasubstantialdecline,letNikehavemoreabundantresourcestoconductresearchandmarketingacti
7、vities.Nikefromthelowcostofmanpower,thecountrywidefoundry,atthattimecanbecalledtheindustryrevolutionaryinitiative.Nikeknowsthatshoeproduction,mustbeinjectedintointensivelabor,thustoseekoverseasOEMpotentialoflowlaborcos
