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1、經(jīng)典營銷耐克nike新產(chǎn)品發(fā)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
