"Sports, performance, free and easy free athletes spirit" is the personalized pursuit of Nike company culture. This company culture with distinctive characteristics of the traditional concept of a corporate image, is by the company founder Philip knight ranch. nike shox running shoes blue ribbon sports supplies company, it is knight in Stan eph commercial graduate school write an essay to simulate the create. Knight casually collected some advantage ace and sports fans ideas down in the article, their minds have a common goal: beat adidas, let more and more athletes put on Japan's production of high quality low price running shoes - Tigers (tiger brand).
As the company's founder, knight put 365-day-a-year individual struggle and business ethics in business operations throughout all the time. For knight was elected to the Oregon university athletics team, becoming a professional team, he middle-long-distance for sporting goods passion is worn away. He later worked in Poland price waterhouse for five years accountant, his business sense it was then brought up. Oregon's legendary man of athletics coach Pilate's type Bauer, always gave his star player customized running shoes. He told knight, a track team is made up of individual players, each person must never-ending goes all out to enhance his or her achievements, track athlete's creed is: "no endpoints". But price waterhouse gave revelation "business behavior are the most basic principle". nike free running shoes,history is more than two creed continuous dialogue process, is an athlete's individual struggle spirit and commercial constraint coordinated process. Knight and bormann began to jointly founded blue ribbon, and in 1972 was renamed Nike, from then on, it began to design with the company trademark shoes, and in the Asian manufacturing.
Incessant is Nike company culture. At that time, in America shoes market dominant is adidas, puma and Tiger. In the early 1970s, jogging hot gradually arisen, millions of people began to wear shoes with sports shoes, because not only wear comfortable, but also healthy and young symbols - this is what most people yearning image, sports shoes will pop up, but with adidas headed "triangle" but have not mastered this tendency, "nike running shoes for men, running into the" but. In 1974, bormann coach on baked a waffle iron modules of tinkering with that gives a kind of urea silane rubber, make a kind of new soles. The sole is "wal-mart cookies" type, sole and small rubber round nails, making it the other than the market popular soling elasticity, stronger, this looks very simple product innovation impels the knight's career, product rapid open markets, Nike 1976 sales window once a year of 8.3 million dollars soared to $14 million. Nike like wildfire develop industry, the company for the development of new style running shoes and spend big, and the end of the 1970s, Nike has nearly 100 researchers, many of whom have biology, chemistry, experimental biology, engineering technology, industrial design science, chemistry and various related leaders degree. The abundant research strength developed more than 140 kinds of different style of products, many of which is the most innovative products market and process of the most advanced. These styles is according to different namely, weight, running speed, training plan, gender and different technical level of design. These different style, different prices and variety of products, attracts thousands of runners that makes them feel Nike is to provide the most complete varieties of running shoes manufacturers, millions of all kinds, all kinds of ability of runners have this kind of idea, this one in developing industry is a very appealing image. 
Recumbent 365-day-a-year enterprise concept, arrived in 1979, Nike by planning of new products and its strong sales, listed market share of 33%, finally squeeze into the original adidas, puma and Tiger have built "triangle", be sales star. In nineteen eighty-one, its market share and even reached 50%, well ahead of adidas and nate himself running into the Forbes magazine's coveted rich American 400 people list. Nike is full of adventure of KaiTaXing company, in the verdant Oregon company location, has bred a carefully designed culture, a senior manager who once Nike memories: "that is like in a full of brotherhood of tifosi environment. Colleagues together a drink, gushing over sports, and self-described as active and against the traditional character." Every six months the knight's management team to meet to discuss strategies. In this noisy and make noise get-together with "tit-for-tat" celebrated. Knight always encourage confrontation, even incite confrontation, and he and the others, accept others' loud criticism. Nike enterprise located, like the campus is same, have forest, jogging trails, lakes, football. Knight hope to create a safe working environment, he thinks the world already enough chaotic, working time should be like home free.
Nike distinctive corporate culture, attract large Numbers of young people, 40% of Nike employees, they are less than 30 day's work is arranged it, Noon time in "the campus" in sports center movement two hours, then work until the evening, they are very loyal to the company, nike barefoot running shoes , but not rigorous management must break the adidas strong faith the whole team together. The company's marketing researchers said: "we instinctively can judge, what matter is Nike to do, what matter is Nike don't do it." Due to the adidas belong to orthodoxy, Nike can recognize attaches to propound the orthodoxy of athletes, such as Steve, fume extractionsystem FangTing - track and field in the world of James, dean of amateur federation sniffy, "Love stroppy" Iraq, natrium, listrac budding, is one of the tennis creepy characters. These untraditional funded by Nike athletes after, make Nike challenging orthodox, enterprising energetic image. Knight to oneself founded the company madly, as her own children as emotional, to company's affairs, as long as he thinks need, every day, "come and go" office. If Knight spent most of in the office next door of the little room. Lying on the floor of the hut, next to the piles of dirty clothes things and files, almost no one else into his house, nate grumble said: "once let people into your room, they will was in and out all day, and I need is to think about a problem."
Nike with the spirit of enterprise had better eventually defeated in the American market for adidas, but when the reebok as main rivals in the early eighties come out later, Nike company to produce man sports as the focal point of cultural appear some short-sighted. Nike have failed to foresee soft leather shoes areobic the importance of this kind of shoes by women's favor. In 1986, the reebok company more than Nike, become the industry leader. Knight derive inspiration, he worked out a management rules, in order to support maintenance trademark reputation of work centres. In 1981, he started to internal new transformation. He put a large footwear department is divided into several smaller department, every little department organizes a sports shoes, thus accelerate the product development process, he through establishing a set of production, sales and advertising connected system has put the company an integral unit. As a result, the company develop kinds of overdeterminism shoe model, and with an AD campaign for means, to Nike shoes shape a powerful, sensational image.
(2) marketing strategy innovation motivation comes from cultural concept of innovation
Build the enterprise and the perfect product and energetic image is the company's strategic goal. Knight think, teenagers imitation extremely strong, the brand is also is very sensitive, campus star characters wore often become imitation of object, so simply trying to make most attractive athletes wear nike barefoot running shoes will surely be able to attract the numerous imitation of men. The greatest world-class to star, toast Jordan brilliantly grasp nike trail running shoes unique spirit temperament, namely the perfect and energetic style of work. Nike by sponsoring the "first flyers", but also become million love activists idol. Now Nike become sales amounting to $4bn in large companies, its untraditional image is threatened, a commercial critics scold a way: "knight found that Nike rapidly become American business and sport combining arising from the ordinary ambivalence lightning rod." Knight oneself also think: "when your possessions is more and more big, you must pay attention to make the enterprise cooling, but don't put the fire out." In America, even though each of the three pairs of sneakers sell then have a pair of marked Nike trademark Swooshk, but analysis show that by 1994 May 31st this year, Nike fiscal revenue will decline 6%, fell to $37 billion. The biggest basketball shoe sale market also fell sharply, Nike's most important, potential market is Europe and Japan, but the two countries but not how the economic boom.
The core of the issues in the past few years have push Nike development of consumer -young person and their early 20s the younger generation has have abandoned the shoe, tired of the proliferation of athletes participating footwear advertising. They are looking for the novel and less commercial gas products -- similar thick knit of leather shoes. All this affected Nike stock, share prices in November 1990 peak, to 1992 dropped 40%, nate held by 35% of stock, the past value $2.3 billion, now only worth $1.3 billion. Many analysts believe that Nike has fell to the lowest, they estimate, 1995, Nike's profits will be promoted to 12%, about 3.16 billion dollars. Although still lags behind in 1992 fiscal profits, but released on March 15 3/4 of the results found they had been looking for Wall Street signs of the good news. The summer months order situation has appeared a bit better, new styles - including the launch of new series of basketball shoes -- will be welcome, but retailers, 56 Nike chairman still anxiety-ridden, we must in the American market is saturated again realize he had invented the sort of growth, already no longer possible. He spent a lot of time thinking about two things, How to realize the above targets both, and do not lose the success of a company is crucial to the innovation, the spirit of the entrepreneur. Knight and profound and unsociable.
To achieve the objectives of the company, the enterprise culture of reform is imperative. Knight consecutive months without even asking Nike daily affairs. To cope with the company currently stroppy circumstance, nate again take part in decision-making. That is what happens, Nike to departments Chris van dyke say: "knight came back again." Mid-february, the chairman called 31 place senior management manager in Oregon seaside villa, including 8 bits are meeting in overseas branch manager. The meeting, he announced in June, 42, clark will replace Nike 66-year-old President Chad, donoghue divorces. This new appointed by all the widespread support. It fully affirmed clark to strengthen communication links as the means, takes the best talents, but also for Nike this "hopeful" put up fully display the big stage. But this new strategy demands Nike company departments to cooperation. In a middle management meeting, President gram a gram to 60 manager elaborates that "cooperation mode of operation" importance, nate although peacetime doesn't like a meeting, but also in the back to attend the meeting. Clarke issued and Nike in make more unblocked communication channels and accelerate decisions do is not enough. "Our genes in growing cooperation consciousness," he concluded: "but previously the sort of people gathered in the hall decision days are gone forever." Knight listened patiently until clark invited him -- the unexpected guests - go to the front desk, he wears a double platoon to buckle suit and a pair of shabby flat loafers, nate seem excludes anyone. He slowly down the aisle, when light with him, he narrowed the dark eyes, he emphasized the importance of communication channels joke: "a few days ago, Sean Evans grams hart head a frog walk into a wine ba. Wine ba usher asked:" what is that "the frog replied:" I don't know. In the beginning, it's just my ass on long a sarcoma '." Nate by jokes to impart information managers is that we must to success, but must not lose a sense of humor, but also our rebellious culture. To the United States, only a few chief executive President can be like that, a knight appear in front, can make employees they exult in his romantic charm he played a most insignificant gestures, also can let a person recall Nike throughout the glorious history.
Sports spirit and business spirit constructs a Nike, tempers the knight shrewd and inventing. Knight rags, Nike just underdogs but he defeated the adidas with my own brand. The secret of his success is: first is the love sports, and then is to break the business practices of rules. He still wearing sunglasses foldable Charles Oakley, nor taboo prescribe some difficult to ascend in the elegant of hall of joke. He is easy exciting and AD cool-headed. His employees are willingly with him together create nike barefoot running shoes myth, in addition, there is no the request. Nonetheless, nate first is an intelligent and capable person. He clearly know, in the past years, when they can win in the competition for do marathon unremitting efforts, Nike touch the wall, the most difficult after six years of development, the company became the strongest in the world of sports a force. Now, because of annual sales always stay in nearly 40 billion us dollars, knight is seeking to get rid of this situation approach. Stranded plateaued 
(3) further reform and innovation, implementation marketing new strategy
In order to succeed in the American market already saturated fenster notes, Nike has been updated "appearance" technology, launch a series of new fund running shoes and so on many kinds of training with his shoe. He will also strive to expand van dyke competent funds to 2 billion dollars rent outside sporting goods department. Thick knit shoe shoe appearance is shoe industry, the popular product. Outdoor sports camping goalkeeper in this field and ting "rand etc of strength are competitive market, its output has increased by 1 times, the profits are higher than 1 multiples. Knight every confidence that, to 1996, it will become the best department Nike earnings, sales will reach 5 billion dollars.
Meanwhile, Nike also change sales methods. Outdoor equipment sales department has been the focus of the new generation aimed at the yuppie and unknown customer, but Nike athletes can pass approval and television advertising them against Nike shoes interested, it's suspicions. In order to attract them, at the same time, to counter the public to Nike sneering, Nike company to conduct the biggest propaganda activities. In 1994, spring, Nike adjusted the forms of advertising. Retired basketball star Michael Jordan wore Chicago white.on Sox uniform appeared in adult baseball spring back to the premiership, Nike got a chance to get it into a tourist commodity display, which made of pure baseball fans very annoyed about it.
In planning the enterprise image is also an important is: inventory control system, but the company is often ignored it. This system is called "futures", is the Nike can continue to create profit is the key. Nike requirements retail business must advance 6-8 months book 购量 80% of its total, only such Nike can ensure the delivery time and give 10% discount. Results, due to Nike to order situation for his hand, it has enough time according to the order to arrange production. This avoids excess inventory, also can ensure the from its according to Asian branch obtain ideal ex-works. Retailers dislike this system, because the moment they estimate of the market went wrong, they would be these shoes stuck. But Nike markets attract them to try his luck. Although Nike competitors are doing the same thing, but when Nike to have transactions start shipment, it has been arch-rivals a ride. The reebok company of card MoDi said: "Nike has a great logistics system, than our logistics system much stronger."
(4) marketing's cross-cultural issues
Cross-cultural problem is every multinational companies in operation and management of their problems. Germany is nike trail running shoes and adidas reebok in Europe's biggest competitor. Europeans instinct, preference on the European continent production of everything. Adidas exploits this strong offensive to Nike unfold. In addition, Nike sneakers price is high, the price of each pair to 80-200 dollars, to make some europeans to accept. In view of this, Nike sedulous fathom cater to European psychological characteristics. Such as France youth good flaunt, americans in the shoe pasted price tag, in order to satisfy the identity of the French youth exhibitionist desire. The Dutch 25 years of age people like to wear white shoes, below 25 people prefer colorful sneakers, Nike is divisional treat.
European and American cultures traditional differences are also make some europeans to propound the U.S. goods. Paris, France a fashion design institute of collaterals Sally lady to wear sports shoes is extremely antipathy, she said: "it is fallen, no shoe is one, and the most abhorrent is to wear sports shoes" another Italian says the woman wearing trainers work "ugly unbearable". But at the same time with American movies like Disney World in Europe, American culture great market, Nike is using the U.S. image Europe's "sneakers clan". The international market is key, knight of Nike strategy, we all have keenly aware that, after a few years, the company in foreign countries develop business to much bigger than at home. The question is, even though the present foreign sales accounted for Nike of total sales 1/3, but these services is only branch through simple imitation American machine to realize. The company must to football, and other international sports projects in open markets. Knight worry, overseas, Nike shoes is losing its authentic, do manual work is first-class image. All these attributed to ignore marketing strategies and marketing body loose. Foreign retailers also complain, Nike always adopts high voltage to compel them early order Nike shoes, while only American retailers to get used to this way.
In order to change this situation, Nike buyout the world distribution business, to obtain more control, nate summoned his soldiers to concentrate to Germany, Mexico and Japan this super market to develop business. Important There, Nike will make retailers believe: order in advance is not pile painful thing, advertisement publicity of major object will be particularly in sports, the Nike will also develop cater to the special market requirements sneakers. For example, exported to Asian badminton shoes which are sold to the new 29generations Scandinavian island of handball with shoes. The real challenge is still in to find a batch of qualified manager, and to give them a infusion of Nike mode of operation. But the process fraught with difficulties. In the United States, nate believe that our company manager do a good job, because he knows that they understand this brand of Nike significance. That is: sports, performance, free and easy free sportsmanship. This is the expatiation of the legendary President collective culture connotation Nike. Now, knight in abroad very wants to find a batch of trustworthy manager, by their pioneering manage its domestic market, and at the same time maintain Nike prestige. 
But the problem is, Nike culture may be true translation out? Export Nike shoes at the same time, knight is oftentimes export his Nike culture. The reason is simple: in Oregon state, Nike's compound around affixed with eye-catching sports competitions and performance of news, these reports are encouraging people to buy those sneakers, although these shoes sold in 70 percent, including Nike shoes, not appear in the gym, a sneaker marketing expert thinks "consumers always have great interest in sports, and this interest continuity, this rule is very important." In order to strengthen the international marketing power, Nike is buyout in different parts of the world the distribution right to enable the company exercise more control. Nike hand to make good business from overseas market kept puffing out, On the other hand in order to maintain Nike brand for the purpose, to perform those formulated according to the suggestion of strategy. Nike in Japan's experience is one of the best examples, it proves this process is very difficult. A year ago, nate clearly know Nike Japan's branch sales business is very big, but because it does not have sports, performance and the company brand image combine, so Nike bought the company, it is not easy to transform the work. Knight chosen yong JiQiu yuan to lead this work. Qiu yuan once in Japan for KFC TaYe established remained prick-eared.
Due to the national cultural background and ethnic customs, companies in different developing marketing strategy and tactics, he should be attaches great importance to this always like autumn yuan such smokers often take sports understand become a very soft pastime, such as high hand ball. Qiu yuan was sent to accept Beaverton, four months of Nike culture and the mode of operation of education. He threw away cigarette, start running. December, he returned to the Nike Japanese company located in Tokyo, he gave his company internal smoking ban command. For this smoggy countries, the ban is undoubtedly an event. At the same time, he also forced Nike employees taking part in a long distance training in Japan, to meet the 1994 Hawaii marathon. Nike corporation and each branch connection to strengthen, Nike get brushstroke after "dividend" is a specially designed for asians crural form design special light the advent of running shoes. But for many important aspects, especially Nike this brand itself, qiu yuan and cannot fully understand, knight said, autumn yuan, before leaving back to Tokyo wants "just go for dry" translated into accurate Japanese submitted to the ministry of Nike department managers. Nike people therefore panic-stricken. Knight memories said: "we said, 'no,' don't translated out. We never want to cover up one thing - our brand is an American brand." Nike can with its emphasis on the cultural power of beating the international competition of the game? Home greatundertaking big Nike now unlike startup, expresses the legendary entrepreneurs to face is more challenging.
Due to the national cultural background and ethnic customs, companies in different developing marketing strategy and tactics, he should be attaches great importance to this always like autumn yuan such smokers often take sports understand become a very soft pastime, such as high hand ball. Qiu yuan was sent to accept Beaverton, four months of Nike culture and the mode of operation of education. He threw away cigarette, start running. December, he returned to the Nike Japanese company located in Tokyo, he gave his company internal smoking ban command. For this smoggy countries, the ban is undoubtedly an event. At the same time, he also forced Nike employees taking part in a long distance training in Japan, to meet the 1994 Hawaii marathon. Nike corporation and each branch connection to strengthen, Nike get brushstroke after "dividend" is a specially designed for asians crural form design special light the advent of running shoes. But for many important aspects, especially Nike this brand itself, qiu yuan and cannot fully understand, knight said, autumn yuan, before leaving back to Tokyo wants "just go for dry" translated into accurate Japanese submitted to the ministry of Nike department managers. Nike people therefore panic-stricken. Knight memories said: "we said, 'no,' don't translated out. We never want to cover up one thing - our brand is an American brand." Nike can with its emphasis on the cultural power of beating the international competition of the game? Home greatundertaking big Nike now unlike startup, expresses the legendary entrepreneurs to face is more challenging.
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