【正文】 NIKE 一、 The pany introduces in 1962, University of Oregon graduates William J Bill Bowerman and established named together Blue Ribbon Sports pany, main business sporting goods. in 1972, the Blue Ribbon Sports pany changed the name as Nike Corporation, henceforth started to create belongs to own legend. The headquarters located at American Oregon Beaverton Nike Corporation are the whole world famous sporting goods manufacturer. This pany produces the sporting goods are prehensive: Clothing, footwear, movement equipment and so on. 2020 fiscal years, pany39。s business ine have amounted to 4,980,000,000 US dollars which sets a record, pares 2020 fiscal years to grow 2%. Nike Corporation is verifying its founder Bill Bowerman once had said a few words with own arrogant person39。s achievement: “so long as you have the stature, you are an athlete. So long as but in the world has the athlete, Nike Corporation unceasingly will grow strong. 二、 Strategic Environment （一）、 The External Environment The Broad Environment （ 1） society environment The economic globalization also brought the cultural dissemination, the Western developed country article flowed in the developing country, representative who Nike took the European and American movement brand, received the massive developing country people to pursue holds. As a result of the social productive forces development, the human quality enhances unceasingly, the culture and education level39。s promotion caused people39。s thinking mode also to have the very big change, more and more females were also willing to choose the movement class clothing to take the daily clothing. But the global population structure has had the remarkable change in the last few years, aging of populations phenomenon is getting more and more serious, but Nike39。s main expense crowd was still young people, therefore Nike faces the market is falling into the contraction the situation. China undertakes the 29th Olympic Games, arouses the people movement to be warm。 After its US global second big market39。s China, is the Nike Corporation biggest development power. （ 2） economical environment Under economic globalization39。s background, each profession39。s consumer market is expanding. North America innate trade treaty and WTO have also provided the good safeguard for the foreign trade. But European Union and so on established each kind of trade protectionism regarding the member nation outside trade partner to hinder Nike Corporation to further develop the market. Now, Nike Corporation will produce majority of puts the developing country, but the developing country economic development is unstable, the nonperiodical economic crisis, also has the very tremendous influence regarding the Nike Corporation39。s production and the sale. In the US, around, the American economy started to get rid in the 90s stagnates rises, had the good rising momentum. But 06 years later appears the financial crisis causes the American economy to suffer the heavy losses, the native place market withers surely. In Asia, along with the national economy fast health39。s development, the sports industry39。s development is also a prosperity, the Chinese economy strong rising。 The entire social residents receive the universal enhancement, the power of consumption enhancement。 The rhythm of life speeds up, the petition to intensify, the social residents increase to the leisure movement39。s demand. This also gave Nike to build the advantageous condition in China39。s development. But, in the Chinese market, its main sales result from eastern economical developed area. To Nike, owes the developed area in the midwest economy, how to develop the question which is they must consider. （ 3） technological environment The science and technology is the sports wear profession is special, and key factor. As one take the athletic shoes as the main product enterprise, shoes39。 raw material, the contour and fortableness is very important. Distinguishes in the leisure sportwear, the sports product charm lies in its specialized. Some international brand39。s marketing strategy is concentrates some movement domain, displays the formidable superiority which with the science and technology the specialization monopolizes nearly. Sometimes, a product can lead the brand the integral development. （ 4） political environment At present the national politics environment is stable, Nike39。s market is mainly the Chinese area and North America area, the depth is liked the consumer. The national policy will not change the law, will thus strengthen to the Nike Enterprise39。s supervision and ga