【導(dǎo)讀】NIKE. 一、Thepanyintroduces. （1）societyenvironment

　　

【正文】 ke Corporation39。s service can internationally develop. Here has the market space, the high ine crowd may expend the high price sports modity willfully. For example, countries and so on China and India presented the new generation of rich consumer39。s market. In addition may also use the whole world to sell the event to support the brand, for instance soccer World Cup and Olympic Games and so on. （ 4）、 Threats： Nike Corporation stalematees in the international trade. It uses the different currency purchase and the sales product, therefore the cost and the profit cannot maintain the longterm stability. This kind of influence means that perhaps Nike Corporation will lose money the production and the sale. This is the question which all global brand faces. the sports uses the shoes and sports wear39。s market petition is intense. Feir Knight when the Standford business school establishes the pattern widely is being applied now, moreover this pattern already no longer was the sustainable petitive advantage foundation. The petitors are founding the name brand which may substitute to be deprived of Nike39。s market above discusses the threat, the retail sales department is turning the price petition. This means finally the consumer is paring goods, seeks a more costeffective transaction. Therefore, if a store makes the marked price to athletic shoes, the consumer will go to another 三、 strategic analysis （一） corporate strategies brand strategic In the brand localization and in the product strategy39。s foundation, forms the concrete brand marketing strategy. The NIKE brand conformity retransmission strategy divides into presale, sells the neutral postsale three links. These three links constituted between the NIKE brand and consumer39。s information interactive process together. In presale link, first, definite brand dissemination goal and brand dissemination strategy. Then according to the brand dissemination goal and the dissemination strategy plan determination munication media39。s bination, and plans the vision recognition system, the formulation dissemination goal, the plan and the coverage fraction level. Except the media dissemination strategy outside, the NIKE presale dissemination also includes the event marketing and the public relations activity. Above these measures constituted NIKE brand presale brand dissemination each aspect together. In selling link, key strengthened terminal management. Including: Unifies CI and dealer39。s gate shop support. In addition, sells the link also to include: The product experience sells as well as unites the marketing and so on. In the postsale link, mainly through establishes the NIKE club promotion user the loyalty, to sell continually lays the foundation. (二 )、 businesslevel strategic （ 1）、 diversification strategies NIKE hits the product primarily by each series athletic shoes, the union promotes other movement thing for example: Nike gym suit: The Nike basketball takes the Nike soccer to take Nike to pity the Nike golf to take the Nike down clothing .Nike movement hat Nike the trunk Nike movement to wrap the Nike beautiful tribe: The Nike Yoga fronts Nike Yoga knitting trousers Nike Yoga shoes Nike movement coat healthy Latin vest Nike the women fitness shoes Nike leisure fitness to take （ 2）、 production differentiation The NIKE product mix39。s depth was crown of the same business, the list promotes the new style on the athletic shoes the speed to reach an agreement, the NIKE average promoted 400 pair of above new styles every year the basketball shoes, but these new styles have occupied the entire US nearly every year new style basketball shoe total half! In addition NIKE recently positive assaulting feminine market, therefore many athletic shoes can a section make two kind of shoe soles, one kind take the masculine foot plate as a bottom, another kind is the female surname, no matter therefore is male is female, might easily find suits own shoe, moreover, if were quite popular shoes funds, NIKE simultaneously will also make the entirely alike reduction version, was also the baby shoe part, even also had the baby shoes39。 memorative edition. 四、 future development CEO MARK PARKER indicated that in the middle of the nowadays world, the market force already by the traditional brand39。s growth pattern, transformed the pattern which decided for the consumer. On this spot, ratio NIKE which other brands have not done is friends with. We will continue to promote the service to grow, because of will take consumer39。s strength, to create the new market, will make the shareholder value.