Nike Personalized Marketing.doc

 PAGE \* MERGEFORMAT 22 Nike Personalized Marketing I. BACKGROUND INFORMATION Nike, Inc. was founded in 60 BC, when the company CEO Phil. Knight concluded that there will be high-quality running shoes sales, then launched a revolution in the footwear industry. To 80 years, he again booming sports shoes, the company has become a marketing machine. Since 1986, the company’s stock returns average annual growth of 47%, in the period 1986-1996, ‘Fortune’ magazine 1000 companies in the nation’s emissions, the company within the top 10. The company has become an exercise machine, the organizers of events like golf tournaments, and also sells sports equipment and clothing. 2, Nike culture, personality (A) cultural identity of the company ‘Sports, performances, unrestrained freedom of the spirit of the athletes’ pursuit of personalized Nike’s corporate culture. The distinctive characteristics of corporate culture with an anti-traditional concept of the image is determined by the company founder Philip. Knight founded. Nike Blue Ribbon Sports when start-up company, it is based on Knight in the Si Tanfu Business Health Hospital at school to write a paper for the simulation created. Knight random collection of some of track and field champion and sports fans of the idea to write in the article, their minds have a common goal: to defeat Adidas, so that more and more athletes to wear the Japanese production of high-quality low - the price of running shoes - Tigers (Tiger). As the company’s founder, Knight the unceasing struggle of individuals and business ethics throughout the business operations from beginning to end. Knight was elected to the Oregon State University track and field team, become a professional middle-distance team, his passion for sports has been worn down. Later, he was in Poland when the price waterhouse a 5-year teacher, and his business sense is nurtured at that time. Legendary Oregon track and field coach who Piel special style. Powell, always t