经典营销耐克nike新产品发展策略（Classic marketing Nike Nike new product development strategy）.docVIP

经典营销耐克nike新产品发展策略（Classic marketing Nike Nike new product development strategy） When Phil Knight founded Nike in 1964 for $500, he never dreamed of becoming the worlds largest sneaker brand. This article will uncover the mystery of the Nike growth process, and will focus on the key to Nikes 90s boom - the new product development strategy. Early days of creation: 60-70 Mentioned in the history of Nike, must date back to 1958, when the founder Phil Knight was a Oregon State University (Oregon) track and field team players, often in practice, to coach Borman (Bowerman) complained that the United States is not produced from a pair of really good sports shoes. Knight majored in accounting and returned home to teach in Portland (Portland). In 1964, knight and his coach, Paul gates, each invested $500 and set up a sports shoe company, named Nike, which originated from Greek and meant victory. The company in those days, use of their relationship Knight sport, traveling to the athletics meeting, set up the sales of his running shoes. The product was then bought in Japan, and he often thought that sneakers designed by the United States must have unlimited potential. At the beginning of 70s, Knight began to carry out the idea of designing shoes by himself. Meanwhile, after careful investigation, he found that the market demand was enough to support him to set up his own production line. However, finally decided to take advantage of Japans production experience, in 1972, knight and Japan signed the first contract, the formal production of the United States fully designed Nike sneakers. Over the next few years, the yen continued to appreciate and human cost soared, making shoes expensive in japan. At this time, Nike has accumulated a stable base of overseas production experience, it will tentacles extended to other manufacturers in more countries. To reduce production costs, Nike transferred Japans production line to South Korea and Taiwan, where labor costs were relatively low