Nike, headquartered in Beaverton, Oregon, USA, is a world-famous sporting goods manufacturer. The company produces all kinds of sporting goods: clothing, shoes, sports equipment, etc. In fiscal year 2002, the company's operating income reached a record 4.98 billion [[USD]], an increase of 2% over fiscal year 20001. Nike confirmed a sentence once said by its founder Bill Ballman with impressive performance: "As long as you have a body, you are an athlete. As long as there are athletes in the world, Nike will continue to grow and develop. " [Edit this paragraph] "Sports" is the language of Nike 1962. Bill Ballman, a graduate of [[University of Oregon]], and his alumnus Philip Knight jointly founded a company called Blue Ribbon Sports, which specializes in sporting goods. 1972, Blue Ribbon Company was renamed Nike Company and started to create its own legend. Bill Ballman, the founder of the company, has been staying as a track and field coach since he graduated from the University of Oregon in 1947, and once trained steve prefontaine, a legendary figure in the world track and field history. When Bill Ballman was a child, his family was poor, and his rough experiences cultivated his iron will. The current [[Chairman]] and [[CEO]] Philip Knight, as one of the two main founders of the company, has also contributed to the development of Nike. 1959, Knight graduated from the University of Oregon with a bachelor's degree in business administration. A year later, he entered the famous [[Stanford University]] and studied for the [[MBA]] degree. Strict management education makes him an excellent manager. In the years to come, the two alumni worked hand in hand to help each other and lead the company to grow and develop. Today, Nike's production and business activities are spread all over the world on six continents, with a total of 22,000 employees, and nearly 6.5438+million people work with the company [[suppliers]], shippers [[retailers]] and other service personnel. Nike has always regarded it as a glorious task to inspire every athlete in the world and provide them with the best products. Nike's language is the language of sports. Thirty years later, the company has been committed to creating opportunities for everyone to show themselves. Nike knows that only by using advanced technology can we produce the best products. So all along, Nike has invested a lot of manpower and material resources in the development and research of [[new products]]. The air cushion technology pioneered by Nike has brought a revolution to the sports world. Sports shoes made by this technology can protect athletes' ankles and prevent them from spraining during strenuous exercise. Sports shoes with air cushion technology are very popular as soon as they are introduced. Both ordinary consumers and professional athletes love it. In 200 1 year, after developing air cushion technology, Nike introduced a new shockproof technology called Shox. The sports shoes produced by this technology are also very popular, and the sales volume keeps rising. Besides sports shoes, Nike's clothes are also very innovative. For example, high-performance textiles made by FIT technology can effectively help athletes to train and compete in any weather conditions. Other sporting goods produced by Nike, such as watches and glasses, are the crystallization of high technology. [Edit this paragraph] History of Nike 1962 A graduate student named Phil Knight overheard the staff of Oregon Daily arguing that Japanese Nikon cameras would one day replace the expensive German Leica cameras, and then he had a flash of inspiration and wrote a paper. As a long-distance runner at the University of Oregon, phil knight believes that if Japanese manufacturers are good at low-cost production, they can produce high-quality running shoes. Using this price advantage, they can open up new markets and compete with European shoe factories, such as Adidas and Puma. Although Knight worked as an accountant in a company after graduation, in the summer of 1963, he went to Japan to meet the manager of Onitsuka, which produces tiger sports shoes. When he saw these cheap and light sports shoes, and the quality was comparable to that of European brands, Knight was immediately encouraged to take some samples back to his hometown and show them to his classmate and sports coach BillBowerman. These samples left such a deep impression on the legendary Oregon coach that he agreed to invest $500 as a partner. The two men later signed a contract with Oni Tsuka to buy 65,438+0,000 pairs of Tiger brand shoes in the name of "Blue Ribbon Movement" (BRS for short). They put their shoes in the trunk of the car and shipped them to the sports meeting to sell. As a result, Knight sold $8,000 shoes in just one year. Then he quit his job and imported more shoes. Knight hired several salesmen, all of whom were like-minded runners. BRS company just gave them this job opportunity, so that they can have a good income and enjoy running. 1966, borman, who has been trying to make lighter shoes in various ways, sent a pair of shoes designed by himself to Oni Tsuka company, in which the upper was made of soft nylon instead of traditional leather. This pair of shoes, named Cortez, was initially ridiculed and ridiculed by Adidas' business representatives, but they were very popular in track and field competitions and became the best-selling shoes under the Tiger brand. By 1969, BRS has sold more than1000000 USD of shoes. However, due to their long-term over-reliance on Japanese Oni Tsuka companies, they also began to worry that the relationship between the two sides may change. Later, this fear really came true, and the Japanese side began to look for bigger wholesalers and threatened to terminate the cooperative relationship. Knight was forced to make a choice, either to sell his shares and face legal problems, or to find another way to produce shoes. So, together with several of his employees, these employees have started to develop and design a different production line-Knight thinks it's time to go it alone, and he decides to take on a bigger challenge. After cutting off the cooperation relationship with Oni Tsuka Company on the grounds of breach of contract, he found a factory in Exeter, cooperated with Japanese trader Iwai Nissho (providing them with credit financing), and began to sell shoes under a new name and trademark. In a dream of employee Johnson, the image of the Greek goddess of victory floated, so they adopted the name "Nike" (just called Nike). CarolineDavidson, a local female student, spent only $35 to design a chubby tick symbol for them, which became a new symbol of Nike. At first, this logo was too small, which was very pleasing, because unlike the stripes on Adidas shoes, it has the decorative function of supporting the soles of feet and arches, and it is also as small as Puma's logo, which can decorate the circular part of supporting feet, with only pure decorative function. However, this "whoosh" (meaning "whoosh flies past"), also a nickname of Nike, has become the most famous symbol in the world and has made great contributions to Nike's success. [Edit this paragraph] In a world where image is everything, Nike is one of the most recognized symbols in the world. To understand Nike's success and corporate culture, it is essential to understand it, because it is a commercial symbol that makes Nike brand ubiquitous. Because it is so famous, they only see the name of the company in Nike's advertisement, but they can't see the company, because they are completely sure that people will know it is Nike when they see this symbol, without saying a word. It has become a cultural icon, an icon used by Nike to improve brand value, popularity and status. No sporting goods company has such a well-known brand. To prove this, ask anyone what is the symbol of Reebok. They may have a blank mind. In fact, the logo of Reebok is represented by an arrow, but it is not ready for consumers to know or want to see it. And Nike and Kennedy (Wicden &; With Kemledy's cooperation, I hope this tick can be clearly seen in all advertisements. The company's advertising and marketing budget is estimated to be as high as 10% of the annual income, just to impress its symbols on consumers' minds. Why is this logo so important to Nike's corporate culture? The reason is inseparable from the ancient wisdom of the United States that "just do it". Nike not only sells sports shoes, but also sells a lifestyle, which is the key to its success. The inspiration of this symbol to people's hearts and the driving force and determination behind this philosophy concern everyone, whether you are an athlete or not. Nike uses an inspiring language to motivate consumers. No matter who you are, what color your hair or skin is, no matter what restrictions you encounter in your physical or social life, Nike makes consumers believe that you can do it. It tells people to cheer up, hold the steering wheel of life and take action. Behind the advertising words of "just do it" is a very American ideology; However, with the progress of globalization, what used to be American ideology has become the common aspiration of the whole world, hoping for a fair stage where people can compete for their advantages and disadvantages not only in sports, but also in all aspects of life. This can be traced back to the pioneer spirit and their desire for success in early America. Nike is undoubtedly marketing the great American dream all over the world and advocating its work ethics; Nike tells its consumers that if you make up your mind and make unremitting efforts, you will surpass others and conquer everything. In this way, Nike also created its own personality and attitude by taking advantage of people's desire for success. By skillfully using a very simple advertising quip, it successfully integrated a life attitude into the goods it sold. Nike comes from MBA think tank Encyclopedia (/Chinese directory [hidden] 1 Nike company profile 2 Nike history 3 Nike logo development process 4 Nike company development process 5 establishing dominance 6 Nike: the enlightenment of marketing communication