Does anyone know the detailed framework of Nike marketing department?

● In 1972, NIKE was formally established. Its predecessor was the Blue Ribbon Sports Company invested by current NIKE President Phil Knight and Coach Bill Ballman.

● In 1973, Perry Fangting, the record creator of the 2-1-meter race in the United States, became the first track and field athlete to wear NIKE sneakers.

● In 1978, NIKE International Company was formally established. NIKE shoes began to enter overseas markets such as Canada, Australia, Europe and South America.

●1979. The first Thaiwind running shoe using NIKE patented air cushion technology was born. The first NIKE clothing production line was launched.

● In 198, NIKE entered China and set up the first NIKE production contact representative office in Beijing. After that, NIKE adhered to the concept of "Local for Local", not only introduced advanced technology into China, but also devoted itself to the cultivation of local talents, production technology and sales concepts, taking local products and using them locally, and made rapid progress in China.

● In 1996, a wholly-owned subsidiary was formally established in China? NIKE (Suzhou) Sporting Goods Co., Ltd., headquartered in Shanghai, has set up branches in Beijing and Guangzhou (Hong Kong was merged into China as a branch in January 22).

● In May, 22, NIKE began to hold a nationwide 3-on-3 football match. Hundreds of youth teams competed for medals at the age of 14, 16 and 18 in Guangzhou, Shanghai and Beijing respectively. This is another great move made by NIKE for the development of youth sports in China.

● In July, 22, NIKE invited NBA superstar Vince, who was called "Dr. Fang Ke". Carter came to Beijing, and the purpose of Carter's trip was to support the youth basketball cause in China and spread the culture of "letting guests go".

● In August 22, Nike will sponsor a group of "street basketball teenagers" representing American free basketball culture to come to China to learn skills from their peers in China.

● In July 22, NIKE invited NBA superstar Vince, who was called "Dr. Fang Ke"? Carter came to Beijing, and the purpose of Carter's trip was to support the development of youth basketball in China and donate rebounds to chinese basketball association on behalf of Nike. In August, 22, Nike will sponsor a group of "street basketball teenagers" representing American free basketball culture to come to China to learn from their peers in China.

In China, NIKE not only supports the development of football in China, but also pays attention to the development of teenagers. It has launched a series of "My Dream" large-scale youth sports activities, and initiated the 3-on-3 basketball match in China, the NIKE High School Men's Basketball League, the NIKE Youth Football Super Cup and the 4-on-4 Youth Football Open.

Nike's dominance was established after defeating one strong opponent after another.

For example, as a rising star, Nike once faced great pressure from Adidas. The company is named after its founder, German Adi Dassler, and it is the oldest sporting goods manufacturer in the world. At the 11th Olympic Games in 1936, jesse owens, an outstanding black American athlete, won four gold medals in one fell swoop by stepping on Adidas running shoes. Since then, as the best track and field shoes in the world, Adidas has stood out for decades. In 1972, the first batch of Nike shoes began to be sold. In the next 2 years, Nike gradually and thoroughly ate Adidas' lunch. Today, Adidas ranks fourth in sales in the United States, and is far behind by Nike. What's the problem?

Eric Liedtke, director of footwear marketing at Adidas, pointed out: "Adidas designers don't know who the potential buyers are when designing sports shoes. Being unfamiliar with customers is the crux of Adidas: it has been making good shoes, but it is not to consumers' taste. " For example, Adidas launched its original ClimaCool ventilation system last year. This new technology impressed the whole sports shoes industry, but the sales volume was flat, obviously because the colors and styles were too monotonous. Liedtke said, "Adidas is famous for its high-quality and durable brand, but it is not attractive enough." As a marketing strategy, the company specially invited customers to ask their opinions. They asked some children, "If someone wore Adidas to the party, where would they hang out?" The children replied that boys wearing Adidas shoes would mix with boys and talk about girls, but boys wearing Nike shoes were all with girls.

As the saying goes, "The waves behind the Yangtze River push the waves ahead." Nike has to face the challenges of new sporting goods companies while defeating its former rivals. In the past 1 years, the market share of the new balance company has been growing steadily. When sports shoes manufacturers are trying to seize the market of young people, the new balance has positioned the market on middle-aged and elderly consumers. The new balance knows its customer base very well. Since its inception, the company has never deviated from demographic data. At the same time, the new balance is not a listed company, so it does not have to bear the pressure from the Wall Street stock market. It is not surprising that it can achieve rapid development.

One problem that athletes face every day is how to overcome themselves and give full play to their potential. In order to be in an invincible position in the highly competitive market, Nike also needs to think carefully about this issue.

[ Edit this paragraph] Nike: Enlightenment from Marketing Communication

Nike was officially named in 1978. It surpassed the leading brands Adidas, Biao Ma and Reebok, and was praised as "the most successful consumer goods company newly established in the world in the past 2 years". Nike's profit rose from $13 million in 1985 to about $4 million in 1994, and Nike's global turnover reached nearly $4.8 billion in 1994. In the United States, up to 7% of teenagers dream of having a pair of Nike shoes.

"Nike" brand has many marketing inspirations worth digging. An outstanding aspect of the marketing mystery of "Nike" is its marketing communication. In 1994, the advertising cost of "Nike" was US$ 28 million, which was about 1/9 of Procter & Gamble's advertising cost. However, the creative and charming Nike marketing communication won consumers for "Nike" and made "Nike" the goddess of victory in the market (Nike originally meant "the goddess of victory in ancient Greece"). Combined with the first-hand information in English, this paper analyzes the success of Nike's marketing communication in detail as follows: how to expand the mass market of ordinary consumers from the market of athletes' special shoes; How to strengthen communication by using "deviant" advertisements; How to build brand loyalty by idolatry; How to use animation and computer games to get close to young children's consumers; How to deepen self-psychological awareness and value to win over female consumers.

Nike's "consumer myth"-many consumers around the world feel extremely honored to wear Nike. In April, 1991, Hong Kong Financial Monthly reported that some shoe store owners in new york, USA applied to the authorities for permission to use guns for self-defense to protect personal and property safety. The article commented that in recent years, because of their admiration for Nike Saddle, many teenagers did not take risks to steal or even kill people, and vicious incidents occurred from time to time. In desperation, shopkeepers had to seek such "self-protection" ...

Nike also had a "growth myth": in the 196s, when the company was founded, it was small in scale and could close down at any time. The company's two founders, Bouwman and Knight, have to hold several positions, and the company has no own office building and a complete operating organization. In 1985, Nike's global profit was $13 million, and in 1994, the company's global turnover reached $4.8 billion. Its market share is the highest, more than twice that of Adidas, which ranks third, at 24%. The growth pace of Nike has not slowed down. Compared with 1994, global sales in 1995 increased by 38%, pre-tax profit increased by 55%, and Nike's share price rose rapidly, from $43 a share two years ago to $13 a share in 1995. Many Wall Street investors and analysts were not optimistic about Nike before the 198s: "Nike has little foundation and prospects for development." Now the joke is: "God likes to create myths, so he chose Nike that we didn't expect."

Is the Nike myth "God-given"? Knight, president of Nike, replied: "Yes, it is' consumer God'. We have a magical tool to talk to God-Nike advertising ... "

The advertising reform focuses on communicating with the president of Nike, who commented: Nike's advertising that pays attention to communication effects has made the Nike brand deeply loved by the public and grown rapidly. Nike's early advertising works mainly focused on promoting the technical advantages of products, because the brand was positioned in the formal competitive sports market at that time. Of course, some leisure runners and people who exercise also buy Nike shoes, for one thing, they are comfortable to wear, and also because of Nike's propaganda: whoever owns Nike knows sports! This has a certain impact on consumers. However, Nike advertisements in this period are not really communication, and Nike's communication advertisements were produced in its "advertising reform".

in 198s, Nike products began to enter the homes of ordinary people (especially teenagers) from track and field and gymnasiums. Nike must try its best to expand the attraction of Nike advertising without losing the traditional market of formal sports. For this reason, Nike must become an integral part of youth culture and a status symbol like Levi brand (the leading brand of jeans). Nike is fighting in two completely different markets. The problem it faces is how to get a balance and consistency in adapting to popular consciousness and promoting sports achievements. Nike has begun to rethink its advertising strategy.

In 1986, an advertisement promoting Nike inflatable insoles was a real breakthrough. In the advertisement, Nike adopted a brand-new idea, not the usual method of blindly promoting the technical performance and advantages of products, but the famous song "Revolution" played by the famous The Beatles, who represented and symbolized hippies. In the new rhythm and melody of rebellion, a group of Americans wearing Nike products were madly exercising ... This advertisement accurately catered to what had just appeared. Nike has always used magazines as the main advertising media to convey product information to competitors, but since then, TV advertising has become the main "spokesperson" of Nike, which makes Nike advertising more adaptable to the new development of its product market.

Nike's advertising reform is very successful, first of all, it is reflected in the rapid growth of the company's market share: it has surpassed Reebok to become the new overlord of the American sports shoes market. Nike's long-term competitor, Reebok, also had to emphasize communication style rather than just product function like Nike, and at the same time, Reebok changed to Chiat Day as an advertising agency, which used to be Nike's agent for a while in the mid-198s in an attempt to revive its former glory. However, the style and advantages of Nike products have occupied an unshakable position in the hearts of consumers.

the advertising reform has won the market and consumers for it, but more importantly, Nike has gradually mastered the art of advertising communication during the reform, and formed its own unique advertising ideas and strategies-it must be committed to communication, not sales demands. This strategy is fundamentally different from the advertising strategy of most American companies, but it is this unique strategy and practice that makes Nike succeed and grow rapidly in the market.

The primary breakthrough for Nike to expand its market is the youth market. Consumers in this market have some characteristics in common: they love sports, respect heroes, have a strong sense of idolize, want to be taken seriously, have active thinking, have rich imagination and are full of dreams. In view of this feature of young consumers, Nike has successively signed contracts with some famous and popular sports stars, such as Jordan, Buckley, Agassi, cantona, etc., and they have become the glamorous communication "protagonists" in Nike commercials. In the commercial "Who Killed Rabbit Jordan", Michael. Jordan (Air Jordan) and another popular cartoon character, baggs? Benny (Rabbit Jordan) appeared in the film one after another. At the beginning of the advertisement, Benny was fast asleep in the hole. Suddenly, there was a strong vibration on the ground, which woke Benny up. He climbed out of the hole and saw that it was four guys playing basketball. Benny complained for decades, but he was attacked by those people. They threw Benny around in the air like a ball. Benny shouted, "This is my enemy!" At this time, Michael Jordan appeared and came to help his cartoon friend, Rabbit Jordan, and a basketball battle began immediately ... In this picture of advertisement on tv, there was almost no "figure" of Nike products, and there was no promotion of products and statement of "selling points" like other advertisements, only a game or a story was performed with the attractive Michael Jordan and Rabbit. In addition, Nike also specially designed and promoted a computer game in the 199s, in which participants could play basketball with Jordan, the king of the ball. Nike has mastered the characteristics of teenagers' aversion to preaching and enhanced sense of independence, and fully played and catered to their imagination and self-awareness. From "Jordan" to "I love sports", from "Jordan wearing Nike shoes" to "I wearing Nike shoes" ... In a series of consumer self-imagination and comparison, the communication between Nike and its target market naturally formed, and the image of Nike's spleen was imperceptibly formed.

Chris Riley, the planning director of Nike advertising agency W&K, commented after comparing the advertisements of Nike and Reebok: "If you show the advertisements of Nike and Reebok to children aged 14-15, they will definitely say,' Reebok is after me again, and they use sports and health to sell advertisements.' ; But the way they talk about Nike ads is completely different:' Look, Nike guys are wasting money again! I really don't understand how they manage their advertising funds. " This means that they understand us and know that Nike could have used traditional marketing-oriented advertising methods. There is no doubt that Nike's series of advertisements for the youth market have achieved their goals and been recognized by the young customers, who are the most authoritative referees in this market battle.

Many people think that Nike's advertising communication is a "star offensive" with distinctive advertising pictures and plots. But this is not the case. It is not the form of communication but the content that plays a fundamental role. It is a heart-to-heart dialogue with consumers in advertisements! Therefore, the communication of Nike advertisements has achieved excellent results that can make consumers have a strong buzz. When Nike is targeting the consumer groups of sports enthusiasts, its communication content is intended to convey such information to the audio-visual public: Nike and