nike : : a95223013 a95223045

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?????????NIKE

• ???? ?????
• ?? A95223013???
• A95223045???
• A95223046???
• A95223051???
• A95223054???

2
??

• ????????
• SWOT ??
• STP ??
• 4P ??
• ????
• ??

• ?????
• ???
• ????
• ???????
• ???
• ??????

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NIKE ??????

• ??
• Nike??1964????????????????????????????????????????
  ???????????????????,?????????????????????????????
  ?????????????????1964???????????,????300??,???????
  ??????????300??,72????????????Nike???

4
NIKE ??? ?

• 1962-1971 BRS ? Tiger??
• 1972-1978 ? BRS ?? NIKE
• 1978-?? NIKE ?????

5
NIKE ?????

• NIKE????? ?????(Bill Bowerman)
• Bill Bowerman???????????????????,??????????
  ??
• NIKE?????? ?????(Phil Knight)
• NIKE??????? ?????(Jeff Johnson)
• NIKE???????? ???(Steve Prefontaine)
• ?????????????????????
• (To give anything less than your best is to
  sacrifice the gift)!?,????????NIKE ?????

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just do it.
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NIKE????????

• ??????NIKE???,????????
• 1. ????????
• 2. ???????
• 3. ?????
• 4. ?????

8
???
9

• ??????

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NIKE??????? ?

• NIKE??????????
• NIKE??????????
• NIKE????????????? ??
• ?????NIKE??????MADE IN
• CHINA?MADE IN THAILAND ???
• MADE IN US
• ?????????????????
• ???????

??
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SWOT ??
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STP ??

• ????(market Segmentation)
• ????( market Targeting)
• ????( market Positioning)

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4P ??

• ??(product)
• ??(pricing)
• ??(place)
• ??(promotion)

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????

• ???????
• ??????,????????????????
• ????????
• ?????????,??????????????
• ??????????
• ???????????????????????????
• ????????
• ????????????????????????
• ????????
• ????????? puma?Adidas?Reebok,NIKE????????

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??

• NIKE???????????,?????????????,??NIKE????
  ????????,??NIKE????????????????,??????????????
• ???????????????,????????????????????,???
  ????NIKE ??????????????????,??????,???NIKE????????
  ????

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????

• yahoo????
• http//tw.knowledge.yahoo.com/question/
  ?qid1305090618357
• http//tw.knowledge.yahoo.com/question/
  ?qid1306051701923
• NIKE????
• http//www.geocities.com/nike_project/h
  istory.html
• NIKE ????
• http//www.nike.com.tw/
• NIKE??????
• http//web.ed.ntnu.edu.tw/minfei/eduat
  ionmarketing/marketingcaseanalysis/
• 94-2caseanalysis-2.pdf
• NIKE??
• http//s91.tku.edu.tw/491450853/nike.h
  tm

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??

• NIKE?????

AnsBRS

• 2. ????NIKE???,???????????
• a) ????????
• b) ???????
• c) ??????
• d) ?????
• e) ?????

Ansc
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• NIKE????????????

Ans?????
4. ????????????????? ????????
Ans??
5. 4P??4P?
Ans??(product) ??(pricing)
??(place) ??(promotion)
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