I. BACKGROUND INFORMATION

Nike, Inc. was founded in the 60's, when CEO Phil Knight concluded that • there will be high-end market for high-quality running shoes, they launched a revolution in the footwear industry. To 80 years, is booming again, he's athletic footwear company into a marketing machine. Since 1986, the company's stock returns at an average annual growth rate of 47 percent, in the 1986-1996 period, the "Fortune" magazine from the U.S. companies in 1000, the company within the top 10. At present, the company turned into a sports machine, a golf tournament sponsored events like, as well as sports equipment and apparel sales.

Second, Nike cultural personality

(A) cultural identity of the company

"Sports, performances, the athletes the spirit of free free and easy" is the pursuit of personalized Nike's corporate culture. This has the distinct characteristic of the corporate culture of a traditional concept of the anti-corporate image, is co-founder Philip Knight • created.

Nike, Inc. for the start-up company Blue Ribbon Sports, which Knight Stanford Graduate School of Business at the school wrote a paper created for the simulation. As co-founder, Knight of the unceasing struggle of individuals and business ethics throughout the business has always operated. Oregon legend who coaches track and field characteristics Espiell • Powell, always to his star player-made running shoes. He told Knight, a track and field team is composed of a number of individual members, each person does not stand still and desperately need to improve his or her achievements, track athlete's credo is: "There is no endpoint." Price waterhouse and enlightenment to the "business practices are the most basic principle." Nike is the history of these two tenets of the process of continued dialogue is the personal struggle of the spirit of athletes with the coordination of business process constraints. Knight and Bowerman co-founded Blue Ribbon began, and changed its name to Nike in 1972.

Nike does not stand still is the corporate culture. At that time, in the U.S. athletic footwear market is dominated by Adidas, Puma and Tiger. The early 70s, jogging gradually rise, millions of people started wearing sports shoes, sports shoes, dress comfortable, but also health, a symbol of the young - this is the image most people yearn for! Sports shoes is about to pop, but Adidas headed by an "iron triangle" did not grasp this trend, "Nike" is running to enter. In 1974, coach Steve Ballmer华夫baked biscuits in the iron mold of a urea-n-playing with rubber soles made of a new type. This shoe is the "Waldorf-biscuit"-style, a small rubber soles nails round it other than the popular market more flexible soles, this product innovation to promote the cause of the Knight, quickly open up the market, Nike 1976 window in the previous year sales of 8.3 million U.S. dollars soared to 14 million U.S. dollars. Nike sales in full swing, the company for the development of new running shoes style invest huge sums of money, the late 70's, Nike, Inc. has nearly 100 researchers, many people have a biological, chemical, experimental biology, engineering, industrial design, chemical and more than related to the degree of leadership. Solid research to develop more than 140 kinds of products, many products are the most innovative and most advanced technology. These patterns, according to foot type, weight,跑速, training programs, gender and skill levels of different designs, different styles, use different prices to attract thousands of runners and make them feel Nike is to provide the most complete varieties manufacturer of running shoes.

Enterprises relying on the concept does not stand still, by 1979, Nike, through the planning of new products to market and strong marketing, the market share of 33 percent, into Adidas, Puma and Tiger built an "iron triangle "and a sales star. In 1981, its market share reached 50%, far ahead of Adidas, Knight entered the "Forbes" magazine of the United States coveted list of the richest 400 people. Nike is the adventurous spirit of the pioneering companies in the green, Oregon company is located, has been carefully designed to produce a culture. Every 6 months, the Knight of the management team to meet to discuss strategy. The party kicked up a row of a "tit for tat" with. Knight encourage confrontation, instigated confrontation, and he and others, accused of accepting other people's loud. Nike, the location of enterprises, such as the campus, there are forests, jogging trails, lakes, football pitches. Knight would like to create a harmonious working environment, he believes that the world has enough chaos, the working time should be as free as at home.

Nike distinctive corporate culture, to attract large numbers of young people, 40% of Nike employees less than 30 years old, their day's work is of such an arrangement; at noon in the "Campus" of sports and leisure centers in the two-hour campaign, and then worked the evening, they are very loyal to the company, Nike, the company's management is not strict, but it must be a strong conviction to break the Adidas the whole team together. The company's marketing officer, said: "We will be able to judge by instinct, what is the Nike company to do what is Nike doing nothing." Adidas are Orthodox, Nike attaches great importance to those who recognized Orthodox hated athletes, such as Steve, Ting Fang prairie - the world track and field • James Dean, the federation of amateur athletes sneer; "Love odds" of yilei• Nastase, it is net ball field, a chilling figure. These anti-traditional athletes funded by Nike, the Nike company to make a challenging orthodox and progressive image of vitality. Knight founded the company of their passion, just like their children to the emotional to the Company's affairs, so long as he considers necessary, every day, hands-on, out of the Office of the Jin-Jin. Knight to stay in office most of the time of the small house next door. Hut placed the dirty clothes on the floor, next to piles of things and documents, almost no one else into his room, grumbling Knight said: "Once you let people into the house, they will go all day long , and I think the need is. "