论文部分内容阅读
耐克是知名度最高的全球运动品牌之一,它2009年销售额191亿美元,跻身《财富》500强行列,超过了原来同行业的领袖品牌阿迪达斯,被誉为近20年来最成功的消费品品牌之一。和传统纯生产和贸易型品牌不同,耐克是一个不折不扣的中间商品牌,通过对耐克商标知名度的创造性运用,耐克公司成功实施了轻资产模式:以品牌授权为核心的贴牌生产和专卖店销售,专注于技术研发和市场营销。在这种轻资产模式下,耐克公司没有一间自己
Nike is one of the most recognized global sports brands. With 2009 sales of 19.1 billion U.S. dollars, Nike ranks among the Fortune 500 companies and surpasses Adidas, the leader in the industry. It has been hailed as the most successful consumer brand in the past 20 years one. Unlike traditional pure-production and trade brands, Nike is an out-of-the-box middleman brand. Through the creative use of Nike's trademark awareness, Nike has successfully implemented a light asset model: OEM with core brand authorization and Store sales, focus on technology research and development and marketing. In this light asset model, Nike does not have one