NIKE品牌理念課件

NIKE品牌理念2024/4/16NIKE品牌理念NIKE:WHOAREWE?NIKE品牌理念WHOAREWE?:NIKE品牌理念Startedin1962with$500BasedonahandshakebetweentwomenAimtomakerunningshoessuitablefor runnersNIKE品牌理念Nowhasrevenuesof$11billionOperatesin160countrieswith24,300employeesBrandsincludingNike,ConverseandColeHannNIKE品牌理念”IfYouHaveaBodyYouAreAnAthlete”nNIKE品牌理念NIKETOWNLONDON:WHATDOWEDO?NIKE品牌理念Opened1999byMichaelJordanApprox3millionvisitorsperyear68,000sqftoverfourfloorsNIKE品牌理念Runningclub–200perweekattend160,000unitsofstock260staff1in5throughthedoorleavewithapurchaseNIKE品牌理念Ourmissionstatement:DeliverpremiumconsumerexperiencesateverytouchpointNIKE品牌理念NIKETOWNLONDON:WHYDOWECREATETHEATRE?NIKE品牌理念WHYDOWECREATETHEATRE?:Createadestination–drivefootfallTelltheBrandstoryBetterunderstandingoftheBrandEncourageloyaltyEncourageperformanceNIKE品牌理念RETAILTHEATRE:HOWDOWEDOIT?NIKE品牌理念HOWDOWEDOIT?:Instore-communicationNIKE品牌理念NIKE品牌理念HOWDOWEDOIT?:Useathletesas‘heroes’NIKE品牌理念NIKE品牌理念HOWDOWEDOIT?:Attract&engagethroughvisualsNIKE品牌理念NIKE品牌理念HOWDOWEDOIT?:MaketheStoreaninteractiveexperienceNIKE品牌理念NIKE品牌理念NIKE品牌理念NIKE品牌理念HOWDOWEDOIT?:MaketheStore‘live’througheventsNIKE品牌理念NIKE品牌理念NIKE品牌理念NIKE品牌理念NIKE品牌理念HOWDOWEDOIT?:RememberthemissionNIKE品牌理念NIKE品牌理念RETAILTHEATRE:ISTHATENOUGH?NIKE品牌理念HOWDOWEDOIT?:OurpeoplearetruetothebrandNIKE品牌理念NIKE品牌理念NIKE品牌理念BRINGINGTHEBRANDTOLIFE:WHATWOULDWEDO?NIKE品牌理念WHATWOULDWEDO?:Knowour‘market’NIKE品牌理念WHATWOULDWEDO?:Knowour‘market’UnderstandtheirneedsNIKE品牌理念WHATWOULDWEDO?:Knowour‘market’UnderstandtheirneedsKnowthecompetitionNIKE品牌理念NIKE品牌理念WHATWOULDWEDO?:Knowour‘market’UnderstandtheirneedsKnowthecompetitionUnderstandyourpointofdifferenceNIKE品牌理念byColinTrask,contributor*?

03Jan2006

Althoughthenumberisdwindling,therearethosewhorecallthedaysofmilkmen,gasstationattendantsandbanktellers.Now,wetakecareofmostofthosejobsourselves,andseemhappytodoit.Therearefewareasofoureconomythathaven’tbeentouchedbythegrowingself-serviceindustry.And,it’snotsomethingthat’sbeingforcedonthecustomerbybudgetcutsandloweroverhead.Moreandmorepeoplejustprefertodoitthemselves.Whathastransformedtheshopper’smindsetfromadesiretobewaitedontoadesiretoservehimself?PeterHonebeinhasmadeithisbusinesstofindout.Asalearningpsychologistandinstructionaldesigner,hehasaccumulated10yearsexperiencedesigningsoftwareproductsandtrainingprogramsforcustomersandemployees.AlongwithRoyCammarano,hehaswritten"CreatingDo-It-YourselfCustomers:HowGreatCustomerExperiencesBuildGreatCompanies."Honebeinseestheself-serviceindustrydrawingonfivetypesofdo-it-yourselfcustomers.Thefirstisthetransactionalcustomerwhoiswillingtocarryoutthetransactionroleofdoingbusiness.Thenextisthetraditionalcustomer;thisistheclassicDIYkindofguy:hefixesit,buildsitandrenovatesithimself.Thirdistheconventionalcustomer.Thiscustomeristheco-creatorofproductvalue,whereallproductsareviewedasservicesand—throughuseoftheproduct—thecustomerbecomesaco-creatorofitsapplications.Fourthistheintentionalcustomerwhowantstobeinonthedesignphase.ThiscustomershopsBuild-A-Bearstores,designshisownbasketballshoesatNikeID.comorbuildsherownBarbieonline.Lastly,there’stheradicalcustomer.Thistypediscoversnewwaystouseaproduct;waysthatweren’tevenintendedwhenitwasdesigned.iPODisoneexample;itwasintendedformusicbutthoseradicalcustomerswantedmore,sonowwehavepodcasting.AccordingtoHonebein,thetrickforbusinessesisdeterminingwhattype—orcombinationoftypesitscustomersareandtodesignasystemthatsatisfiesthem.Lookatyourbusinessthroughtheeyesofyourcustomertypeandaddressoperationstothattype.Bettingonself-serviceLookingatbusinessthroughthecustomer’seyeswasthechallengefacingTimYeltin,directorofnewdevelopmentforCharlsonBroadcastTechnologies(CBT),aNorthernKentuckythathasbeenbringingITinnovationstothehorseracingindustrysince1985.Thepsychologyofself-service

NIKE品牌理念WHATWOULDWEDO?:KnowourmissionstatementNIKE品牌理念WHATWOULDWEDO?:KnowourmissionstatementMakesureourpeopleknowitandbelieveinitNIKE品牌理念NIKE品牌理念NIKE品牌理念WHATWOULDWEDO?:KnowourmissionstatementMakesureourpeopleknowitandbelieveinitDon’t‘fake’itNIKE品牌理念WHATWOULDWEDO?:KnowourmissionstatementMakesureourpeopleknowitandbelieveinitDon’t‘fake’itDiversifyandenhancebutdon’tlosesightofyourcorepurposeNIKE品牌理念WHATWOULDWEDO?:Create‘heroes’NIKE品牌理念NIKE品牌理念WHATWOULDWEDO?:Create‘heroes’Becomerelevanttoour‘market’NIKE品牌理念WHATWOULDWEDO?:Create‘heroes’Becomerelevanttoour‘market’CreateamarketingcalendarNIKE品牌理念WHATWOULDWEDO?:CreatetherightenvironmentNIKE品牌理念NIKE品牌理念NIKE品牌理念NIKE品牌理念WHATWOULDWEDO?:CreatetherightenvironmentEmbracetechnologyNIKE品牌理念WHATWOULDWEDO?:CreatetherightenvironmentEmbracetechnologyMakeitinteractiveNIKE品牌理念WHATWOULDWEDO?:CreatetherightenvironmentEmbracetechnologyMakeitinteractiveBreakthebarriers–encouragetalk!NIKE品牌理念ManVsMachine–Whataretheimplicationsofacyborgsociety?Thepsychologyofspeeddating?theoriginofmagicalbeliefsandLondon’sf