耐克(Nike)SWOT 分析案例优势－耐克是一家极具竞争力的公司，公司创立者与 CEO 菲尔·奈特（Phil Knight）最常提及的一句话便是“商场如战场”（Business is war without bullets）。 劣势－耐克拥有全系列的运动产品。（译者注：能够理解为没有重点产品） 机会－产品的不停研发。 威胁－受困于国际贸易。 Nike SWOT 分析原文 Strengths. Nike is a very competitive organization. Phil Knight (Founder and CEO) is often quoted as saying that 'Business is war without bullets.' Nike has a healthy dislike of is competitors. At the Atlanta Olympics, Reebok went to the expense of sponsoring the games. Nike did not. However Nike sponsored the top athletes and gained valuable coverage. 耐克是一种充满竞争力的组织。Phil Knight（耐克的开办者和总裁）曾说道：商场就是没有硝烟的战场。耐克认为对健康的最佳理解就是竞争。在亚特兰大奥运会上，锐步强调对比赛的宣传。而耐克则开创性地将宣传的焦点锁定在那些顶级的运动员身上，此举大获成功。 Nike has no factories. It does not tie up cash in buildings and manufacturing workers. This makes a very lean organization. Nike is strong at research and development, as is evidenced by its evolving and innovative product range. They then manufacture wherever they can produce high quality product at the lowest possible price. If prices rise, and products can be made more cheaply elsewhere (to the same or better specification), Nike will move production. 耐克没有工厂。它不肯将资金套在厂房和生产工人身上。这使得它能够专注于设计。强大的研发部门为耐克开发了大量革命性的创新产品。而他们则拿着设计图找那些质优价廉的生产商家代工。如果价格上涨，它能够很轻松地将生产基地移至那些价格更具竞争力的区域。 Nike is a global brand. It is the number one sports brand in the World. Its famous 'Swoosh' is instantly recognisable, and Phil Knight even has it tattooed on his ankle. 耐克是一种全球性的品牌。它是世...
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