哈佛案例 | 耐克的社交战略

耐克的社交战略

NIKE+ 让我们得以将实体的运动产品与虚拟的社交元素接轨，进而为每位运动员提供更佳的运动体验。这已经远远超出了一双鞋的意义，代表耐克已经从提供产品转化到了提供产品加体验的层面。—马克帕克，耐克首席执行官

长度：21页

出版日期：2012年4月17日

适用课程：战略管理

Social Strategy at Nike

Mikolaj Jan Piskorski; RyanJohnson

Nike,which first started experimenting with social media and networking in 2004, has been consistently reducing its spending on traditional advertising. Yet, Nike has not pulled back on its overall marketing budget, instead opting to focus on"nontraditional" advertising through new mediums. In doing so, the team hoped to build online communities to foster a closer relationship with its consumers. By 2012 Nike had committed to a social strategy that linked productwith experience. Soon the company will discover if this strategic jump will bereflected on the bottom line.

Learning objective: To illustrate the concept of social strategy in the context of an apparel company.

SubjectsCovered: Advertising campaigns; Business to consumer;Competitive advantage; Strategy

Setting:

Industry: Apparel accessories

Industry: Arts, entertainment &sports

Industry: Footwear

Industry: Online retail

Industry: Web services

Company Revenue:20,862 (millions, 2011)

Event Year Begin:2012