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This study illustrates the potential role of model and anti-model arguments in organizational crisis communication. Specifically, model and anti-model arguments are described as a strategy for moving the focus of a crisis from an organization to its industry. Model arguments enable organizations to establish their corrective action as industry standards that merit imitation. Conversely, organizations can set minimum standards for their industries with anti-model arguments. Phil Knight's May 12, 1998, speech announcing Nike's new initiatives in global manufacturing is analyzed as a case study. The essay concludes that model and anti-model arguments can suspend criticism of the organization, create the foundation for a return to industry prominence by the organization, and establish proposed new industry standards that are favorable to the organization. 相似文献
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21世纪正在进行着一场深刻的行销革命,即从传统的产品功能行销转向体验行销。NI-KE作为体育运动用品的第一品牌在体验营销上一直走在行业的前列。文章通过分析NIKE体验营销策略在电视广告视听语言上的表现方法,以期从战略到战术的执行力上,为当代中国正在推动体验营销进一步向前发展的广告业界探索者提供有益的参考和启发。 相似文献
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借鉴与创新--耐克品牌发展对我国体育用品品牌的启示 总被引：5，自引：0，他引：5
我国的体育用品业发展较晚，在品牌竞争日益激烈化的今天处于明显的劣势．本文通过对世界知名体育用品品牌耐克品牌发展过程分析后得出：在借鉴知名品牌发展的道路上，更重要的是要有创新的观念，以产品创新、活动创新作为品牌发展的动力，提高品牌的国际竞争力。 相似文献
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In the growing field of sports vision little is still known about unique attributes of visual processing in ice hockey and what role visual processing plays in the overall athlete’s performance. In the present study we evaluated whether visual, perceptual and cognitive/motor variables collected using the Nike SPARQ Sensory Training Station have significant relevance to the real game statistics of 38 Division I collegiate male and female hockey players. The results demonstrated that 69% of variance in the goals made by forwards in 2011–2013 could be predicted by their faster reaction time to a visual stimulus, better visual memory, better visual discrimination and a faster ability to shift focus between near and far objects. Approximately 33% of variance in game points was significantly related to better discrimination among competing visual stimuli. In addition, reaction time to a visual stimulus as well as stereoptic quickness significantly accounted for 24% of variance in the mean duration of the player’s penalty time. This is one of the first studies to show that some of the visual skills that state-of-the-art generalised sports vision programmes are purported to target may indeed be important for hockey players’ actual performance on the ice. 相似文献
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以技术创新引领行业未来发展——耐克公司专利文献情报分析 总被引：1，自引：0，他引：1
旨在通过专利文献分析法了解耐克体育用品公司的技术发展动态,为我国相关企业未来技术发展提供一些参考。选取德温特专利索引库中耐克公司于1982—2012年间申请的国际专利文献作为研究对象,采用文献计量法和社会网络分析法作为分析工具。结果显示,耐克公司于2005年加快了专利申请速度,近3 a增长尤为迅速。北美、亚洲专利比例持续增加,德国、巴西等地区比例逐年下降。逐步形成运动鞋、高尔夫球杆、高尔夫用球、运动视觉能力测试系统等4个重要的研发团队。计算机处理技术和影音记录技术在专利中的重要性不断提升,与聚合物应用技术共同位于技术网络核心区域。结构合理、优质高效的团队建设是耐克公司创新发展的基石;从运动鞋企业向覆盖多领域的体育用品企业转变是耐克公司的发展趋势;吸收和转化计算机处理、影音记录等技术是耐克公司发展的新动力。面对这一现状,我国体育用品企业需提高专利保护意识,加快专利战略布局;构建结构合理、合作紧密的创新团队;抓住新兴技术发展机遇,不断吸收和借鉴外来技术实现技术升级和转型发展。 相似文献
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从耐克品牌模式看我国体育用品品牌经营的借鉴与创新 总被引：6，自引：0，他引：6
在市场品牌化的今天,品牌的塑造与经营成为企业开拓市场的核心,也是我国体育用品业当前发展所面临的突破口。采用文献资料、对比等方法,对国际知名体育用品品牌耐克的成功经营模式进行了探索,从而为我国体育用品业的发展提供国际借鉴与创新。 相似文献
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中国体育用品企业发展现状分析 总被引：3，自引：0，他引：3
当今体育用品行业中,耐克和阿迪达斯是名符其实的巨人。本文对比他们的成长,通过分析讨论,找出中国体育用品企业主要的不足集中在:产品质量与科技含量、产品设计、代言人选择、赞助活动实施、广告设计创意及建立全方位销售网络六方面。希望能引起国内体育用品生产企业的注意和思考,为繁荣体育用品市场做出贡献。 相似文献
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Graham Knight 《传播与批判/文化研究》2013,10(2):151-175
This study examines US newspaper coverage of sweatshops, focusing on the case study of Nike (1995–2000) and asking how the coverage was structured, how sweatshops were problematized, and how they were explained. We find that while activists established a measure of definitional control over the coverage, it tended to concentrate on solutions rather than causes, and the source of the problem tended to be rooted in the agency of consumers rather than producers. This has implications for explaining how social, political, and cultural issues are transformed into essentially economic problems. 相似文献
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本文采用文献资料、案例分析法等研究方法,从文化角度分析了耐克公司的营销经验。认为耐克的文化营销是一个从引起消费者关注,到提升消费者体验,再到稳固消费者情感,最终培养消费者忠诚的作用过程。我国的体育用品企业在营销中存在理念不明确、品牌内涵缺乏、以自我利益为核心、营销策略单一等问题。最后,针对耐克的营销经验启示我国体育用品企业应该树立“以顾客为中心”的营销理念;打造品牌核心价值,突出品牌内涵;“以人为本”,注重企业文化建设;创新文化营销策略。 相似文献