摘要
凡舉一種商品的流行它將帶來極大的商機與市場，然而商品如何跟上流行時尚，進而能影響每位消費者的購買取向。近來運動鞋商品在自由市場競爭，使球鞋的品質與功能大為提升，顧客的選擇相對增加。現今顧客的需求日新又變，各個廠牌商為了滿足顧客的需求以及增加顧客群，無不在經營策略上做改變，以因應顧客與環境的變化，本文從運動商品行銷方面最為成功的領導品牌（Nike）做優勢、劣勢、機會與威脅之內、外部的環境分析。瞭解在現今競爭激烈的運動鞋業中，Nike如何在策略作法上做變動以因應消費者的需求。經由個案公司的探討與分析後，結論：Nike公司競爭優勢為製造時效及創新設計能力強，產品結合時尚及新潮，透過前衛激進的廣告與公關手法，成為世界運動鞋的領導品牌。但勞資問題待改善，涉嫌剝削勞工事件曝光，對一個行銷國際大企業來說，這些負面報導，對Nike的品牌形象，造成相當之折損等，因此對於Nike而言，這個劣勢應列為改善之重點。以上相關文獻分析整理，期可提供廠商釐清市場資訊，確定核心行銷策略。達成本文之可參考性與其價值。
並列摘要
Popularity of a type of athletic product can bring an incalculable commercial opportunity and market. But how can the merchandise influence fashion and subsequent mass market sales. By virtue of the competition for the athletic shoes market, the quantities, qualities, and the functions of the shoes have been rapidly improving and expanding; resulting in increasing shoe choices and uses for the consumers. In order to sustain brand freshness, manufacturers have adjusted and expanded their available merchandise into a number of sports, recreation, and casual wear products. Managing policies and production methods, along with worldwide production locations have concurrently expanded. This article makes an environmental analysis summarizing the positive and negative results and influences that Nike has had on the world's lifestyles. Also reviewed are possibilities and threats to the future of Nike, and to clarify the strategy of the corporation's current policies and future ventures.By analyzing the company we conclude the following: the success of Nike is largely based on its production timing and strong original design; the products are combined with current and leading-edge fashion; Nike has strong advertising channels; and the company has an efficient sales network. Yet not to be overlooked are the off-shore issues of foreign labor and capital investment. The disclosure of the suspected involvement in the exploitation of foreign workers and lack of quality control in foreign production and distribution has brought negative corporate publicity. These are issues that Nike is attempting to rectify but the difficulty persists due to different foreign legal, labor, and cultural issues.