近30年体育用品公司和竞技体育的相互关系——以NIKE和NBA为例

摘要

NIKE is the world＇s leading sports brand. The company produces all -inclusive sporting goods： cloth- ing, footwear, sports equipment and so on. In 1963, Oregon State University graduates and alumni BillBowerman and Phil Knight co - founded a company called ＂Blue Ribbon Sports Company＂. In 1972, the company changed its name to Nike, and began to create its own legend. In the past 30 years, Nike that once was a little - known small company has become the world~ largest sporting goods company, its development strategy and corporate philosophy worthy of our in - depth exploration. NBA - sports in the contemporary sports and commercialization of successful operation with one of the most typical example. 1946 to the present, NBA has passed 60 years. In these 60 years, NBA TV are not even from a domestic league to become the world＇s most successful sports league, one of its busi- ness model used in competitive sports should learn from China.%NIKE是全球著名的体育用品品牌,中文译为耐克。该公司生产的体育用品包罗万象：服装,鞋类,运动器材等等。1963年,俄勒冈大学毕业生比尔.鲍尔曼和校友菲尔.奈特共同创立了一家名为＂蓝带体育用品公司＂（Blue Ribbon Sports）的公司,主营体育用品。1972年,蓝带公司更名为耐克公司,从此开始缔造属于自己的传奇。30年来NIKE从一个名不见经传的小公司逐步成为世界上最大的体育用品公司,其发展策略和公司经营理念值得我们深入探究。NBA——当代体育领域中体育比赛与商业化运作成功结合的一个最典型的例子。1946年至今,美国的全球篮球联合会（NBA）已经走过了60个年头。在这60年中,NBA从一个连电视转播都没有的国内联赛,变成世界上最成功的竞技体育联赛之一,其采用的商业经营模式值得我国竞技体育借鉴。