摘要：随着全球经济的发展，人们对于产品的需求越来越专业化，体育用品领域也是当下消费升级的重要部分之一。但是各公司的渠道策略大多因循守旧，缺乏创新，忽视现实因素的变化。尤其随着互联网的发展，传统的多级分销渠道遭到严重冲击，渠道的作用也随之发生着变化，这就决定了体育用品企业需要重新定位和更新自己的渠道策略。耐克公司作为体育用品行业的标杆，去年的财务分析却不容乐观，警示已经出现了，尤其面对互联网的冲击，耐克公司则更需要有所举措。本文着眼于耐克公司渠道策略的研究, 结合文献查阅，剖析耐克渠道宏观环境，以及其渠道自身的优势、劣势、机会和挑战。并且分析传统环境和互联网影响下的耐克的渠道策略，探索出耐克渠道策略优化方案。并且为体育用品企业渠道革新以及应对互联网冲击进行渠道转型提供借鉴81080

毕业论文关键词: 耐克；渠道策略；互联网

Nike Channel Strategy Optimization Research 

Abstract: With the development of the global economy, people demand for more and more professional products, sporting goods field is also an important part of the current consumer upgrade。 But most of the company's channel strategy is conservative, lack of innovation, ignoring changes in real factors。 Especially with the development of the Internet, the traditional multi-level distribution channels have been a serious impact, the role of the channel also will change, which determines the sporting goods companies need to reposition and update their channel strategy。 Nike as the benchmark for the sporting goods industry, last year's financial analysis is not optimistic, warning has emerged, especially in the face of the impact of the Internet, Nike is more need to take some initiatives。 This article focuses on the Nike channel strategy research, combined with literature review, analysis of the Nike channel macro environment, as well as its own channels of the advantages, disadvantages, opportunities and challenges。 And analysis of the traditional environment and the impact of the Internet under the Nike channel strategy to explore the Nike channel strategy optimization program。 And provide reference for the channel transformation of sporting goods enterprises and the channel transformation to deal with the impact of the Internet

Keywords：Nike；Internet ; Channel strategies

目录

一、绪论 1

（一） 研究的背景和意义 1

1、 研究背景 1

2、 研究意义 1

3、 研究目标 2

（二） 研究现状和发展趋势 2

1、 研究现状 2

2、 发展趋势 3

二、 渠道策略概述 4

（一） 渠道策略的概念 4

（二） 渠道策略的基本架构 4

1、 直接或间接渠道 4

2、 长渠道或短渠道 4

3、 宽渠道或窄渠道 4

4、 单一渠道或多渠道 4

5、 传统渠道或垂直渠道 4

（三） 互联网下的“新型”渠道概念 5

1、 O to O全渠道 5

2、 1 to 1个性化经营 5

3、 C to B 个性化定制