探討運動產業之商業模式轉變及數位轉型發展： 以N公司為例

Abstract

Nike公司成立於1962年，是一家位於美國的跨國體育用品製造商，為全球市值第一大的運動品牌，一直致力於設計及生產創新耐用的運動產品，並以其知名的“Swoosh”商標為品牌象徵在世界各地販售其產品。 本研究利用個案分析方式，先從產業分析探討運動用品所屬產業發展概況、研究其發展趨勢以及競爭者分析，並利用五力分析評估競爭狀況，透過探討Nike公司在不同時期的商業模式發展以及如何利用不同市場策略應對變動快速的產業環境，歸納並總結其成為產業領導者的核心資源及能力，並研究近年來公司的數位轉型策略所帶來的顧客價值和內部價值的變化，如何利用此策略在疫情時實體需求衰退的浪潮中打敗競爭者逆勢成長。 根據本研究之研究結果，Nike主要的競爭優勢除了其廣為人知的創新研發能力、強大的品牌和市場行銷手段，更重要的是能快速辨別市場情況針對不同趨勢進行策略調整，成立初期抓住慢跑和籃球的風潮成長茁壯，建立多品牌矩陣並去蕪存菁，到近幾年數位轉型成功再造商業模式。 而本研究對Nike公司之研究建議為以下三點，一、利用全球在地化思維避免在不同市場可能會面對到的潛在文化衝突；二、在維持主要業務市占的同時，關注並搶佔有快速成長潛力的利基市場；三、優化供應鏈韌性，避免市場震盪帶來的供應鏈斷鏈風險。

Founded in 1962, Nike Inc. is a multinational sporting goods manufacturer based in the United States and is the world's largest sports brand by market capitalization. It has been committed to designing and producing innovative and durable sports products, and sells its products all over the world with its famous "Swoosh" logo as their brand symbol. This study utilizes a case study approach to explore the development of the sports goods industry from an industry analysis, study its development trends and competitor analysis, and evaluate the competitive situation using a five forces analysis. By exploring the development of Nike's business model over time and how it has responded to the fast-changing industry environment by using different marketing strategies, this study summarizes and concludes the core resources and capabilities that have made Nike a leader in the industry. The study also examines the changes in customer value and internal value brought about by the company's digital transformation strategy in recent years, and how it has utilized this strategy to beat competitors and grow against the tide of physical demand recession during the pandemic. According to the findings of this study, Nike's main competitive advantage is not only its well-known innovative R&D capability, strong branding and marketing tools, but also its ability to quickly recognize the market situation and make strategic adjustments in response to different trends. In the early years of its establishment, it grew and thrived by catching the trend of jogging and basketball, built up a multi-brand matrix and eliminated the essentials, and then successfully reengineered its business model in the recent years through its digital transformation. The recommendations of this study for Nike are as follows: 1) Use global localization to avoid potential cultural conflicts in different markets; 2) Maintain the market share of its main business while focusing on and capturing niche markets with fast-growth potential; 3) Optimize the supply chain to avoid the risk of supply chain disruptions caused by market shocks.