運動用品企業的商業模式分析—以Nike公司為例

Abstract

本研究旨在探討運動用品產業中的企業商業模式，並以全球領導品牌Nike公司作為個案分析對象。面對數位化浪潮、消費行為變遷與全球競爭加劇，運動品牌需不斷調整其商業模式與策略，以維持市場領先地位。透過文獻回顧與商業模式理論分析，本研究運用PESTLE分析、SWOT分析、商業模式九宮格（Business Model Canvas）、STP行銷策略、4C行銷組合與價值主張圖（Value Proposition Canvas）等分析工具，全面評估Nike的經營模式。 研究首先梳理運動用品產業的發展趨勢，並檢視台灣作為Nike主要代工與消費市場之一所具備的關鍵角色。接著，透過對背景、產品策略、數位轉型、財務數據及市場定位的探討，呈現其因應全球市場變化的調整與創新。結果顯示，Nike除了具備高度品牌價值、靈活供應鏈與創新驅動的核心競爭力外，其營運模式成功整合製造、生產、品牌行銷與數位平台等資源，創造穩定營收與忠實顧客基礎。 本研究亦提出四項研究結論：一、Nike以顧客價值為核心驅動創新模式；二、數位通路與會員經營成為成長關鍵；三、產品差異化與科技應用強化市場競爭力；四、永續發展與AI應用為未來轉型重要方向。此外，針對未來發展趨勢，本研究建議Nike持續強化顧客體驗與全球在地化策略，並善用人工智慧、大數據與綠色製造，進一步提升商業模式的韌性與價值。

This research investigates the business model analysis of Sporting Goods Companies - Case Study of Nike Inc., a leading global sportswear brand. In the face of rapid digital transformation, evolving consumer behavior, and intensifying global competition, companies in the sports industry must continuously innovate and adapt their operational strategies. This study employs a multi-framework approach—namely the Business Model Canvas, STP (Segmentation, Targeting, Positioning), the 4C of marketing, and the Value Proposition Canvas—to comprehensively examine Nike’s strategic and operational practices. The study begins with an overview of the sporting goods industry, highlighting Taiwan’s strategic role as both a key manufacturing hub and an emerging market for Nike. It then analyzes Nike’s company background, product portfolio, brand development, financial performance, and its response to global market dynamics, emphasizing Nike’s success in integrating innovation, brand positioning, supply chain agility, and digital engagement. Findings reveal that Nike’s business model is customer-centric, innovation-driven, and highly adaptive to industry shifts. Its strong brand equity, diversified product strategies, and investment in technology have reinforced its market competitiveness. The company has effectively adopted omni-channel retail strategies and cultivated a robust loyalty ecosystem via digital platforms.The study draws four key conclusions: (1) Customer value drives Nike’s innovation and differentiation; (2) Digital channels and membership ecosystems are critical to growth; (3) Technological integration enhances product competitiveness; (4) Sustainability and AI applications are essential to future transformation. The case study recommends that Nike further enhance customer experiences, localize market strategies, and leverage AI, data analytics, and sustainable manufacturing to strengthen its business model’s resilience and value creation.