| Summary: | 碩士 === 國立雲林科技大學 === 企業管理系碩士班 === 92 === NIKE has great brand value in sport shoes industry. Recently, most of approaches discuss the NIKE marketing strategy. However, there are few approaches discussing NIKE’s strategy in suppliers’ management. NIKE’s brand valued is not only based on marketing strategy, but also on the other suppliers’ management. Fengtay is one of NIKE’s sport shoes’ suppliers, as well as it has the longest cooperation relationship with NIKE, we take them for our examples to do case study. This approach adopts case study and AARV, actor, action, resource and value created, methods to analyse the relationship between NIKE and its suppliers.
For this study, we can know that NIKE take advantage of some audit methods of all one and two tier suppliers’ process. By means of these audit, NIKE can evaluate those supplier as well. We can conclude the key success factor, KSF, of value created on NIKE’s suppliers’ management as follows.
1.NIKE protects its brand value by building control point on quality and delivery date.
2.NIKE keeps its brand value by transferring corporation responsibility to suppliers’ side.
3.NIKE extends its brand value by kill app creating, for example, NIKE developed SHOX concept and transfer it to mass production.
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