耐克公司的外部环境环境与内部资源分析.doc

摘要 耐克，这是一个中国人耳熟能详的运动品牌，在中国市场取得了很好的销售成绩，得到了中国消费群众的广泛青睐。耐克是当今世界经营运动鞋类产品的企业中规模最大的，它的产品几乎遍布了整个地球，这个举世闻名的运动品牌有着让人们不禁称道的营销战略。市场环境随着当今经济时代的改变，发生了翻天覆地的变化，品牌塑造已成一个企业去占领市场的重要途径。近代商品经济发展中形成了品牌化经营，品牌也因为经济全球化的原因以及商品经济的发展过程中变成了企业的一种无形的资本，而且是一种参与竞争的特定资本。本文通过对耐克公司在中国的营销战略的研究，希望对我国体育用品销售行业有一定的现实意义。 本论文最终总结耐克公司的外部环境环境与内部资源分析，给出了耐克品牌的优劣势分析，最后运用SWOT分析法，详细概括出耐克的优劣势、发展机会以及威胁。通过营销策略的实施，以期在中国这一个拥有极大的消费群体的市场，耐克能够凭借自己的品牌优势以及在中国不断的探索而获得较好的收益。 关键词：耐克 波特五力模型 优劣势 SWOT分析 营销策略Abstract Nike, which is a Chinese person familiar with the sports brand, achieving good sales results in Chinese market， It has been widely favored by Chinese peoples consumption。 Nike is the worlds athletic footwear products company operating the largest, and its products are almost all over the entire planet, this world famous sports brand so that people can not help but have a commendable marketing strategy.With the changing market environment, todays economic times, the earth-shaking changes have taken place, branding has become an important way for companies to dominate the market.Commodity economy in the formation of modern brand management, the process of economic globalization and brands are the development of commodity economy becomes an invisible capital companies, and is involved in a particular kind of capital competition.Based on the Nike marketing strategy in Chinas research, in the hope of selling sporting goods industry has a certain practical significance. This thesis finally summarizes the Nike companys external environment and internal resources environment analysis, presents the advantages and disadvantages of Nike brand analysis, the SWOT analysis method, sum up the advantages and disadvantages of Nike in detail, development opportunities, and threats. Through the implementation of the marketing strategy, in order to in China, the market has a huge consumer groups, Nike was able to rely on their own brand advantages and continuously explore and achieve good benefits in China Key words: COACH; Micha