[case] #8203;#8203;nike marketing- how consumers dreaming（[例] # 8203; # 8203;耐克营销u2014u2014消费者如何在做梦）.docVIP

[Case] #8203;#8203;Nike Marketing: How Consumers Dreaming Research papers Download News: For what kind of product and marketing strategy to be successful, it is usually either addicted to digital models, or caught in the occult ...... lt;lt; cultural strategy: to build a unique and innovative cultural ideology brand gt;gt; ?? a book, two marketing scholars Douglas Holt and Douglas Cameron’s opinion, it touches provide a magic looking for mass consumption trends for professionals - they call this strategy with culture ‘dream . ‘ Holt and Cameron’s core research results are: 1, abandoned the former engineer, technician way of thinking, and no longer will promote ‘the best mousetrap’ As the only core of its marketing; 2, a successful brand must meet the needs of the ideological field, advocates of these brands must be made to grasp the social and historical changes in the ideological field generated opportunities - in short, the only way they can ‘create Dream ‘success. Nike is how to find successful cultural password? ?? 1971, Phil Knight and Bill Bowerman sold their first pair of Nike running shoes .10 years later, the brand’s sales reached $ 458 million; took another 20 years, their annual sales reached $ 3 billion In 2009, Business Week ranked the world’s most valuable brand of Nike in the first 26, its brand valued at more than $ 13 billion. Why do consumers think Nike’s value is so high, many experts Nike as ‘the best mousetrap’ model - that is considered the best of its design and manufacture of shoes but this is not true:? Reputation. technological innovation Nike shoe business far more than one, but did not synchronize their brand’s market success in strategic culture lt;lt; gt;gt; a book, it’s two authors Douglas? Holt and Douglas? Cameron to Successful summarized as: ‘Nike’s huge success is to win representation in the culture of innovation rather than product innovation.’ Nike sneakers indeed had an important contribution to the desi