耐克、李宁企业品牌文化 及其传播模式比较研究(最新整理）.docVIP

四川大学本科毕业论文 浅析耐克、李宁企业品牌文化及其传播模式之异同 PAGE 1耐克、李宁企业品牌文化及其传播模式比较研究广播电视新闻学生 江帆 指导老师 李宜蓬摘要：随着市场经济的不断发展，在产品同质化竞争日益加剧的今天，现代市场经济从某种意义上讲是“品牌经济”，品牌的作用在一定程度上超过实物资产，对企业的生存和发展起着越来越重要的作用。美国兰德公司、麦肯锡公司和国际管理咨询公司对全球增长速度最快的30家企业进行跟踪考察后指出，企业品牌文化是企业安身立命的根本，也是世界500强企业超人一等的主要筹码，由此可见，企业品牌文化是企业持续发展的支柱和持久推动力。而作为市场经济重要组成部分的体育用品产业自进入21世纪以来地位愈发重要，这是由于人们对于精神文化水平以及物质生活水平有了新的追求，这显著的表现在人们对体育和娱乐需求的加剧，尤其是体育方面，而体育用品则成为了其最直接的载体。耐克作为全球最著名的体育用品公司，它的成功自然与其卓越的品牌文化息息相关，那么，耐克有着怎样独特的品牌文化呢？而李宁作为中国体育用品企业的佼佼者，又是怎样构建其品牌文化的呢？关键词：品牌文化 耐克 李宁 传播 创新the comparative study of Nike, li Ning enterprise brand cultureAnd its transmission mode boardcast televison pressStudent：Jiang Fan Adviser:Li YipengAbstract：Along with the development of market economy, intensifying competition product homogeneity in the modern market economy today, in some sense is brand economy, the brand effect in certain degree of more than physical assets, the survival and development of enterprise is playing a more and more important role. American rand corporation, the international management consulting firm McKinsey to global growth speed tracked 30 enterprises, points out that enterprise brand after the basic living culture is enterprise, but also the world 500 strong enterprises chaorenyideng main points, therefore, the enterprise brand culture is the enterprise sustainable development pillar and lasting driving force. As an important part of market economy of sporting goods industry since entering the 21st century, it is increasingly important role because people for spiritual and cultural level and a new material life level pursue, this remarkable performance of sports and entertainment in people demand intensifies, especially in sports, and sporting goods becomes the direct carrier. Nike is the most famous as a global sports goods company, its success with outstanding brand natural, Nike culture are closely related, so what has the unique brand culture? But li ning as Chinas sports enterprise leader, is how to construct