耐克品牌策略体育用品.doc

PAGE PAGE 4 PAGE PAGE 5 摘 要 随着科学技术以及社会经济的发展，人们对于自身的健康状态也越来越重视，对于运动品牌的追求也越发强烈。在有限的时间里，人们对于生活品质的追求也愈来愈高，在国民的生活质量不断提高的如今，人们的生活也逐渐从温饱型转变为健康型。在满足自身的衣食住行之外，开始追求健身运动的等有益于身心健康的行为。这也在一定程度上提高了运动品牌的需求量，扩大了运动品牌的规模，加大了运动品牌之间的竞争，各运动品牌也意识到仅仅提高自身的产品质量、降低自身的产品价格已经满足不了市场需求，真正能够吸引消费者的晋升为品牌及品牌策略，这也使得耐克开始重视品牌打造以及对品牌策略的研究。在企业品牌营销相关理论及其相关实践证明，对品牌营销策略方法进行研究。 本文基于耐克品牌营销分析，发现耐克品牌营销策略的创新点，也为其他体育品牌提供有效地借鉴，具有一定的研究意义和实践意义。 关键词： 耐克；品牌策略；体育用品 Abstract With the development of science and technology as well as social economy, people pay more and more attention to their health status, and the pursuit of sports brand is more and more strong. In the limited time, peoples pursuit of the quality of life is also getting higher and higher. With the continuous improvement of the quality of life of the people, peoples life is gradually changing from the type of food and clothing to the type of health. In addition to satisfying their own food, clothing, housing and transportation, they began to pursue activities beneficial to physical and mental health. To some extent, this has increased the demand of sports brands, expanded the scale of sports brands, and increased the competition among sports brands. All sports brands have realized that only improving their product quality and reducing their product price can not meet the market demand, and can really attract consumers to promote to brand and brand strategy, which makes Nike start to pay attention to Brand building and brand strategy research. In the enterprise brand marketing related theory and its related practice prove that the brand marketing strategy method is studied. Based on the analysis of Nike brand marketing, this paper finds the innovative points of Nike brand marketing strategy, and also provides effective reference for other sports brands, which has certain research and practical significance. Key words： Nike；Brand strategy；Sports goods 目 录 TOC \o 1-3 \h \u 21643 1 绪论 1 21643 1.1 研究背景 1 6165 1.2 研究意义 1 23958 1.2