耐克品牌策略研究

耐克的品牌策略研究

作 者：申纹郡 学号：[1**********]8 学院系别：商学院市场营销系 指导老师：汪嘉彬

摘要

近年来，随着人们生活水平的不断提高，人们的娱乐生活方式更趋于多样化。特别是08年北京奥运会的成功举办和全民健身计划的实施，使运动健身成为健康娱乐的主流方式。伴随着健身热潮而来的，是人们对运动服饰用品的需求的爆发性的增长。经融危机发生后，一直在中国走高端品牌的洋产品NIKE 的发展受到了很大的影响，产品的销量出现急剧下降的情况。与此同时，以李宁、安踏、匹克等为代表的国产运动品牌乘机发力，加大生产、研发、营销的力度，企业的整体实力强势上升。在08年以前，运动鞋行业处在爆发增长阶段，市场增速高达30%以上；09年，行业增速迅速降为11%，进入行业低迷发展阶段；10年，增速在15%左右，转入行业稳定发展阶段。市场正在呼唤一款结合时尚个性、运动保护以及运动保健功能的新产品来引领整个行业的革命，同时开创出市值上千亿的全新产品市场。现在的耐克企业则要根据消费市场所在地的文化、个性、不同的民族等设计、生产市场所需要的运动鞋。运动鞋在外观上更趋于美观化、个性化和独特的风格化。运用现代科技成果改造运动鞋行业，提高运动鞋本身的品质也是今后行业的发展方向。运动鞋行业向科技含量高、经济效益好、资源消耗低、环境污染少、人力资源优势得到充分发挥的方向发展，使运动鞋这个传统产业逐步向现代化产业方向转变。

本报告重点说明年耐克运动鞋市场的发展现状以及发展特点、运动鞋销售情况、运动鞋市场的发展趋势等。以上则是这次报告的具体内容。

Nike brand strategy research

Abstract

In recent years, as people living standard unceasing enhancement, people's entertainment life-style tends to be more diversified. Especially the 08 Beijing Olympic Games successfully held and the implementation of the national fitness plan, make exercise healthy mainstream entertainment way. Accompanied with the fitness craze that is the explosive growth in demand for sportswear products. After the financial crisis, have been walking in China of high-end brand new NIKE products influenced by a lot of development, product sales have dropped sharply. Meanwhile, represented by lining, anta, peak of the flight on domestic sports brand, increase the intensity of production, research and development, marketing, enterprise's overall strength strong rise. In 08 years ago, the sports shoes industry in outbreak growth stage, market growth rate as high as 30% above; 09, industry growth rate dropped to 11%, quickly entered the industry downturn development stage; 10 years, the growth of around 15%, into industry and stable development stage. Market is called a combination of fashion and personality, sports protection and health care function of new products to lead the industry revolution, at the same time create a out of the market value of billions of new product markets. Now the Nike enterprise should according to the consumer market of local culture, personality, different national athletic shoes design, production and market need. Sneakers tend to be more beautiful in appearance, personalized and unique style. Using the modern science and technology achievements transformation shoes industry, improve the quality of the shoes also is the development direction of industry in the future. Shoes industry to high technology content, good economic benefits, low resources consumption, little

environmental pollution and human resources give full play to the direction of development, make sports shoes the traditional industry gradually to the modern industry.

This report emphasizes the Nike sneakers in the market development present situation and development characteristics, sneakers sales situation and development trend of the sports shoes market. Above is the specific content of the report.

目录

第 1章 前 言

1.1 NIKE 公司企业简介 第 2章 正 文

2.1 NIKE公司的SWOT 分析

2.1.1 优势

2.1.2 劣势

2.1.3 机会

2.1.4 威胁

2.2 NIKE经营手段分析

2.2.1 消费特征分析

2.2.2 产品分类与定位

2.2.3 渠道 结 论

致 谢

前言

正文

结论

致谢