李宁和耐克的品牌定位策略对比综合分析.docVIP

郑州大学西亚斯国际学院 本科毕业论文 题 目 李宁和耐克的品牌定位 策略对比分析 指导教师 薛熹 职称 研究生 学生姓名 余荣泉 学号 20103216214 专 业 市场营销 班级 二班 院 （系） 商学院工商管理系 完成时间 2012年4月25日 李宁和耐克的品牌定位策略对比分析 摘　　要 耐克、李宁，对大家来说，是再熟悉不过的运动品牌了。在美国，有高达七成的青少年的梦想是有一双耐克鞋。李宁则是中国体育用品行业的领先者。在品牌定位方面，耐克和李宁都才采用了自我表现的定位，耐克的口号是“Just do it”,李宁则采取自我表现的定位方式，可以展示品牌的独特形象，宣扬独特个性，让品牌成为消费者表达个人价值观、表现自我的一种载体和媒介。李宁和耐克的目标顾客都是年轻人。但他们找到了自己在市场中的最佳位置这是这两种品牌能够成为领先者的重要原因。定位策略 耐克 李宁 品牌定位Lining And The Nike Brand Positioning Strategy Analysis Abstract Nike, lining, for everyone, is a familiar sports brand. In the United States, have high amounted to 70% Teen Dream is to have a pair of Nike shoes. Lining is the China sporting goods industry leader. In this paper we will from Nike, Nike lining lining the development the core value to discuss the lining and Nike in the cultural difference. We then aiming at the Nike lining the politics, economy, culture, technology and other aspects of the macroscopic environment analysis. In the brand positioning, Nike and lining are only used a self-expression positioning, Nike s slogan is Just do it, lining was replaced with a new slogan Make the Change ( make change happen ) replaced the original Anything is possible ( everything is possible. ). Lining, Nike is take self-expression way of positioning, can exhibit the unique brand image, promote a unique personality, so that the brand has become the expression of consumer personal values, self expression of a carrier and media. Lining and Nike target customers are young people, is a similar consumer groups. But they all have their own one is from the United States foreign brands, is a domestic national brand is they can be successful, because they are used for their own various positioning and marketing strategies. So we discussed below lining Nike market positioning and their respective market differentiation strategy. It is because they each find themselves in the market are in the best positio