耐克公司4ps营销策略对我国体育用品产业的启示学位论文.docVIP

Abstract With the fast economic prosperity in the last three decades, researchers at home gradually attach enthusiasm to the studies of marketing strategies in sports goods brands. Consequently, a few studies have emerged in China, while those of foreign capitalism countries have been flourished. Therefore, this study attempts to exploit marketing strategies of Nike to enlighten sports goods brands in china. In this study, the author looks into the history and development regarding to marketing strategies of Nike, and then selects Nike’s 4Ps marketing strategies advantages on the chosen subjects. Through the 4Ps analysis comparison of both Nike and domestic brands, we found out Nike’s strengths to conclude viewpoints to redeem our brands shortages. We hope that this study can provide some insightful viewpoints to enlighten our brands. Key Words: Nike; 4Ps analysis; marketing strategies; domestic brands 摘 要 随着改革开放30年经济的快速发展，有关于体育用品品牌营销策略的研究逐渐引起了国内学者研究的兴趣。其结果是，国内涌现出一批相关研究，尽管国外资本主义国家关于这方面的研究已相当发达。有鉴于此，此篇论文尝试去挖掘耐克公司的市场营销策略对我国体育用品品牌产生的启示作用。 在这次研究中，作者首先研究了耐克市场营销策略的历史和发展，然后根据选定的主题挑选出耐克市场营销策略的优势。 通过4Ps分析方法比较耐克和国内品牌，我们发现耐克的优势，并总结出来有助于弥补国内品牌此方面的不足之处。我们希望本研究能够提出一些对中国体育用品品牌起到启示作用的观点。 关键词：耐克；4Ps分析方法；市场营销策略；国内品牌 Contents Abstract i 摘要 ii 1. Introduction 1 1.1 Rationale 1 1.2 Aim and objectives 1 1.3 Organization of the paper 2 2. Literature Review 3 2.1 Definition of marketing strategies 3 2.2 Previous studies on marketing strategies of Nike 3 3. Main Content of 4Ps Theories 4 4. Analysis and Application of Nike’s 4Ps Theories 5 4.1 Product 5 4.1.1 Technology renewal according to realistic needs 5 4.1.2 Crossover product through non-competitive strategic alliance 5 4.1.3 Actively imitating competitor 5 4.1.4 Focusing on design and contribution, outsourcing the production 6 4.2 Price 6 4.2.1 Specific price location according to different market 6 4.2.2 Fixed price 7 4.3 Place 7 4.3.1 Distribution through E-commerce 7 4.3.2 Reasonable distribution 7 4.4 Promotion 7 4.4