摘要：众所周知的耐克品牌起家于1962年，坐落于美国的俄勒冈州。而其所创建的蓝丝带公司改名为耐克的事件发生在上个世纪的七十年代。作为整个世界广为知晓的体育用品的制造商，耐克在后来慢慢超越阿迪达斯成为美国运动产业的霸主，同时耐克不断采取各种丰富的市场营销活动，比如和知名的运动员合作，并持续宣扬“Just Do It"这个极具性的口号。耐克品牌遍布全世界，然而耐克在致力于设计新产品的同时，也运用着市场营销战略不断树立着品牌文化，。专利产品、商标、公司文化、人力资产等都是耐克自身资源。82253

本篇论文对耐克的背景和经营状态做介绍，在对耐克进行分析时采用了SWOT模型，以及仔细分析了耐克所处的市场环境、经营营销战略等等方面。并在文末总结出耐克这个品牌在实现自身营销战略的过程当中的问题，并提出改进对策来纠正不足之处。希望能在营销方面对中国企业有所帮助。

毕业论文关键词： 耐克产品；SWOT分析；市场营销；策略分析

Research on Nike Brand Marketing Strategy

Abstract: Well known Nike brand started in 1962, is located in the United States of Oregon。 And its creation of the Blue Ribbon company in the last century 70's officially changed its name to Nike。 As the world's widely known sporting goods manufacturers, Nike later gradually beyond the Adidas to become the dominant US sports industry, while Nike continue to take a variety of marketing activities, such as well-known athletes, and continue to promote the " Just Do It "is a revolutionary slogan。 Nike brand all over the world, but Nike is committed to the design of new products at the same time, but also the use of marketing strategies continue to establish a brand culture。 Patented products, trademarks, corporate culture, human resources, etc。 are Nike's own resources。

    This paper describes the background and operating status of Nike, Nike analysis of the use of the SWOT model, and a careful analysis of Nike's market environment, business marketing strategy and so on。 And at the end of the paper concluded that the brand in the realization of its own marketing strategy in the process of the problem, and to improve the countermeasures to correct the shortcomings。 Hope to be in the marketing of Chinese enterprises to help。

Keywords: Nike products; SWOT analysis; Marketing; Strategy analysis

目录

一、绪论 1

（一）研究背景 1

（二）研究现状 1

（三）研究目的和意义 1

1、课题的研究目的 1

2、课题研究的意义 2

（四）研究对象和范围 2

（五）研究方法 2

1、文献研究法 2

2、问卷调查法 2

3、图表分析法 3

4、交叉分析法 3

（六）研究基本框架 3

二、相关理论与文献综述 4

（一）耐克的背景 4

（二）耐克经营现状分析 5

（三）耐克市场环境分析 5

1、宏观经济环境分析 5

2、微观经济环境分析