文档介绍：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。在论文中我们将从李宁耐克的发展、李宁耐克的核心价值来论述李宁和耐克在文化上的区别。我们再针对李宁耐克所处政治、经济、文化、技术等方面的宏观环境进行分析。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”,李宁则换成用全新口号“Make the Change(让改变发生)”代替了原来的“Anything is possible(一切皆有可能)”。
李宁、耐克都是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,是一个相似的消费人群。但他们都有着各自的情况一个是来自美国的国外品牌,一个是国内的民族品牌之所以他们都能够成功,因为他们都采用了适合自身的各种定位和市场策略。所以我们在下文中讨论李宁耐克的市场定位和他们各自的市场差异化策略。真是因为他们各自找到了自己在市场中的最佳位置和策略,这才是这两种品牌能够成为领先者的重要原因。
关键词: 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 e 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 essful, because they are used for their own various positioning and marketi