耐克（华东地区）中国市场营销策略研究ResearchonNike(EastChina)MarketingStrategyinChina摘要人们生活水平的不断提升使得人们对于身体健康的关注度不断的提高，体育活动成为了很多人茶余饭后的休闲模式，在这样的背景下，我国体育用品市场得到了大力发展。随着我国体育市场开放度不断的提升，目前整个体育用品市场呈现一片混战的场面，本土体育用品企业与国外体育用品企业纷纷抢占市场，各大体育用品商家采用各种营销手段提升自身的市场占有率。耐克作为老牌体育用品企业，在市场竞争中占据了很大的优势。不过在耐克发展过程中同样也面临巨大的市场压力，除了受到来自于阿迪达斯为代表的外资企业的竞争，同时我国本土体育用品企业也对其构成了很大的威胁，因此如何做好市场营销工作，尤其是针对华东市场做好营销管理工作成为了关键。基于此，本文以耐克华东地区中国市场营销策略为研究对象开展相应的研究。本文首先针对相关名词加以界定，同时就相关理论模型进行简单的描述。其次针对耐克公司中国华东市场营销环境进行细致的分析，并且就存在的营销问题进行研究。接着就耐克公司中国华东市场营销工作的开展提供相应的对策，并进行市场的细分。关键词：体育市场；耐克；营销策略；市场细分AbstractThecontinuousimprovementofpeople'slivingstandardsmakespeoplepaymoreattentiontophysicalhealth.Sportsactivitieshavebecometheleisuremodeofmanypeopleafterdinner.Underthisbackground,thesportsgoodsmarketinourcountryhasbeengreatlydeveloped.WiththecontinuousimprovementoftheopeningdegreeofthesportsmarketinChina,atpresentthewholesportsgoodsmarketpresentsasceneofmixedwarfare,andlocalsportsgoodsenterprisesandforeignsportsgoodsenterpriseshaveseizedthemarketoneafteranother.Majorsportinggoodsmerchantsuseavarietyofmarketingmeanstopromotetheirownmarketshare.Nike,asanestablishedsportinggoodsenterprise,occupiesagreatadvantageinthemarketcompetition.ButitdevelopedinNike.Chengalsofacestremendousmarketpressure,inadditiontothecompetitionfromforeignenterprisesrepresentedbyAdidas,atthesametime,thedomesticsportinggoodsenterprisesinChinaalsoposeagreatthreattothem,sohowtodoagoodjobinmarketingandmarketing,EspeciallyfortheEastChinamarkettodoagoodjobofmarketingmanagementhasbecomethekey.Basedonthis,thisarticletakesNikeEastChinamarketingstrategyastheresearchobjecttocarryonthecorrespondingresearch.Inthispaper,wefirstdefinetherelatednouns,anddescribetherelevanttheoreticalmodelssimplyatthesametime.Secondly,themarketingenvironmentofChinaEastChinaofNikeCompanyisanalyzedindetail,andtheexistingmarketingproblemsarealsodiscussed.Conductresearch.ThenNikeChinaEastChinamarketingworktoprovidecorrespondingcountermeasures,andmarketsegmentation.Keywords:Sportsmarket;Nike;Marketingstrategy;Marketsegment目录摘要..............................................................................................................................I目录...........................................................................................................................III1绪论.............................................................................................................................11.1选题背景..................................................................................................................11.2研究意义..................................................................................................................21.3国内外研究现状......................................................................................................21.4研究内容和方法..................................................
