耐克品牌形象的国际传播机制

The International Transmission Mechanism of Nike's Brand Image

探索耐克品牌形象的市场营销机制和国际传播机制,研究认为,耐克品牌要想转变为市场导向型公司,必须依靠大量的广告投放。耐克品牌形象的营销机制集中反映在耐克城市形象的风格设计上。耐克公司历史上的种种变革,为耐克公司打开了一个进入国际市场深处的入口。

This paper explores the marketing mechanism and international transmission mechanism of Nike＇s brand image. The study concludes that in order to transform into the market-oriented company, Nike brand must rely on a lot of advertising. The marketing mechanism of Nike＇s brand image is reflected in the style design of Nike＇s city image. The reforms of Nike in history provide an entrance for it to enter into the international market.