耐克营销经验对我国体育用品企业的启示

Inspiration of Nike's Marking Experience to China's Sporting Goods Enterprises

本文采用文献资料、案例分析法等研究方法,从文化角度分析了耐克公司的营销经验。认为耐克的文化营销是一个从引起消费者关注,到提升消费者体验,再到稳固消费者情感,最终培养消费者忠诚的作用过程。我国的体育用品企业在营销中存在理念不明确、品牌内涵缺乏、以自我利益为核心、营销策略单一等问题。最后,针对耐克的营销经验启示我国体育用品企业应该树立"以顾客为中心"的营销理念;打造品牌核心价值,突出品牌内涵;"以人为本",注重企业文化建设;创新文化营销策略。

Using the methods of literature study and case analysis, the article analyzes the marketing experience of Nike from the aspect of culture. Nike ＇s cultural marketing is a course of attracting consumers ＇ attention, improving consumers ＇ experience, stabilizing consumers ＇ emotion and finally cultivating consumers ＇faithfulness. There are problems in the marketing of China ＇s sporting goods enterprises such as the undefined concept, lack of brand connotation, centering on self interests, single marketing strategy, etc. The marketing experience of Nike offers us a revelation that our sporting goods enterprises should form a customer-oriented concept, enhance the core value of the brands, highlight the brand connotation, lay stress on the object of people-oriented and enterprise cultural construction and innovate in cultural marketing tactics.