摘 要本文结合市场营销策略相关理论，对耐克中国公司的外部营销环境和公司内部环境进行分析，对耐克公司中国市场营销策略进行深入研究，总结出耐克中国公司存在的问题，并提出如下优化建议：耐克中国公司在生产环节存在产品的质量问题，应该加强品控和产品保护设计，保护运动者身体健康；同时在设计中国元素产品，耐克中国公司缺乏对于中国文化的了解产生的不良影响，应该加强重视避免发生；还应在销售环节加强对代理商的线下店铺监管，避免顾客购物体验不佳，采用考核机制，重视线下店员工的培训，以便更好地提升销量。最后根据耐克公司的优势和劣势分析，提出针对国内运动品牌发展的建议。关键词: 营销策略；耐克中国公司；波士顿矩阵；4p 理论AbstractThis article combines the relevant theories of marketing strategies, analyses Nike's internal and external Chinese distribution environment, analyses Nike's Chinese marketing strategy and summarize.Nike's Chinese has product quality problems in the production process. It should strengthen quality control and product protection design to protect the physical health of athletes. At the same time, when designing Chinese element products, Nike's lack of understanding of Chinese culture has adverse effects, and it should strengthen its avoidance It should also strengthen the supervision of offline stores of agents during the sales process to avoid a poor shopping experience for customers, adopt an assessment mechanism, and attach importance to the training of offline store employees in order to better increase sales. Finally, analysis based on Nike's strengths and weaknesses, this article contains some proposals for the development of local sports brands.Key words: Marketing strategy; Nike's Chinese; Boston matrix; 4p theory目 录1 引言.............................................................51.1 研究背景及意义..............................................51.1.1 研究背景...............................................51....
