耐克品牌（天津）体验店营销策略分析摘要：本文以体育运动用品中国市场环境为背景，主要探讨耐克品牌在天津市场上的营销策略，并对近年体育产业的变化进行分析，指出耐克必须应对的环境变化，遇到的挑战和未来的市场机遇。在竞争对手的紧追不舍下，如何保持市场份额的持续增长，实现差异化竞争是作为一个销售管理人员必须思考的问题，通过大学课程中学到的市场营销理论，与自己曾在耐克公司的的工作经验相结合，探讨耐克未来的市场发展，使企业在市场竞争中保持领先的优势。通过本文的研究，可以为耐克未来的发展提供参考意见，并对其它运动品牌的发展和规划提供借鉴意义。关键词：体育运动品牌，耐克，渠道策略StudiesontheMarketingStrategiesofNIKETianjinAbstractAbstract:Inthispaper,theChinesemarketenvironmentisthebackground,mainlydiscussesthemarketingstrategyofNikebrandintheChinesemarket,andanalyzesthechangesofChina'ssportsindustry,pointedoutthatNikehastodealwiththeenvironmentalchanges,thechallengesencounteredandfuturemarketopportunities.Inthecompetitor'spursuit,howtomaintainsustainedgrowthinmarketshare,torealizethepoordissimilatioricompetitionisasasalesmanagermustthinkabouttheproblem,theauthorintendstothroughMBAstudyofmarketingtheory,andhisworkingexperienceinNike'scombinationofNikeinChina'shugemarketdevelopment,sothatenterprisesinthemarketcompetitiontomaintainaleadingedge.Throughthisstudy,wecanprovidereferenceforthefuturedevelopmentoftheChinesemarketintheChinesemarket,andprovidereferenceforothersportsbrandsinChina'smarketdevelopmentandplanning.KeyWords:Marketstrategy;Ecommerce;Nike;目录一、绪论...........................................................5（一）研究的目的.......................................................................................................5（二）研究的意义.......................................................................................................5二、耐克天津市场内外部环境分析......................................6（一）宏观环境分析...................................................................................................6（二）市场分析...........................................................................................................7（三）竞争分析...........................................................................................................7（四）内部环境分析...................................................................................................8（五）SWOT分析.......................................................................................................9三、耐克天津目标市场决策与市场定位.................................10（一）目标市场选择.................................................................................................10（二）市场定位.........................................................................................................11四、耐克营销策略组合...............................................11（一）产品策略.........................................................................................................11（二）价格策略.........................................................................................................12（三）渠道策略.........................................................................................................13五、耐克天津营销策略实施保障......................................14（一）业务管理流程优化...................................................................
