浅析耐克中国的情感广告策略

浅析耐克中国的情感广告策略

摘要：随着竞争的加剧，产品日益同质化，人们的消费观念和消费习惯发生了显著的变化，从注重商品的理性价值转变为注重商品的情感价值，感性消费大行其道。着力表现消费者的情感需求和精神追求的情感广告应运而生，显现出在品牌营销中的突出优势。本文阐述了感性消费时代情感广告产生的背景和表现形式，以耐克中国的情感广告为例，分析情感广告的具体策略，为同类品牌进行情感营销提供借鉴。
关键词：情感广告；广告策略；耐克中国

The emotional advertising strategy Of Nike China
 
Abstract: With the intensifying competition，product homogeneity becomes universal. The concept of people’s consumption and consumer habits has undergone significant changes. What the Consumer concern turn to the emotional value. The perceptual consumption has been popular. The emotional advertising that represents consumer’s emotion and spirit comes into being, and reveals obvious advantage. This paper illustrates the background and forms of emotional advertising on the emotional age, and analyzes the emotional advertising strategy of Nike China, in order to afford reference for the same kind brand.
Key words: emotional advertising; Advertising strategy; Nike China
随着竞争的加剧，产品日益同质化，人们的消费观念和消费习惯发生了显著的变化，从注重商品的理性价值转变为注重商品的情感价值。

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