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论耐克品牌的建立与推广


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论文字数:4500字, 论文类型:原创|付费, 论文费用:¥345

【摘要】

论耐克品牌的建立与推广

耐克公司作为当今世界上最大的经营运动产品的企业,其产品遍及全球市场。文章通过对耐克公司所实施的品牌战略分析,分析介绍了耐克公司的定位,它所应用的明星广告效应、网页营销策略,产品多元化,耐克版图的扩张,以及它的营销渠道,指出耐克公司品牌战略的特征和优势,从而诠释了耐克公司成功的秘诀。最后对耐克品牌的营销策略给予了评价和建议。

关键词:耐克;企业文化;广告明星;品牌;市场营销
 
Abstract

Nike as the world's largest business sports products, its products in the global market. Based on the analysis of the implemented on Nike's brand strategy, this paper introduces the positioning of Nike, the application of celebrity, web marketing strategy, product diversification, the expansion of the territory of the Nike, and its marketing channel. It is pointed out that the characteristics and advantages of the Nike brand strategy, so as to explain the secret of the success of Nike. Finally, the Nike brand marketing strategy to give the evaluation and recommendations.

Key words: Nike; enterprise culture;development prospects;Advertising star brand marketing

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