浅谈耐克成功的营销模式

该论文集中分析了耐克在体育用品中成功的营销地位。“耐克”是希腊女神的名字，其商标象征着希腊女神翅膀的羽毛。耐克公司自成立至今，不断探索创新营销模式，并不惜重金邀请世界顶级运动员作为品牌代言人。目前成为家喻户晓的运动品牌。
为了支撑这一主题，该论文分五大部分：第一部分对耐克公司建立的背景及品牌的故事做以概述；第二部分对耐克的发展历程、生产流程及主要产品进行介绍；第三部分分析耐克独有的营销优势；第四部分为结论，重申主题。

关键词：耐克公司；发展；品牌推广；营销模式
Abstract

This present paper concentrates on an analysis of Nike’s marketing success in sporting goods. Nike is the name of a Greek goddess, and its trademark symbolizes her wing feathers. Since Nike Company was established, it has been constantly exploring and innovating, and spares no expense to invite the world's top athletes as the brand spokesmen. At present, it becomes the widely known sports brand.
To support the thesis, the paper is divided into five parts. Part one gives a summary of Nike’s establishment background and the brand’s story. Part two introduces Nike’s development course, production procedure and the main products. Part three describes the special marketing patterns of Nike. Part four is the conclusion, restating the thesis of the paper.

Key words: Nike Company; the development; the brand promotion; the marketing pattern

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