全球營銷nike耐克的stp戰(zhàn)略分析(編輯修改稿)
2025-02-27 10:07 本頁面
【文章內(nèi)容簡介】 sports areas of expertise, and even in the unpopular gymnastics, Nike also successfully launched the first gymnast shoes in , in the most popular areas such as the football, basketball, running, Nike introduce new products no less than ten thousand annually ,which is almost suitable for all populations perfectly. Strategy to select target market segments Choosing target markets Market positioning The strategies of market positioning The steps of market positioning Market positioning ① Analysis of the status of the target market, to confirm the potential petitive advantage of the enterprise The steps of market positioning Market positioning ? In contrast, business petitors, product quality, though not as Nike, and its ability to grow in the future can not be denied. Anta Xtep market share in lowend products is also very high, Anta be among other sports brand in the Chinese market, Adidas, Li Ning, Jordan, Anta, Xtep, etc., are direct petitors of Nike. Go to another piece of Nike39。s broad market instead of other brands, will be developed. The steps of market positioning Market positioning ② ? Accurately select petitive advantage, the initial position of the target market ? enterprise core petitive advantage positioning, Nike advantage of scientific and technological research and development, brand awareness. The steps of market positioning Market positioning ③ Display a unique petitive advantage and repositioning to develop a strategy to play a central petitive advantage. Own advantages, Nike main scientific and technological content of the promotional products, product quality, and fort, and the superstar strategy to strengthen product promotion, and achieved good results. Market positioning The steps of market positioning ① ? product differentiation strategy: ? Nike also intend to in the future to further refine the product market. NIKE ID launched in 2023, such as business, consumer business by way of online selfdesigned, can design their favorite color, style, special mark, which provides more freedom of choice for consumers. The strategies of market positioning Market positioning ② Image differentiation strategy: an image representative of all the world, Nike is one of the signs around the world most people recognize. To understand Nike39。s success with the corporate culture for its understanding of the signs is essential, because it is the Nike brand bees ubiquitous a mercial logo. Too wellknown that in the Nike ad I saw to the Nike logo, and do not see the name of the pany, because they have a full grasp of people see
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