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1、外文文献翻译Nike, lining, for everyone, is a familiar sports brand. In the United States, have high amounted to 70% Teen Dream is to have a pair of Nike shoes. Lining is the China sporting goods industry leader. In this paper we will from Nike, Nike lining lining the development the core value to discuss
2、the lining and Nike in the cultural difference. We then aiming at the Nike lining the politics, economy, culture, technology and other aspects of the macroscopic environment analysis. In the brand positioning, Nike and lining are only used a self-expression positioning, Nike s slogan is Just do it,
3、lining was replaced with a new slogan Make the Change ( make change happen ) replaced the original Anything is possible ( everything is possible. ).There is also the opportunity to develop products such as sport wear, sunglasses and jewellery. Such high value items do tend to have associated with th
4、em, high profits. The business could also be developed internationally, building upon its strong global brand recognition. There are many markets that have the disposable income to spend on high value sports goods. For example, emerging markets such as China and India have a new richer generation of
5、 consumers. There are also global marketing events that can be utilised to support the brand such as the World Cup (soccer) and The Olympics. Product development offers Nike many opportunities. The brand is fiercely defended by its owners whom truly believe that Nike is not a fashion brand. However,
6、 like it or not, consumers that wear Nike product do not always buy it to participate in sport. Some would argue that in youth culture especially, Nike is a fashion brand. This creates its own opportunities, since product could become unfashionable before it wears out i.e. consumers need to replace
7、shoes. Lining, Nike is take self-expression way of positioning, can exhibit the unique brand image, promote a unique personality, so that the brand has become the expression of consumer personal values, self expression of a carrier and media. Lining and Nike target customers are young people, is a s
8、imilar consumer groups. But they all have their own one is from the United States foreign brands, is a domestic national brand is they can be successful, because they are used for their own various positioning and marketing strategies.The market for sports shoes and garments is very competitive. The
9、 model developed by Phil Knight in his Stamford Business School days (high value branded product manufactured at a low cost) is now commonly used and to an extent is no longer a basis for sustainable competitive advantage. Competitors are developing alternative brands to take away Nikes market share
10、. As discussed above in weaknesses, the retail sector is becoming price competitive. This ultimately means that consumers are shopping around for a better deal. So if one store charges a price for a pair of sports shoes, the consumer could go to the store along the street to compare prices for the e
11、xactly the same item, and buy the cheaper of the two. Such consumer price sensitivity is a potential external threat to Nike. If you have a body, you are an athlete - Bill Bowerman said this a couple of decades ago. The guy was right. It defines how he viewed the world, and it defines how Nike pursu
12、es its destiny. Ours is a language of sports, a universally understood lexicon of passion and competition. A lot has happened at Nike in the 30 years More So we discussed below lining Nike market positioning and their respective market differentiation strategy. It is because they each find themselve
13、s in the market are in the best position and strategy, it is the two brand to become the leader of the important reasons.待添加的隐藏文字内容2李宁、耐克都是采取自我表现的定位方式，可以展示品牌的独特形象，宣扬独特个性，让品牌成为消费者表达个人价值观、表现自我的一种载体和媒介。李宁和耐克的目标顾客都是年轻人，是一个相似的消费人群。但他们都有着各自的情况一个是来自美国的国外品牌，一个是国内的民族品牌之所以他们都能够成功，因为他们都采用了适合自身的各种定位和市场策略。所以我们在下
14、文中讨论李宁耐克的市场定位和他们各自的市场差异化策略。真是因为他们各自找到了自己在市场中的最佳位置和策略，这才是这两种品牌能够成为领先者的重要原因。李宁与耐克的较量，其实是从李宁这个品牌一诞生就开始了，但是近5年，彼此双方才开始真正感觉到对手带来的强劲压力。当成熟的耐克全面登陆中国市场，计划一如在自己家门口一样“横扫千军”时，却发现自己看着成长起来的李宁品牌，自己曾不认为能够成为对手的李宁公司，似乎依然保持着从创立开始时就有的那股强劲的生命力，在各个领域开始频频与自己短兵相接。而对于李宁来讲，要成为全球性品牌的关键之一，就是如何在本土市场成功阻击“洋品牌”，否则一个连本土市场都守不住的品牌，去
15、奢谈什么国际化无疑是天方夜谭。目前，在大众体育用品的高端市场，Nike，Adidas一个称霸篮球领域，一个瞄准足球市场，地位已经是固若金汤。国际大的体育运动赛事，基本上都被这两家垄断，虽然也有其它一些国外的中档运动品牌参与，但在职业竞技的领域，耐克和阿迪达斯两家绝对是勿庸置疑的“霸主”。而国产品牌李宁凭借在二、三级市场的有利地位，才在整个体育市场份额排名中获得与国际品牌一争天下的权力。其它国产品牌仰仗整个运动装市场的上升态势而盈利，尤其是在二、三级体育用品市场中一争高下，却无力从高端国际品牌的杯中分羹。随着人们生活水平和观念的提升，人们对于运动的关注度越来越高，尤其是青少年。这样广阔的市场将会
16、带来无穷的收益，耐克抓住这个潮流，将自己的目标市场定位为热爱运动的人。在确定目标市场的同时，耐克在产品设计、研发上也以更专业的态度打造一流的运动装备，为运动人带来安全和舒适。在品牌传播方面，耐克更是秉承运动这一主题，宣扬运动精神，将耐克与运动结合在一起。当看到更多的运动人士穿着耐克鞋驰骋在运动场上的时候，我们发现耐克的目标市场定位是如此的准确。李宁一直在致力于将自己的目标市场定位为年轻人，年龄在1428岁之间，学生为主，大中城市，喜爱运动，崇尚新潮时尚和国际化的流行趋势的人群。但据统计真正购买李宁牌体育用品的核心消费者年龄却在1845岁之间，居住在二级城市，中等收入，非“体育用品的重度消费者”
17、。因此2010年李宁正是修改了自己的logo，并且将将宣传口号改为“Make the Change”(让改变发生)，以求能够更加吸引年轻人的目光，这样做的直接后果是可能丢掉原先的忠实顾客 位所热爱运动的人不会伤害部分消费者，能受到更多的人的追捧。耐克考虑抛弃传统制鞋过程中那些剪裁、缝合和粘贴的过程。因为只有这样才有可能制造出更轻盈的鞋。在材料的选择上给出建议也是他们的工作。最终他们建议耐克公司采用一种同时具备弹性和耐久性，并且厚度和强度均可变化的涤纶纺线，这种纺线可以加入莱卡材料而不影响使用。在穿上新鞋子之前，我们只能这样形容：它比你抽屉里的任何袜子都要轻、都要柔软，被称为“羽量材料”像羽毛一
18、样轻盈和柔软。耐克公司新的制鞋技术不仅迎合了运动员们的更高需求，也可能会给自己的生产模式带来变革。在产品开发方面，李宁公司在佛山建立了亚洲一流的产品设计开发中心，引进了国际先进的开发管理机制，并聘请了国内外一流的设计师、版师、以及专业的开发管理人才，加强市场调研和设计开发力量，保证了公司产品的技术更新，形成了开拓国际市场的能力。体育产品的专业化作为一个中国体育用品行业的发展方向，得到了越来越多厂家的重视。而作为中国体育第一品牌李宁在这次展会中所推出的专业运动产品显示着中国体育用品技术含量正在逐步提高，也寓示着中国体育用品产业的发展水平正逐步与国际接轨。在李宁与耐克的比较中我们可以看出他们各自的定位差异，也发现李宁在很多方面的不足。如在创新方面就略显不足了，其产品运动属性较弱，科技含量低。虽然相对其他本土企业，李宁公司具有科技优势，但科技含量、创新和提高运动表现方面均落后于耐克。这也是消费者更喜欢耐克的原因。可见品牌的创新具有极其重要的作用。虽然耐克和李宁的品牌策划都是很成功的。但耐克比李宁更具优势。李宁只是本土品牌中处于领导地位，而耐克是国际体育用品行业中绝对的领导者。从耐克与李宁品牌策略的比较分析中可以发现，一个企业要想在社会中立足，必须制定好正确的品牌策略。
