市場營銷外文文獻翻譯

1、<p><b>　　外文文獻翻譯</b></p><p>　　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

2、 China sporting goods industry leader. In this paper we will from Nike, Nike lining lining the development the core value to discuss the lining and Nike in the cultural difference. </p><p>　　We then aiming a

3、t 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 s

4、logan is" Just do it", lining was replaced with a new slogan" Make the Change ( make change happen )" replaced the original" Anything is possible ( everything is possible. )".</p><

5、;p>　　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 them, high profits. The business could also be developed inter

6、nationally, 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

7、richer generation of consumers. There are also global marketing even</p><p>　　Product development offers Nike many opportunities. The brand is fiercely defended by its owners whom truly believe that Nike is

8、not a fashion brand. However, 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 ow

9、n opportunities, since product could become unfashionable before it wears out i.e. consumers need to replace shoes. </p><p>　　Lining, Nike is take self-expression way of positioning, can exhibit the unique b

10、rand 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 similar c

11、onsumer 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 positioni</p><p>

12、　　The market for sports shoes and garments is very competitive. The 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

13、an extent is no longer a basis for sustainable competitive advantage. Competitors are developing alternative brands to take away Nike's market share. </p><p>　　As discussed above in weaknesses, the retai

14、l 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

15、 street to compare prices for the exactly the same item, and buy the cheaper of the two. Such consumer price sensitivity is a potential external threat to Nike. </p><p>　　If you have a body, you are an athle

16、te - 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 pursues its destiny. Ours is a language of sports, a universally understood lexicon of

17、passion and competition. A lot has happened at Nike in the 30 years More ……</p><p>　　So we discussed below lining Nike market positioning and their respective market differentiation strategy. It is because t

18、hey each find themselves in the market are in the best position and strategy, it is the two brand to become the leader of the important reasons.</p><p>　　李寧、耐克都是采取自我表現(xiàn)的定位方式，可以展示品牌的獨特形象，宣揚獨特個性，讓品牌成為消費者表達個人價值觀

19、、表現(xiàn)自我的一種載體和媒介。李寧和耐克的目標顧客都是年輕人，是一個相似的消費人群。但他們都有著各自的情況一個是來自美國的國外品牌，一個是國內(nèi)的民族品牌之所以他們都能夠成功，因為他們都采用了適合自身的各種定位和市場策略。所以我們在下文中討論李寧耐克的市場定位和他們各自的市場差異化策略。真是因為他們各自找到了自己在市場中的最佳位置和策略，這才是這兩種品牌能夠成為領先者的重要原因。</p><p>　　李寧與耐克的較量

20、，其實是從李寧這個品牌一誕生就開始了，但是近5年，彼此雙方才開始真正感覺到對手帶來的強勁壓力。當成熟的耐克全面登陸中國市場，計劃一如在自己家門口一樣“橫掃千軍”時，卻發(fā)現(xiàn)自己看著成長起來的李寧品牌，自己曾不認為能夠成為對手的李寧公司，似乎依然保持著從創(chuàng)立開始時就有的那股強勁的生命力，在各個領域開始頻頻與自己短兵相接。而對于李寧來講，要成為全球性品牌的關鍵之一，就是如何在本土市場成功阻擊“洋品牌”，否則一個連本土市場都守不住的品牌，去奢談

21、什么國際化無疑是天方夜譚。</p><p>　　目前，在大眾體育用品的高端市場，Nike，Adidas一個稱霸籃球領域，一個瞄準足球市場，地位已經(jīng)是固若金湯。國際大的體育運動賽事，基本上都被這兩家壟斷，雖然也有其它一些國外的中檔運動品牌參與，但在職業(yè)競技的領域，耐克和阿迪達斯兩家絕對是勿庸置疑的“霸主”。而國產(chǎn)品牌李寧憑借在二、三級市場的有利地位，才在整個體育市場份額排名中獲得與國際品牌一爭天下的權力。其它國產(chǎn)品

22、牌仰仗整個運動裝市場的上升態(tài)勢而盈利，尤其是在二、三級體育用品市場中一爭高下，卻無力從高端國際品牌的杯中分羹。</p><p>　　隨著人們生活水平和觀念的提升，人們對于運動的關注度越來越高，尤其是青少年。這樣廣闊的市場將會帶來無窮的收益，耐克抓住這個潮流，將自己的目標市場定位為熱愛運動的人。在確定目標市場的同時，耐克在產(chǎn)品設計、研發(fā)上也以更專業(yè)的態(tài)度打造一流的運動裝備，為運動人帶來安全和舒適。在品牌傳播方面，耐

23、克更是秉承運動這一主題，宣揚運動精神，將耐克與運動結合在一起。當看到更多的運動人士穿著耐克鞋馳騁在運動場上的時候，我們發(fā)現(xiàn)耐克的目標市場定位是如此的準確。</p><p>　　李寧一直在致力于將自己的目標市場定位為年輕人，年齡在14～28歲之間，學生為主，大中城市，喜愛運動，崇尚新潮時尚和國際化的流行趨勢的人群。但據(jù)統(tǒng)計真正購買李寧牌體育用品的核心消費者年齡卻在18～45歲之間，居住在二級城市，中等收入，非“體育

24、用品的重度消費者”。因此2010年李寧正是修改了自己的logo，并且將將宣傳口號改為“Make the Change”(讓改變發(fā)生)，以求能夠更加吸引年輕人的目光，這樣做的直接后果是可能丟掉原先的忠實顧客 位所熱愛運動的人不會傷害部分消費者，能受到更多的人的追捧。</p><p>　　耐克考慮拋棄傳統(tǒng)制鞋過程中那些剪裁、縫合和粘貼的過程。因為只有這樣才有可能制造出更輕盈的鞋。在材料的選擇上給出建議也是他們的工作。

25、最終他們建議耐克公司采用一種同時具備彈性和耐久性，并且厚度和強度均可變化的滌綸紡線，這種紡線可以加入萊卡材料而不影響使用。在穿上新鞋子之前，我們只能這樣形容：它比你抽屜里的任何襪子都要輕、都要柔軟，被稱為“羽量材料”—像羽毛一樣輕盈和柔軟。耐克公司新的制鞋技術不僅迎合了運動員們的更高需求，也可能會給自己的生產(chǎn)模式帶來變革。</p><p>　　在產(chǎn)品開發(fā)方面，李寧公司在佛山建立了亞洲一流的產(chǎn)品設計開發(fā)中心，引進了

26、國際先進的開發(fā)管理機制，并聘請了國內(nèi)外一流的設計師、版師、以及專業(yè)的開發(fā)管理人才，加強市場調(diào)研和設計開發(fā)力量，保證了公司產(chǎn)品的技術更新，形成了開拓國際市場的能力。體育產(chǎn)品的專業(yè)化作為一個中國體育用品行業(yè)的發(fā)展方向，得到了越來越多廠家的重視。而作為中國體育第一品牌李寧在這次展會中所推出的專業(yè)運動產(chǎn)品顯示著中國體育用品技術含量正在逐步提高，也寓示著中國體育用品產(chǎn)業(yè)的發(fā)展水平正逐步與國際接軌。</p><p>　　在李

27、寧與耐克的比較中我們可以看出他們各自的定位差異，也發(fā)現(xiàn)李寧在很多方面的不足。如在創(chuàng)新方面就略顯不足了，其產(chǎn)品運動屬性較弱，科技含量低。雖然相對其他本土企業(yè)，李寧公司具有科技優(yōu)勢，但科技含量、創(chuàng)新和提高運動表現(xiàn)方面均落后于耐克。這也是消費者更喜歡耐克的原因?？梢娖放频膭?chuàng)新具有極其重要的作用。雖然耐克和李寧的品牌策劃都是很成功的。但耐克比李寧更具優(yōu)勢。李寧只是本土品牌中處于領導地位，而耐克是國際體育用品行業(yè)中絕對的領導者。從耐克與李寧品牌策