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郑州大学西亚斯国际学院本科毕业论文题目李宁和耐克的品牌定位策略对比分析指导教师薛熹职称研究生学生姓名余荣泉学号20103216214专业市场营销班级二班院（系）商学院工商管理系完成时间2012年4月25日李宁和耐克的品牌定位策略对比分析II李宁和耐克的品牌定位策略对比分析I李宁和耐克的品牌定位策略对比分析摘要耐克、李宁，对大家来说，是再熟悉不过的运动品牌了。在美国，有高达七成的青少年的梦想是有一双耐克鞋。李宁则是中国体育用品行业的领先者。在论文中我们将从李宁耐克的发展、李宁耐克的核心价值来论述李宁和耐克在文化上的区别。我们再针对李宁耐克所处政治、经济、文化、技术等方面的宏观环境进行分析。在品牌定位方面，耐克和李宁都才采用了自我表现的定位，耐克的口号是“Justdoit”,李宁则换成用全新口号“MaketheChange(让改变发生)”代替了原来的“Anythingispossible(一切皆有可能)”。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李宁和耐克的品牌定位策略对比分析II因。关键词：定位策略/耐克/李宁/品牌定位LiningAndTheNikeBrandPositioningStrategyAnalysisABSTRACTNike,lining,foreveryone,isafamiliarsportsbrand.IntheUnitedStates,havehighamountedto70%TeenDreamistohaveapairofNikeshoes.LiningistheChinasportinggoodsindustryleader.InthispaperwewillfromNike,NikeliningliningthedevelopmentthecorevaluetodiscusstheliningandNikeinthe李宁和耐克的品牌定位策略对比分析IIIculturaldifference.WethenaimingattheNikeliningthepolitics,economy,culture,technologyandotheraspectsofthemacroscopicenvironmentanalysis.Inthebrandpositioning,Nikeandliningareonlyusedaself-expressionpositioning,Nike'ssloganisJustdoit,liningwasreplacedwithanewsloganMaketheChange(makechangehappen)replacedtheoriginalAnythingispossible(everythingispossible.).Lining,Nikeistakeself-expressionwayofpositioning,canexhibittheuniquebrandimage,promoteauniquepersonality,sothatthebrandhasbecometheexpressionofconsumerpersonalvalues,selfexpressionofacarrierandmedia.LiningandNiketargetcustomersareyoungpeople,isasimilarconsumergroups.ButtheyallhavetheirownoneisfromtheUnitedStatesforeignbrands,isadomesticnationalbrandistheycanbesuccessful,becausetheyareusedfortheirownvariouspositioningandmarketingstrategies.SowediscussedbelowliningNikemarketpositioningandtheirrespectivemarketdifferentiationstrategy.Itisbecausetheyeachfindthemselvesinthemarketareinthebestpositionandstrategy,itisthetwobrandtobecometheleaderoftheimportantreasons.KEYWORDS：positioningstrategyNikeliningbrandpositioning目录中文摘要.............................................................................................I英文摘要............................................................................................II前言.....................................................................................................11定位的概念及内容........................................................................21.1定位概念................................................................................21.2品牌定位理论及意义............................................................31.3定位的含义............................................................................32李宁耐克简介及发展....................................................................42.1李宁公司的简介及发展........................................................42.1.1李宁公司的简介............................................................42.1.2李宁公司的发展............................................................52.2耐克的简介及发展................................................................62.2.1李宁公司的简介............................................................62.2.2李宁公司的发展............................................................62.3李宁品牌的核心价值观........................................................72.4耐克品牌的核心价值观........................................................73李宁耐克的环境分析....................................................................83.1李宁耐克所处的宏观环境分析............................................83.1.1政治环境........................................................................83.1.2经济环境........................................................................9李宁和耐克的品牌定位策略对比分析13.1.3社会文化环境................................................................93.1.4李宁产品技术环境......................................................103.1.5耐克产品技术环境......................................................103.2运动品牌行业环境分析......................................................114李宁耐克SWOT分析....................................................................134.1李宁SWOT分析....................................................................134.1.1李宁的优势..................................................................134.1.2李宁的弱势..................................................................144.1.3李宁的机会..................................................................154.1.4李宁的威胁..................................................................154.2耐克SWOT分析....................................................................164.2.1耐克的优势..................................................................164.2.2耐克的弱势..................................................................164.2.3耐克的机会..................................................................174.2.4耐克的威胁..................................................................175产业结构分析..............................................................................185.1行业现有的竞争状况.............................................