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
4、them, 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
5、of 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. Howeve
6、r, 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 replac
7、e 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
8、 similar 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.
9、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 an extent is no longer a basis for sustainable competitive advantage. Competitors are developing alternative brands to take away Nikes market sh
10、are. 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 th
11、e exactly 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 pu
12、rsues 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 themse
13、lves in the market are in the best position and strategy, it is the two brand to become the leader of the important reasons. 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
14、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
15、不住的品牌，去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 14 28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
