^¤åºKn(Abstract)
Fashion of any product will undoubtedly bring about a potentially huge market and profitability. Thus, how to create a trend and popularize a product for consumers will be the focus and motivation for this thesis. Currently, one case study is Nike¡¦s extraordinarily successful marketing strategies to popularize many of its products. Therefore, this research intends to thoroughly study Nike¡¦s marketing strategies to popularize products and to investigate the possibility of successfully applying Nike¡¦s marketing methodologies to the sales of other products in the future.
This case study research will be divided into four parts:
The Growth and Development of Nike Corporation.
Nike¡¦s successful marketing strategic models.
The key factors contributing to Nike¡¦s marketing success.
How to effectively utilize Nike¡¦s successful methodologies to develop other trendy products.
This research has the following conclusions:
Trendy products can utilize advertising and understanding of consumer perception models to create vertical integration and profitability.
In Nike¡¦s case study, we find that Nike instills unambiguous product recognition, and then overtly uses product adoration, celebrity advocates, descriptive rationality, audience interaction, experience economy, and experience marketing strategies. Calculating and precise advertising arrangements can create real product and customer interaction, enabling each product to become the leader of the trend or popularity. This is the cornerstone strategy of Nike¡¦s marketing success.
Understanding Nike Corporation¡¦s successful product marketing methodology, we observe similar strategies being used in the promotion of the Guess brand products and the Brother¡¦s baseball team. This proves that Nike¡¦s successful marketing strategies can emulated broadly for the promotion of many products.
ÃöÁä¦r(Keyword)
NIKE(@¦N)¡Apopularize(¬y¦æ)¡Afashion (¬y¦æ)¡Aproduct(²£«~)¡Astrategy(µ¦²¤)¡Asuccessful(¦¨¥\)¡A
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0825104-155210 |
| Date | 25 August 2004 |
| Creators | Chen, Su-Chen |
| Contributors | Stephen D. Tsai, Tungching Lin, Ying-Fang Huang |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0825104-155210 |
| Rights | unrestricted, Copyright information available at source archive |
Page generated in 0.0022 seconds