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论文编号：	2730
作者编号：	2120082314
上传时间：	2010/11/26 10:33:11
中文题目：	耐克公司AirJordan品牌管理研究
英文题目：	Research of Brand Management of Nike''s AirJordan
指导老师：	白长虹
中文关键字：	品牌;品牌营销管理;品牌资产;耐克
英文关键字：	Brand;Brand Marketing Management;Brand Equity;Nike
中文摘要：	品牌是如今企业走向成功不可或缺的法宝。创造和培育一个品牌将给企业带来巨大的挑战。在市场竞争日益激烈的今天，现代营销的核心问题就是品牌营销，其关键性的问题就是企业如何进行品牌的长期管理，亦是关于品牌如何构建、培育和品牌优势塑造的战略问题。而企业要想基业长青，除了首先要制定清晰而正确的企业战略，还需要而后将战略付诸于实践，形成企业自己一套强大的、可操作的、可持续赢利的品牌管理模式。在此基础上，企业将通过品牌向社会展现自己。我国很多企业的品牌营销策略也一直处于探索阶段。品牌营销在西方的发展尤其是在美国已经有许多年的历史了，但要在我国取得成功，不能生搬硬套，要符合我国的市场行情。 本文以耐克公司AirJordan品牌作为研究对象，以基于顾客的品牌资产战略品牌管理作为理论基础，用案例研究的方式对其实行品牌管理的始末进行了细致的研究，同时分析了品牌管理对于AirJordan取得成功的关键性，重点讨论了品牌管理在品牌营销中起到的作用。本文旨在通过AirJordan品牌营销方案来探讨品牌管理在今后产品竞争中以及在企业迈向成功的过程中占有怎样的比重，希望通过AirJordan的个案，为我国的企业进行以品牌管理为基础的品牌营销提供一些指导和建议，让我国的民族品牌尽可能的成熟完善，也最大程度的发挥它的作用。
英文摘要：	Branding is the vital weapon on the road to success for companies today. To create and foster a brand poses a great challenge for companies. With the increasingly fierce competition in the market today, the core issue of modern marketing is brand marketing, of which the key problem is for companies to make long-term management of their brands. It is also a strategic problem about how to construct and foster a brand, as well as brand advantage modeling. Any enterprise that aims to be built to last will not only have to make clear and proper enterprise strategies in the first place, but also put the strategies to test to form a set of powerful and workable brand management model with sustainable profitability. On that basis, an enterprise will make itself known to the society through its brand. The brand marketing strategies of many companies in China are still in an exploratory stage. Brand marketing, long been practiced in western countries, especially in the United States, has to be tailered to the Chinese home market without indiscriminate application in order to achieve domestic success. Taking Nike AirJordan as the research object, based on the theory of customer-oriented brand equity strategy and brand management, this thesis conducted an intensive research of AirJorndan’s brand management history through case studies. At the same time, this thesis analyzed the key role of brand management in the success of Air Jordan, focusing on the role of brand management in brand marketing. Through the analysis of AirJordan brand marketing program, this thesis aims to discuss to what extent is brand management important in product competition and ultimately for companies to achieve success. This thesis is expected to provide some instructions and advice for Chinese companies to conduct brand marketing based on brand management, to help Chinese national brands mature and perfect as much as possible and bring them into full play.
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