Nike is the market leader in terms of sports apparel and shoes. The success of Nike is based on not only their ultimate and functional designs but also the millions of dollars spent on marketing campaigns. The marketing strategy of Nike is excellent in many facets and has valuable lessons to learn from. From its humble beginnings as a small sports shoe company to its current status as a global behemoth in the athletic apparel industry, Nike’s journey has been worth penning down in detail.
目錄
耐吉的行銷策略：行銷組合
What are the key components of Nike’s marketing strategy? The STP management of Nike starts with the 4Ps, product, place, promotion, and price, all marketers know about that. But what makes it different? Let’s break it down to do a brief analysis.
- 看板: Let’s be honest, compared to other footwear brands, Nike products are aesthetically unique in design, with undeniably high quality. And Nike has taken pride in maintaining this reputation in the industry for decades.
- 價格：耐吉根據細分市場實施不同的定價策略，這是一個明智之舉。
- 基於價值的定價：Nike認為，以盡可能低的價格出售商品可能不會增加銷量，相反，專注於以正確的價格提供最高品質的商品是提供無縫客戶體驗的最佳方式。
- 溢價定價：如果您是 Nike 的粉絲，您可能會夢想擁有一雙限量版 Air Jordan。 這種設計屬於耐吉的溢價，提高了其產品的感知價值。 這種商品價格模型旨在產生高度的品牌忠誠度和尖端技術。
- 優惠: According to Statista, in the 2023 financial year alone, Cost for Nike’s advertising and promotion amounts to approx. 4.06 billion U.S. dollars. That same year, the company generated over 51 billion U.S. dollars in global revenue. The numbers speak for themselves. They use a range of promotion strategies such as influencer marketing, sports events sponsorship, and advertising to create strong, emotional connections with their customers.
- 地方：耐吉的產品大多銷往北美、西歐、大中華區、日本以及中歐和東歐。 其從製造商到分銷商、零售店和線上電子商務平台的全球分銷網路高效運轉，使其在許多國家都價格實惠。
耐吉的行銷策略：從標準化到本土化
談到國際市場，首先要考慮的是標準化或在地化。 儘管耐吉在全球範圍內標準化了許多鞋款和顏色作為全球行銷方式，但促銷策略的情況卻有所不同。 耐吉採用客製化行銷策略來吸引不同國家的客戶。
耐吉在某些國家採用什麼行銷策略？ 例如，在中國，耐吉的行銷策略著重於將其產品宣傳為成功和地位的象徵。 在印度，該公司專注於經濟性和耐用性。 在巴西，耐吉強調激情和自我表達的重要性。
此外，耐吉在不同國家也採用不同的行銷管道。 在中國，該公司嚴重依賴社群媒體和影響力行銷。 在印度，耐吉使用電視和印刷品等傳統廣告管道。 在巴西，耐吉贊助重大體育賽事和球隊。
耐吉的數位行銷策略
耐吉傳統上遵循 直接面向消費者 (D2C) 自成立以來，該公司採取了重大舉措，其中包括在 2021 年切斷與一些零售商的聯繫，以提振其業務 直銷. However, the brand has recently made a transformative change. As reported by the Wall Street Journal earlier this month, Nike has revived its relationships with the likes of Macy’s and Footlocker.
“Our direct business will continue to grow the fastest, but we’ll continue to expand our marketplace strategy to enable access to as many consumers as possible and drive growth,” said CEO John Donahoe. The brand is now focusing on reaching a broader customer base through 數字創新 和社交媒體。
How does Nike use digital marketing? Nike has played big in socials. it has increased the digital part of its business to 26% this year, up from 10% in 2019, and is on track to achieve its target of being a 40% digital business by 2025. The brand’s social media game is at the very top of its respective genre, with 252 million Instagram followers alone and millions more on other social media platforms.
關鍵要點
耐吉的行銷策略實施了有效的STP、細分、瞄準和定位，並且取得了巨大的成功。 這是一個值得學習的好例子，可以在競爭激烈的行業中保持永續發展。
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常見問題
耐吉的市場區隔策略有哪些例子？
Nike has successfully implemented market segmentation into its business strategy, which involves four categories: geographic, demographic, psychographic, and behavioral. Take for example its 4Ps customized strategy based on geographic elements. For example, Nike’s promotional commercials in England focus on football and rugby, while in the United States, the commercials highlight baseball and soccer. In India, the brand promotes cricket sportswear and equipment through its TV advertising. This approach has helped Nike cater to the preferences and interests of its target audience in different regions, leading to increased brand awareness and sales.
What is Nike’s push strategy?
Nike’s push strategy is about being a digital-first, direct-to-consumer (D2C) company. As part of its D2C push, Nike aims to reach 30% digital penetration by 2023, meaning 30% of total sales would come from Nike’s e-commerce revenue. However, Nike blew past that goal two years ahead of schedule. It now expects its overall business to acquire 50% digital penetration in 2023.
