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耐克的消费者行为分析assignment—The Consumer Behavior of Nike

论文作者:英语论文网论文属性:作业 Assignment登出时间:2014-07-26编辑:yangcheng点击率:6701

论文字数:1882论文编号:org201407251118344751语种:英语论文 English地区:澳大利亚价格:免费论文

关键词:耐克消费者行为The Consumer BehaviorNike

摘要:本文是一篇marketing作业assignment。随着奥林匹克运动会在世界各地的举行,奥林匹克运动会相关的体育活动以及成为世界级的热门话题,有越来越多的人热爱奥林匹克运动会和体育,并且涉及到体育产品的购买。在奥林匹克运动会及体育市场中,耐克毫无疑问是最受欢迎的品牌,所以很多人在购买产品的时候总是会疑问:“为什么要购买耐克?”本文将从消费者行为学的角度分析购买耐克的主要原因,并解释在消费者购买产品的时候,影响消费者购买耐克的主要因素。

随着奥林匹克运动会在世界各地的举行,奥林匹克运动会相关的体育活动以及成为世界级的热门话题,有越来越多的人热爱奥林匹克运动会和体育,并且涉及到体育产品的购买。在奥林匹克运动会及体育市场中,耐克毫无疑问是最受欢迎的品牌,所以很多人在购买产品的时候总是会疑问:“为什么要购买耐克?”本文将从消费者行为学的角度分析购买耐克的主要原因,并解释在消费者购买产品的时候,影响消费者购买耐克的主要因素。


The Consumer Behavior of Nike


I certify that the attached assignment is my own work and that any material drawn from other sources has been acknowledged.  

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Summary

Introduction引言

With the Olympic Games held in different parts of the world, sports have become a hot topic in the world. There are more and more people who really want to join into the sports and buy the sports’ products as well. In our sports’ markets, Nike is undoubtedly the most popular brand. So many people always ask that: “Why do people buy Nike?” This presentation will describe the main reasons why people buy Nike, and explain different factors that affect consumer behavior in the process of purchasing Nike.

Background

It is the surprising news to know that Nike, one of the world’s dominant shoes, clothing brands and the experts of sports equipment was appropriately named after the Greek goddess of victory, and it only was the inspiration for the name that caused by a dream. (Baiker, 2006) In 1971, Johnson who worked as the company’s first full-time salesperson, made a fantastic contribution to his company: in one night’s dream, he got the name of the Greek goddess of victory that called Nike and suggested this name to his company. Then “Nike Brand” has been built in that year. (Vann, n.d.) After nearly 40 years of development, Nike brand has producing apparel, footwear, equipment and other relative products. Especially in footwear, Nike includes basketball, football, soccer, running, skateboarding, golf, cycling and softball. It covers most of sports’ products. (Annie, n.d.)

Why do people buy Nike in modern society? 

According to Nike (NKE) (n.d.), Nike’s sales have grown 52% since 2005 reaching $18.6 billion in 2009. The rapid increase in sales can be attributed primarily to the rise in consumption emerging markets like Russia and China. It indicates there has formed many new markets of purchasing Nike products which is associated with the 2008 Beijing Olympics and E论文英语论文网提供整理,提供论文代写英语论文代写代写论文代写英语论文代写留学生论文代写英文论文留学生论文代写相关核心关键词搜索。

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