(完整word版)耐克——广告案例分析(word文档良心出品).pdf

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1、耐克与“上帝”对话一年卖出一亿双运动鞋，也就是说，平均一分钟，就卖 200 双鞋。但它的创办人兼董事长却意识到：“没有人会永远固定买同一种产品，所以产品必须和其他 更有吸引力、更深层的意义结合在一起”。换句话说，它的运动鞋在功能与材质上，和其它品牌并无显著的落差，每年超过一亿五千万美 金的广告费，与其说是用来包装产品，不如说是用来制造其他更有吸引力、更深层意义的结合，或者是为消费者制造梦幻的投资。这就是全球最著名的品牌耐克。从 1971 年耐克公司正式创建至今，耐克公司已有了四十年的历史。在四十年中，耐克公司被誉为是“世界最成功的消费品公司”。在美国，有高达七成的青少年的梦想是有一双耐克鞋。全

2、球各地的众多消费者们都因穿戴耐克而感到无比荣耀。华尔街投资商和分析家中的许多人在 80 年代以前一直不看好耐克公司：“耐克没有多少发展的基础和前景。”如今却解嘲道：“上帝喜欢创造神话，所以他选择了我们意想不到的耐克。”确实，在对耐克品牌迅速崛起并雄踞榜首的成功经历分析中，我们不难看出，耐克品牌的营销策略十分注重利用广告对品牌精神和运动精神全方位的诠释，而正是广告对品牌精神的演绎成为了耐克产品的灵魂。有了灵魂的耐克是强大的，不可战胜的。耐克广告是耐克神话的缔造者。“NIKE”来自于希腊胜利女神“耐克”，意为无往不胜。耐克以飞行符号“”作为公司的 CI 标识，醒目独特，使人联想到运动过程中飞一般的

3、速度感。同时，这个符号也表示是非判断中“正确，肯定”的意思，带给人们诸如“选择耐克是正确的”“耐克是好的”之类的正面的心理暗示。将丰富的文化内涵巧妙地融合在符号之中，这正是耐克公司“实而虚之”的一个方面。类似于“”这个形状的符号在生活中是很常见的，耐克的广告以无限创意表现，肢体系列就是其中一个经典范例。表面看来，这个肢体系列就是利用人的肢体形成明显的“”形，但是综合整个系列的创意来看，广告并不是单纯模仿“”，而是向广众说出这个符号的无处不在。为什么耐克品牌在消费者心中拥有如此重要的地位？耐克神话真的是因为“上帝所赐”吗？耐克公司的总裁耐特回答说：“是的，是消费者上帝。我们拥有与上帝对话的神奇工

4、具耐克广告”由此可见，耐克之所以成功，其主要原因是在于耐克能够成功把握消费者的心理，并将他们的需求诉诸广告，借用广告打动消费者，从而塑造耐克在消费者心中不可动摇的地位。耐克公司注重沟通效果的广告，使耐克品牌深受众爱，迅速成长。耐克作为运动品牌，其主要的购买对象是年轻人。这一对象往往拥有强烈的个性和自我意识，大都是革新消费者，他们更愿意尝试新产品，并更倾向于凭自己的内在价值标准评价产品，而不依赖他人的指导。针对这样的消费心理，耐克公司推出了一系列强调自我个性意识的广告：早期的耐克，张扬个人精神，倡导自立自决的独立意识，于是文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9

5、Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文

6、档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN

7、2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10

8、G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 H

9、T9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7

10、S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 Z

11、H1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4“JUST DO IT”的广告语应运而生，并沿用至今。这样的口号是上世纪最能准确表达年轻人内心躁动的一句话语，俘虏了很多刚刚走出校门或仍在宿舍里幻想有一天能干点大事的年轻人。中期的电视广告随时篇，选取了一些平常的场景却带给人意外的感觉，原本蹲

12、下系鞋带的少年在听到爆米花炮响后飞速起跑；原本迟到的少年在老师用教鞭对他指指点点的时候突然扬起手中的纸棒玩起了击剑；老师板书黑板的时候，前排的少年将掉下的地球仪当篮球放在指尖旋转；一群打篮球的少年将爬上电线杆油漆工的油漆桶当作球蓝灌蓝一系列的场景都为了说明，耐克给你的，将是随时可行的运动。这种标新立异的创意极好地迎合了年轻人我行我素的个性特征。此外，90 年代耐克公司还专门设计推广了一种电脑游戏，让参与者可在游戏中与球王乔丹一起打篮球。耐克掌握了十几岁少年厌恶说教、独立意识增强的特点，充分发挥和迎合他们的想象力与自我意识，从“乔丹”意识到“热爱运动的我”，从“穿着耐克鞋的乔丹”联想到“穿着耐克

13、鞋的我”在一连串的消费者自我想像、对比中，耐克公司与其目标市场的沟通，就自然而然地形成，耐克品脾形象在潜移默化中深植在顾客的心里。2005 年，耐克签约了小皇帝詹姆斯，他在当时被认为是篮球之神乔丹的接班人，针对这一点，耐克又非常恰当的提出了自己的新主张：“不做下一个谁，做第一个自己”，将代言人的个性和产品个性很好的结合到一起，再一次渲染了个人主义色彩，也延续了之前的品牌个性。耐克公司的消费群体除了受到个性和自我观念影响的年轻人，还文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T

14、4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:

15、CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U

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17、 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9

18、P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2

19、 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4

20、T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4有青少年。这一消费群体中有一些共同的特征：热爱运动、崇敬英雄人物，追星意识强烈，希望受人重视，思维活跃，想象力丰富并充满梦想。体育爱好是他们共同热衷的项目。针对青少年消费者的这一特征，耐克相继与一些大名鼎鼎、受人喜爱的体育明星签约，如乔丹、巴克利、阿加西、坎通纳等等。其中最经典的广告是“谁杀了兔子乔丹”篇。迈克尔乔丹和另一个受人喜爱

21、的卡通兔子巴格斯本尼先后出现在片中。广告开始的镜头是本尼正在地洞中呼呼大睡，突然地面上传来强烈的振动，本尼被弄醒了，他爬出洞后发现是四个家伙在玩蓝球，本尼报怨了几句，却受到那些人的攻击，他们把本尼像球一样在空中抛来抛去，本尼大叫：“这是与我为敌!”这时，飞人乔丹出现了，前来帮助他的卡通朋友，一场篮球大战随即开始在这个电视广告片的画面上，几乎没有出现耐克产品的“身影”，没有像其他广告那样宣扬产品，只是用受人注目的飞人乔丹和兔子本尼演绎了一场游戏或者说是一段故事，但却是青少年喜欢的故事。在以棒球明星宝乔丹为广告主角的系列幽默广告“宝知道”中，滑稽可笑的宝 乔丹，吸引了一大批青少年消费者的注意，后来

22、宝乔丹臀部受伤，不能上场竞技而不得不告别体坛，宝乔丹失去了广告价值，一般情况下，解除合约是必然的结果。然而耐克公司没有这样，而是继续与他合作拍广告，这一举措与青少年消费者产生强烈的共鸣：耐克与我们一样不会抛弃一个不幸的昔日英雄。由此可见，成功的对消费者心理的把握使得耐克广告深入人心，为耐克公司赢得了大批的消费者。然而耐克的消费对象多为青少年和文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档

23、编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2

24、V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G

25、1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT

26、9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S

27、4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH

28、1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y

29、10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4年轻男性，女性市场尚未打开。为此，耐克针对女性这一社会群体的特点，开辟了符合女性需求的耐克产品。耐克从了解女性的内心世界入手，以女人与女人的“对话”作为主要沟通手段。广告作品采用对比强烈的黑白画面，背景之上凸现的是一个个交织在一起的“不”字，广告文字富有情意，意味深长：“在你一生中，有人总认为你不能干这不能干那。在你的一生中，有人总说你不够优秀不够强健不够天赋，他们还说你身高不行体重不行体质不行，不会有所作为。他们总说你

30、不行，你一生中，他们会成千上万次迅速、坚定地说你不行，除非你自己证明你行。”广告是登载在妇女喜爱的生活时尚杂志上。广告文字不像是一个体育用品商的销售诉求，更像一则女性内心告白，广告体现出耐克广告的真实特征：沟通。这就使得女性消费者感受到被理解，从而对耐克产生一种信赖。这则广告极好的迎合了女性消费者的性格特征，让消费者感觉是在与耐克交朋友而非仅仅是购买产品。广告刊发后，许多女性顾客倾诉说：“耐克广告改变了我的一生”、“我从今以后只买耐克，因为你们理解我。”了解消费者需要什么，什么是他们的购买动机，就可以将其诉诸广告，使消费者产生心理上的共鸣。然而耐克的成功不仅于此，最新的耐克广告“青出于兰“篇中

31、，耐克通过广告歌词告诉他的大部分正处在青春叛逆期的忠实消费者：“一个脱离家庭的人必将陨落，所以说我们肩并肩必定胜利,而分道扬镳必将失败，我们联合起来就能组成坚不可摧的力量并击倒一切”显然这一广告是针对中国消费者的，这则广告使耐克不仅成文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1

32、D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9

33、W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4

34、V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1

35、E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y1

36、0T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编

37、码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V

38、1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4为年轻人叛逆的精神导师，更摇身一变成为了老师和家长的合作者，开始劝导年轻人要团结，要回家，要尊重长者，而不是个人英雄主义的我行我素。这一转变体现了耐克对于民族文化的深入认识，耐克了解中国文化背景，知道中国人重视人与人之间的关系和情感上的联系，而取悦家长，让家长们也接受耐克这个品牌，将使得耐克的消费群有新的突破。除此之外，耐克最愿做、最擅长做的是培养明日之星。当年，刘翔只跑出了近 14 秒时，耐克运动员市场部的张彤就寸步不离其左右，2004 年 8 月 24 日，就在刘翔参加奥运会跨栏小组预赛前一天，刘翔为主题的耐克广告开始在全国

39、播放，并与耐克国际版本广告在时段上各表一支；27 日起，耐克全部换上刘翔广告；8 月 28 日刘翔轰动性取得冠军并打破世界纪录。此时，人们在对刘翔刮目相看的时候也不由叹服耐克的眼光与魄力。这就是耐克，时刻把握住“上帝”的旨意，从而做出准确的市场定位，使得耐克广告深入人心。耐克正逐渐成为一种被物化了的体育精神或人类征服自然和超越自我的象征。产品的功能已经被品牌所寓意的象征和情感所融化。这就是成功品牌的精髓所在。优秀的创意赋予了产品一种能够满足目标顾客心理的、视觉美感和情感的附加值，结合产品卓越恒久的品质，二者兼容并蓄，共同构筑起了耐克的国际品牌形象。2009 级 5 班陈超文档编码:CN2V1U

40、10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2

41、 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9

42、P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2

43、 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4

44、T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T

45、4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4文档编码:CN2V1U10G1D2 HT9W9P7S4V2 ZH1E4T9Y10T4