經濟全球化下運動產業的發展及競爭之研究 : 以美國耐吉(NIKE)與歐洲阿迪達斯(ADIDAS)為例

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Title:	經濟全球化下運動產業的發展及競爭之研究 : 以美國耐吉(NIKE)與歐洲阿迪達斯(ADIDAS)為例
Other Titles:	Development and competition of sports industry in globalization : take Nike and Adidas for example
Authors:	謝茂傑;Hsieh, Mao-Chieh
Contributors:	淡江大學歐洲研究所碩士班郭秋慶;Kuo, Chiu-ching
Keywords:	耐吉;阿迪達斯;運動行銷;消費者行為;體驗行銷;NIKE;ADIDAS;Sports Marketing;Consumerbehavior
Date:	2016
Issue Date:	2017-08-24 23:57:07 (UTC+8)
Abstract:	近年來，運動風氣愈發盛行，運動產業也更加蓬勃發展。歐美各大運動品牌產業競爭也越來越激烈，其中全球運動用品龍頭耐吉（NIKE）如何在短短40年內從一家地方性的運動商店，演變成全球運動用品的龍頭，靠的就是靈敏的市場嗅覺以及靈活的銷售及廣告行銷手法。而歐洲老牌運動用品品牌阿迪達斯(ADIDAS)曾是世界上最大的運動用品品牌，但因未能及時察覺全球運動風潮的轉變而將龍頭地位拱手讓人，其後續所做的行銷努力都是為了搶回失去的市場佔有率。而是什麼原因讓這兩個品牌能夠受到全球消費者的喜愛?兩間公司之間的競爭與行銷手法之差異為何?都是本文所要研究的重點。 In last years, more and more people consider sport as a part of life. Sports industry develop diversly. Competition of different global brands become increasingly fierce. How does Nike become the biggest sports brand in the world in only 40 years ? Nike depends on its sensitive marketing observation and flexible marketing strategy which leading Nike to the biggest sports brand from local sports store. Adidas used to be the biggest sports brand in the world before the rising of Nike . In 1980s, Adidas lacked market acuity and resulting in damage to their market share .Since then Nike became market leader and no other sports brand could beat Nike. What are the reasons that all people like Nike and Adidas? What’s the difference among Nike and Adidas? And what''s the decision making process of marketing for these two companies?
Appears in Collections:	[Graduate Institute of European Studies] Thesis

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