市场营销4p分析.pdfVIP

An Analysis of Nantong Nike Company Marketing Mix (4P)  Product Strategy: Whatever sales method an enterprise employs, the ultimate goal is to sell its products. Since customers buy products to satisfy their needs, what they care most is product. In terms of Nike, no matter clothing or sneakers, they are all professionally designed in order not only to provide the elasticity and tenacity an athlete needs, but also to protect their body. In the face of the increasing ferocity of market competition, Nike brings out many new designs which focus more on relaxation, fashion and body-shaping. The Nike Company in Nantong covers not only male products, but also female sports products. To gain a more competitive advantage, it even includes children as its target customers. Therefore, we can see diversity in its product. As most of its customers are teenagers who pay much attention to the design and appearance of the product, Nike can surely satisfy them.  Price Strategy: Consumers always pay most attention to the price of products. The goals of pricing are going concern, maximization of current profits and market share, advancement of production quality and so on. The pricing of Nike is up to cost, taxes and profits composition. Taking pricing of Nike stores in Nantong as an example, they decided the price according to the cost of store, salary, taxes, transportation cost, profit and extra cost. It is the reason why the same product has different prices in different areas. In accordance to our research, clothes of Nike have a lower price than its shoes. The price of summer clothes is 200 to 400 RMB, 300 to 600 RMB for spring and fall and about 600 for winter. However, it isn’t the same situation when it comes to the shoes. The price of a pair of regular-priced shoes is about 400RMB and some new products