球鞋报告
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本研究探讨了狈颈办别和础诲颈诲补蝉在球鞋市场中的竞争及其营销策略。文档详细介绍了两家公司历史发展、产物种类、市场分析、厂奥翱罢分析及问卷调查结果。研究显示消费者在选择球鞋时更倾向于狈颈办别，并分析了品牌忠诚度和消费偏好。
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球鞋报告
- 2. 夾克分享夾克分享 目錄 1. 研究動機--------------------------------3 2. 研究目的--------------------------------4 3. 研究流程-------------------------------4 4. 公司歷史發展----------------------------6 5. 商品種類比較--------------------------- 6. 公司行銷方式---------------------------- 7. 問卷結果-------------------------------- 8. SWOT分析 -----------------------------35 9. 結論 --------------------------------37 10. 資料來源 ------------------------------39 2
- 3. 研究動機 ? 走在街上形形色色的人群中，不難發現NIKE和 ADIDAS的蹤跡，大部分時下的年輕人「鞋」的 需求已不再只有舒適度，進而講求鞋子時尚度 以及品牌知名度…等，在競爭激烈的市場裡， 大家為求生存彼此競爭，無所不用其極，如何 在市場中脫穎而出佔有一席之地，因此本研究 在此討論NIKE ＆ ADIDAS為何能在現代球鞋競 爭市場中創下商機，也進而討論NIKE ＆ ADIDAS成功的行銷策略。 3
- 4. 研究目的 ? １．探討NIKE與ADIDAS的競爭。 ? ２．比較NIKE與ADIDAS的行銷策略。 ? ３．探討NIKE與ADIDAS的SWOT分析。 4
- 5. 研究流程 5
- 6. 歷史發展-NIKE ? 1966年，Johnson成立第一家零售商店。 ? 1967年，Knight 和Bowerman開設藍帶公司。 ? 1969年，日本公司協助一名學生Carolyn Davidson以35美 金設計勾勾的標誌。 ? 1978年，藍帶公司正式改名為NIKE公司。 ? 1982年，AirForce1成為第一隻利用空氣軟墊的籃球鞋。 ? 1984年，NIKE和麥可．喬丹簽約，同時推出 「AIRJORDAN」系列。 ? 1988年，NIKE首次推出「Just-Do-It」口號。 ? 1992年，Nike 的勾勾圖像，包含了個人、哲學的一種形 象系統處理。 ? 6
- 7. 歷史發展-Adidas ? 1928年，Dassler兄弟成立首家工廠。 ? 1948年，Dassler用名字Adi及少數的字母，合 為ADIDAS。 ? 1961年，ADIDAS漸漸有衣服及鞋類商品。 ? 1972年，三片葉的商標「Trefoil」出現。 ? 1988年，Torsion系列陸續上市。 ? 1998年，ADIDAS成為世界盃足球賽大會的用球 指定廠商。 ? 2000年，喊出「沒有不可能」口號，成功的創 造流行新話題。 7
- 8. 產品種類-NIKE 由於產品種類過多，故以在年輕人的潮流文 化中，近來最夯的系列介紹。 1.Nike Air Jordan 2.Nike Flyknit 3.Nike Air Yeezy x Kanye West 8
- 9. 產品種類-Adidas 由於產品種類過多，故以在年輕人的潮流文 化中，近來最夯的系列介紹。 1.Adidas superstar 2.Adidas ClimAcool 3.Adidas x 設計師 9
- 19. 基本資料填寫 ? 男生276人，佔69％；女生124人，佔31％。 ? 年齡16-35歲334人，佔83.5％;35-60歲50 人，佔12.5%，18歲以下16人，佔4%。 ? 職業，以學生最多，298份，佔74.5%;金融 保險業54人，佔14.5%；服務業24人，佔6%； 軍公教12人，佔3%；資訊業8人，佔2%。 ? 月收入25000以下，320人，佔80%；25000- 45000，44人，佔11%，45000以上，36人， 佔9% 19
- 20. 1. 運動時穿著 266 46.50% 2. 流行趨勢 172 30.07% 3. 外型 80 13.99% 4. 因為限量而 購買 54 9.44% 20 購買球鞋目的(複選)
- 21. 得知球鞋發售日管道(複選) 21 1. 網際網路 133 40.80% 2. 運動用品店或 百貨公司 113 34.66% 3. 由其他人推薦 57 17.48% 4. 其他 23 7.06%
- 22. 1. 同意 202 50.50% 2. 非常同意 114 28.50% 3. 沒意見 58 14.50% 4. 不同意 18 4.50% 5. 非常不同意 8 2.00% 22 比較喜歡購買限量或者客製化球鞋
- 23. 1. 同意 188 47.00% 2. 非常同意 154 38.50% 3. 不同意 30 7.50% 4. 沒意見 24 6.00% 5. 非常不同意 4 1.00% 23 「物以稀為貴」，我會比較偏好擁 有別人所沒有的稀少性商品
- 24. 1. 同意 146 36.50% 2. 沒意見 106 26.50% 3. 非常同意 80 20.00% 4. 不同意 50 12.50% 5. 非常不同意 18 4.50% 24 我不喜歡別人所使用的品牌、商品、 風格和我高度相似
- 25. 1. 同意 166 41.50% 2. 不同意 74 18.50% 3. 非常同意 72 18.00% 4. 沒意見 64 16.00% 5. 非常不同意 24 6.00% 25 我會因為品牌而決定是否購買這雙 球鞋
- 26. 1. 不同意 108 27.00% 2. 同意 94 23.50% 3. 沒意見 92 23.00% 4. 非常不同意 64 16.00% 5. 非常同意 42 10.50% 26 我覺得以高價格購買限量球鞋是值 得的
- 27. 1. 同意 162 40.50% 2. 非常同意 96 24.00% 3. 沒意見 80 20.00% 4. 不同意 46 11.50% 5. 非常不同意 16 4.00% 27 球星的代言，會增加我的購買慾望
- 28. 1. 不同意 53 26.50% 2. 同意 46 23.00% 3. 沒意見 46 23.00% 4. 非常不同意 29 14.50% 5. 非常同意 26 13.00% 28 我會願意為了限量商品去排隊搶購
- 30. 30 SWOT分析-NIKE
- 34. 威脅( Threats) ? 同業競爭壓力大 ? 仿冒品氾濫 34
- 35. 35 SWOT分析-ADIDAS
- 39. 威脅( Threats) ? 新品牌興起 ? 品牌的負面新聞 39
- 41. 41
- 42. 42
- 43. 43