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1、外文文献翻译Nike,lining,foreveryone,isafamiliarsportsbrand.IntheUnitedStates,havehighamountedto70%TeenDreamistohaveapairofNikeshoes.LiningistheChinasportinggoodsindustryleader.InthispaperwewillfromNike,NikeliningliningthedevelopmentthecorevaluetodiscusstheliningandNikeinth
2、eculturaldifference.WethenaimingattheNikeliningthepolitics,economy,culture,technologyandotheraspectsofthemacroscopicenvironmentanalysis.Inthebrandpositioning,Nikeandliningareonlyusedaself-expressionpositioning,Nike'ssloganis"Justdoit",liningwasreplacedwithanewslogan"
3、MaketheChange(makechangehappen)"replacedtheoriginal"Anythingispossible(everythingispossible.)".Thereisalsotheopportunitytodevelopproductssuchassportwear,sunglassesandjewellery.Suchhighvalueitemsdotendtohaveassociatedwiththem,highprofits.Thebusinesscouldalsobedevelope
4、dinternationally,buildinguponitsstrongglobalbrandrecognition.Therearemanymarketsthathavethedisposableincometospendonhighvaluesportsgoods.Forexample,emergingmarketssuchasChinaandIndiahaveanewrichergenerationofconsumers.Therearealsoglobalmarketingeventsthatcanbeutilise
5、dtosupportthebrandsuchastheWorldCup(soccer)andTheOlympics.ProductdevelopmentoffersNikemanyopportunities.ThebrandisfiercelydefendedbyitsownerswhomtrulybelievethatNikeisnotafashionbrand.However,likeitornot,consumersthatwearNikeproductdonotalwaysbuyittoparticipateinspor
6、t.Somewouldarguethatinyouthcultureespecially,Nikeisafashionbrand.Thiscreatesitsownopportunities,sinceproductcouldbecomeunfashionablebeforeitwearsouti.e.consumersneedtoreplaceshoes.Lining,Nikeistakeself-expressionwayofpositioning,canexhibittheuniquebrandimage,promotea
7、uniquepersonality,sothatthebrandhasbecometheexpressionofconsumerpersonalvalues,selfexpressionofacarrierandmedia.LiningandNiketargetcustomersareyoungpeople,isasimilarconsumergroups.ButtheyallhavetheirownoneisfromtheUnitedStatesforeignbrands,isadomesticnationalbrandist
8、heycanbesuccessful,becausetheyareusedfortheirownvariouspositioningandmarketingstrategies.Themarketforsportsshoesandgarmentsisveryco
