耐克品牌本土化传播效果研究——基于中国受众的问卷调查分析  

A Study on the Communication Effect of Nike Brand Localization——Analysis of Questionnaire Survey based on Chinese Audience

作　　者：谭鑫 TAN Xin(Liaoning University of International Business and Economics,Dalian 116052,Liaoning,China)

机构地区：[1]辽宁对外经贸学院,辽宁大连116052

出　　处：《江苏商论》2022年第11期17-20,共4页Jiangsu Commercial Forum

摘　　要：耐克公司作为国际知名体育用品企业,在中国已开展了多年的营销传播活动。为研究其品牌本土化传播效果,文章选取耐克品牌作为研究对象,对调研收集的309份问卷进行实证分析,量化受众在认知、态度、行为三个层面对耐克公司的品牌印象,以用于研究耐克品牌本土化传播效果。研究发现,耐克品牌在受众的认知和态度层面上取得了较好的传播效果;在受众的行为层面上取得的传播效果,相较于认知和态度层面较弱;在男性受众上取得的传播效果要好于女性,二者在行为层次上表现出了差异;受众的月收入差异会引起行为层面的传播效果差异。Nike,as an international well-known sports goods enterprise,has carried out marketing communication activities in China for many years.In order to study the effect of its brand localization communication,the article selects the Nike brand as the research object,conducts an empirical analysis on 309 questionnaires collected by the survey,and quantifies the audience’s brand impression of Nike on the three levels of cognition,attitude and behavior.Research on the localization communication effect of Nike brand.The study found that the Nike brand achieved better communication effects in the audience’s cognition and attitude;the communication effect in the audience’s behavior was weaker than that in the cognition and attitude;The communication effect is better than that of women,and the two show differences at the behavioral level;the difference in the monthly income of the audience will cause differences in the communication effect at the behavioral level.

关 键 词：耐克品牌 品牌传播 本土化传播 效果 

分 类 号：G206[文化科学—传播学]