AbstractWiththefasteconomicprosperityinthelastthreedecades,researchersathomegraduallyattachenthusiasmtothestudiesofmarketingstrategiesinsportsgoodsbrands.Consequently,afewstudieshaveemergedinChina,whilethoseofforeigncapitalismcountrieshavebeenflourished.Therefore,thisstudyattemptstoexploitmarketingstrategiesofNiketoenlightensportsgoodsbrandsinchina.Inthisstudy,theauthorlooksintothehistoryanddevelopmentregardingtomarketingstrategiesofNike,andthenselectsNike’s4Psmarketingstrategiesadvantagesonthechosensubjects.Throughthe4PsanalysiscomparisonofbothNikeanddomesticbrands,wefoundoutNike’sstrengthstoconcludeviewpointstoredeemourbrandsshortages.Wehopethatthisstudycanprovidesomeinsightfulviewpointstoenlightenourbrands.KeyWords:Nike;4Psanalysis;marketingstrategies;domesticbrands摘要随着改革开放30年经济的快速发展，有关于体育用品品牌营销策略的研究逐渐引起了国内学者研究的兴趣。其结果是，国内涌现出一批相关研究，尽管国外资本主义国家关于这方面的研究已相当发达。有鉴于此，此篇论文尝试去挖掘耐克公司的市场营销策略对我国体育用品品牌产生的启示作用。在这次研究中，作者首先研究了耐克市场营销策略的历史和发展，然后根据选定的主题挑选出耐克市场营销策略的优势。通过4Ps分析方法比较耐克和国内品牌，我们发现耐克的优势，并总结出来有助于弥补国内品牌此方面的不足之处。我们希望本研究能够提出一些对中国体育用品品牌起到启示作用的观点。关键词：耐克；4Ps分析方法；市场营销策略；国内品牌ContentsTOC\o"1-3"\f\h\zHYPERLINK\l"_Toc290132052"AbstractiHYPERLINK\l"_Toc290132053"摘要iiHYPERLINK\l"_Toc290132054"1.Introduction1HYPERLINK\l"_Toc290132055"1.1Rationale1HYPERLINK\l"_Toc290132056"1.2Aimandobjectives1HYPERLINK\l"_Toc290132057"1.3Organizationofthepaper2HYPERLINK\l"_Toc290132058"2.LiteratureReview3HYPERLINK\l"_Toc290132059"2.1Definitionofmarketingstrategies3HYPERLINK\l"_Toc290132062"2.2PreviousstudiesonmarketingstrategiesofNike3HYPERLINK\l"_Toc290132066"3.MainContentof4PsTheories4HYPERLINK\l"_Toc290132078"4.AnalysisandApplicationofNike’s4PsTheories5HYPERLINK\l"_Toc290132079"4.1Product5HYPERLINK\l"_Toc290132063"4.1.1Technologyrenewalaccordingtorealisticneeds5HYPERLINK\l"_Toc290132064"4.1.2Crossoverproductthroughnon-competitivestrategicalliance5HYPERLINK\l"_Toc290132065"4.1