情感营销是一种营销方法,同时也是一条将消费者同企业联结在一起的纽带。在竞争日趋白热化、人们消费观念不断改变的市场环境下,情感营销是企业掌握商机、吸引消费者、赢得市场的关键。本文以耐克公司为例,浅析在体育营销中情感营销发挥的作用。 Emotional marketing is a marketing method, but also a link between consumers and businesses. In a market environment where competition is becoming more and more intense and consumer attitudes are constantly changing, emotional marketing is the key for enterprises to grasp business opportunities, attract consumers and win market. This article takes Nike as an example to analyze the function of emotional marketing in sports marketing.