Nike's Marketing Strategy in the Internet Era

Abstract

With the continuous expansion of the competitive sports market and the continuous increase of market participants, the sports product market in China has formed a chaotic situation. Domestic and foreign sports brands are competing to occupy the market, and large sports equipment manufacturers are using various channels to increase their market share. This paper analyzes the sales environment of Nike in East China and discusses some problems. In particular, that current Nike’s brand marketing strategy includes: First, the market positioning of the product is too simple; At the same time,product distribution channels are affected and it’s easy to find out that the brand management of products is ignore. This paper puts forward the following suggestions on the sales work of Nike in East China: Enriching the market positioning of the company, strengthen the company’s brand communication channels and strengthen the brand management of enterprises, which can enhance corporate branding.