Analysis of Nike's Marketing Strategy Based on Adolescent Consumer Psychology

Abstract

With the advent of the era of big data, social media platforms have led to tremendous changes in the consumption environment and habits of young consumers, and the marketing methods of enterprises have also been completely subverted. Among many sporting goods brand companies, Nike, as a leading company, has made full use of the rapidly developing information technology and implemented new marketing strategies through social media platforms such as Twitter and Facebook to further strengthen its competitive advantage in the field of sporting goods. This paper uses the literature analysis method as the main research method, and combines the actual cases in the history of Nike to analyze and discuss the marketing strategy of Nike in the young consumer market. Through the analysis of psychological needs such as the satisfaction of personalization and self-expression, the construction of social status, the strengthening of brand loyalty, and the pursuit of trends and fashion, emphasis on product quality and performance, and exploration of personal identity and escapism, the author can better understand the needs and mentality of young consumers, so as to formulate effective marketing strategies and enhance Nike's competitiveness in the young consumer market. It is now concluded that advocating social justice causes, promoting environmental sustainability and emphasizing innovation, supporting young peoples creative exploration, etc., can improve Nikes marketing strategy, better meet the needs of young consumers, and build deeper relationships with them, ensuring Nikes long-term success in a highly competitive market.