Take Nike's Marketing Strategy as an Example to Analyze the Marketing Strategy of Chinese Sports Brands

Abstract

In the past 10 years, Chinese sports brands have expanded rapidly in the market, but there is still a gap between them and international brands in terms of marketing strategies. This article explores the development status of Chinese sports brands in recent years. It analyzes its advanced strategies in traditional marketing and digital marketing through different analyzes of Nike's marketing strategies. This article focuses on the weaknesses of Chinese sports brands in marketing strategies and provides advice to Chinese sports brands through Nike's marketing experience. This research reviews the analytical literature on Nike's marketing in recent years, the literature on the development of the Chinese sports industry and the current state of marketing strategies. Through the analysis and study of Nike's corporate marketing strategy, it explores Nike gains advantages in marketing through digital platforms, word of mouth and value marketing. It is concluded that Chinese brands lack useful competitive strategies in marketing, and need to learn from Nike's marketing strategy and combine cultural advantages to create a unique and effective marketing strategy.