The Marketing Strategy of Nike: Combining the Market and the Media

Abstract

This paper using the marketing strategy related theory, first use3c analysis and the external environment and the internal environment of the Nike China, then summarizes the Nike China's own advantages and weaknesses and facing opportunities and threats, and how to expand the advantage to seize the opportunity to reduce the threat, finally combined with the actual situation of Nike China business market segmentation and target market selection for market positioning and put forward its marketing strategy combination and safeguard measures. The paper of the conclusion for Nike marketing strategy is to choose good suitable for Nike products target market namely market. adjust the product strategy to strengthen basketball, running and leisure life products and provide product portfolio, optimize the channel strategy adjustment channel division and improve the terminal store present the way has been more to adapt to the needs of consumers, with the right price strategy and the characteristics of Nike promotion strategy, make more consumers understand, love and use Nike products, and achieve the company's marketing goals, cooperate with other brands, continue to maintain Nike market share in China. At the same time, in the process of the implementation of Nike's marketing strategy, the process management should be implemented, the organizational structure should be adjusted, and the brand building and risk control should be strengthened to ensure the smooth implementation of Nike's China marketing strategy. Through the study of Nike's marketing strategy in China, the paper summarizes how to formulate and adjust Nike's marketing strategy in the new form, which has a certain guiding role for the marketing performance and sustainable development of the brands in China.