Research On The Marketing Strategy Of Social Media In China's Sporting Goods Enterprises

With development of the information technology,the function of social media platform is becoming increasingly significant and the number of mobile Internet users has increased.According to China's Internet center statistics,by December 2016,the number of Chinese Internet users has reached 731 million and mobile Internet users reached 695 million.A large number of network population for social media platform provides a broad user base,and the emergence of social media marketing platform,such as Weibo,WeChat has shown that it has become the trend of the times.So China's sport goods enterprises should be like this.This article searches the existing literature,books and review,and analyzes and summarizes the social media marketing.And the essay puts forward the problems existing in the social media marketing in the our country sporting goods enterprise 1)The innovation in our country sporting goods enterprise social media marketing is not strong.2)Consciousness of crisis public relations of social media marketing in our country sporting goods enterprise is not strong,3)Our country sporting goods enterprise social media marketing platform has many problems..Second,it chooses five famous sports goods enterprises in China,Li-ning,Anta,361 Degrees,Xtep,Peak as cases.And it analyzes the five companies weibo marketing situation,and researched on the social media marketing of sporting goods enterprises in China.Finally,it proposes countermeasures and suggestions for our country's sports goods enterprises to carry out the social media marketing.1)Pay attention to the marketing innovation,build corporate culture.2)Create a marketing framework for social media positioning.3)Social media marketing should combine with big data,and build customer database.4)Use the power of KOL,5)Make full use of social media video broadcast function.6)Do social media marketing rationally.