A Case Study On Nike’s Internet Marketing Strategy Based On Brand Image Promotion

Network information dissemination model is a new kind of interactive platform for media and business, which is unique and innovative. Network interaction can enhance the value of brand and increase market share. Meanwhile, it can disseminate the image of brand more effectively. How to use the interactive network and how to choose the correct brand communication strategy are so important that it relates to the ability of business to stand out in the fierce market competition.Nike began to use the network to promote their brand image in2006as the world’s largest sporting goods brand. Nike put the center of gravity of the brand image promotion into network marketing medium like Facebook, Twitter, Nike+, the UGC video site, and achieved remarkable success.But Nike’s internet marketing strategies are imperfect. In this paper, we study Nike as a case sample and study its network marketing strategy as research subjects. We focused on Nike’s network marketing strategy with the methods of case analysis, literature research method analysis and SWOT analysis. We find existing deficiencies of Nike and give some optimization ideas. We can give a reference to promote the brand image using the network for our Chinese sporting brands.