Studies On K Sporting Goods Company’s Network Marketing

With the development of the Internet, information technology and network applications has greatly changed the way of people live. Today’s society becoming the network economy era.In order to adapt to the new characteristics of network economy era, the global countries and every industry are studying Internet marketing strategies. Compared to traditional marketing, network marketing has been increasingly valued by management and marketing department. The network marketing has become an important form of corporate marketing activitie.Especially like K sporting goods company which hasn’t strong financial resources, a network marketing can reduce the marketing costs compared with the traditional marketing tools cost. Therefore, it’s necessary for K sporting goods companies to carry out network marketing.But a study such as K sports goods company network marketing current situation is rare. Firstly,This paper with the method of literature review and depth interview to conduct the thorough research to the connotation of network marketing and sports marketing,This paper pointed out that the utilization of sports goods enterprises network marketing two meanings from the traditional marketing, in according to the way of network marketing, combined with K company at present, the network marketing strategy and means for the present situation of investigation and analysis.Meanwhile, according to indicators for monitoring the effect of K company network marketing, a simple network marketing monitoring system established. The monitoring system is divided into website design, website promotion, network traffic, distribution efficiency, online advertising and finance performance indicators and 19 guidelines layer for monitoring. Then through the analytic hierarchy process (ahp) to determine the weight of each index, and thus for the system analysis.At the same time, drawing on a common network monitoring system for small and medium enterprises for comparing analysis Next, according to the current K company network marketing present situation and existing problems, combined with the K company SWOT analysis, network marketing strategy to improve research, improve the strategy..The content and purpose of this study is to promote the K sporting goods company network marketing business, the K sports goods company how to improve the existing network marketing strategy is of important theoretical significance and practical application value.