The Study Of Nike Social Media Marketing Strategy

Internet has entered the era of web2.0, the rapid development of information technology make the website, weibo, blog, wechat and other social media plays a more and more important role. In the global economy entered the information age, people’s work, life and entertainment become convenient and rich, furthermore, with the change of marketing mode, enterprise development is full of unlimited opportunities and possibilities. Sporting goods brands along with the development of social media, both theoretical level and practical level are breaking original definition, bring people new ideas. Nike, in particular, with the help of information technology’s use of the site, weibo, wechat, renren, twitter, Facebook and other social media platforms to carry out a full range of marketing activities, so that the marketing into a field of everyone involved in the feast, further expanded the brand advantage in the sporting goods brands.This paper uses the theory of the business model innovation as the theoretical guidance, with the method of documentary, expert interviews, on-the-spot investigation method, comparative research and the case method to study social media marketing strategy of Nike through the influencing factors of social media platform for marketing environment, And in combination with the practical social media marketing cases of Nike to analyze the effect of social media marketing strategy of Nike has achieved, trying to provide some enlightenment of social media marketing for China’s sporting goods brands. The conclusions are drawn as follows:1. Social media has entered people’s lives, affecting the market marketing environment. In terms of macroscopic, political, economic, social and technological factors are tilted toward social media marketing, marketing provides favorable conditions for the enterprise; In terms of microscopic, social media deeply affected consumers and enterprises, enterprises and consumers interact with each other, forming a virtuous cycle.2. Nike began to tilt toward social media marketing strategy, through the social media platform advantage of word of mouth marketing, interactive marketing, values, and combined with the traditional marketing, realized the integration of online marketing and achieved good effect.3. Nike+ as the most outstanding products of Nike, represents the highest level of sports goods brand of social media marketing, it can analyze consumer behavior more accurately, obtain more accurate data, and is a great innovation in social media marketing.4.Evaluation of the effect of social media marketing is no fixed system, the author from the consumer’s participation, sales, public relations of Nike to evaluate Nike social media marketing strategy. Through the analysis of these three aspects, social media marketing strategy of Nike are quite successful, be worth to draw lessons from other sporting goods brands.