Nike In The Research Of The Development Of The Chinese E-commerce Marketing Model

With the rapid development of network information technology,many enterprises at home and abroad has started in setting up their own network marketing platform,through multimedia operation for multi-channel marketing,and the development of the sports industry is also need to use electric business platform to broaden the marketing channels,especially for the rapid development of China's sports market is vital to a marketing mode.In many international sports brand,Nike's electricity development speed has been in a leading position,and sports market in China has 37 years of development history,in leading the development of Chinese sports industry occupies the important position.This article USES the literature data method to collect the problems and solutions that Nike has encountered during the development of new media technology.By applying the method of field test,to understand the Nike camp in China in the course of electricity marketing model,mainly from the agent model to the stores until now electric business mode and the combination of online and offline marketing mode;And combined with the interview method to understand to Nike use proprietary online trading platform and the marketing mode of combining offline stores can effectively enhance the speed of Nike online business development,and offline stores sales profit.Compared to Nike's emerging electricity marketing model,the domestic sports brand,single marketing channel and traditional marketing model has been unable to bring enterprise new profit growth point.In this paper,by studying the Nike sports market in China encounter challenges in the process of electricity marketing pattern and the solution are analyzed and summarized,and the conclusion is not only for our country sports industry development in the future in the process of the electric business platform to provide reference to the theory of data,it can also help other domestic industry development of new marketing model and marketing channels to provide new ideas and directions.