| Marketing strategy is the overall planning and vision of a company’s marketing activities during a period of time,which has important guiding significance for a company’s business activities.Through the research of marketing strategy,the organization of the business activities will more effective,and offer better products and services to the consumer,and achieve the company’s marketing goal finally.Based on the theory of marketing,first of all,used PEST analysis and Porter’s five forces model analysis for Nike China’s external environment and internal environment in-depth analysis,then summed up the Nike China’s own strengths and weaknesses and opportunities and threats,and how to expand the advantages,make up the weakness,catch the opportunity,reduce the threat,finally,according to the actual situation of Nike China business to market segmentation,target market selection,market positioning and puts forward the combination of marketing strategies and safeguard measures.Nike China key market is TO-T4 level city and focus on Top50 City,adjust the product strategy,Nike need to strengthen basketball,running and NSW and provide product assortment,adjust the channel division and improve the terminal shop presentation to adapt the consumer demand,with the appropriate price strategy and promotion strategy of Nike,make more consumers love and use the Nike products,then achieve the company’s marketing objectives,continued maintain No.1 market share of China.At the same time in the process of implementing the Nike marketing strategy,to implement process management,adjust the organizational structure,strengthen brand building and risk control,to protect the smooth implementation of Nike China marketing strategy.Though the research of Nike China’s marketing strategy,summed up how to formulate and adjust the Nike’s marketing strategy under the new situation,will provide some guidance to improve the performance of Nike China and help it get sustainable development,also provide certain help and reference for Nike’s staff. |
