Research On The Marketing Reform Of Sporting Goods Companies In The Era Of Big Data

Science and technology is an important factor that affect marketing.With the arrival of the era of big data and the development of information technology,the change of information collection,processing and publishing will bring about the change of consumer behavior and lead to the change of marketing.How to meet the opportunities and challenges from marketing change in big data age is an important question that the sports goods enterprise need to think.The article take Nike and Lining as research objects and analysed their marketing change.First,the article constructed the theoretical framework which includes mark eting change path and marketing change content.Marketing change path is con sist of marketing tool change with social and sensing technology,marketing de cision change that data-centric,organization structure change that take data dep artment as the core.Marketing change content is consist of market research,product development,customer relationship management and brand communicati on.Second,the article took Nike and Lining as research object and analysed their marketing change.The research shows that in the aspect of purpose,Nike and Lining hope to enhance competitiveness by digital transformation;in the aspect of marketing tool,Nike and Lining widen their marketing tools;in the aspect of marketing strategy,Nike and Lining take the data as the central in the aspect of organization structure,Nike and Lining optimize the organizational structure and construct the big data application department;in the aspect of marketing research and product development,Nike and Ling use big data technology to explore consumer demand;in the aspect of customer relationship management,Nike and Lining update their information technology by invested funds;in the aspect of brand communication,Nike and Lining hope to achieve precision ma rketing with big data technology.Final,the article put forward some suggestions for sports goods enterprise of China use for reference.First,change marketing concept.Sports goods enterprise should understand that China is in the stage of consuming upgrade,regard consumer as the center,understand consumer,mining sales opportunities,meet individual needs;Second,adopt new marketing tools,sports goods enterprise should widen channels of social media,collect consumer data and analyse consumer behavior by social media,integrate channel of online and offline,meanwhile,sports goods enterprise could attempt to use sensing technology for marketing by coordination with science and technology enterprise.Third,change marketing decision,sports goods enterprise could change thinking mode that rely on experience,introduce new technology,update data capacity and quantitative marketing effect,and push enterprise to focus on data from top to bottom.Fourth,change organization structure,sports goods enterprise could flat organization structure,break the barrier of departments,establish smooth connection among departments and build data department,meanwhile,sports goods could make up the disadvantage of data by coordination with science and technology enterprise.Fifth,in the aspect of marketing research and product development,sports could attempt big data technology,widen the method of marketing research and get inspiration for research and development.Sixth,in the aspect of customer relationship management,sports goods enterprise could update information technology system and coordinate with science and technology enterprise to promote technological capability.Seventh,adopt social media to communicate brand,sports goods enterprise could build social media team and pay attention to social media.