A Study On Nike’s Marketing Strategies In China Under The Background Of New Media Age

Under the promotion of the Internet information technology,the function of new media platforms has become increasingly perfect,and the number of mobile Internet users is growing,according to the statistics of China Internet Center,as of March 2020,the scale of China’s Internet users reached 904 million,and the scale of mobile Internet users reached 897 million.A large number of Internet populations provide a broad user base for new media platforms,and with the emergence of new media platforms such as Weibo and WeChat,it has become a trend for enterprises to carry out new media marketing,which should also be the case for Chinese sports goods enterprises.With the continuous development of the new media technology and the rise of e-commerce,consumer demand is increasingly diversified and distinctive taste is rising,sports goods enterprises are facing more and more severe competition.With the emerging and continuous growth of mobile Internet and the rapid development of mass production of mobile terminals in the country,the transformation and upgrade of new media for sports goods enterprises have played a revolutionary breakthrough role.This paper is guided by marketing theory,with literature studies and case analysis as the main research methods,analyzes the effects of Nike’s new media marketing strategy through the influence of new media platforms on the marketing environment,and studies Nike’s new media marketing strategy based on the 4P theory combined with Nike’s new media marketing cases in the Chinese market in order to promote the internationalization of China’s sporting goods brand.The conclusions are as follows:1.New media has entered people’s lives and influenced the marketing environment,and new media has deeply influenced consumers,enterprises,and the interaction between enterprises and consumers,forming a virtuous circle.2.Nike has tilted its marketing strategy to new media in the Chinese market,which is evident in its product,price,place and promotion strategy,especially in the promotion strategy,Nike conducts promotional campaigns through the advantages of new media platforms for word-of-mouth marketing,interactive marketing,values marketing,and traditional marketing.3.Nike analyzes consumers’ consumption habits and explores their psychology through Weibo,the official website and a series of cell phone clients to obtain accurate data,which helped Nike to implement marketing activities more accurately.4.There is no fixed system to evaluate the effect of new media marketing.Three aspects of Nike’s new media marketing are evaluated:consumer engagement,sales volume,and public relations.Through the analysis of these three aspects,Nike’s new media marketing strategy makes marketing more accurate and efficient,which is worthy of reference for other Chinese sports brands.The thesis is divided into six chapters as follows:The first chapter is the introduction,which gives the background,purpose and significance,introduces the methods adopted,and the main framework and structure.The second chapter introduces basic marketing theories,the study of new media,and the theories about new media and corporate marketing combined,offers inspirations for the research.The third chapter mainly analyzes the feasibility of Nike’s use of new media in China for marketing purposes.Firstly,this chapter introduces the progressiveness of utilizing new media in the marketing campaigns,and then analyzes the advantages,disadvantages,opportunities and threats of Nike’s use of new media for marketing.The fourth chapter takes the case of Nike as an example to carry on the empirical analysis.Firstly,introduce the enterprise,the status in sports goods industry of Chinese market;secondly summarize the channels of new media in Nike’s marketing activities;thirdly analyze Nike’s new media marketing strategies;fourthly analyze Nike’s new media marketing highlights;finally analyze the potential effects when making use of new media in marketing.The fifth chapter is five suggestions to China’s sports goods enterprises that intend to improve their abilities in the process of marketing across borders in the era of new media.The sixth chapter is a summary of the entire text.Except make a conclusion about the whole paper,the thesis points out the shortcomings and limitations of this research to provide recommendations for more thorough studies.