The Nike Marketing Strategy Research Of Sports With Fashion Co-branded

With the rapid development of China's economy and the current widespread Internet,foreign companies have entered the Chinese market.As an emerging industry,the sports industry has developed rapidly in the past few years with the help of new Internet media.As the world's top two sports brands,Nike has been in the Chinese market for more than 30 years,and the rise of the sports industry has just acted as a catalyst for Nike to make great strides in the Chinese market.The frequent joint cooperation between sports and fashion brands in recent years has led to many changes in Nike's product development,design and marketing strategies.The purpose of this article is to make a theoretical study through the innovation of Nike's development and marketing strategies in the Chinese market.Through the literature research method,I collected and read a lot about the definition of brand co-branding,the development of Nike in China,and the exploration and practice of co-branding with fashion brands.At the same time,by reading the relevant literature of marketing theory and summarizing it,it lays a solid theoretical foundation for the questionnaire research behind the article.At the same time,using SWOT analysis and other tools to analyze Nike's marketing strategy,find out the shortcomings of its marketing status,and provide a strong basis for subsequent market surveys.Finally,first-hand data was obtained directly from market consumers through questionnaire research,and scientific and statistical methods were used to analyze and analyze the recycling questionnaire,in order to find the problems in the marketing strategy of the joint collaboration between Nike and fashion brands,and draw The following five conclusions: choose brands that consumers are interested in for joint collaboration;let well-known designers,celebrities and artists participate in joint collaborations;use a step-by-step strategy to attract consumers' interest in co-branded products when promoting;increase joint collaborations Product quality and demand supply;make full use of Internet self-media propaganda to create a marketing atmosphere.