Advances in Economics, Management and Political Sciences

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Proceedings of the 7th International Conference on Economic Management and Green Development

Series Vol. 37 , 10 November 2023


Open Access | Article

The Impact of Marketing Strategies on the Sports Goods Industry: Taking Nike as an Example

Huijia Yang * 1
1 Minjiang University

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 37, 67-73
Published 10 November 2023. © 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Huijia Yang. The Impact of Marketing Strategies on the Sports Goods Industry: Taking Nike as an Example. AEMPS (2023) Vol. 37: 67-73. DOI: 10.54254/2754-1169/37/20231820.

Abstract

In the development of the sports goods industry, marketing, as an important management tool, has a significant impact on the growth of businesses. Not only can a solid marketing plan provide a thorough sales network and system for the sporting goods business, but also solve the problems of product sales and fund recovery for enterprises, laying a solid foundation for their development. The consumption of sports goods has shown increasing business opportunities in today's rapidly developing economy. The sports goods industry is also seeking development in this market with expanding demand, and many international brands stand out in the fierce competition. Nike, founded in 1972, has become a leader in sports brands today. Nike's unique marketing strategy is the key to success. Nike's marketing strategy has important guiding significance for the development of the sports goods industry. This article takes Nike as an example, analyzes the impact of Nike's marketing strategy on the sports goods industry, discovers innovative points of Nike's brand marketing strategy, explores key factors for the success of the marketing strategy, and provides effective references for the sports goods industry.

Keywords

marketing, sports goods industry, SWOT analysis

References

1. Wu Jianzhong.:Analysis of marketing strategies of foreign body brands. Journal of Jishou University (Natural Science Edition), vol. 34, 347-349 (2013).

2. Li Yanping, Chen Yan.: Factors of Success for Sport Brand Marketing: Taking Nike for Example. Value Engineering Journal, vol. 15, 123 (2012).

3. Cheng Ke.:Viewing the Sports Goods Ads in China from Nike Ads. China Academy of Fine Arts, No.11, 11,22-23 (2009).

4. Gong Jianjun.:Cross-cultural Communication of Sports Brand Advertisement. Journal of Central China Normal University, No.12,10 (2018).

5. Lyu Xingyang, Guo Xuan, Liu Yue.: Study on the Influence of Print Advertisements of Professional Sports Products Endorsed by Sports Stars on Consumers’Purchasing Decisions: A Case Study of Printed Advertisements of Tennis Rackets. Journal of Capital University of Physical Education and Sports, vol.31 No.3,216 (2019).

6. Wang Yansu.:Inspiration of Nike Sports Sponsorship on the Development of Sports Enterprises in China. Sports Management and Scientific Development · Proceedings of the 2012 National Sports Management Science Conference, 343 (2012).

7. Huang Lu.:Research on the Marketing Path of Sports Brands. Sports Culture Guide, No.08,117(2014).

8. CNBC.:Nike collaborates with Roblox to create a virtual world called "Nike Paradise". Global Brand Insight, No.36, 10(2021).

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10. Zhao Yifan.:The Importance of Marketing for Modern Enterprises.Modern Economic Information, No.02, 103(2018).

Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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Volume Title
Proceedings of the 7th International Conference on Economic Management and Green Development
ISBN (Print)
978-1-83558-095-0
ISBN (Online)
978-1-83558-096-7
Published Date
10 November 2023
Series
Advances in Economics, Management and Political Sciences
ISSN (Print)
2754-1169
ISSN (Online)
2754-1177
DOI
10.54254/2754-1169/37/20231820
Copyright
© 2023 The Author(s)
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated