Advances in Economics, Management and Political Sciences
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Proceedings of the 2023 International Conference on Management Research and Economic Development
Series Vol. 23 , 13 September 2023
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Analysis of Nike's Marketing Strategy in the Chinese Market
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Abstract
With the increasing importance of China's consumer market, understanding Nike's strategies in this market can provide valuable insights for other international brands. The purpose of this paper is to analyze Nike's marketing strategies in the Chinese market. The paper first provides a brief background of Nike's development in China and the current market situation. Then, the paper analyzes Nike's marketing strategies from four perspectives: product, price, promotion, and distribution. The analysis is based on both primary and secondary data, including interviews with Nike's marketing personnel in China and a review of related literature. The findings suggest that Nike's marketing strategies in the Chinese market have been effective, especially in terms of building a strong brand image and appealing to the younger generation. Nike's focus on innovation and technology, as well as its localization strategy, has also contributed to its success in China. Overall, this paper provides a comprehensive analysis of Nike's marketing strategies in the Chinese market, and can serve as a useful reference for other international brands seeking to enter or expand their presence in this market.
Keywords
marketing, Nike, sports, marketing strategy, Chinese market
References
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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 2023 International Conference on Management Research and Economic Development
- ISBN (Print)
- 978-1-915371-89-8
- ISBN (Online)
- 978-1-915371-90-4
- Published Date
- 13 September 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/23/20230354
- Copyright
- 13 September 2023
- 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