Investigation and Analysis of Nike Product Marketing Strategy

Abstract

With the increasing demand for mass sports consumption, the development of the sports goods industry will enter a new era. However, the competition between international sports brands and domestic local brands is also very fierce. Nike has always been a well-known sports brand, established only a few decades ago, but it has surpassed many established competitors. Among so many sports brands nowadays, Nike can even be described as standing out and being the favourite sports brand among young people. Therefore, many people will wonder why Nike is so popular? This thesis takes Nike, a world-renowned sports brand, as an example, and uses 4P theory to analyze its product strategy, price strategy, channel strategy, and promotion strategy, and further analyzes its innovative marketing methods such as experience marketing and sports marketing, At the same time, corresponding marketing suggestions are proposed to provide corresponding reference and reference for local sports brands in China.