Nike Microblog Marketing Research Based On Microblog-matrix

With the increasing opening of the Chinese market,more and more foreign enterprises have entered the Chinese market,and the competition of domestic industries is increasingly fierce.In recent years,sports has also attracted the attention of the Chinese people.The increase of leisure time and the pursuit of health have also set off a "sports fever" in China.At present,the most competitive industry in the domestic sports field is undoubtedly the sporting goods industry,and the buyer's market has occupied a major position to a certain extent.The arrival of mobile terminal and the emergence of new media provide a new way for enterprise marketing.Microblog marketing has become one of the choices of enterprise marketing.This article selects Nike,a brand with rich marketing experience in the field,as the research object,explore the marketing effect of Nike's microblog based on the marketing form of microblog-matrix,and summarize the form and strategy of Nike microblog marketing,excavate the advantages and disadvantages of Nike microblog marketing,and provide reference for related sports brand marketing.The research object of this paper is Nike Sina official microblog,including@NIKE,@NikeBaskerball,@NikeFootball,@NikeRunning,@NikeWomen,@Nike??,@Nike??,@Nike??.Research and analysis were carried out using literature data method,structural observation method,non-structural observation method and statistical analysis method.The influence of@Nike-centered microblog-matrix is mainly explored from the propagation breadth,depth of communication and communication intensity.The research found that the influence of the Nike microblog-matrix is generally good.The overall effect of the microblog-matrix formed by Nike's eight accounts is much higher than that of a single Weibo account,but there is also a problem of insufficient influence of regional account microblogs.This article summarizes the main marketing forms used by Nike:topics,blog headlines,interactive activities,headline article,etc.The analysis found that there are differences in the use of different account marketing forms.The marketing form of the main account is richer,and the sub-accounts use different marketing forms according to their characteristics.The main marketing strategies used by Nike include event marketing,star marketing,activity marketing,integrated marketing,relationship marketing,etc.It is found that different accounts of Nike have different marketing strategies.Star marketing and event marketing are frequently used.At the same time,different accounts in the Nike microblog-matrix play their own advantages in the use of marketing strategies,but there are also problems such as not paying attention to relationship marketing,unreasonable marketing strategies and so on.This article explores the effectiveness of Nike's marketing format and marketing strategy by mining comments on the primary account Nike.Through analysis,I found the following problems in Nike microblog marketing.First,the frequency of posting is not high,and the marketing effect of regional accounts is not good.Second,the formof interactive activities is popular but relatively few.Third,relationship marketing is not in place.This article also gives some suggestions.First,increase the frequency of posting,strengthen the management of regional accounts.Second,rational use of blog headlines,increase interactive activities.Third,focus on events and make full use of star resources.Fourth,establish corporate responsibility,value relationship marketing.It is hoped that these suggestions will be helpful to Nike or related enterprises in microblog marketing in the future.