Sports Marketing Strategy Based On The Pattern Of Electronic Commerce

In recent years, along with the Chinese government on the sports industry and electronic commerce of sustained attention, inhabitants’ physical fitness gradually spread, people’s life philosophy also began to change, health, leisure is a series of favorable factors, has led the domestic sports market continued warming. However, in the current market competition mechanism, only the traditional store expansion and agents of the increase has been unable to meet the need of sustainable development of sports goods enterprises. At the same time, the impact of the international financial crisis continues to spread, leading to the whole manufacturing exports more difficult. In such a social economic background, the enterprise with the aid of modern information network technology, online transaction and payment technology and convenient logistics and distribution system of multiple advantages, vigorously carry out the electronic commerce application, expand the domestic consumer market, has gradually become China’s sporting goods industry to maintain high speed development is essential to the advantageous weapon. The combination of China’s sporting goods industry development present situation, through to the current sports industry electronic commerce application basic condition investigation and study and directed through the electronic commerce to buy sporting goods consumers empirical research, analysis of the electronic commerce mode influence consumer buying sports factors, and puts forward the targeted marketing strategy. To guide the domestic sports goods enterprises to increase efforts to promote the application of e-commerce, China’s sporting goods industry overall performance and enhance the comprehensive competitiveness.