The Case Study Of Campus Marketing For Sports Company

With the development of social economy and large-scale enrollment expansion of universities, the population of school enrollment and power of consumption gradually increase, which enlarge the campus market consumption scale and capacity along with the importance of campus market. Therefore, the campus marketing arises in view of student group. The campus marketing as a new way of marketing is considered to be immature and need to be discussed for marketing methods and strategies. In addition, Nike, the world’s biggest sport products company, is supposed to be a success model in terms of campus marketing. This paper aims at studying "WOMEN BE AMAZING", which is a specific campus marketing case of Nike, exploring the campus marketing new methods and new ideas, and summarizing the successful experience so as to provide reference opinion of campus marketing strategies for relevant enterprises.Based on the specific case of Nike sports brand promotion in the campus marketing as the research object, We adopt methods of documentation, questionnaire investigation, expert interview method, case-study approach, logicanalysis and mathematical statistics, which focus on the following two aspects: One is the introduction of the case, including the planning and implementation of the case background, case process, as well as the case of the marketing effect; the second part is the case analysis of the marketing strategy, which sums up ten marketing strategy and for each strategy, we consider college students psychological behavior characteristics as the breakthrough point analysis, supplemented by questionnaire survey data, in order to demonstrate its rationality. These ten campus marketing strategies include:Shaping the brand’s unique personality; Concerning about the experience of students and enhancing experiential marketing; To play network role to carry out network marketing; Distinctive theme of the marketing campaign; Focusing on the unique campus publicity; Considering the to the influence of celebrity endorsements to the students; Reflect the student element in the product design; Considering students’ consuming ability when making price; Looking for opinion leaders; Integrating the spirit of sport.The following successful experience of Nike is obtained through analysis and research: firstly, Nike can correctly grasp the characteristics of college students, and find out the right way to communicate with them, so that it can develop the right marketing strategy; secondly, the marketing strategy is targeted and innovative,which can be summarized as the four characteristics of new media, experiential, personalized and sports; Thirdly, the marketing strategy is not used independently, but a combination of an integrated marketing method.