Study On Optimization Of Marketing Strategy Of "NK" Company In China

With the improvement of social-economic development and living standards as well as increased awareness of health management, leading to the growing demand for sports industry with more participation in sports activities of the masses, sporting goods market expanded dramatically in China recently. Meanwhile, Nike and Adidas, the well-known international brand entered and gradually expanded into China’s sporting goods market for interests, while Lining and Anta that represented the main domestic brands in China benefit from their local advantages and developed at a rapid speed in the mid-range market, therefore forming the competition against international brands of sporting goods market. In a word, China’s sporting goods market is growing rapidly with opportunities and challenges for the sports brands, and the development and implement of effective marketing strategy are considered as key to come to the fore in the competitive environment.In view of this, this paper focused on the sports brand marketing strategy issues in China’s sporting goods market. The main contents are summarized as follows.(1) The discussion of current development of sporting goods marketing in China. The sporting products and its marketing features are analyzed along with the development process during the past few decades of sporting goods market in China. The trends of sporting goods consumer market in the future are introduced to give an intuitive interpretation of future directions.(2) In terms of the description of status of competitors of sporting goods market in China, a global view is taken into account by reviewing major sports brans development of both domestic and international brands, figuring out their development processes as well as marketing strategy competitiveness. Their strengths and weaknesses along with differentiation strategy are discussed for comparative research.(3) As for the status and tendency for NK’s development in China’s sporting goods market, marketing strategy recommendations are put forward on this basis. By taking NK’s rise and in-depth process into sporting goods market in China as a starting point, the exploration of its unique competitive advantage comes as follows along with the analysis of adverse factors restricting its further development, specific suggestions in marketing strategy for future development and market breakthroughs are highlighted after theoretical analysis.