On Marketing Program Of Nike And The Revelations For The Exporting Of Chinese Sport Goods

With the popularity of sports in all the people increasingly high level of economic development is to improve day by day, sports are more and more attention, such as the Olympic Games worldwide,American professional basketball,the FIFA World Cup Feast of organized sports have been concerned about the global population. The sporting goods industry as the surrounding industrial and sports has also been rapid development. The current development of the sporting goods industry is not balanced,several major sporting goods companies come out on top,the current development of China’s sports goods company is relatively backward, especially in exports. To study the world-renowned sporting goods company- Nike’s successful experience in the status quo of export marketing strategy as well as our sporting goods exports,and ultimately make targeted recommendations for the main problems existing in our sporting goods exports, in order to improve China’s sports goods industry exports further enhance the strength of China’s sporting goods business.Currently,Nike’s export marketing strategy focused on providing high-tech products, make distinctive advertising,focusing on consumer demand and constantly open up new markets and so on,and our sports enterprises widespread low market share, market positioning is not clear, poor brand commercial operation characteristics. Overall, Nike is the world-renowned brand, brand recognition and high market share, advertising, sponsorship and other commercial operations means mature,our weaker local sporting goods company in the future business development and export marketing,should focus on improving product innovation and marketing capabilities,to find a clear position in the target market.