Studies On The Marketing Strategies Of NIKE China

Since the 2008 Beijing Olympic Games, all over the world are aware of the huge demand of the Chinese market, have set their sights on China, has tremendous opportunities, sports industry and market is one of the leaders. In China, basketball and even the whole sports market is an incremental market, our sports industry is only 313 billion RMB, accounting for GDP 0.6%. The United States of America's sports industry annual output value of 441 billion dollars, accounting for about 3% of GDP, China's sports market is far from saturation, with tremendous growth potential. Nike is leading brand in the global sporting goods industry, the Nike China is referred to in this article is Nike sports (China) Co., Ltd., is the branch of Nike in China, the management of the Chinese mainland, Taiwan and Hongkong business. According to Nike's internal data, Nike in China sports goods market share of more than 20%, which accounted for 18% of the clothing market in China sports apparel, shoes in the Chinese market accounted for more than 23% of the market, it can be said that the Chinese sports brand in the market also occupy a unified governance status. In addition, Nike's products also cover sports accessories, bags, socks and other equipment, and even golf clubs, etc., almost to meet the needs of consumers of all sports products. However, Nike in the Chinese market is not smooth sailing, dealer inventory backlog, the retail market growth is slow, shopping malls closed shop tide, staff turnover and other issues are also plagued by Nike.In this paper, after the 2008 Olympic Games to the sports goods market in China in 2014, the Chinese market environment is the background, mainly discusses the marketing strategy of Nike brand in the Chinese market, and analyzes the changes of China's sports industry, pointed out that Nike has to deal with the environmental changes, the challenges encountered and future market opportunities. In the competitor's pursuit, how to maintain sustained growth in market share, to realize the poor dissimilation competition is as a sales manager must think about the problem, the author intends to through MBA study of marketing theory, and his working experience in Nike's combination of Nike in China's huge market development, so that enterprises in the market competition to maintain a leading edge.Through this study, we can provide reference for the future development of the Chinese market in the Chinese market, and provide reference for other sports brands in China's market development and planning.