Discussion On "Internet Plus" Under The Background Of Sports Goods Enterprise Network Marketing With 361 Degree Sports Goods Company As An Example

With the advance of "Internet plus" strategy,the network provides a platform for the enterprises to participate in e-commerce.The development of network marketing strategy to enable enterprises to establish a good brand image,to attract potential customers,improve product sales.At the same time,the national fitness program policies have been introduced to provide policy support for the development of sports goods enterprises.Driven in a large environment,it is imperative to develop "Internet plus sports" network marketing mode.For China’s current sporting goods companies,network marketing with its good effect,low cost,high profit characteristics become a powerful marketing channel to promote their products.However,China’s sporting goods enterprises lack of a comprehensive understanding of network marketing,in practice,many problems encountered in operation.Based on the existing problems of network marketing in our country,this paper puts forward the optimization ideas.Firstly,this paper introduces the definition and theoretical basis of network marketing.Secondly,this paper uses 361 degrees of sporting goods company as an example,the "China sports goods enterprises network marketing status quo Internet plus background analysis.In the case analysis of 361 degree sporting goods company,using the SWOT analysis method to compare the advantages,’ disadvantages,opportunities and threats of the brand’s four kinds of network marketing model,and draw the corresponding conclusions.Thirdly,the paper analyzes the problems encountered in the network marketing of Chinese sporting goods enterprises,such as the unclear strategic positioning of the Internet,the conflict between traditional stores and online stores.Finally,by using the 4P theory combined with excellent network marketing mode of foreign brands NIKE sporting goods company,put forward the "Internet plus" under the background of China’s sports goods enterprise network marketing four specific optimization ideas.This paper analyzes and puts forward some suggestions on the case,which provides a reference for the future development of the network marketing strategy.