Year: 2024
Type: article
Abstract: This study explores the significant changes in Nike's marketing approach in today's rapidly changing new media environment. With the rapid development of digital technology, traditional marketing models have gradually been replaced by more accurate, interactive, and efficient digital marketing strategies. Against this background, this paper deeply analyzes the opportunities and challenges faced by Nike in the digital transformation process, as well as the evolution and status of its business model. This study draws the following main conclusions through this in-depth and detailed analysis. First, although Nike has achieved remarkable results in digital transformation, especially the innovation and implementation of its digital marketing strategy, which has greatly enhanced its brand influence and market penetration, its over-reliance on the direct sales business model has, to a certain extent, limited the further growth of the company's overall revenue. Based on this, this paper puts forward targeted suggestions for the sustainable development of Nike, aiming to continuously optimize its marketing strategy and adjust its business structure to better adapt to market changes in the new media environment.
DOI: 10.54097/zdg50x17
Authors: Dingfeng Ding, Zihan Yu
Institutions: Central China Normal University, University of Toronto
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4405842738