Analysis of the Marketing Methods of Nike Based on 4P Theory.

Abstract

With the continuous development of information technology and socio-economic development, consumer groups are in a constant state of change in terms of their consumption patterns and habits. Therefore, it is important to analyse the marketing methods of the leading brands in the industry at any given point. This will not only allow headline companies to analyse whether their marketing methods are in tune with the times, but will also allow smaller companies to learn from the results of the analysis. This essay examines Nike's marketing tactics through the research method of literature analysis from 4P analysis method to study Nike's marketing tactics. After analyzing Nike marketing, it can be found that although the products of Nike have a huge product range, footwear products as the main commodity account for too large. In terms of price, although the pricing range is wide, it helps to attract customers but affects its brand positioning. At the same time, in terms of promotion and place, while having advantages, there are also problems such as spokesperson risk and insufficient development of online channels.