Strategy of Sports Brand Network Marketing on the Basis of Brand Image Promotion

DOI

10.2991/meess-18.2018.9How to use a DOI?

Keywords

Brand image, network interaction, network marketing

Abstract

In order to enhance the brand influence and improve the brand image, Nike is taken as a case sample enterprise and its network marketing strategy practice is used as the research object. The application of case analysis, literature research and SWOT analysis is focused on to analyze the network marketing strategy of Nike. According to its shortcomings, corresponding optimization ideas are put forward, so as to provide reference for the network promotion and marketing of Nike and other domestic sporting goods brand. Network interaction can enhance the value of product brand and increase market share, and more effectively disseminate the brand image of enterprises. How enterprises make use of the property of network interaction to choose the correct strategy of brand image communication is related to whether the enterprise can stand out in the fierce market competition.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Jiabin Zhang
PY  - 2018/08
DA  - 2018/08
TI  - Strategy of Sports Brand Network Marketing on the Basis of Brand Image Promotion
BT  - Proceedings of the 2018 International Conference on Management, Economics, Education and Social Sciences (MEESS 2018)
PB  - Atlantis Press
SP  - 37
EP  - 42
SN  - 2352-5398
UR  - https://doi.org/10.2991/meess-18.2018.9
DO  - 10.2991/meess-18.2018.9
ID  - Zhang2018/08
ER  -