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E.Elsbernd.thesis.pdf (4.8 MB)

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Just Do It: Female Consumers, E-Commerce, Personalization An Analysis of Nike's Marketing Strategy in China

Elsbernd, Erin
http://rave.ohiolink.edu/etdc/view?acc_num=osu1398743591

Abstract Details

2014, Master of Arts, Ohio State University, East Asian Languages and Literatures.
Since its entrance into China in 1980, Nike has been one of the leading athletic wear brands in China. This success is largely in part due to the fact that Nike has not only been able to bring about an exercise revolution in China, but more importantly adapt its brand to the consumer and media trends of Chinese consumers. However in recent years, Nike has seen its profits fall in the emerging Chinese market. Market analysts say this could in part be due to Nike's China strategy does not reflect the tastes of Chinese consumers. This thesis from three separate consumer and media trends in China will explore how Nike's marketing strategy has been able to adapt to these trends in China. These trends include a strengthening female consumer class, the rise of online marketing, and an increased demand for products and brands that reflect the individual tastes and values of consumers. Through review of Nike's marketing strategy and survey results of Chinese high-school students' exercise, internet, and shopping habits, the author will point out weaknesses in Nike's marketing, and how to improve upon them.
Xiaobin Jian, Dr. (Advisor)
Galal Walker, Dr. (Committee Member)
105 p.
Asian Studies

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Citations

  • Elsbernd, E. (2014). Just Do It: Female Consumers, E-Commerce, Personalization An Analysis of Nike's Marketing Strategy in China [Master's thesis, Ohio State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=osu1398743591

    APA Style (7th edition)

  • Elsbernd, Erin. Just Do It: Female Consumers, E-Commerce, Personalization An Analysis of Nike's Marketing Strategy in China . 2014. Ohio State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=osu1398743591.

    MLA Style (8th edition)

  • Elsbernd, Erin. "Just Do It: Female Consumers, E-Commerce, Personalization An Analysis of Nike's Marketing Strategy in China ." Master's thesis, Ohio State University, 2014. http://rave.ohiolink.edu/etdc/view?acc_num=osu1398743591

    Chicago Manual of Style (17th edition)

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This open access ETD is published by The Ohio State University and OhioLINK.