Using the methods of literature study and case analysis, the article analyzes the marketing experience of Nike from the aspect of culture. Nike’s cultural marketing is a course of attracting consumers’ attention, improving consumers’ experience, stabilizing consumers’ emotion and finally cultivating consumers’ faithfulness. There are problems in the marketing of China’s sporting goods enterprises such as the undefined concept, lack of brand connotation, centering on self interests, single marketing strategy, etc. The marketing experience of Nike offers us a revelation that our sporting goods enterprises should form a customer-oriented concept, enhance the core value of the brands, highlight the brand connotation, lay stress on the object of people-oriented and enterprise cultural construction and innovate in cultural marketing tactics. |