Improvement Method of Sports Product Network Marketing Strategy Based on Big Data Analysis
The development of Internet and the rise of big data analysis technology have rapidly promoted the popularity of online shopping. In this context, good network marketing of sports products has an important positive significance for enterprises to seize market share and brand building. However, there are many problems in the current online marketing of sports products in China, including the lack of strategic planning for brand positioning, insufficient propaganda of enterprises, and the need to improve the payment platform of online marketing. The prominence of these problems limits the development of sports product network marketing. In this regard, sports products enterprises can carry out new media marketing, and actively build the brand image of sports enterprises. Develop diversified channels of publicity and distribution, and greatly enhance product marketing. Speed up the improvement of payment system, and create a good online payment experience for consumers. 1. Research Background 1.1 Literature review With the rise and popularization of Internet and big data technology, network marketing has gradually entered people's lives. In this context, sports products to network marketing also emerged, many scholars have carried out relevant research. Zhao Huanhuang scholar mentioned that in the whole process of sports product sales, network marketing has gradually become one of the important links. The level of logistics management directly affects the marketing effect of sports products. This paper makes an in depth analysis and research, hoping to improve the logistics management through the selection of middlemen, the selection of channel mode and the analysis of customer characteristics (Zhao, 2013) Chen Huasheng scholars believe that network marketing has no time and space constraints, subverts the traditional marketing model, and belongs to the inevitable product of human economic development. Compared with the traditional marketing mode, the internationalization and informatization of online marketing have become the main development trend of sports goods marketing in China (Chen, 2006) Sun Changjiang and Honing scholars take the comparative advantage as the breakthrough point, and discuss the marketing advantages of sports goods network marketing strategy. It is found that the remarkable advantages of online marketing can promote the competitiveness of sporting goods enterprises in the market, thus helping enterprises to achieve the promotion of marketing efficiency (Sun and Huo, 2011) Sui Yamen and Li Ling scholars studied the consumer's willingness in sports goods online marketing through quantitative analysis method and construction model. The study found that in online marketing of sports goods, consumption motivation positively affects consumption intention, while perceived risk negatively affects consumption intention (Sui and Li, 2019) 1.2 Research purposes With the vigorous development of China's social economy, the living standard of residents has gradually improved, which has led to the consumption of sports products and the development of sports market. As an important part of the sports industry, the field of sports products is favored and 2019 International Conference on Emerging Researches in Management, Business, Finance and Economics (ERMBFE 2019) Copyright (c) (2019) Francis Academic Press, UK DOI: 10.25236/ermbfe.2019.154 822 concerned by many investors. The marketing results of sports products have become a direct factor affecting the development of sports goods industry (Yang, 2013) Therefore, effective marketing of sports products can be conducive to the expansion of sports goods market and ensure and enhance the economic benefits of sports enterprises. The life style of big data networking promotes sports product enterprises to carry out online marketing activities. Therefore, formulating perfect online product strategy, price strategy, channel strategy and other online marketing strategies has become the key to the development of many sports goods enterprises (Zhang et al. 2004) Therefore, based on the development environment of big data analysis, this paper explores the improvement methods of online marketing strategy of sports products. It is expected to provide some ideas and directions for the development and perfection of sports product market through literature review and theoretical research. 2. The Current Development Situation of Sports Products Market in China Sports goods industry is an important part of China's economic market. Although China's sporting goods industry started late, it has also developed rapidly in recent years under the impetus of market economy. Sports goods consumption of urban residents is moving towards the middle and high end trend (Qiang, 2017) And rural residents have formed new consumption demand for middle and low grade sports goods. Therefore, China's sports goods market has shown a good development trend and space. With the improvement of social and economic level, people's living standards and health needs have been improved more and more, so the awareness of health movement has been gradually strengthened. And the national fitness program advocated by the General Administration of Sports has attracted more and more people to actively participate in various sports activities. These comprehensive factors of market environment and consumer demand have further promoted the rapid development of China's sports goods market. With the rapid development of the sports industry, the sports product industry shows a larger space for development (Zhu and Sun, 2017) According to incomplete statistics, sports goods manufactured in China account for more than 65% of the world's total GDP and 0.6% At this stage, the domestic sales of sports goods have exceeded 6 billion yuan, and the average annual growth rate of the whole sports goods industry is 30% In a word, sports goods market has great potential and good investment situation. Specifically, the reasons for the good development of sports goods industry can be divided into the following points. First, the promotion of national health awareness. With the improvement of living standards, more and more people begin to attach importance to sports, which leads to a consumption boom of sports goods. Second, the increase of sports activities stimulates sports market consumption. Since the 2008 Beijing Olympic Games were successfully held, more and more Chinese Spring Festival sports activities have been held (Xie et al. 2017) The Guangzhou Asian Games, the Second Asian Youth Games in Nanjing, the BRICS Games, the World Badminton Championships and other major events have been launched. A good demonstration and driving role has been formed in the life of the whole society, thus stimulating the consumption demand of the sports market. Thirdly, national policies should be encouraged. In 2014, the State Council promulgated "Several Opinions on Speeding up the Development of Sports Industry to Promote Sports Consumption" and national fitness has officially risen to the national strategic level. In 2016, taking the structural reform of the supply side of sports industry as the main line, the General Administration of Sports issued the Thirteenth Five Year Plan for the Development of Sports Industry, putting forward that the reform of sports industrial structure should be focused on, and further promoting the healthy and sustainable development of sports industry (Yang et al. 2018) Fourth, the vigorous rise of Internet platforms. At present, China has entered the era of the national Internet. The rise and development of major brand e commerce platforms have provided sports products enterprises with a good variety of platforms and further expanded the sales channels of sports products.