根據上述的研究分析，在研究建議也提出了一些改善的方法。針對崛起的本土品牌的威脅，Nike勢必要重新審視自身的不足，產品必須符合當地的文化，才能在當地繼續深耕；針對盜版猖獗，若Nike能運用區塊鏈技術讓消費者鑑別正品，定能讓盜版市場大受打擊；提供私域經營成功案例，讓Nike能夠增強與客戶的互動與連結，提高品牌忠誠度等。期望能夠透過這些建議，幫助Nike在中國市場重回龍頭地位。;This paper aims to study Nike′s marketing strategy in China and the reasons for the significant decline in revenue in the China market in 2022. The reasons for this include the 2021 BCI has decided to suspend the issuance of BCI cotton licenses in Xinjiang, which Nike decide to stop using Xinjiang cotton. This Action not only damaged the Nike brand image in China and also lost the trust and support of Chinese consumers. And most brand ambassadors also terminated their cooperation with the brand who decided not to use Xinjiang cotton. This incident also gave local brands, who were already trying to catch up the chance to expend the market. Second, the rampant piracy in China, on the one hand, makes it difficult for consumers to distinguish the authenticity, leading to an organic rate of buying counterfeit goods; On the other hand, it has also led some consumers to reduce their obsession with legitimate products and become more willing to purchase pirated products. Taking the China region as the research object, conduct in-depth interviews with the marketing directors of international sports brands in China to understand the reasons for the decline of internationally renowned sports brands in China. The "Nike Private Domain Performance Survey - Mainland China" was used as the research tool to conduct a survey through a questionnaire survey. The effective questionnaire was 25, and the research results showed that Nike′s private domain traffic in China was not high, gradually losing the ability to interact with consumers.
Based on the above research analysis, some improvement methods have also been proposed in the research recommendations. In response to the threat of rising local brands, Nike is bound to re-examine the shortcomings of its own strategies. The products must conform to the local culture in order to continue to cultivate in the local area; If Nike can use blockchain technology to identify authenticity in response to rampant piracy, it will definitely hit the piracy market severely; Provide successful cases of business of private traffic, so that Nike can enhance the interaction and connection with customers and improve brand loyalty. I hope to use these suggestions to help Nike regain its leading position in the China market.
