Analysis of Female Marketing—Taking Nike as an Example

DOI

10.2991/assehr.k.201214.509How to use a DOI?

Keywords

Female Marketing, Nike, products, advertising, activities, suggestions

Abstract

Nowadays, there are more and more brands in the market under the banner of gender equality and service for women, and female marketing has become one of the most popular marketing field. This thesis would focus on the introduction, advantages and disadvantages of female marketing. It would also give a successful example of Nike’s female marketing, analyzing its strategy of products, advertisements, and offline activities through qualitative analysis, inductive method, and observation method. The most meaningful thing is that this paper is going to offer valuable suggestions to Chinese corporations in order to improve their sales volumes and reputations effectively. At the end of the thesis, the author draws a conclusion to show what is the key of optimal female marketing for brands. Launching proper marketing strategies for women from products, advertising, and activities which are the key factors of female marketing. The goal of brands is not only to earn profits, but also to help women break the stereotype and confine.

Copyright

© 2020, 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/).

Download article (PDF)

TY  - CONF
AU  - Jingyan Teng
PY  - 2020
DA  - 2020/12/16
TI  - Analysis of Female Marketing—Taking Nike as an Example
BT  - Proceedings of the 2020 3rd International Conference on Humanities Education and Social Sciences (ICHESS 2020)
PB  - Atlantis Press
SP  - 286
EP  - 291
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.201214.509
DO  - 10.2991/assehr.k.201214.509
ID  - Teng2020
ER  -