DIGITAL MARKETING STRATEGY RESEARCH ON SPORT BRANDS: CASE OF LINING AND XTEP, CHINA

Abstract

The purpose of this project is to determine the impact of digital marketing on Chinese sports brands through a case study of the integration and comparison of two Chinese sports brands-Lining and Xtep. Provide reference for these two brands to better use digital marketing. This is mainly by showing the digital marketing platforms/channels of these two brands and discussing the impact (positive/negative) of this kind of digital marketing on these two brands, in order to fill the gaps in the previous research on the integrated use of Chinese sportswear brands; in addition, This research further defines the challenges/obstacles that these two brands face when using digital marketing, and how they respond to these challenges and make better use of digital marketing based on consumers.