Welcome to Francis Academic Press

Academic Journal of Business & Management, 2021, 3(8); doi: 10.25236/AJBM.2021.030820.

Analysis of Domestic Sporting goods Marketing Mode under the Background of Network Marketing Environment


Shen Zhongping, Hu Qianshu

Corresponding Author:
Shen Zhongping

Hunan Institute of Engineering, Xiangtan, Hunan Province, China


This is an ear of rapid change, with the development of network technology, online shopping has become one of the main ways of shopping.  The popularization of the concept of national fitness has provided an opportunity to open the domestic sporting goods market.  While the traditional sporting goods marketing model does not keep up with the development of the existing economic market, therefore, improving the new sporting goods  marketing model has become the primary strategy to expand the market.  This paper will study consumers' purchasing decision-making behavior under the network marketing environment, conduct an in-depth study of the domestic sporting goods market, and give some appropriate strategies to solve the existing problems.


Network marketing; Consumers purchase decision; Domestic sporting goods market

Cite This Paper

Shen Zhongping, Hu Qianshu. Analysis of Domestic Sporting goods Marketing Mode under the Background of Network Marketing Environment. Academic Journal of Business & Management (2021) Vol. 3, Issue 8: 121-129. https://doi.org/10.25236/AJBM.2021.030820.


[1] Philip Kotler. Marketing Moves: A New Approach to Profits, Growth and Renewal[M]. Expert Systems with Appications,2002:52-67

[2] Hoffman, D.L. and Novak, T.P. (1996) Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations. Journal of Marketing, 60, 50-68.

[3] Efraim Turban et al. Electronic Commerce: A Managerial Perspective[M]. Edition. Hongkong: House of Electronics Industry and Person Educational North Asia Limited,2003.

[4] Xintao Huang . Analysis of Online marketing Strategy based on Consumer Behavior in the Internet Environment [J].  The Chinese market, 2019 (19) : 117-118.  

[5] Ying Zhao, Yue Zhang.  The Characteristics of Consumer Behavior and its influence on Network marketing under e-commerce Environment [J]. Jiangsu Business Theory, 2004(04):40-41. 

[6] Guosheng Hu, Guohong Zhang.  Analysis of consumer purchase decision under network environment [J]. Industrial Technology Economics,2006(11):111-113, 128.  

[7] Haifang Zhang. Investigation and Analysis of current Situation of Sporting goodsMarket and sales in China [J]. China Business Theory,2015(33):1-3.  

[8] Zhibin Xiong, Quan Liu.  Analysis of Sporting goodsMarketing Strategy under the Condition of E-commerce [J]. China Business and Trade,2011(15):108-109.   

[9] Ma W ,  Wang Q ,  Yang H , et al. An analysis of price competition and price wars in Australia's domestic airline market[J]. Transport Policy, 2019, 81(02):163-172.

[10] Gevorkyan A V . Exchange market pressure and primary commodity – exporting emerging markets[J]. Applied Economics, 2019, 51(22):2390-2412 . 

[11] Jansen P ,  Snijders C ,  Willemsen M C . Determinants of Domestic Risk Prevention Behavior: The Importance of Separating Effects Within‐Persons and Between‐Persons[J]. Risk Analysis, 2020, (10):13632.

[12] Perras N ,  Sternfeld I ,  Fei S , et al. Analysis of Domestic Violence Related Homicides in Los Angeles County: Media Portrayals, Demographics, and Precipitating Circumstances[J]. Journal of Family Violence, 2020,21(36):629–636.

[13] Wei H ,  Lahiri R . The Impact of Commodity Price Shocks in the Presence of a Trading Relationship: A GVAR Analysis of the NAFTA[J]. Energy Economics, 2019, 80(03):553-569.

[14] Tz A ,  Td A ,  Jie L B . The impact of China's macroeconomic determinants on commodity prices[J]. Finance Research Letters, 2019, 36(05):15-21.

[15] Costa F A ,  Caetano M , Cláudio Jorge Pinto Alves, et al. Measuring the Influence of the Commodity Market Performance over the Supply and Demand of Regional Air Travel[J]. Journal of Aerospace Technology and Management, 2019, 11(1):1014-1018.

[16] Jain T ,  Singh S P . Impact of Domestic Institutional Investors on Foreign Institutional Investors in India: An Analysis.  2020,2(19):16-33.

[17] Zhai X J . Analysis of Dimensions of Culture Discount and Market Based on the Phenomenon of Domestic Movies' Box Office Results Surpassing Imported Movies[J]. Economic Forum, 2019, 12(2):1504.

[18] Qi-Xiang H E ,  Yu-Tong M A ,  Mathematics S O . The analysis of commodity futures risk premia under trading strategies[J]. Journal of Industrial Engineering and Engineering Management, 2019m15(02):1142-1148.

[19] Tao S ,  Wang Y T ,  Zhang Q . Situation of Domestic Alfalfa Market and the Impact from Sino-US Trade Frictions and Its Countermeasures[J]. Animal Husbandry and Feed Science, 2019,45(14):18-25.

[20] Xue M ,  Zhang H ,  University X . Empirical Analysis of Domestic Tourism Consumption Structure in Sichuan Province based on ELES Model.  2019,12(01):45-52.

[21] Zhou J ,  Hong C ,  Wang J . Analysis of China-US Import and Export of Commodity Trade Structure under the Trade War:2007—2016[J]. Shanghai Management Science, 2019.