基于社交电商环境下的跑步产品营销策略研究

Research on Marketing Strategies of Running Products in the Social E-Commerce Environment

摘要: 2024年6月，国家卫健委联合16部门印发《“体重管理年”活动实施方案》，标志我国进入“体重管理元年”。在国家“体重管理年”的政策背景下，社交电商的快速发展，为跑步产品行业带来了新的机遇与挑战。本文系统分析在政策红利下社交电商对跑步产品营销的影响，从产品、渠道、促销三个维度提出适应社交电商环境的营销策略，旨在为企业提供政策响应性强、科学有效的发展建议，助力其在健康中国战略中实现社会与经济效益双赢。

Abstract: In June 2024, the National Health Commission of the People’s Republic of China (NHC) jointly issued the Implementation Plan for the “Weight Management Year” Campaign with 16 relevant ministries and commissions, marking the official start of China’s “First Year of Weight Management”. Against the policy backdrop of the national “Weight Management Year”, the rapid development of social e-commerce has brought new opportunities and challenges to the running product industry. This paper systematically analyzes the impact of social e-commerce on the marketing of running products under the dividend of this national policy. From three dimensions—Product, Place, and Promotion—it proposes marketing strategies adapted to the social e-commerce environment. The purpose is to provide enterprises with policy-responsive, scientific, and effective development suggestions, helping them achieve a win-win situation of social and economic benefits in the implementation of the “Healthy China” strategy.