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论文编号：	13445
作者编号：	2320200390
上传时间：	2022/12/2 17:21:16
中文题目：	迪卡侬体育用品有限公司市场营销策略研究
英文题目：	Research on the marketing strategy of Decathlon Sporting Goods Co., Ltd
指导老师：	许晖
中文关键字：	体育用品行业；迪卡侬；营销策略；
英文关键字：	Sports goods industry；Decathlon；Marketing strategy；
中文摘要：	在后疫情时代背景下，本文描述了我国体育产业政策及体育用品行业快速发展的态势，以及北京冬奥会后中国体育产业进入发展新纪元的状态。以迪卡侬体育用品有限公司在中国市场的营销策略为研究目标，介绍了公司概况以及目前在华的发展历程，通过文献分析法、案例研究法等方法，对迪卡侬的营销模式进行了分析，迪卡侬在产品、价格、渠道和促销四个方面呈现出不同特色，比如说产品品类大而全，自有品牌产品的价格低于同品类体育用品的20%以上，性价比极高，渠道管理采用直销模式，最大限度的降低产品成本，通过低成本来体现更多顾客价值，最后迪卡侬打造体验式消费场景，为顾客提供更多运动类体验活动，提升顾客对于迪卡侬品牌整体满意度。 分析迪卡侬在华发展的市场营销策略，发现迪卡侬在产品及服务营销过程中出现的问题如：市场产品同质化、定价机制不健全、零售渠道模式单一、以及传统促销效率低下等。 从营销组合的四要素方面提供解决方案，在产品方面深化核心价值，保持全品类产品定位，改善产品创新环境，建立更好的体验式服务标准，创造更高的顾客价值；在价格方面，迪卡侬应根据成本导向或竞争导向定价法在目标市场选择合适的定价策略，利用多元化动态价格策略和高效定价系统策略，科学的调整价格，激发消费者购买兴趣；在渠道方面，迪卡侬优化传统渠道，可以在市中心通过建设中小型的购物商店，寻找轻便使用率高的运动产品和运动器材进行售卖，提升品牌知名度，方便顾客购买，也可以通过整合线上渠道，开发更多低成本高利润的销售渠道；在促销方面，加大对产品的营销宣传，积极举办会员活动，赞助各类体育赛事，进一步提升迪卡侬的产品形象。 最后，分析总结迪卡侬在营销模式中的优势，对比国内外其他体育用品零售品牌，找出迪卡侬（中国）体育用品有限公司市场营销发展策略，通过这一分析过程，给中国体育用品零售企业带来新启示。
英文摘要：	Under the background of post epidemic era, this paper describes the rapid development trend of China's sports industry policy and sports goods industry, and the state of China's sports industry entering a new era of development after the Beijing Winter Olympics. Taking the marketing strategy of Decathlon Sports Goods Co., Ltd. in the Chinese market as the research objective, this paper introduces the company profile and the current development process in China, and analyzes the marketing mode of Decathlon through literature analysis, case study and other methods. Decathlon presents different characteristics in four aspects: product, price, channel and promotion, such as large and comprehensive product categories, The price of private brand products is more than 20% lower than that of sports goods of the same category, and the cost performance ratio is extremely high. The channel management adopts the direct marketing mode to minimize the product cost and reflect more customer value through low cost. Finally, Decathlon creates an experiential consumption scene, provides more sports experience activities for customers, and improves customers' overall satisfaction with Decathlon brand. By analyzing the marketing strategy of Decathlon's development in China, we found that Decathlon had problems in the process of product and service marketing, such as homogeneity of market products, imperfect pricing mechanism, single retail channel model, and low efficiency of traditional promotion. Provide solutions from the four elements of the marketing mix, deepen the core value of products, maintain the positioning of all categories of products, improve the product innovation environment, establish better experiential service standards, and create higher customer value; In terms of price, Decathlon should select appropriate pricing strategies in the target market according to cost oriented or competition oriented pricing methods, use diversified dynamic price strategies and efficient pricing system strategies, scientifically adjust prices, and stimulate consumers' purchase interest; In terms of channels, Decathlon optimizes traditional channels. It can build small and medium-sized shopping stores in the city center to find portable sports products and sports equipment with high utilization rate for sale, improve brand awareness and facilitate customers' purchase. It can also develop more low-cost and high profit sales channels by integrating online channels; In terms of promotion, increase the marketing publicity of the products, actively organize member activities, sponsor various sports events, and further enhance Decathlon's product image. Finally, analyze and summarize the advantages of Decathlon in the marketing model, compare with other sports goods retail brands at home and abroad, and find out the marketing development strategy of Decathlon (China) Sports Goods Co., Ltd. Through this analysis process, bring new inspiration to the Chinese sports goods retail enterprises.
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