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中文摘要:本文主要分析了迪卡侬(中国)的市场营销政策。迪卡侬是一家来自法国的体育用品专卖商场。首先,本文会通过PEST分析工具挖掘迪卡侬(中国)的市场环境,分析迪卡侬(中国)运用营销组合策略的成功之处。其次,文中将指出迪卡侬(中国)营销方面存在的问题,并提出建议,帮助其面对快速发展的中国市场。最后,本文罗列了迪卡侬(中国)的快速发展对国内体育品牌的借鉴意义。本文运用了以下研究方法:文献综述,PEST分析工具,4P分析模型,对迪卡侬员工进行人物访谈。 关键词:运动,迪卡侬(中国),市场营销组合,PEST,4P
Contents Acknowledgments Abstract 中文摘要 1. Introduction-8 1.1 Research Background-8 1.2 Brief Introduction of Decathlon-8 1.3 History of Decathlon's Development-8 1.4 Marketing Mix-9 1.5 PEST Research Method-9 2. Analyses of Marketing Environment of Decathlon (China)-11 2.1 Political Environment-11 2.2 Economic Environment-11 2.3 Social Environment-11 2.4 Technology Environment-12 3. 4Ps Strategy of Decathlon (China) -13 3.1 Product Strategy-13 3.1.1 A Wide Variety of Products-13 3.1.2 Different Products Level-13 3.1.3 Designed Scientifically and Packaged Simply-13 3.2 Price Strategy-14 3.2.1 Every Day Best Low Price-14 3.2.2 To Set Different Price Range-14 3.2.3 Dynamic Price Adjustment-15 3.2.4 Cost Control-15 3.3 Place Strategy-15 3.3.1 Whole Industry Chain-15 3.3.2 Large Business Area-16 3.3.3 Online Shopping Mall-16 3.4 Promotion Strategy-16 3.4.1 Experience Marketing-16 3.4.2 Sales Assistants-16 3.4.3 Membership System-17 3.4.4 Public Relation-17 3.4.5 Word-of-mouth Marketing-17 3.4.6 After-sales Service-17 4. Suggestions of Improvement for Decathlon (China)-.19 4.1 Localize the Design Style-19 4.2 Provide Packaging-19 4.3 Enhance Publicity-19 4.4 Retain Talents-19 5. Suggestions for Domestic Sports Brands-.21 5.1 Realize Brands Combination-21 5.2 Innovate Design and Strengthen Publicity-21 5.3 Set up One-stop Experience Shopping-21 6. Conclusion-.22 References-23 |