迪卡侬(中国)营销组合策略研究_英语论文.docx

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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

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上传会员 一抹彩虹 对本文的描述:This paper mainly analyses the marketing strategy of Decathlon (China), a sports supermarket from France. The paper will firstly dig out the marketing environment of Decathlon (China) by PEST tool (PEST refers to Political, Economic, Socia......
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