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