市场营销-迪卡侬公司（中山）市场营销策略研究论文.doc

迪卡侬公司（中山）市场营销策略研究 【摘要】随着人们健康意识的提高，体育用品零售企业逐渐发展壮大。然而市场形势千变万化，尤其是在2016年马云提出新零售的概念之后，体育用品零售企业的营销策略转变面临了更大的考验。面对新的形势，体育用品零售行业的营销策略转变尤其重要。 本文将以4C和体验营销策略为基础理论，以迪卡侬（中山）体育用品有限公司为研究对象，通过二手资料研究法、调查问卷分析法、数理统计分析法、个案研究法、以及访谈法为手段进行研究分析迪卡侬的营销策略。在基于大量文献资料研究以及市场调查的基础上，较创新性地以4C理论展开具体分析，并且分析并总结迪卡侬营销策略的优势与不足，针对问题提出改进方案，为其他体育用品零售企业提供参考借鉴。 【关键词】迪卡侬；营销策略；4C策略 注：本论文（设计）题目来源于教师的国家级（或省部级、厅级、市级、校级、企业）科研项目，项目编号为： 。 Marketing strategy study on Decathlon (Zhongshan) [Abstract] With the increasing awareness of peoples health, sporting goods retail enterprises are gradually developing. However, the market is ever-changing. After a new retail concept proposed by Jack Ma in 2006, the sporting goods retail industries have to face a greater challenge than ever before. Confronted with this new market situation, it is extremely crucial for them to change their marketing strategies. The main content of this paper is about marketing strategy studying on Decathlon(Zhongshan). To achieve my study goal, theories about 4C and experiential marketing strategy are taken as the basic theories and Decathlon is the object of study, with the means of analysis of literature, questionnaire survey, mathematic statistics, interviews and case study. Based on reading a large number of literature and a thorough market research, innovatively, a detailed analysis on the basis of 4p theory is carried out to analyze and summarize the advantages and disadvantages of Decathlons marketing strategy. According to existing problems, improvement programs are provided as reference for other sporting goods retail enterprises. [Keywords] Decathlon Marketing strategy 4Cs 目 录 1 绪论 1 1.1 研究背景 1 1.2 研究意义 1 1.2.1 理论意义 1 1.2.2 现实意义 2 1.3 研究创新性 2 1.4 研究内容与方法 3 1.4.1 研究内容 3 1.4.2 研究方法 3 2 理论基础及文献综述 5 2.1 理论基础 5 2.1.1 4Cs理论 5 2.1.2 体验营销理论 5 2.1.3 4P与4C理论的使用 5 2.2 文献综述 6 2.2.1 新零售模式研究现状 6 2.2.2 迪卡侬研究现状 7 3 迪卡侬（中山）营销环境分析 10 3.1 宏观环境分析 10 3.1.1 政治环境 10 3.1.2 经济环境 10 3.1.3 文化环境 11 3.1.4 技术环境 11 3.2 竞争环境分析 12 3.2.1 零售商 12 3.2.2