Study On Decathlon’s Industrial Chain Integration

In the process of continuous development of the market directed economy, the company’s products or services can only enable enterprises to maintain a temporary advantage, excellent business model makes the enterprise in the market to maintain a long-term core competencies. Therefore, the attention of the corporate business model continues to improve, And are actively building the right business model, Embodied in the final analysis are the value of the business model. The purpose of this study is based on the status and characteristics of China’s sports goods industry, following the customer value generated industrial chain business model to explore integrated approach and customer value realization adapt and promote the development of China’s sporting goods industry’s business model。This study not only the present stage to optimize the industrial structure and speed up product upgrading economic policy theoretical significance and practical significance, but also on the healthy and rapid development of China’s sports goods industry. In this study, the status quo and confusion of the sporting goods industry at home and abroad as a starting point, to the integration of industrial chain theory and the theory of the business model as the theoretical basis to create customer value as the purpose, use of literature review and field inspection method on the French decathlon business model in the target customers positioning, customer value creation, marketing strategy, the whole industry chain mode, before the integration mode, such as moving due and intrinsic mechanism depth profiling and interpretation.In this study, the status quo and confusion of the sporting goods industry at home and abroad as a starting point, to the integration of industrial chain theory and the theory of the business model as the theoretical basis to create customer value as the purpose, Use of literature review and field inspection method on the French Decathlon business model in the target customers positioning, customer value creation, marketing strategy, the whole industry chain mode, before the integration mode, such as moving due and intrinsic mechanism depth profiling and interpretation, Combined with the development situation and development trend of China’s sporting goods industry, pointed out that the revelation of Decathlon sporting goods company in China. These revelations include:the precise positioning of products and target customers, the efficient integration of industrial chain,3unique marketing mix, strengthen research and development capabilities. And on this basis put forward recommendations for the development of China’s sporting goods industry. These recommendations include:one simply to survive as a business to create customer value, accurate and effective market positioning, effective integration of resources to improve product margins,4Science pricing strategies, reduce the sales of intermediate links, to improve the shopping environment, improve service quality. The purpose of this study is based on the status and characteristics of China’s Sporting goods, follow the customer value generated by industrial chain integration and customer value to achieve business model, to explore adapt and promote the development of China’s sporting goods industry business model, In this study, not only for the present stage to optimize the industrial structure and speed up product upgrading economic policy theoretical significance and practical significance, but also on the healthy and rapid development of China’s sporting goods industry.