Research On Decathlon Sport Bike Marketing Strategy

The concept of modern business management gradually developed from the production orientation,marketing orientation,to marketing orientation.Marketing strategy play a very important role for the survival and development of an organization.Decathlon is a large chain store specialized in sport goods from France.Decathlon was first established with the sales of bicycles,its bicycle brand is called B'TWIN.Decathlon's products have gained some recognition in the sporting goods market,especially its experiential,one-stop purchase model,which has a very big advantage to its competitors.But Decathlon's bike business development in China is not optimistic.Consumers' perceptions of Decathlon bicycle brands are in two states,and ordinary consumers think the price of Decathlon's bicycles is too high,and the more specialized riders consider the Decathlon bicycles to be less professional.This article studies Decathlon and its bicycle brand marketing strategy and consumer attitudes.Aiming to find possible ways to help bicycle brands in China to develop consumer markets.