Research On Marketing Strategy Of Decathlon Corporation (Beijing)

With the development of the national fitness craze and the development of social economy,people’s passion for sports participation rising,"spend money to buy health is better than cure" the consumption concept of thorough popular feeling.Under such a background,people’s demand for sports goods is increasing year by year,and the sporting goods industry has great potential for development.At present,domestic and foreign sporting goods company develops very quickly,the consumer faces numerous choice,among them French sporting goods company decathlon is one of them.The company in the numerous sporting goods brands stand out,with lower prices and higher product quality,and the unique marketing strategy,in Beijing’s development is very rapid,deeply the general consumer favorite.This paper,by using the literature material law,questionnaire investigation,case analysis and data statistics,decathlon(Beijing)company as investigation object,based on the theory of marketing,from the political,economic,social,technology,education and population,the six aspects has analyzed the decathlon(Beijing)company macro marketing environment;The micro marketing environment of decathlon corporation(Beijing)was analyzed from three aspects of suppliers,buyers and competitors.SWOT matrix is used to analyze the advantages and disadvantages of decanon company(Beijing).Based on 4P theory,experiential marketing theory,word-of-mouth marketing theory and target market strategy theory,the marketing strategy of decanon company(Beijing)was analyzed.The following conclusions are drawn:(1)decathlon(Beijing)company facing the external environment has a great potential for development,whether it’s political base,and the economic,culture,technology,education and population,is conducive to the development of decathlon(Beijing)company.(2)the decathlon(Beijing)company in the product price,variety,quality,customer experience,has certain advantages,but also face the shortage of the product localization,shopping malls nearby traffic inconvenience,professional staff is not strong,market competition is intense,not conducive to the development of the company.(3)decathlon consumers mainly focus on middle and low sports consumption,and generally prefer sports with high popularity.On the marketing strategy,the company product a lot,mostly in the independent brand,pay attention to innovation,in the light of the low price strategy,to distinguish the price strategy,mantissa pricing strategy,channel strategy for self-marketing and combination of online and offline,the company pay attention to the experience of product marketing and word of mouth marketing.The following recommendations are made:(1)keep the low price and further improve the quality and technology content of the products;(2)strengthen localization of products and services;(3)to improve the stability and professionalism of grassroots employees;(4)the location of the new shopping mall is as close to the subway station as possible;(5)strengthen the protection of anti-theft system and trial products.