Research On The Development Strategy Of Decathlon Sporting Goods Co., Ltd. In China

With the continuous development of today's society,people's life has become more and more perfect,more and more substantial,the public's attention to physical health is also increasing,the demand for sports is increasing,the demand for professional sports equipment is also becoming stronger and stronger,which also provides an opportunity for the development of sports goods industry.With the further aggravation of economic globalization,more and more multinational companies and international sporting goods brands will develop rapidly to all over the world.Decathlon is one of them.As a leader in the sporting goods industry,Decathlon has rapidly become one of the world famous sporting goods brands with its unique production and operation mode.China is the largest and most potential market in the world.After years of steady and solid development,Decathlon has occupied a place in China's sporting goods market.Under the increasingly strong development of domestic sports brands and the pressure of international sports brands,Decathlon's future development road becomes more and more difficult.Compared with leading brands,Decathlon has further development space both in management level and enterprise scale.In addition,novel coronavirus decide on what path to follow in the future and the global economic situation is sweeping.This paper takes decathlon sporting goods Co.,Ltd.which is developing in our country as the research object,makes a lot of in-depth analysis on the development trend of the industry and the management problems existing in the enterprise,and uses literature reading method,observation method,interview questionnaire method and information research method,supplemented by PEST analysis model,Porter five force model and SWOT analysis model to make a comprehensive guest on the internal and external environment of the enterprise View of the analysis,so as to clearly recognizethe threats and challenges faced by enterprises and the competitive advantages and disadvantages of enterprises.At last,it puts forward the strategic objectives and plans with reference value for decathlon Sports Goods Co.,Ltd.,and puts forward all-round guarantee measures and relevant suggestions for the implementation of these strategic objectives.The analysis and suggestions of this paper provide some help for the further development and growth of enterprises,and give a warning to enterprises in the face of the coming crisis.It also has certain reference value for the domestic sports brands facing the same development problems.