Research On The Development Of The Marketing Model Of The Sports Goods Industry Under The New Retail Format

Forty years since the reform and opening up,China 's economy has developed rapidly,and the people 's material conditions have been greatly enriched.The consumption patterns of most families have changed from the consumption of subsistence data to the development and enjoyment of data consumption.The development and enjoyment of data consumption methods are gaining increasing respect.In recent years,domestic services such as the competition performance industry,fitness and leisure industry,and sports tourism industry have ushered in a period of rapid development,but the sporting goods industry still accounts for a large proportion of the overall sports industry;at the same time,with the upgrading of the national industrial structure The demand of sports and the requirements for the construction of a sports powerhouse have gradually accelerated the pace of marketization of sports,and the problems existing in the retail of sports goods have become increasingly prominent and need to be resolved urgently.Therefore,on the basis of marketing theory,this paper USES literature review,comparative analysis,investigation and other methods to take Decathlon,a French sporting goods retail giant,as a case to study its marketing model under the new retail format.Firstly,the characteristics of the new retail format and the traditional retail format are compared and analyzed.Then,based on the exploration of the changes in consumer demand and the development of the retail format,the reasons for the development of the new retail format are proposed.Secondly,by studying the characteristics and development trend of the sports goods industry,the influence of the new retail format on the marketing model of the sports goods industry is obtained.Finally,the development of Decathlon's marketing model is studied,and its unique experience is explored through the analysis of its advantages and disadvantages,so as to provide reference for domestic sports goods enterprises.The research results show that: Decathlon's new retail marketing model has the following advantages: the latecomer advantage brought by precision marketing;the effective integration of multi-channel shopping methods;unique experientialmarketing;a complete industrial chain system;and continuous technology marketing.But at the same time,there are also some shortcomings: lack of personalization of goods;rising cost pressure;solidification of low-end brand cognitive thinking;poor staff stability.Therefore,Decathlon's new retail marketing model has enlightened domestic sporting goods companies: identifying the target group and conducting precise marketing;broadening the marketing path and building a multi-channel marketing system;emphasizing experience marketing and enhancing the added value of goods;strengthening upstream and downstream cooperation and opening up Product supply chain;increase the investment of research and development and create technological marketing highlights.