Research On The Marketing Mode Of Decathlon In China

With the development of our country's economy,the main contradiction in our country has become the contradiction between the people's increasing need for a better life and the unbalanced and insufficient development,which reflects the improvement of our people's consumption level and the increasingly high demand for the quality of life,and from the actual changes in people's lives can also be.It can be seen that people's consumption concept is changing slowly,especially in sports.More and more people begin to realize the importance of health and open up the road of fitness and health preservation,which is inseparable from national policy support,media propaganda and enterprise marketing.Undoubtedly,this has brought opportunities for the rapid rise of relevant enterprises,but also posed a great challenge to them.The purpose of this paper is to provide some reasonable opinions and suggestions for the relevant sports enterprises through the research and analysis of the development situation and the corresponding marketing strategies of Dikanon Company in China,so as to help the enterprises seize the opportunity and create higher social value.Di Canon is a French brand company.It is a large sporting goods sales company integrating design and retail.Most of the physical enterprises have collapsed in the competition with e-commerce,but Di Canon still maintains a stable growth rate,which is closely related to its business model and marketing strategy.In the marketing strategy of the company,the first step is to find the right market position.In 2003,after discovering the great potential of the Chinese market,Di Canon moved its headquarters in China from Hong Kong to Shanghai,thus facilitating its development in China.The second step is to create a conformity with the situation of Chinese consumption.The business model of Chinese shopping habits is an important step to seize customers;the third step is to attract a large number of consumers by experiencing shopping,so that consumers can feel the advantages and benefits of commodities;the fourth step is to have a development perspective,in the early selection and cooperation with Tianmao e-commerce,walking on two legs,online.Off-line two-pronged approach.After a comprehensive analysis of the marketing model of Di Canon in China,this paper discusses the accuracy of Di Canon's marketing strategy in China,and further finds out some problems in product strategy adjustment,market segmentation and e-commerce platform in Di Canon's marketing strategy,and combines with me.According to the actual situation of our country,this paper makes a concrete analysis and demonstration from the aspects of enterprise culture,chain operation and talent team,and draws the inspiration and experience of Di Canon's marketing strategy in China,so as to provide reasonable opinions and suggestions for the relevant sports goods enterprises in our country.