大型体育用品零售超市自有品牌定制营销策略研究——以迪卡侬体育用品专业超市为例

Study on the Customized Marketing Strategy of Large Sporting Goods Supermarket's Private Brand: Take Decathlon Sporting Goods Supermarket for Example

本论文在对自有品牌发展瓶颈与定制营销显性优势进行理论梳理的基础上,结合迪卡侬体育零售企业自有品牌经营现状,揭示出零售商自有品牌项目实施定制化营销的积极意义,预测定制与自有品牌组合营销的途径将成为大型体育用品零售超市的重要发展趋势之一,并从市场营销组合策略的角度切入,完成对体育类零售企业自有品牌定制化营销策略——品牌组合产品策略、分层价格策略、扁平渠道策略、柔性促销策略的整体设计工作。

By reviewing development bottlenecks of private brand and the dominant advantage ot custormzed marketing theory, this paper take Decathlon for example and reveals the positive significance of customized marketing strategy on private brand. And we also forecast customized with its own brand portfolio marketing approach will become one of the most important trends in developing large sporting goods.This paper also propose several strategies from the view of marketing mix strategy--the brand portfoho, product strategy, tiered pricing strategy, the flat channel strategy and flexible marketing strategy.