波特五力模型视角下迪卡侬营销策略研究

Research on Decathlon's Marking Strategy from Perspective of Porter's Five Forces Model

迪卡侬是一家独具运营特色的综合性体育用品跨国企业,研究迪卡侬营销策略,能为我国体育用品业发展提供借鉴模式,由此推进我国体育用品业供给侧结构性优化。本文以国内的迪卡侬运动超市为研究对象,主要运用实地观察法、调查法,辅以文献资料法,运用"波特五力模型"分析法进行理论建模。分析迪卡侬面对消费者议价、行业竞争者、替代品威胁、潜在进入者威胁、供应商议价五大市场因素制定的营销策略。迪卡侬的营销策略值得我国体育用品企业学习,自主品牌的大型企业可尝试丰富产品的多样性,建立完整的产业链条;中小型企业可主打中低价位的产品,在价格上取得优势;自主品牌企业要严格监管生产环节,保证产品质量。

Decathlon is a unique operating characteristics of a comprehensive sporting goods multinational enterprises, the study of Di Canon marketing strategy, can provide a reference model for the development of China's sports goods industry, thus promoting China's sports goods industry supply-side structural optimization. This article takes the domestic di Canon sports supermarket as the research object, mainly uses the field observation method, the investigation method, supplemented by the literature method to collect the Di Canon related data, and uses the "Porter Five Force Model" analysis method to carry on the theory modeling. Analyze di Canon's marketing strategy in the face of five market factors, consumer bargaining, industry competitors, alternative threats, potential entry threats, and supplier bargaining. Di Canon's marketing strategy is worthy of China's sporting goods enterprises to learn, independent brand of large enterprises can try to enrich the diversity of products, the establishment of a complete industrial chain, small and medium-sized enterprises can lead to low-priced products, in the price to obtain advantages, independent brand enterprises to strictly supervise the production link, to ensure product quality.