摘要：随着我国国民经济不断发展和人们对健康的越发重视，使得大众对体育的消费需求正在快速增长，体育用品零售行业表现出日趋繁荣的局面，尤其是北京奥运会举办后，中国的体育用品市场获得了前所未有的扩展。以阿迪达斯，耐克，李宁，三夫户外为首的体育品牌纷纷大力拓展国内广阔的体育用品市场。
法国迪卡侬运动专业超市（简称法国迪卡侬）作为欧洲最大的运动品牌零售，也是集研发、设计、品牌、生产、物流及销售为一体全产业链集团，相对于国内市场单品牌专卖店的营销模式，迪卡侬在产品,渠道,定价等多方面具有优势，且有自己独特的营销模式。
本课题将分析法国迪卡侬的内部优势及营销特色，结合迪卡侬在中国市场的实际情况和体育用品零售业现状，利用实地调研数据，制定出适合中国消费者，适合公司发展的市场营销战略及策略
关键词： 法国迪卡侬 体育用品零售行业 营销战略 营销策略
Abstract：With the continuous development of the national economy and the people in our country pay more attention to health,the mass sports consumption demand of the public is growing rapidly. sporting goods retail industry showed the growing prosperity , especially after the Beijing Olympic Games, and the Chinese sporting goods market obtained the unprecedented expansion. With Adidas, Nike, Li Ning , led by Sanfo outdoor sports brands have vigorously expand vast domestic sporting goods market .
France Decathlon sports professional supermarket ( referred to as the French Decathlon ) as the European largest sports retail brand , but also for the development of the whole industry chain group including R & D, design, production, logistics and sales of the brand, in the domestic market ,relative to the marketing model of the single- brand stores, Decathlon and has its own unique marketing model in products, channels, and pricing advantages in many aspects.
This paper will analyze the internal strengths and characteristics of French Decathlon marketing , combined with the actual situation of decathlon in the Chinese market and sporting goods retail industry present situation, the use of field survey data, to develop a suitable marketing strategy, and strategy for the development of the company for Chinese consumers.
Key words: Decathlon sporting goods retail industry Marketing strategy Marketing tactics
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