迪卡侬跑步品牌在西安地区的营销策略研究

发布时间：2018-03-09 09:09

本文选题：跑步运动　切入点：迪卡侬　出处：《西安体育学院》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,我国体育爱好者不断增长,跑步运动对时间及场地并无特殊要求,使得跑步运动成为众多运动种较为受欢迎的一种,国内外许多体育用品公司将跑步运动产品也列为其重要发展的内容之一,迪卡侬运动专业超市2010年进入西安市场,旗下跑步品牌快羚径是其最重要的品牌之一,并在西安市场取得了不错的成绩。本文以迪卡侬跑步运动品牌在西安地区的营销策略为研究对象,运用了文献资料法、访谈法、比较法、归纳法进行研究,以期为迪卡侬运动跑步品牌和旗下其他运动品牌在西安地区的发展提供一定的参考和帮助。文章首先通过营销理论对迪卡侬跑步运动品牌在西安地区的市场做了分析,再此基础上深入分析研究了快羚径在西安地区的营销策略,得出以下结论:迪卡侬的全产业链让快羚径品牌在本地的发展具有非常有优势的市场营销策略,在西安的跑步品牌市场占据了一席之地。其优势方面表现在以下几个方面:首先是最有性价比的低价策略,包括首推价产品及折扣优惠等;其次是服务策略,包括通过任意试用充分了解产品的顾客体验、通过跑步俱乐部与顾客建立长期紧密关系,再次是客户策略,包括无限制的退换货策略及会员卡策略;最后是线上线下融合的电子商务策略。同时营销策略亦存在的问题主要表现在人员、客户服务以及产品三个方面:1.人员方面的问题在于员工流动率过高;2.客户服务方面则是其服务专业程度层次不齐;3.产品则在于其产品专业程度有待提高。迪卡侬跑步运动品牌营销策略的优势及问题给西安地区其他跑步运动品牌非常明显的启示。最后随着跑步用品市场的不断扩大,迪卡侬跑步品牌快羚径还应当采取进一步的战略与策略来拓展市场,增加品牌在西安的市场份额,进而完成快羚径在西安地区短期目标,解决现在存在的问题;1.这就要求快羚径提高产品的核心科技并注重产品价格的性价比,增强品牌的宣传;2.提高迪卡侬门店快羚径团队的整个销售能力以及服务的专业性水平;3.在员工考核方面制定有可度量性的考核标准。从而使该品牌在西安地区立于不败之地。
[Abstract]:In recent years, sports enthusiasts in our country have been growing, running has no special requirements on time and field, so running has become one of the most popular sports. Many sporting goods companies at home and abroad have listed running sports products as one of their important development contents. In 2010, the Dickathlon Sports Specialty supermarket entered the Xi'an market, and its running brand, Kibukari, is one of its most important brands. This paper takes the marketing strategy of Decathlon running brand in Xi'an area as the research object, uses the literature method, the interview method, the comparison method, the induction method to carry on the research. In order to provide some reference and help for the development of Decathlon running brand and other sports brands in Xi'an area. Firstly, the article analyzes the market of Decathlon running brand in Xi'an area through marketing theory. On the basis of this, the paper analyzes and studies the marketing strategy of gazelle in Xi'an area, and draws the following conclusions: the whole industry chain of Decathlon has a very advantageous marketing strategy for the development of the brand in Xi'an. The running brand market in Xi'an occupies a place. Its advantages are shown in the following aspects: first, the most cost-effective low price strategy, including the first price products and discounts, etc.; the second is the service strategy. Including through any trial to fully understand the product customer experience, through the running club to establish a long-term close relationship with customers, again is the customer strategy, including unlimited return and exchange strategy and membership card strategy; Finally, there is a combination of online and offline e-commerce strategies. At the same time, the problems of marketing strategies are mainly manifested in the personnel. Customer service and products: 1. The problem with people is that the turnover rate of employees is too high. 2. In customer service, the level of service expertise is uneven. 3. The product lies in the need to improve the professional level of its products. The advantages and problems of running brand marketing strategy are very obvious to other running brands in Xi'an area. Finally, with the continuous expansion of the running goods market, The Decathlon running brand Gazelle should also adopt further strategies and strategies to expand the market, increase the brand's market share in Xi'an, and then achieve its short-term goal in Xi'an. To solve the existing problems. 1. This requires gazelle to improve the core technology of the product and pay attention to the price performance ratio of the product. Enhance brand promotion 2. Improve the whole sales ability and professional level of service. 3. Establish measurable assessment standards in employee assessment, thereby making the brand invincible in Xi'an area.
【学位授予单位】：西安体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F416.86

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