本文選題：跑步運動　切入點：迪卡儂　出處：《西安體育學(xué)院》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：近年來,我國體育愛好者不斷增長,跑步運動對時間及場地并無特殊要求,使得跑步運動成為眾多運動種較為受歡迎的一種,國內(nèi)外許多體育用品公司將跑步運動產(chǎn)品也列為其重要發(fā)展的內(nèi)容之一,迪卡儂運動專業(yè)超市2010年進入西安市場,旗下跑步品牌快羚徑是其最重要的品牌之一,并在西安市場取得了不錯的成績。本文以迪卡儂跑步運動品牌在西安地區(qū)的營銷策略為研究對象,運用了文獻(xiàn)資料法、訪談法、比較法、歸納法進行研究,以期為迪卡儂運動跑步品牌和旗下其他運動品牌在西安地區(qū)的發(fā)展提供一定的參考和幫助。文章首先通過營銷理論對迪卡儂跑步運動品牌在西安地區(qū)的市場做了分析,再此基礎(chǔ)上深入分析研究了快羚徑在西安地區(qū)的營銷策略,得出以下結(jié)論:迪卡儂的全產(chǎn)業(yè)鏈讓快羚徑品牌在本地的發(fā)展具有非常有優(yōu)勢的市場營銷策略,在西安的跑步品牌市場占據(jù)了一席之地。其優(yōu)勢方面表現(xiàn)在以下幾個方面:首先是最有性價比的低價策略,包括首推價產(chǎn)品及折扣優(yōu)惠等;其次是服務(wù)策略,包括通過任意試用充分了解產(chǎn)品的顧客體驗、通過跑步俱樂部與顧客建立長期緊密關(guān)系,再次是客戶策略,包括無限制的退換貨策略及會員卡策略;最后是線上線下融合的電子商務(wù)策略。同時營銷策略亦存在的問題主要表現(xiàn)在人員、客戶服務(wù)以及產(chǎn)品三個方面:1.人員方面的問題在于員工流動率過高;2.客戶服務(wù)方面則是其服務(wù)專業(yè)程度層次不齊;3.產(chǎn)品則在于其產(chǎn)品專業(yè)程度有待提高。迪卡儂跑步運動品牌營銷策略的優(yōu)勢及問題給西安地區(qū)其他跑步運動品牌非常明顯的啟示。最后隨著跑步用品市場的不斷擴大,迪卡儂跑步品牌快羚徑還應(yīng)當(dāng)采取進一步的戰(zhàn)略與策略來拓展市場,增加品牌在西安的市場份額,進而完成快羚徑在西安地區(qū)短期目標(biāo),解決現(xiàn)在存在的問題;1.這就要求快羚徑提高產(chǎn)品的核心科技并注重產(chǎn)品價格的性價比,增強品牌的宣傳;2.提高迪卡儂門店快羚徑團隊的整個銷售能力以及服務(wù)的專業(yè)性水平;3.在員工考核方面制定有可度量性的考核標(biāo)準(zhǔn)。從而使該品牌在西安地區(qū)立于不敗之地。
[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.
【學(xué)位授予單位】：西安體育學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F416.86

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