Abstract
With the rapid development of China's economy, every industry, if they want to
gain a firm foothold in the market, must formulate marketing strategies in line with
their own development to cope with the changing market environment and the threat
posed by competitors, the appropriate development model and marketing strategy also
determines whether the enterprise can develop in the long run.
This paper is based on the 4P theory of the marketing, through Literature Review
and interviews with store staff to collect relevant data on Decathlon Group, combined
with marketing related theories, through the analysis of the 4P marketing strategy of
Decathlon Hongfu store, it is concluded that decathlon company has established more
than 20 mid-and low-end brands as the sales core of the store with its strong
innovation and R & D Ability, in the price strategy aspect, we always insist on the
low price strategy, take possession of the existing market with low unit price and high
sales volume, but it is difficult to balance the price and quality with the increase of the
relative cost In the aspect of channel strategy, decathlon has established a complete
industrial chain from production, storage, logistics and transportation to final sale at
the terminal, and implemented standardized unified management at the retail terminal
of the store, implement the short channel and multi-channel strategies of online and
offline unified sales, but the online layout still stays on a single shopping platform; in
the Promotion Strategy, all of Decathlon Group's offline stores focus on word of
mouth, thematic, and experiential marketing, while also combining online activities to
increase impact, but it does not change the traditional single way of promotion, lack
of attractiveness. In view of the above problems, this paper puts forward the
corresponding solutions, enterprises also need to combine the current situation of
market development, and constantly explore and improve new marketing strategies.
Keywords: decathlon marketing strategy 4Ptheory
