迪卡侬鸿福店的4P营销策略浅析.docxVIP

PAGE 15 摘 要 伴随着我国经济的快速发展，各个行业想要在市场上站稳脚跟，都要制定符合自身发展的营销策略，以应对不断变化的市场环境和竞争对手所带来的威胁，合适的发展模式和营销策略也决定着企业能否长远发展。 本文基于市场营销学中的4P理论，通过查阅文献与访谈门店工作人员的方法搜集到迪卡侬的相关数据，结合市场营销的相关理论，通过对迪卡侬鸿福店的4P营销策略分析，总结出迪卡侬公司在产品策略方面，凭借其强大的创新研发能力建立了20多个中低端品牌作为门店销售核心，却出现商品同质化严重的问题；在价格策略方面，始终坚持低价格策略，以低单价、高销量占有巩固现有的市场，然而随着相关成本的上升又难以平衡价格与质量的问题；在渠道策略方面，迪卡侬公司建立了从产品的生产、仓储、物流运输最后在终端销售的一条完整的全产业链，在门店零售终端实行规范化的统一管理，实行线上线下统一销售的短渠道和多渠道策略，但是在线上的布局却还停留在单一的购物平台上；在促销策略方面，迪卡侬的所有线下门店都以口碑营销、主题促销和体验式营销为主，同时也结合线上的活动扩大影响力，但却改变不了其促销方式传统单一、缺乏吸引力的问题。本文针对以上问题，提出了相应的解决措施，企业也需要结合市场发展的现状，不断地探索和改善新的营销策略。 关键词: 迪卡侬 营销策略 4P理论 Abstract With the rapid development of Chinas 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 of