商务英语-迪卡侬在中国的市场营销策略分析

-1-ChapterOneIntroduction1.1BackgroundandsignificanceofthetopicInrecentyears,withthecontinuousdevelopmentoftheeconomy,thepeople'slivingstandardshavebeencontinuouslyimproved,moreandmoreleisuretime,moreandmoreattentiontohealth,andmoreandmoreconsumptioninsports,sothatChina'ssportsindustryhasachievedunprecedenteddevelopment.UnderthecircumstancethatthedevelopmentofChina'ssportinggoodsmarketisintheascendant,AdidasandNike,whichrepresentinternationalfirst-tierbrands,havemadeeffortstovigorouslyexpandthesecond-andthird-tiermarketswhilestrengtheningtheadvantagesoffirst-tiercities.DomesticsportsbrandsledbyLiNing,Antaand361degreeshavealsotriedtocarryoutbrandpromotionbyestablishinganewimage.Internationally,theEuropeansportinggoodsmarketontheothersideoftheworldisdominatedbymulti-brandandmulti-categorysportsconcentrationstores,supplementedbysingle-brandspecialtystores.Inthissituation,thedealercontrolstheterminalandhasstrongbargainingpoweroverthebrand.Insharpcontrast,themarketingmodelofdomesticsingle-brandspecialtystoreshaslimitedchannelcoverageandimperfectproductsandservicesduetohighoperatingcosts,highcommoditypricing,largeconstraintsbybrandowners,andweakbargainingpower.Inthiscase,since2003,DecathlonSportsSupermarket,asportinggoodssupermarketfromFrance,aFortune500company,hasbeenlow-commissioningwaterinChina.InNovember2000,thefirstDecathlonsportsprofessionalshoppingmallwasopenedinPudong,Shanghai,anduptonow,thereare54large-scaleDecathlonsportsprofessionalsupermarketsinShanghai,Beijing,Tianjin,Nanjing,Guangzhou,Shenyangandothercities.AlmosteverywhereDecathlongoes,itwillbringahugeimpacttothelocalsportinggoodsmarket,anditsrapidexpansionintheChinesemarket,inadditiontobenefitingfromtherapidgrowthofmasssportsandfitnessdemand,asanewmarketingmodelinChina'ssportinggoodsmarket,musthaveitsownuniqueness.Nowadays,underthesituationofsloweconomicgrowthoftherealeconomy,Decathlon'smarketingmodelofitsdistinctivesportsproductssupermarketprovidessupportforthewholeindustrychaincontrolledbyDecathlonitselfandthedevelopmentpathofDecathlon.Inthiscontext,asaforeignsportinggoodsretailer,DecathlonmusthaveauniquemodelandstrategytosuccessfullytakerootanddevelopinChina,andwhataretheuniquefeaturesandhowtobetterlayoutanddevelopinthenextstepareworthyofdeeperthinkingandexploration1.2ResearchstatusathomeandabroadWangBenbenandMaHuistudiedtheinfluenceofDecathlonsportssupermarketshoppingexperienceonpurchaseintentionin2017.In2015,ZhangDianjunconductedresearchonthechainoperationmodeofspecialtystoresofdomesticsportinggoodsbrand-nameenterprises,analyzedtheadvantagesanddisadvantages,andputforwardsuggestionssuchasmergers,listings,asset-lightoperations,andincreasedresearchanddevelopment.In2014,ZhangLiofShanghaiInstituteofSporttookDecathlonSportsProfessionalSupermarketastheresearchobject,analyzedDecathlon'smarketingmodelandfourelementsofmarketingthroughliteraturemethod,questionnairesurveymethod,fieldinvestigationmethodandothermethods,focusingonanalyzingthecontent,methodsandprocessesofitsexperientialmarketingmodel,derivedtheadvantagesofitsmarketingmodel,andcompareditwithothersportinggoodscompaniesinChinafromtheperspectiveofretailform.LiYing(2017)ofBeijingSportUniversityanalyzesthemacromarketingenvironmentofDecathlon(Beijing)fromsixaspects:politics,economy,society,technology,educationandpopulationbasedonmarketingtheory.Themicro-marketingenvironmentofDecathlon(Beijing)wasanalyzedfromthreeaspects:suppliers,buyersandcompetitors.TheSWOTmatrixwasusedtoanalyzetheadvantages,disadvantages,opportunitiesandchallengesofDecathlon(Beijing).Basedonthe4Ptheory,experientialmarketingtheory,word-of-mouthmarketingtheoryandtargetmarketstrategytheory,themarketingstrategyofDecathlonCompany(Beijing)wasanalyzed,andTongGuoliang(2018)conductedresearchonDecathlonCompanyinFranceinviewoftheincreasingdemandforvarioussportsequipment,andstudiedhowDecathlonasasportsgoodscompanythatsawthisdemandearlierandenteredtheChinesemarketfurtherinnovatedandchangedinthecontextofnewretail,requiringbrandpromotion,productprofessionalism,andproductupgrading.MoreadaptedtothecharacteristicsandneedsofChineseconsumers.ChapterTwoDecathlonSWOTanalysis2.1AdvantagesComparedwithpeers,costperformanceisDecathlon'strumpcard,comparedwithAdinike'shigh-endenterprises,Decathloncanmaintainqualityandhigh-techperformancewhileensuringultra-lowpricestothemarket;Comparedwiththoselow-endstoreproductsonTaobao,Decathlonwinswithhighqualityandoutstandingbrands.Theprice-performanceratiogivesDecathlonthebiggestadvantage.Decathlon'sdailywarehousetransfersareoutofstockandprovidebetterservicetocustomers.AnotherpointisthatDecathlonisdifferentfromothercompaniesonlycontainstwoorthreesportsorasinglekindofsportsgoods,Decathloncanbesaidtobeanabsoluteadvantageinthetypeofsports,itcoversmorethan80sportsequipmentsupplies,butalsodistinguishesgenderandage,canbemultiplechoices,cateringtotheneedsofvariouscustomers.Decathlonadoptsauniqueretailformofprofessionalwarehousemembershipstore,thewarehouseisthestorefront,andtheconsumeristreatedbyin-depthexperiencemarketing.AtDecathlon,mostoftheproductscanbetried,includingclothes,shoes,balls,scooters,bicyclesandmore.InDecathlon'swideaisle,itiseasytoseechildrenplayingbicycles,youngpeopleusingscooters,adultsusingballgames,etc.Inaddition,almosteveryDecathlonsportssupermarketwillbeequippedwithanopen-airsportsfield.2.2DisadvantagesDecathlonSportsSupermarket'sstoresizedictatedthatitcouldnotopeninahigh-trafficareaofthecitycenter.Thevalueoflandinurbancorebusinessdistrictsistoohigh,andifDecathlonisopenedinthecorebusinessdistrict,theoperatingcostsofDecathlonwillrisesharply,resultinginoperationaldifficulties.Therefore,Decathloncanonlychoosetoopensportssupermarketsinsecondarybusinessdistrictsanddenselypopulatedsuburbanlocations,butsecondarygoodsandsuburbantrafficdeterminethatDecathlon'scustomerbaseisreducedtoacertainextent.ThelowpricesacrificedDecathlon'sadvertising.Decathlonisthekindofseriouswork,wholeheartedlyservecustomersoftheenterprise,DecathlonneverdoesTVadvertising,anditspriceistoolowtobefamousforluxurygoods,soitspopularityisrelativelylow,customerrecognitionislow.ThereisalsoDecathlonthatusesEuropeanyardage,anditsyardagerangedoesnotcoveracertainnumberofpeopleinothercountries.2.3OpportunitiesWiththedevelopmentofe-commerceinrecentyears,Decathlon'se-commercebusinesshasalsocontinuedtogrow,andthevariousadvantagesofthee-commercebusinesshavealsocateredtoDecathlon'sstoreshortcomingsandpriceadvantages(DecathlonhasbecomeasalesgiantinthesportsindustryonChina'sTmallwebsite).Therisingeconomiesofdevelopingcountriesaroundtheworld,theincreaseinpercapitadisposableincomeandtheslowingfocusonphysicalexerciseareallstimulatingthesportinggoodsindustry.Decathlon,knownasUniqlo'ssportsversion,thepracticalleaderofthesportinggoodsindustry,withthedevelopmentofDecathlon'sstoredevelopment,serviceimprovementandqualityassurance,Decathlonoccupiesagiantpositioninthelow-endmarketandevenhigh-endmarketinthesportinggoodsindustry.Inaddition,withthepopularizationofnationalsportsandtheliberalizationofthetwo-childpolicy,alargenumberofnewgenerationswillenterthefieldofsports.InChina,withtheconceptofnationalsportsandthepromotionofslogans,thepublichasbeguntotryavarietyofdifferentsportsactivities,andtheentry-levelproductsrequiredforsportsactivitieshappentobethemaindirectionofDecathlon.Atthesametime,withtheopeningofthenationaltwo-childpolicy,thefirstbatchofchildrenwillorhavereachedtheagelevelofparticipatinginsports,Decathlonisoneofthemainresearchanddevelopmentdirectionsforthedevelopmentofchildren'sproducts,sothepopularityofthechildren'ssportsmarketisalsooneofDecathlon'sopportunities.2.4ThreatsTheloyalcustomersofhigh-endbrandshaveanegativeideaofthemiddleandlowend,andthethinkingofhigh-endcustomersisfixedon"highpricetohavehighquality",Decathlon'scustomersmaystepintothisgroup,therebyreducingmarketshare;Thedevelopmentoflow-endbrands(suchasLiNingAnta)hasseizedmarketshareanddividedthecakemoreseriously;Asanexternalbrand,localcustomersresistideas.Thepowerfulimpactofdomesticfirst-linesportinggoods.WiththesuccessfulholdingoftheOlympicGamesandthesuccessfulbidfortheWinterOlympics,thedomesticsportsboomhasreachedapeakstate,China'ssportinggoodsconsumptionhasincreasedyearbyyear,anddomesticfirst-linebrandshavecontinuedtogrowwhileeachbrandhasdoneitshomeworkonthemarket.ForthelatecomerDecathlon,itlackseffectivebrandbuildingandbrandinfluence,andhigh-endproductscannotopenuptheChinesemarket,andcanonlyturntolow-endorevenlow-endentry-levelproducts.Publicityadvantagesofdomesticsecond-tierandthird-tiersportinggoods.Inadditiontothethreatofdomesticfirst-tierbrands,theimpactofdomesticsecond-andthird-tierproductsonDecathlon'slow-endproductsisinevitable.AsDecathloncanenterthemarketintermsofprice,butpeoplewillbemoreinclinedtothesecond-andthird-tierproductstheyhaveheardaboutonthebasisofnotunderstanding,thepublicityadvantageofdomesticbrandsisalsoamajorthreattoDecathlontoopentheroadtoChina'ssportsproducts.ChapterThreeDecathlon'stargetmarketstrategy3.1MarketSegmentationIntermsofmarketsegmentationbasedonsportsgenre,Decathlonhasachievedtruecomprehensivenesscomparedtoothersportsbrands,andhascomprehensivelypresenteditssegmentationcriteriatoallconsumerswithpotentialneeds.ItisnotdifficulttoseeonDecathlon'sofficialwebsite,allsubdivisionsareprominentlyplacedontheleftsideofthehomepageofthewebsite,suchaswildernessadventure,outdoormountainsports,fitnesssports,running,cycling,targetsports(archery,darts),badmintonnets,teamsports(football,basketball,volleyball),swimming,walkingsports,divingrelated,surfing,rollerskating,golf,rockclimbing,equestrian,fishing,etc.,andtherearesubdivisionsundereachcategory.Decathlonsportstypesegmentationismorecomprehensive,adoptingameticulousdifferentiationandcomprehensivedevelopmentstrategy,thebiggestadvantageofwhichisthatDecathlonproductscanbemoreefficientandmoreaccuratematchingwithconsumerswithspecificneeds.Inthisway,therightsupplyanddemandrationotonlyreducesthetimelagofconsumersfromunderstandingtheirownneedstoobtainingproductsthatmeettheirneeds,makingconsumers'purchasingbehaviormoreefficient,butalsooptimizesDecathlon'sproductline,sothatDecathlonsportssupermarketshaveobtainedthemostindicativeclassificationofvarioussportinggoods.Eachcategoryrepresentsasegmentedmarket,Decathlonthroughdifferentsportsdifferentiation,maximizedifferences,minimizesimilarity,get80sub-marketclassifications,maximizethemostcomprehensivedisplayofitsownproducts,inthepromotionandsatisfactionofconsumershasunparalleledadvantages.3.2TargetMarketSelectionIntermsoftheselectionoftargetmarkets,Decathlonhaschosenahighlydiversifiedandlow-costsportinggoodsmarket,coveringallsportstypesandallagegroups,thatis,thegeneralpublicandprimarysportinggoodsconsumerswhoaregenerallymoreprice-sensitiveasitstargetcustomers.Mainlybecauseinthehigh-endmarket,Adi,Nike,UnderArmourthree-legged,completeproductline,especiallyrepresentedbyAdi,Nike,prominentpositioninChina'ssportinggoodsmarket,brandimagedeeplyrootedintheheartsofthepeople,therefore,Decathlonavoidsstrongcompetitorsinthehigh-endmarket,avoidsthecompetitivecosts(pricewar,publicitywar,etc.),seesitsowncompetitiveadvantageinthelow-endmarket,andentersthelow-endproductmarketwithitsunique"sportssupermarket"salesmodelbymaintainingthecharacteristicsofhighcostperformance.Aimingattheconsumersofprimarysportsproducts,wehavefullypopularizedpopularandunpopularsportsproductsandexertedourcompetitiveadvantages,andsincetheopeningofstoresinShanghaiin2003,underthehighpressureofcompetitionfrommanydomesticbrands,wehavesuccessfullydeployedinmostregionsofChina.3.3MarketPositioningDecathlonhaschosenahighlydiversifiedandlow-pricedsportinggoodsmarketcoveringallsportstypesandagegroups,targetingthegeneralpublicandprimarysportinggoodsconsumers,whoaregenerallymoreprice-sensitive.LowpriceunderthepremiseofqualityassuranceisDecathlon'scorecompetitiveadvantage,anditisalsotheimagethatDecathlonwantstoestablishinthemindsofconsumers.Withitscompetitorsraisingthepriceofitsproductsinthetideofpriceincreases,suchasPeak,Xtepandotherdomesticbrands,Decathlonhasmaintainedalow-pricestrategy.Afterall,forprimaryconsumers,thepriceofsportsproductsisthefirstfactortheyconsider,andthispricingmethodhasestablishedafirstimageinthemindsofconsumers,andDecathlon'slow-pricestrategymakesitsmarketpositioningveryclear,whichisconducivetothefurtherexpansionofcompetitiveadvantage.DecathlonCompany(China)haswonthefavorofconsumerswithprimarysportsneedswithitslowpriceandaccuratepositioningofallcategories,andopenedupabroadmarket.ChapterFourFour-Pcombinationmarketingstrategy4.1Four-Pcombinationstrategy4.1.1ProductStrategyDecathlon'sproductstargetaverywideaudience,frominfantstoadults,youcanfindsuitableproductsforconsumersunderdifferentDecathlonbrands.Thevarietyofproductsisveryrich,notonlyrunning,badminton,mountaineeringsportsthatareoftencontactedbythepublic,suchasrelativelynicheequestrian,rockclimbing,squashandothersportsgoodscanalsobefoundinDecathlon.Theproductitselfisalsoveryhigh-tech,suchasNovadry(waterproof)technology,whichisoftenusedinmountaineeringproducts,andSupportive,whichisoftenusedinrunningshoes(Support)technologyandsoon,thesetechnologiesareDecathlon'sowndevelopedtechnology,andcanalsocompetewithsimilartechnologiesofsomehigh-endbrands.Comparedwithotherbrands,averycharacteristicpartisitspackaging,environmentallyfriendlyDecathlondoesnotprovideuniformpackagingforeveryproduct,suchasshoes,anddoesnotprovideshoeboxeswhenconsumersbuy.Theywillputallthemodelsofthesameproductontheshelves,notleavinggoodsinthebackwarehouse,whichisthatcustomershavefullchoicewhilereducingtheprobabilityofusingmanualservices,sothatcustomerscanexperiencethesupermarket-orientedsalesmodel.4.1.2PriceStrategyOneofthemajorfeaturesthatDecathloncanattractcustomersisthepriceoftheproduct,allitsownbrandpositioningisbasicallysetatthelowendofsimilarproducts,andatthesametimeintroducesomeforeignbrands,theseforeignbrandsarehigherthanthepriceofothershoppingmalls,inordertohighlightthecost-effectivecharacteristicsofitsownbrand.Atthesametime,inadditiontostoremanagers,managersandsportsambassadors(full-time),nearly80%ofthestaffinDecathlonstoresarepart-timeemployees,whichgreatlyreduceslaborcosts.4.1.3ChannelstrategyIntermsofonlinechannels,Decathlon'sexistingonlinechannelsfocusonDecathlon'sofficialwebsiteandDecathlonTmallflagshipstore,aimingtogeneratee-commerceeffectsinordertointegratewiththeInternet.Butinfact,productsalesononlineplatformscanonlybeusedasasupplementtoofflineplatforms.Atthesametime,DecathlonhaspaidmuchlessattentiontosocialplatformssuchasWeiboandWeChat.Allinall,Decathlon'spositioningofitsonlinechannelsisnotclear,resultinginonlinechannelsnotplayingtheirduerole.Intermsofofflinechannels,Decathlon'sexistingofflinechannelshavedevelopedverywell,mainlyfocusingonexperiential,professional,andhigh-priceratioforofflinetransactions.ThefirstDecathlonexperiencestoreinPudong,Shanghai,attractedtheattentionofmanycustomersassoonasitopened,andthevariousnewequipmentinsidegavecustomersagoodsenseofexperience;Decathlonsportssupermarketslocatedalloverthecountryalsoprovideexcellentservicetocustomers.Asaresult,Decathlon'scustomerrepurchaserateremainshuge,butthecustomerexpansionratehasbeenlowandbrandawarenessisnothigh.Althoughofflinechannelshavebeenholdingvariousactivitiestodevelopnewcustomergroups,theeffectisnotgoodduetothepublicitylimitationsofphysicalchannels.4.1.4PromotionStrategyDecathlonitselfonlyadvertisesthroughsmall-scalecommunityadvertisements,etc.,anddoesnotappearlarge-scaleTVorradioadvertisements,etc.,becauseDecathlon'stargetcustomersare5-10kmaroundthestoreofresidents.EachDecathlonsalesassistantwillcarryoutpreliminarytraining,theyneedtounderstandtherelevantknowledgeoftheproducttointroducetocustomers,andmostofthemthemselveslovesports,servecustomersatthesametime,butalsospreadaconceptofsportstocustomers.DecathlonhassetupamembershipmechanismtoinformcustomersofthelatestnewsthroughemailandSMS,andcanalsogivemembersbenefits.Decathlonwillholdoccasionalbrandactivities,suchasrollerskatingandbasketballgames,etc.,topromoteeachsportanddrivesales.Decathlonstaffwillactivelyparticipateinthecity'ssportsprogramsorcompetitionsonbehalfofDecathlon,whereDecathlonwillpromoteitssportsmanship.4.2Existingproblems4.2.1SingleproductdesignThereisnodenyingthediversityandrichnessofDecathlon'sproducts.With65sportsandmorethan35,000products,coveringcycling,diving,swimming,basketball,football,badminton,golf,mountaineeringandothersportsthatChineseconsumersencounter,customerscanbasicallyfindthesportinggoodstheyneedinaDecathlonsportsstore.Productsrangeinagefrom4-month-oldbabiestoadults,allowingcustomersofdifferentagestopurchaseproductsthatsuitthem.Decathlon'sproductsalsohavesomeshortcomings.AsaFrenchcompany,theproductsaredesignedforwhiteEuropeans.ButwithDecathlon'sentryintotheChinesemarket,suchadesignisnolongersuitable.Forexample,EuropeansgenerallyhavehighernosesthanChinese,sosunglassesaredesignedsothatChinesecustomerscan'twearthem.Decathlonsweatpantsaregenerallyonthelongside,suitablefortheslenderbodyofEuropeans,butmostChinesecustomerssaythatthecuffsaretoolong.Moreover,thecolorofclothesismainlyconcentratedindarkcolorssuchasgrayandblack.SomestudieshaveshownthatChineseacceptanceofcolorisbiasedtowardsrichcolors.Inaddition,thelogoandintroductionoftheproductareallinEnglishandFrench,andChineseconsumersdonothavemuchpopularityofEnglishandFrench,especiallytheelderlycustomers,whodonotunderstandthelogointheproduct.AftermostcompaniesenterChina,theirproductshaveaddedsomeelementsofChineseculture,andDecathlonstilllackshere.4.2.2ThelowpriceoftheproducthasagreatimpactDecathlon'spricingstrategy.Decathlon'spricepositioningisgenerallylowerthanthatofsimilarindustryproducts.Forexample,Decathloncostsonly99yuanforapairofbasketballshoes,andapairofNikebasketballshoescosts400yuan.Decathlonfirmlyimplementsalow-pricestrategy.Decathlonusesthesimplestformofpackaging,notonlyforenvironmentalreasons,butalsoduetoreducedpackagingcosts.Decathlon'ssneakers,forexample,areallunboxed.Decathlonadoptsthe"self-consumption"model,80%ofcustomerscancompletetheshoppingprocess,and20%ofcustomersneedthehelpofsalespeople.Andmainlyhirepart-timesalespersonnel,reducepersonnelcosts,therebyreducingproductprices.However,Decathlon'sownproductsareunderthesignoflowprices,andthepriceofforeignproductssuchasNIKEbasketballshoesishigherthanthesalespriceofNIKEbasketballshoesinotherplacessuchastheFriendshipShoppingCenter,whichwillseriouslyaffectthelowpriceimageofDecathlon.Moreover,thelowpricewillaffectthequalityoftheproducttoacertainextent,whichisalsowhatDecathlonneedstopayattentionto.Duetothelow-pricestrategy,Decathlondoesnotadvertise,triesnottodoanypublicity,onlyreliesonwordofmouth,andthepopularityisrelativelylow,whichisalsowhereDecathlonneedstomeasure.4.2.3ThelocationofthestoreisremoteDecathlonislocatedinaremotesuburbbuthasexcellenttransportationsystemssuchasmetroandbuses.Andthereisalargeenoughparkinglotforcustomerstospend.Inaddition,Decathlonisequippedwithfreesportsfacilities,suchasbasketballcourts,whichcustomerscanuseforfreewhilespending.Decathlon'slocationinremotesuburbsismainlyforalow-pricestrategy.Butthesameproblemisthesame,evenifthelocationhasaconvenienttransportationsystem,itisalsotheprinciplethatthebusinessdistrictisfarawayfromcommercialcenters,railwaystations,nearbusstops,commercialpedestrianstreets,universitycampusgates,largewholesalemarketentrancesandlargeandmedium-sizedresidentialareasandothercrowdedplaces.Althoughtherearenotmanycompetitors,itwillalsoaffectitsoperatingincome.4.2.4ProductlosscausedbyexperientialmarketingDecathlonemploysanextremelyrareexperientialmarketingstrategy.AtDecathlon,customerscanapplyDecathlonproductsatwill.EnjoyingthejoyofexerciseisDecathlon'sphilosophy.So,atDecathlon,customersarefreetorideabicycle,playtabletennis,rollerskateandtryashortcourseofgolf.IntegratecustomersintothesportandimplantaconceptofshoppingatDecathlonsports,forexample,aslongasyoubuyrollerskatesandprotectivesuitsatDecathlon,thereareprofessionalrollerskatinginstructorstoteachrollerskatingchildreneveryweekend.ThisisalsothereasonwhyadultscometoDecathloneveryweekend,increasingtheopportunitiesforshopping.Moreover,DecathlonwillregularlyarrangepromotionstoattractcustomerstocomeandshoponfestivedayssuchasMid-AutumnFestival,DragonBoatFestivalandSpringFestival.However,experientialmarketingstrategiesarestillrelativelyrareinChina,anditisinevitablethattheproductwillbedepletedtoacertainextentduringthetrialprocess.HowtodealwithalargenumberofperishableproductsisalsoaproblemthatDecathlonhastosolve.4.2.5LowproductvisibilityDecathlonisasportinggoodsretailgroupfromEurope,preciselypositioningthemasssportsmarket,andcommittedtobringingtogethermasssportsunderoneroof,currentlycarryingoutretailbusinessinmorethan20countriesandregionsaroundtheworld.Butwhenitcomestosportsretailstores,peopleoftenfirstmentionthenameofNikeAdidas,whichshowsthatDecathlonisnotwell-known.ChapterFiveDecathlonmarketingstrategyadviceandsafeguardmeasures5.1PayattentiontoproductdesigninnovationDecathlonhasalwaysattachedgreatimportancetoproductqualityandinnovation,takingproductinnovationasthedrivingforcefordevelopment,andachievingproductdifferentiationthroughtechnologicalleadership.However,withDecathlon'sproductionandoperationcapabilities,itcanfullylearnfromtheadvancedexperienceofsportsindustryleaderssuchasNikeandAditolaunchcustomizedservices.Decathlon'sproductlineisalreadyslightlyworsethanthesegiantsportscompanies,soitisnecessarytopaymoreattentiontoproductdesigninnovation,ifyoucandesignsomenewproductstomakeconsumersexperiencethedifference,andcanmaketheconsumerswhobuyDecathlonproductsmoreunique.Combinedwiththelowpriceoftheproduct,customizedproductsatlowandmediumpriceswillbeeasiertoattractconsumerstobuy.5.2StrengthenadvertisingandhighlightpriceadvantagesDecathlon'sbrandawarenessisnotlowinthesportsindustry,butthefirstthingconsumersthinkofwhenitcomestobrandconnectionsinthesportsindustryisnotDecathlon.ThisshowsthatDecathlonisnotdoingagoodenoughjobofitsownadvertising.Decathlonproductsaretransmittedfromtheconsumedpopulationtothenon-consuminggroup,andthenthenon-consumergroupisconvertedintotheconsumergroup,andtheword-of-mouthmarketingeffectisremarkable.Limitedtothesinglenessofword-of-mouthmarketingmethods,thescopeofpublicityoftencanonlycoverasmallconsumergroup,forthosewhodonotwanttoexercise,iftheycannotacceptoralrecommendationsfromDecathlonusers,orcannotpersonallyexperiencethefunofsports,theycannotmobilizetheirenthusiasmatall.Incontrast,advertisements,promotionalvideos,etc.placedonvariousterminalshaveachievedindiscriminatepromotionforeveryoneonalargescale,invisiblymakingthempotentialconsumers.Atthesametime,itisalsonecessarytoreflectthepriceadvantageoftheenterpriseinthepublicitymaterials.Sponsoringsportingeventscanalsoincreasethevisibilityofabusiness.Inadvertisingstrategy,billboardsandtraditionalTVadvertisingwereorarestillused.However,withthedevelopmentofinformationtechnology,theimportanceofnewmediainproductpromotionhasgraduallyincreased.Andwiththeadventoftheeraofbigdata,advertisingisbecomingmoreandmoretargeted.Throughthecollationandprocessingofbigdata,thepreferencesofdifferentconsumersareanalyzed,andthe