工商管理-迪卡侬创新战略研究

本科论文摘 要随着经济的发展和人们生活水平的不断提高，越来越多的人们开始将目光投向体育运动上。国家政策的大力支持，也为体育市场的发展提供了一个良好的市场前景。文章将迪卡侬作为研究对象，通过文献收集和实地调查的方法，来研究分析迪卡侬是通过哪些创新战略获得消费者的喜爱，迅速占领中国市场的？文章将通过 PEST 分析和 SWOT 分析的方法对迪卡侬的宏观环境和内部环境进行分析，分析迪卡侬所处的政治、经济、社会、技术环境以及迪卡侬自身的优势、劣势、机会和威胁。接下来将迪卡侬实施的创新战略进行分类研究，首先分析迪卡侬实施的领先型创新战略，包括体验营销与传统营销的结合、成立 Workshop 部门、免费开放运动场地等；其次分析了迪卡侬实施的跟随型创新战略，包括迪卡侬的多元化品牌、提供的人性化服务、提倡的绿色理念等；最后分析了迪卡侬实施的依赖型创新战略，包括引入 O2O 模式和自助收银。无论是哪种创新战略，都对我国零售业的发展提供借鉴和参考的作用，对我国体育品牌的发展具有实意义。本科论文关键词：迪卡侬；创新战略；PEST 分析；SWOT 分析AbstractWith the development of economy and the continuous improvement of people' s living standard, more and more people begin to turn their attention to sports. The strong support of national policies also provides a good market prospect for the development of sports market. The article takes Decathlon as the research object, through the methods of literature collection and field investigation. What are the innovative strategies adopted by Decathlon to get consumers' love and quickly occupy the Chinese market?The article will analyze the macro environment and internal environment of Decathlon by means of PEST analysis and SWOT analysis,analyze the political,economic,social and technologica environment of Decathlon, as well as Decathlon's own strengths,weaknesses,opportunities and threats. Next, we will classify and study the innovation strategy implemented by Decathlon, first of all, analyze the leading innovation strategy implemented...