Research For Marketing Mode Of Foreign Sporting Goods Retail Companys

Based on the academic background of sports humanistic sociology, authorchooses Sports economy and industry as the research direction,Decathlon SportsMegastore as the research object.With the method of the literaturematerial,questionnaire survey and field visit,author analyses the marketing mode andthe4elements of marketing mix and focuses on experience marketing of Decathlon,inorder to find the advantages of Decathlon’s marketing mode.Then author comparesDecathlon with other sporting goods companies in terms of retail to get the inspirationfrom Decathlon’s unique marketing mode for Chinese sports retail companies.In thebeginning of this paper,author first describes the rapid development of global sportsindustry and the sporting goods industry. Chinese sports industry came into an newera after Beijing Olympic Games，with the fact that sports good industry is playing asignificant role in Chinese sports industry,author concludes: focus on developingChinese sporting goods industry will quite help the development of Chinese sportsindustry.In the process of this development, Chinese sporting goods industry willmeet a lot of problems with reform, which means there is still lots of space toimprove.In this paper, author chooses Decathlon Sports Megastore as the typicalexample of foreign sporting goods retail companies, introduce its general situationand its current developing situation in China.By questionnaire survey author analysesthe structure of Decathlon’s customers, they are sportive youth and most of thembelong to the sports population.Next,author analyses the kind of marketing modes ofDecathlon and the4elements of its marketing,coming to the conclusion thatDecathlon’s marketing mode includes experience marketing,glocalizationmarketing,chain marketing,brand marketing,Internet marketing and directmarketing.Its4marketing elements are:full range of products;various level of price;direct sales entity with assists of e-commerce;promotion by events and customers’experience. And then based on experience marketing theory from Bernd H. Schmitt,author analyses the contents, method and process of Decathlon’s experiencemarketing.After the comparation between Decathlon and other retail sporting goodscompany, author summarizes3winning points of Decathlon with its marketingmode:full range of sports products,free convenient sports area;sports instructors,whilethe weakness is:products wastage;unsuitable size of products; difficult sales ofunpopular sports’ products;restriction of sports area;hard to maintain brandsimage;high demanding for logistics.After all, it brings us3inspiring points forChinese sporting goods companies:emphasize experience marketing;control the wholesupply chain; utilize the strategy of multi-brands.Through this paper, author hope itwill help Chinese sporting goods companies especially retail-oriented ones, thesecompanies could use Decathlon’s marketing mode for reference to improve theircompetitiveness.With all the improvement of Chinese sporting goods companies,author believe that Chinese sporting goods industry,even the whole Chinese sportsindustry will progress into a higher level.