mba论文：迪卡侬创新战略研究

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'sliving standard,more and more people begin to turn their attention to sports.Thestrong support of national policies also provides a good market prospect for thedevelopment of sports market.The article takes Decathlon as the research object,through the methods of literature collection and field investigation.What are theinnovative strategies adopted by Decathlon to get consumers'love and quickly occupythe Chinese market?The article will analyze the macro environment and internal environment ofDecathlon by means of PEST analysis and SWOT analysis,analyze thepolitical,economic,social and technologica environment of Decathlon,as well asDecathlon's own strengths,weaknesses,opportunities and threats.Next,we willclassify and study the innovation strategy implemented by Decathlon,first of all,analyze the leading innovation strategy implemented by Decathlon.It includes thecombination of experiential marketing and traditional marketing,the establishment ofWorkshop departments and the free opening of sports venues.Secondly,it analyzesthe following innovative strategies implemented by Decathlon,including Decathlon'sdiversified brands,humanized services and green concepts advocated byDecathlon.Finally,it analyzes the strategy of relying on innovation implemented byDecathlon.Including the introduction of 020 mode and self-servicecashier,no matterwhat kind of innovation strategy,it can provide reference for the development ofChina's retail industry.It has practical significance for the development of sports brandin China.