论文总字数：25741字

摘 要

随着我国经济的发展和人民生活水平的提高，人们对运动与健康的理念越来越关注，逐渐掀起全民健身的热潮，相应地，也为体育用品企业的发展带来了契机。尽管体育用品的市场需求在快速膨胀，但是，市场竞争的严峻性和激烈性丝毫不减。竞争如此激烈的市场环境下，迪卡侬却在中国市场上后来居上，赢得大众的喜爱，究其原因，其独特的品牌营销与市场推广策略功不可没。

本文运用SWOT分析法、STP目标市场战略理论、4P营销理论等方法，基于大学生消费视角，分析探究迪卡侬企业的市场营销策略，总结其成功经验，以期为国内本土体育用品企业的市场营销提供参考与借鉴。

论文共分为5章，第1章梳理国内外关于体育用品企业、尤其是迪卡侬企业营销策略的研究现状，为本文的研究提供思路指导。

第2章，认真梳理并学习市场营销相关理论，为下文的研究做好铺垫。

第3章，分析迪卡侬（中国）的市场环境。具体而言，综合借助PEST方法、SWOT方法分析迪卡侬的外部宏观环境、微观环境，并从优势、劣势、机会与挑战四个方面探讨迪卡侬的营销环境。

第4章，从市场细分、目标市场确定以及市场定位三个方面，对迪卡侬的目标市场战略进行分析。总结大学生群体的市场和消费特征，以及影响其消费的主要因素，并在此基础上，从产品策略、价格策略、促销策略以及渠道策略四个方面，探究迪卡侬企业基于大学生消费视角的营销策略，以期为我国体育用品企业的发展提供借鉴。

第5章，总结全文的研究结论，分析研究的不足之处，并对下一步的分析研究进行展望。

关键词：营销策略；大学生消费视角；迪卡侬(中国)

Abstract

With the development of China's economy and the improvement of people's living standards, the concept of sports and health has attracted more and more attention, and gradually set off a wave of national fitness. Accordingly, it has also brought opportunities for the development of sports goods companies. Although the market demand for sporting goods is rapidly expanding, the severity and fierceness of market competition have not diminished. In such a fiercely competitive market environment, Decathlon came to the top in the Chinese market and won the love of many people. The reason for this is that its unique brand marketing and marketing strategies are indispensable. This article uses SWOT analysis, STP target market strategy theory, 4P marketing theory and other methods, based on the perspective of college students' consumption, analyzes and explores the marketing strategy of Decathlon enterprises, sums up its successful experience, with a view to providing reference and reference for the development of domestic local sports goods companies .

The article is divided into 5 chapters. Chapter 1 sorts out the research status of domestic and foreign sports marketing companies, especially Decathlon's marketing strategy, and provides guidance for the research of this article.

Chapter 2, carefully sorting out and studying the relevant theories of marketing, paves the way for the following research.

Chapter 3 analyzes the market environment of Decathlon (China). Specifically, the PEST method and SWOT method are used to analyze Decathlon's external macro environment and micro environment, and the Decathlon marketing environment is discussed from four aspects: advantages, disadvantages, opportunities and challenges.

Chapter 4 analyzes Decathlon's target market strategy from three aspects: market segmentation, target market determination and market positioning. Summarize the market and consumption characteristics of college students and the main factors affecting their consumption, and on this basis, explore the marketing strategies of Decathlon companies based on college students' consumption perspectives from four aspects of product strategy, price strategy, promotion strategy and channel strategy. With a view to providing reference for the development of sports goods enterprises in China.

Chapter 5 summarizes the research conclusions of the full text, analyzes the shortcomings of the research, and looks forward to the next analysis and research.

Key words: Marketing Strategy; The Perspective of College Students' Consumption; Decathlon (China)

目 录

第1章 绪论 1

1.1研究目的与意义 1

1.1.1研究背景与目的 1

1.1.2研究意义 1

1.2国内外研究现状 2

1.2.1国内外体育用品企业的营销策略研究 2

1.2.2迪卡侬（中国）的营销策略研究 3

1.2.3大学生消费视角下企业营销策略的相关研究 4

1.2.4文献评述 4

1.3研究内容与方法 4

1.3.1研究内容 4

1.3.2研究方法 5

第2章 相关理论基础 6

2.1市场营销理论 6

2.1.1市场营销与市场营销策略 6

2.1.2 STP目标市场战略理论 6

2.1.3营销组合理论 8

2.2消费者行为相关理论 9

第3章 迪卡侬（中国）的市场营销环境分析 11

3.1迪卡侬（中国）发展基本状况 11

3.2体育用品企业的宏观环境分析 11

3.3迪卡侬（中国）的微观环境分析 13

3.4迪卡侬公司营销的SWOT分析 14

第4章 基于大学生消费视角的迪卡侬（中国）营销策略分析 17

4.1大学生消费特征与影响因素分析 17

4.1.1大学生消费群体的市场特点 17

4.1.2大学生的消费特征 17

4.1.3影响大学生消费的主要因素 18

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