Dissertation
Dissertation > Economic > Trade and Economic > China's domestic trade and economic > Commercial institutional and organizational > Supermarkets, chain stores,specialty stores

The Research on Decathlon (Beijing) Sports Megastore Business Model

Author WangRongBo
Tutor YanTianMin
School Capital Institute of Physical Education
Course Humane and Sociological Science of Sports
Keywords Decathlon Sports Megastore status management concept business model strategy
CLC F721.7
Type Master's thesis
Year 2012
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Based on the decathlon (Beijing) sports megastore for the study, using the literaturematerial method, field investigation, interview method, etc. This paper first describesChina’s economic development environment and Beijing regional environment, it isconcluded that the Chinese sports industry, sports industry is a huge development space.Then draw out the Decathlon Sports Megastore, using economic sociology,phenomenological theory, generally describes the Decathlon Sports Megastore’sproduction, development and characteristics, and concludes that the Decathlon SportsMegastore’s core competitiveness is its the effective implementation such as low pricestrategy, product differentiation strategy, value chain integration strategy, experientialmarketing strategy, etc. Then focus on five stores living environment of Beijing, fromthe internal environment and external environment to analyze the restricting factors ofdevelopment of the Decathlon (Beijing) Sports Megastore. The internal enterprisebehavior and the strategy actively to expand a service for the enterprise, the externalpolitical, economic, cultural, social factors create a good environment for developmentof the Decathlon (Beijing) Sports Megastore. Investigate the current5stores in Beijing,and select the decathlon laiguangying store as practice, analyzes the Decathlon (Beijing)Sports Megastore’s development predicament, the selection of goods in differentregions, problem to maintain high price, network sales and entities shop operatorproblems, customer groups, the coexistence of its own brand and foreign brandproblems, after-sales service problems and personnel flow problems. According to theabove problems put forward the solution: further investigation and analyses to theBeijing regional environment, constantly optimize the procurement way, graduallyestablish brand, cooperate and win-win with well-known brands, strengthen price labelmanagement, set up high-quality team, continue to strengthen training focus on thefuture development of the staff. The successful operation of Decathlon (Beijing) SportsMegastore to the Chinese sporting goods retail valuable reference is on the channelcontrol, the value chain upstream integration. China sporting goods retail industryshould actively learn from the successful experience of similar enterprises, activelycooperate with the government communication, according to their own situation to finda suitable development way, and gradually enhance the market competitiveness, finallyeffectively contain foreign sporting goods enterprises’s power.

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