摘要随着体育产业的蓬勃发展，体育产业在国民经济所占比重越来越多，但是和欧美发达国家相比，我国体育产业占国民经济的比重显得微乎其微，并且体育用品业的发展很大程度上决定了体育产业的发展程度，,体育产业的发展又从一定程度上决定了中国体育的发展程度，迪卡侬作为一家外资企业，以一种全新的营销模式---体验经济，迅速占领国内的体育用品大众市场，在进入中国短短10多年的时间里面，分店遍布全国。89286

   本文以迪卡侬杭州体育用品有限公司为研究对象，运用文献综述法、问卷调查法专、家访谈法等方法对迪卡侬体验营销模式进行研究分析，研究的主要结论有体验营销策略是通过产品试用是参与体育活动，感受产品特性和运动氛围，通过亲身参与的方式，激发消费者心理和身体上运动需求，引发消费者购买产品的营销策略；迪卡侬杭州体育用品有限公司体验营销的原则是合理性，参与性，互动性和情感性；体验营销策略的特点主要是行为体验（参与体育活动），知觉体验（产品试用）以及思维体验（感受运动氛围）这三个形式；体验营销策略存在体验空间狭小问题；体验营销区域使用率低；体验产品本土化程度低；体验产品的代表性较低等几个问题；提出了拓展体验营销场地；提高试用区域利用率；关注顾客体验服务质量，提升员工服务意识；提高迪卡侬体验产品的本土化；提高体验营销产品的代表性这几个方案。

毕业论文关键字：体验营销； 迪卡侬； 体育用品零售业

Abstract With the vigorous development of sports industry, sports industry in the proportion of the national economy more and more, but compared with developed countries in Europe and America, China's sports industry accounted for the proportion of the national economy appears to be minimal, and the development of sporting goods industry to a large extent Decided the development of the sports industry, the development of the sports industry to a certain extent, determines the degree of development of China's sports, Decathlon as a foreign-funded enterprises to a new marketing model --- experience the economy, the rapid occupation of domestic sports Supplies the mass market, in China into just 10 years of time inside, branches all over the country。

This paper studies the experience marketing model of Decathlon by using the literature review method, the questionnaire survey method and the home interview method。 The main conclusion of the research is that the marketing strategy is through the product trial。 Sports activities, feel the characteristics of the product and sports atmosphere, through personal participation in ways to stimulate consumer psychology and physical movement needs, triggering consumer marketing strategy to buy products; Decathlon Hangzhou Sporting Goods Co。, Ltd。 experience the principle of marketing is reasonable, , interactivity and emotional; experience marketing strategy is mainly characterized by behavioral experience (participation in sports), perceptual experience (product trials) as well as the experience of thinking (and feeling the movement atmosphere) these three forms; experience the narrow space problems in experiential marketing strategy ; experiential marketing area using low; low degree of product localization experience; experience less representative of the product, and several other issues; proposed expansion of experiential marketing venues; try to improve area utilization; focus on the customer experience quality service, improve staff awareness of service ;mention Decathlon experience the localization of products; improve product marketing experience typical of these programs。

Keywords：Experience marketing; Decathlon; sporting goods retail 

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