I
Abstract
Decathlon, as an international sports retailer, has started their journey in China
since the first brick-and-mortar store was opened in Shanghai in 2003. Decathlon is
considered as the IKEA of sports retailing industry, the marketing strategy of which
has been under scholars’ discussion. Its unique features of marketing and supply chain
have attracted customers to purchase from Decathlon’s online and brick-and-mortar
stores. With the support of Chinese government, national fitn
迪卡侬在中国的品牌本土化研究-5758字.pdf