您選擇的商品

Decathlon China: Using Social Media to Penetrate the Internet Market

Nicole R.D. Haggerty; Raymond Pirouz; Grace Geng;

商品編號:9B11A043
出版日期:2011/11/16
再版日期:
商品來源:Ivey
商品主題:International Business; Marketing; Information Systems
商品類型:Case (Field)
涵蓋議題:China;Social Media Strategy, Retail Marketing Strategy, Emerging Technology
難易度:4 - Undergraduate/MBA
內容長度:14 頁
地域:China
產業:Information; Media &; Telecommunications;
事件年度:2011

After successfully establishing more than 33 retail stores in large cities across China, Decathlon, a large sporting goods manufacturer and retailer, planned to open its official online shopping website in China. The marketing department head of Decathlon China, has experimented with several new social media in China in order to increase the brand awareness among online shoppers. In the upcoming executive meeting, marketing department head would like to persuade the chief executive officer to dedicate more resources to social media to both increase online sales in the short term and market share in the long term.

教學手冊:8B11A043
補充材料: