Study Of Retailing Marketing Strategies Of Double Star Company In ShiChuan Province

New develop opportunity has brought the industry of sporting and recreating articles tremendous market potential as well as fierce competition. Double star has predicted the significant transferring of marketing channel force. With the success of transferring retail marketing model and implementing retail marketing strategy, it stuck out in the fierce battle.However, in order to remain competitive advantage in complicated competition, Double star must adapt its retail marketing strategy to environmental change on the basis of analyzing past experience. This paper makes a conscientious analysis on retail marketing based on for-years career in Double star s retail marketing department, referring to the related theory and practical experience in both internal and external the country. Firstly, the paper analyzes retail marketing environment and present operating condition. Using strategic analysistool—SWOT analysis, it points out Double star s retail marketingstrategy concerning its strengths, weaknesses, opportunities andthreats. With marketing segment tool—STP analysis, it defines targetmarket and positioning of Double star. Then focusing on the most representative two aspects of retail marketing mix: site location selection and inventory management, the thesis analyzes retail in detail. With referring to related theory, model and Double star's experience, it analyzes site location selection specifically, particularly taking the site location selection of Double star in a town in the outskirts of Chengdu as an example. As for inventory management, it focuses on Economic Order Quantity, E0Q),and analyzes the practice of this model in inventory management of Double star. Finally, the thesis summarizes...