Study Of The Development Trend Of Chinese Sporting Goods Retail Channel Change

After joining WTO, Chinese retail trade has suffered the biggest impact. Foreign capital is growing in the retail trade with high speed; the domestic retail trade also has greatly changed in scale and management way to meet the challenge. China's sporting goods retail trade is facing the same challenge now.The sporting goods retail trade develops fast. Although it just started in China, it had big potential. In past several years, the China sporting goods market maintained high growth speed, the year compound rate of increment maintained about 34% from 2001to 2005, in the future five years, its compound rate of increment will also be able to achieve above 20%. High speed growth proposed a higher request to future development, so transformation of the industry is inevitably along with foreign capital entry, this article discusses sporting goods market transformation tendency emphatically in terms of retail channel angle.The sporting goods retail trade characteristic lies in the shop sale, according to"reversion channel"theory, the key of sporting goods sale marketing channel management lies in the choice of retail channel terminal type, so it is important to understand the change and development trend of the retails channel terminal type.This article has conducted the research on the development course of Chinese retail trade as well as the evolution of overseas sporting goods retail trade, the change and development trend of China sporting goods retail trade channel. It provides the reference for the instruction of sporting goods retail trade healthy development and helps the retail trade enterprise to grasp the trend of development and face the foreign capital challenge. This article mainly uses the system analysis method, firstly it summarizes the theory frame, describes the history and the characteristic of domestic sporting goods retail trade channel. Then it carries on the contrast with the overseas sporting goods retail trade, and the analogy with the domestic retail trade in particular family electrical industry, with application of the theory of marketing channel in analysis, then come to the conclusion: The change and development trend of China sporting goods retail trade channel is: 1. retail sales channel shortens; 2. retail trade channel terminal type will gradually specialized; 3. tradition department store gradually withers, simultaneously sales in large-scale store will maintain;4. Single brand street store will lose its dominant position, brand company will keep some single brand street store to demonstrate the product by self-management; 5. Retail merchant and brand business will establish discount shop; 6. Retail merchant with many shop resources will have their own brand to earn more profits.The content is as follows:The first chapter introduce the outline of marketing channel manages theories.Chapter two describes the development and characteristic of China sporting goods retail trade channel and the value of research.The third chapter describes the development and tendency of international sporting goods retail trade, summarizes the rule, the characteristics and the reasons for the change of international sporting goods retail trade marketing channel.Fourth chapter describes the development and tendency of Chinese retail trade and its influence on the sporting goods retail trade.The fifth chapter employs the theory of marketing channel management, unifying the contents of the third and fourth chapter, analyzes the trend of development of China sporting goods retail trade channel change. China sporting goods retail trade presents the high speed development tendency only in recent several years, domestic retail merchant is dispersible, and therefore there is little research on the sporting goods retail market, more about the sporting goods brand research. In recent years, overseas (especially Europe and America) sporting goods retail market is maturing, the rate of rise has been slow down, the overseas large-scale sporting goods retail merchants have started to pay attention to the Chinese market, but their research literature are mainly for internal report. Research that based on the basis modern marketing channel theory, conducting the system research to the sporting goods retail trade, inspecting the trend of channel change and development, is nearly none.The author has ten years experience in sporting goods retail sales trade, acting as high level management personnel in domestic well-known sporting goods retail sales enterprise, having carried on many times on-the-spot investigation to the international sporting goods retail trade, having deep understanding and study to the domestic retail trade, based on this foundation, using the theory of modern marketing channel management, carries on the analysis to the China sporting goods retail trade, obtains the change and development tendency of china sporting goods retail trade channel. It may provide the reference for the instruction of sporting goods retail trade healthy development, help China sporting goods retail merchants grasp the trend of development, and it may provide some mentalities for scholar's further research.