Research On Marketing Strategy Of Tongce Athletic Store In Hongkou District Of Shanghai

Based on the Tongce sports clubs as the research object, the article researches its marketing strategy by using the related theory of marketing. First of all, The marketing present situation of Tongce sports store has carried on the investigation and analysis, through on-the-spot investigation and the interview method to get the Tongce sports store membership of product, price, distribution, promotion and marketing use situation and the existence question, and analyzes the causes of problems, and puts forward the direction of the measures. PEST analysis, porter five competitive model are used to analyze the operation system of the macro environment, competitive environment, and use SWOT theory to analyze the advantages and disadvantages of Tongce sports store. Use the market segmentation theory, put forward the company’s target market strategy. By using the theory of4ps marketing mix strategy for the product, price, channel, promotion strategy, the concrete improvement measures are put forward:1. It should choose the three District Hongkou District and the surrounding as entity shop in the main target market, both the on-line marketing, with the purchase of high frequency, high professional requirements as the target market to focus on marketing. Continue to use "fill in the blanks type" market positioning. According to three location factors, product benefits, purchase frequency subdivision variables to segment market with Tongce sports store, has chosen the highly professional demand, highly frequent segments, then positioning in the high-end professional table tennis products of the Tongce sports store.2.In respect of the products, it should provide after-sale service around the consumables and durable consumer goods. About the product display it should improve the utilization rate of store display to extend shelf product display number. Appropriately increase the own brand of development.3.Make three price strategies, products will be divided into three levels, respectively for pricing.4.To independent the varieties of business of Tongce sports store, to make them not interfere with each other.5.Personal selling should change from passive reception to active searching, add after-sale tracking; Increase the costs of advertising media and advertising expenditures; Continue to adopt the way of timed price cut, free gifts for business promotion; Take an active part in social charity activities, support and sponsorship all kinds of sports activities organized by the government.6.By setting member selection standard, establish membership management norms, set up membership information management system, perfect service system to improve the current membership marketing members.