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SF Outdoor Promotion Strategy Effectiveness Analysis and Optimized Strategy Research

Author: YangYong
Tutor: QiHaiFeng
School: East China University of Science and Technology
Course: Business Administration
Keywords: Promotion Strategy Outdoor Retail Store Outdoor Sports
CLC:
Type: Master's thesis
Year: 2014
Downloads: 30
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Abstract


Outdoor sports refers to the natural environment for venues, experience natural adventure sports. It originates from more than200years ago in Europe, enter China in1980. For years, with the ultra high speed growth in the outdoor industry, outdoor sports has become more and more attention.In the outdoor retail industry in China, SF outdoor is the leading brand. Established in March1998, a small shop from more than10square meters, to the development of10cities across the country today, thirty-three outdoor retail stores. In upholding the management area and strong growth in sales at the same time, actively control cost, guarantee the stability of corporate profit margins. Outdoor specialty stores and outdoor sports, outdoor sports club website Trinity’s business model, is the most important basis of SF stay ahead.Thesis first describes the purpose and significance of topic selection and SF outdoor,4P marketing,4C marketing and customer relationship management associated with the promotion of the theory gives a brief description. Then, analysis of SF company in enterprise development history, current status and problems faced. Subsequently entering the theme, according to SF outdoor promotions policy effectiveness surveys, based on the Member’s true feelings, combined with SF in selling their products for different members of different incentives, offer promotions for SF stores boost sales help and innovation. Based on the marketing tools, analysis of SF encountered problems in the sales and service, also proposes to strengthen the product suite sales, enhance exchanges among members to produce a stronger sense of belonging and other marketing strategies. On the premise of promotions to maximize, three outdoor market, consolidating the industry leader.

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