多平米的一家小店,发展到现今遍布全国10个城市,33家精品户外零售店的规模。在坚
持经营面积和年销售额大幅增长的同时,积极控制成本,保证企业利润率的稳定。而户
外用品专营店、户外运动俱乐部和户外运动网站三位一体的经营模式,是SF保持领先的
重要基础。
论文首先介绍了选题的目的及意义,以SF户外为例,对4P理论、4C理论和顾客关系
理论与促销相关的内容进行了简要叙述。而后,分析了SF在企业发展中的历程、现状及
所面临的问题。随后进入论文主题,依据SF户外促销策略有效性调查,以会员的真实感
受为基础,结合SF在销售产品时,针对不同会员采取不同促销手段,提出了促销对于SF
门店提升销量的帮助和创新。以营销理论为工具,分析SF在销售服务中所遇到的问题,
同时提出强化产品套装销售、加强会员之间的交流以产生更强归属感等促销策略。在促
销效果最大化的前提下,增加SF户外的市场份额,巩固行业龙头老大位置。
关键词:促销策略;户外用品零售店;户外运动;
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华东理工大学硕丨,'7:位论义
SF Outdoor Promotion Strategy Effectiveness Analysis and Optimized
Strategy research
Abstract
Outdoor sports refers to the natural environment for venues, experience natural adventure
sports. It originates from more than 200 years ago in Europe, enter China in 1980. 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
March 1998,a small shop from more than 10 square meters, to the development of 10 cities
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 eftectiveness surveys, based on the Member's true
feelings, combined with SF in selling their products for difTerent 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 strategics. On the premise of promotions to
maximize, three outdoor market, consolidating the industry leader.
Keywords: Promotion Strategy; Outdoor Retail Store; Outdoor Sports;
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