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】从欧美各国零售业发展的状况可以发现,折扣店是当今零售业中最具发展潜力的业态。零售业的轮转理论也证明,具有低价格、低毛利、低市场地位特征的业态必然成为市场主导业态,而体育用品折扣店正具有这批特征。在我国,体育用品折扣店发展已有数年,虽然跟国外相比,无论是规模还是经营管理上都存在很大差距,但在我国的零售业态中已经显示出了它的优势。通过文献资料、实地走访法等方法对我国体育用品折扣店进行分析,并在此基础上研究其营销策略,希望为我国体育用品折扣店的经营、发展提供理论帮助。
】 From the development of the retail industry in Europe and the United States can be found in the situation, discount stores are the most potential for development in today’s retail format. The rotation theory of the retail industry also proves that the format with low price, low margin and low market position will inevitably become the market leading format, while the sports outlet is having these characteristics. In our country, the development of sporting goods discount stores has been for several years. Although there is a big gap compared with other countries in terms of scale or operation and management, it has shown its advantages in China’s retail formats. Through the literature and field visits and other methods to analyze our sports outlet, and on the basis of the study of its marketing strategy, hoping to provide the theoretical help for the operation and development of our sports outlet.