Rapid technological advancements and fast developing economy have completely changed Chinese people’s lifestyle. Based on internet technology, a new revolution is also renewing the conception in the business world today. When e-tailing and sports consumption have become fashionable life-styles in China in the beginning of new century, the discussion for sports equipment multi-channel selling will follow the tendency of business developing in China.The purpose of this thesis is discovering an appropriate model of integrated multiple selling channels system which integrated internet B2C channel and traditional channel for STIGA in China through our investigation. This thesis has sought to find out some common rules for doing multi-channel retailing in China through analysis the case of STIGA in the niche market as China’s table tennis equipment market. In this research, authors have focused on the questions such as how to develop a customerized B2C selling channel and how to integrate the internet retailing channel with its traditional channel in China’s market. The authors carry through the discussion starting from the literature review of multi-channel retailing (MCR)…
Contents
1. INTRODUCTION
1.1. RESEARCH BACKGROUND
1.2. PROBLEM DISCUSSION
1.3. RESEARCH PURPOSE AND VALUE
1.3.1. Research Purpose and Research Questions
1.3.2. Research Value
1.4. RESEARCH SCOPE AND LIMITATION
1.5. KEY WORDS
1.6. ORGANISATION OF THE STUDY
2. RESEARCH METHODOLOGY
2.1. THE RESEARCH PARADIGM DETERMINATION
2.2. DATA COLLECTION
2.2.1. Primary Data
2.2.2. Secondary Data
2.3. HYPOTHESES
2.4. QUESTIONNAIRE DESIGN
2.4.1. Sampling Choose
2.4.2. The components of the design
2.4.3. Size of the Sample
2.5. INTERVIEW
2.6. DATA ANALYSIS
2.7. VALIDITY AND RELIABILITY
3. THEORETICAL FRAMEWORKS
3.1. INTRODUCTION
3.2. MULTI-CHANNEL RETAILING
3.2.1. From MCR to IMCR
3.2.2. IMCR in REI
3.3. MULTI-CHANNEL STRATEGY
3.4. E-TAILING
3.4.1. “Economics of Personalized”
3.4.2. Characteristics of Products or Services Suit for E-tailing
3.4.3. Other Elements in E-tailing
3.5. E-CHANNELS MANAGEMENT
3.5.1. Selling Chain Management
3.5.2. Supply Chain Management
3.6. TARGET MARKETING
3.6.1. Market Segmentation
3.6.2. Market Targeting
3.6.3. Market Positioning
3.6.4. Market Repositioning
3.7. CONSUMER BEHAVIORS AND CUSTOMER RELATIONSHIP MANAGEMENT
3.7.1. Personal Characteristics and Consumer Behavior
3.7.2. Customer Relationship Management
3.8. HYPOTHESES
4. EMPIRICAL STUDY
4.1. MARKET BACKGROUND
4.1.1. Current Market situation
4.1.2. Development of China’s Table Tennis Equipment
4.2. BACKGROUND OF STIGA AB
4.2.1. STIGA AB
4.2.2. Products Position and Main Competitors
4.2.3. Selling Channel and OEM
4.2.4. Customer relationship management
4.3. QUESTIONNAIRE
4.3.1. STIGA’s Market Performance
4.3.2. Customer Buying Behaviors Analysis
4.3.3. Potential Commerce of STIGA Analysis
4.3.4. Target Market Reposition
4.4. FINDINGS OF EMPIRICAL STUDY
5. ANALYSIS
5.1. STIGA’S BLADES AND RUBBER ARE RIGHT PRODUCTS SOLD ON-LINE
5.2. ELECTRONIC B2C SELLING CHANNEL
5.3. SELLING CHANNELS INTEGRATION
5.4. SUPPORTABLE SUPPLY CHANNEL
6. CONCLUSION
6.1 RESEARCH CONCLUSION
6.2 FURTHER STUDY
7. REFERENCE LIST
1. APPENDIX
Author: HUA LI, LERONG HUANG
Source: Blekinge Institute of Technology
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