STIGA’s Integrated Multiple Selling Channels in China’s Table Tennis Market

TL;DRAbstract

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 t

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