Developing Strategic Research Of JOLLY SPORTS Sports Co.,Ltd

Strategy is about the company’s overall direction and the direction of development for the realization of the planned route. The strategic management is to identify strategies and management processes to achieve strategic objectives, which involve "strategic analysis","strategic choice" and "strategy implementation and control." It is necessary for a company which seeking for competitiveness and excess profits to establish a set of processes in order to achieve strategic objectives, including conventions, decisions and actions. During those processes, analysis of the company’s internal and external environment is helpful to determine its resources, capabilities and core competitiveness. With the analysis, the formation of vision and mission, to develop their strategies.Jolly Sports Co., Ltd is engaged in sports brand dealership, sports club and magazine operation and sports equipments and accessories chain store business. It is dedicated to be a giant joint-stock enterprise which operate a large sports industry chain integration platform. Headquarter based in Hangzhou, China. As China continually opening its retailing industry and the rapid development of its retail trade, the introduction of new retail formats speed up dramatically. Jolly Sports first introduced its "6in1" customer experience marketing theory, and business model of sports chain stores, which is very new in China and worthy of attention and study. Meanwhile, the Chinese sports retail market is a high potential, fast growing emerging market. Therefore, the research and study of Jolly Sports’development strategy has a very profound meaning for other retail enterprises, especially those chain enterprises in China.This essay took Jolly Sports’ development strategy as example, giving analysis and suggestions, by discussing its external environment including the Status and trends of the Unite states, Europe and China’s sports retailing industry, the revelation from oversea market and competitors of Jolly Sport, as well as its internal environment such as own resources, strengths and weaknesses.Guide Jolly Sports to form and maintain core strength, discover more business growth point in the market, and maintain competitiveness.