Research On Marketing Trategy Of Single-Piuce-Point Retail Stores

This paper summarizes five main theories and tools of modern day marketing. The application of marketing theory plays an important role in the business strategy of the enterprise.Through selected Single-Price-Point retail business models, and Daiso company as a case prototype, the author will examine the reasons why a Single-Price-Point retail model can succeed. PEST analysis model analyzes the macro environment of Daiso company. The Porter’s Five Forces model explores the industry environment of Daiso company. SWOT model consider the advantages and disadvantages of Daiso company. STP strategy analysis model and the 4P marketing mix model investigates the Daiso company’s strategic positioning and marketing strategy.Through the research found that Single-Price-Point retail stores meet the low price demands of consumers,setting the price of commodities as a lowest price in market with the rich variety of goods,makes the consumer’s attention to commodity prices turned to focus on the product itself.For the low cost,the retailer need to open a large number of national chain stores,and even global to expand distribution channels,so as to make the considerable orders become possible.In order to achieve the purpose of low price advantage,the retailer OEM products in some low labor costs country,mainly made in China.The Single-Price-Point retailer through the low cost of manufacturing to gain cost advantage.In conclusion, the author provides the development suggestion and summary of the single-price retail business model.