Abstract Which elements should be mixed in China's retail marketing? Which one is the most important in the marketing mix? These problems are being emphasized by retail academes and corporations but not resolved, so the paper brings forward some basic elements in China's retailing marketing mix based on an perspective of shoppers' satisfaction, by surveying some factors related to customer satisfaction from 5208 samples of 20 retail stores and using statistic methods to analyze some most important factors.
Keywords Retail marketing, Marketing mix, Customer satisfaction
(Source: LI Fei, WANG Gao, XU Yin, Chinese Retail Research, 2011(4))