The purpose of this study is to understand the practical research result of marketing strategy in retail industry. The purpose of this paper is not just trying to study the strategic intent and the process of the store, but also want to provide deep dive analysis and suggestions for「Happy House」。 This study adopts individual findings through observation and case study towards the individual industry,「Happy House」in Hsing Wu college. This research used the SWOT analysis, 4C analysis to portray the opportunities, threats, strength and by way of matrix. We also found out the operation analysis, the analysis, the analysis for the number of visiting customers, the best seller and the worst seller billboard from the practicing result. Lastly, the study used Characteristic Diagram to find out the practicing problem of 「Happy House」and gave some comments to the store.