Research On Mobile Phone Chain Retail Enterprise's Function Change And Their Marketing Strategies

In December 11, 2004, China's retail market entered into a full open stage based on the requirement of the WTO agreement, a completely new marketing vision has appeared ever since then. Accompanied by the increasingly fierce market competition, the China's retail market has gradually been subdivided into supermarkets, department stores, home appliance supermarkets, stores, and special retail market from the original general stores. In recent year, Chinese mobile phone industry has experienced a rapid development, and now China has become the world's largest mobile phone market, and owned the world's largest number of mobile phone users. The rapid growth of the mobile phone market led to the booming of the mobile retail market, thus created intense market competition.Mobile phone chain retail enterprises are facing a unprecedented challenge on the profitability due to their margin had been kept shrinking under growing market competition. in order to gain more customers and improve the Competitiveness and profitability, they continuously introduced vicarious sales tactics, and broaden business scope so as to keep the healthy growth . As a result, how to improve the quality of services and develop marketing strategy to meet market demand so as to better developing mobile phone business is an urgent thing needs to be solved at the current stage.Above all, this article expatiate the related sale service theory knowledge and the whole retail service market development actuality from all-round status. Meantime, it analysis the mobile phone chain retail company how to intensify the customer service function base on furious competition market and adjust the related struggle direction constantly in material example accordingly. Thereby, it can help the mobile phone chain company promote the company profit and strength the company capacity of anti-risk. Even it can help the company to promote, improve and establish the customer service struggle policy in this analysis article.The mobile phone chain retail enterprises have taken various measures based on their own conditions to deal with the growing competitions. This thesis has summarized three strategies on function change: strengthening the cooperation with the operational agencies; obtaining the full business authority from the operating agencies; improving retail service quality, ensuring customer satisfaction, promoting various value-added services, increasing enterprises margins etc. It has also analyzed the contents and features of these three strategies through case studies.