Research On Operational Performance Analysis And Optimization Strategy Of A Comprehensive Store In JH Telecom

With the issuance of 5g license plate and 5g commercial use,the competition among communication operators has become white hot.As an important channel of communication product sales and customer service,the communication entity store is the first to bear the brunt of this fierce competition.Secondly,e-commerce has caused a diversion of customers in offline physical stores,online and offline have not achieved mutual drainage,and there is no joint force of collaborative sales between them,which makes the terminal sales volume and business development of the communication physical stores drop significantly,which causes greater operating pressure for the communication physical stores with high operating costs.In 2019,a large number of closed stores emerged in the communication physical stores Tide.This thesis takes the H store of JH Telecom as the research object,marketing strategy and retail management as the theoretical basis,through the investigation of the current operation performance of H store,and combined with PEST analysis,analyzes the current operation status of H store.At the same time,the thesis uses SWOT analysis method,analyzes the advantages and disadvantages of H store itself,and faces external opportunities and challenges,summarizes the problems existing in the operation process of H store.Finally,through the SWOT cross analysis method,this paper puts forward the strategy of improving and optimizing the operation performance of H store.Through the optimization of layout and moving line management,service specification,personnel structure and performance,and operation mode,the overall operation performance of H store,including telecom business volume,terminal sales volume,and personnel quality level has been greatly improved.Under the new market competition environment,this thesis provides support for H store and other communication retail stores in how to optimize and adjust the store marketing strategy,strengthen the store's own competitiveness and profitability,and improve the store operation performance.