Research On Problems And Countermeasures Of Samsung Mobile Phone Retail In Chinese Market

At present,both the global and Chinese smartphone markets have left the era of rapid growth,and the market tends to be saturated,with increasingly fierce competition among mobile phone manufacturers.According to IDC,global mobile phone shipments fell 3.5 percent in the first quarter of 2019 compared to the first quarter of 2018.Competition in China’s mobile phone market has gradually entered a zero-sum game,with each side losing out.The distribution of the top five manufacturers is close to that of other manufacturers.At the same time,the dividends of non-smart phones entering the era of smart phones gradually disappear,smart phone innovation has entered a bottleneck period.the development of new technology has not yet set off a new round of phone replacement tide.therefore,the overall trend of China’s mobile phone market is not optimistic.With the new retail concept,China’s mobile phone market has begun a new round of shuffling.The main research content of this paper is to apply scientific analysis methods to systematically analyze the retail problems of samsung mobile phones in the Chinese market,and propose solutions.This paper analyzes the internal and external environment of samsung electronics in China,as well as its competition status in the Chinese market.It mainly expounds the problems of location layout,profit model,online and offline disconnection,and internal management of retail stores in the Chinese market,and studies the solutions one by one.At the same time,taking samsung L brand retail stores as an example,this paper carries out the implementation according to countermeasures from the aspects of retail store location layout,building profit model,online and offline integrated operation and store operation and management,and evaluates the implementation effect and feasibility.The significance of the text study is that by exploring the retail problems of Samsung mobile phones in the Chinese market,the corresponding solutions will be helpful for Samsung electronics in China to make up for the retail defects,improve the competitiveness of Samsungg mobile phones in the Chinese market,and ensure its sustained and steady development in the Chinese market.Meanwhile,the solution of retail problems is implemented in the case of Samsung L retail store,whose valuable practical experience also provides the direction and basis for in-depth research.