Research On The Store Management Of Swarovski Chain Company In Shanghai

With the development of economy,light luxury goods are sought after by people because of their fashion and uniqueness,and are given specific added value.However,in recent years,with the rise of e-commerce and the large-scale promotion of light luxury products,the trade of light luxury accessory dominated by physical store sales is facing unprecedented challenges,and various accessory products whose positioning is more in line with the current life of young people are gradually encroaching on the light luxury market,and the trade of light luxury accessory is facing the crisis of simplification of sales channels and market tightening.Taking Swarovski Shanghai stores as the research object,this paper comprehensively uses the methods of literature and case analysis to study and analyze the current management situation of Swarovski Shanghai stores.Specifically,complete the environment analysis of Swarovski Shanghai stores with PEST analysis,market competition analysis and customer demand analysis as the main contents,then analyze the management status of Swarovski Shanghai stores by theories like Customer Delivered Value theory,and analyze the problems of Swarovski Shanghai stores in four aspects: store opening management,goods management,training management and customer relationship management.Then,this paper analyzes the reasons for the problems in these four aspects.Based on the above analysis,this study puts forward the optimization strategy of Swarovski Shanghai store management,including the goal and overall idea of store management optimization strategy,store management optimization strategy,goods management optimization s trategy,training management optimization strategy and customer relationship management optimization strategy.In terms of the optimization strategy of store opening management,it puts forward the optimization strategies of site selection and owner negoti ation,purchase and display;In the optimization strategy of goods management,the optimization strategies of inventory analysis,goods turnover and product combination are put forward;In terms of training management optimization strategy,it puts forward four optimization strategies: employee induction training,product knowledge training,sales skill training and service skill training;In terms of the optimization strategy of customer relationship management,it puts forward three optimization strategie s: the recruitment of new members,the return visit and maintenance of old customers and the holding of regular events.In order to effectively ensure the smooth implementation of the store management optimization strategy proposed in this study at the four levels of store opening management,goods management,training management and customer relationship management,this study also puts forward the guarantee measures for the implementation of the optimization strategy,mainly including five aspects: organization guarantee,system guarantee,team guarantee,technical guarantee and cultural guarantee.Based on the study of the Swarovski Shanghai store management,from the discovery of the problem,to analyze problems,to propose a solution to the problem,step by step details how to optimize management strategy,also put forward the implementation steps and guarantee measures.This study can provide guiding suggestions for Swarovski Shanghai store management,and provide reference for store management in the same industry,in order to promote the overall management level of luxury stores to a higher level.