随着5G牌照的发放以及5G商用，通信运营商之间的竞争已经白热化，而作为通信产品销 售和客户服务的重要渠道——通信实体门店，在这激烈的竞争中首当其冲。其次，电商对线 下实体门店的客户造成分流，线上与线下未达到相互引流的作用，之间没有形成协同销售的 合力，使得通信实体门店终端销量、业务发展大幅度下降，这对于经营成本高的通信实体门 店造成了更大的经营压力，通信实体门店于2019年涌现出大量的关店潮。 论文以JH电信H门店为研究对象，以营销策略和零售管理作为理论基础，通过对H门店目 前运营绩效状况进行调研，并结合PEST分析法，分析出目前H门店的运营现状。同时，论文采 用了SWOT分析法，分析了H门店自身的优势与劣势，并面临外部的机遇与挑战，总结出H门店 在经营过程中存在的问题。最后，通过SWOT交叉分析法，为H门店运营绩效提出了提升与优化 的策略。 通过对布局及动线管理、服务规范、人员架构及绩效、运营模式的优化，H 门店的整体 运营绩效，包括电信业务量、终端销量、人员的素质水平都得到了较大地提升。论文为 H 门 店以及其他的通信零售实体门店，在新的市场竞争环境下，在如何优化调整门店营销策略、 强化门店的自身竞争力和盈利能力、提升门店运营绩效等方面提供了支撑保障。 关键词：通信运营商；门店；营销策略；绩效II Abstract 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. Keywords: Communication operator; store; marketing strategy; performanceIII 目录 第一章 绪论.................................................................................................................................................................1 1.1 研究背景........................................................................................................................................................1 1.2 研究意义........................................................................................................................................................1 1.3 研究目的........................................................................................................................................................2 1.4 研究内容........................................................................................................................................................2 第二章 文献综述与相关理论基础............................................................................................................................3 2.1 经营策略相关理论....................................................................................................................................... 3 2.1.1 经营策略的定义................................................................................................................................ 3 2.1.2 经营策略的分析与制定....................................................................................................................4 2.2 零售管理理论............................................................................................................................................... 5 2.2.1 零售的概念........................................................................................................................................ 5 2.2.2 零售管理的内容................................................................................................................................ 6 2.3 本章小结........................................................................................................................................................7 第三章 JH 电信 H 门店运营现状及环境分析..........................................................................................................8 3.1 JH 电信及 H 门店简介..................................................................................................................................8 3.1.1 JH 县域情况介绍................................................................................................................................8 3.1.2 JH 电信公司简介................................................................................................................................8 3.1.3 H 门店简介..........................................................................................................................................9 3.2 宏观环境分析..............................................................................................................................................11 3.2.1 政治环境分析.................................................................................................................................. 12 3.2.2 经济环境分析.................................................................................................................................. 13 3.2.3 社会环境分析.................................................................................................................................. 14 3.2.4 技术环境分析.................................................................................................................................. 14 3.3 行业环境分析............................................................................................................................................. 15 3.4 用户市场分析............................................................................................................................................. 16 3.4.1 客户消费需求变化分析..................................................................................................................16 3.4.2 JH 县通信实体门店竞争分析..........................................................................................................16 3.5 本章小结......................................................................................................................................................18 第四章 H 门店运营情况与存在问题的分析..........................................................................................................19 4.1 H 门店运营 SWOT 分析.............................................................................................................................19 4.1.1 H 门店运营优势............................................................................................................................... 19 4.1.2 H 门店运营劣势............................................................................................................................... 20 4.1.3 H 门店运营机会............................................................................................................................... 21 4.1.4 H 门店运营威胁............................................................................................................................... 22 4.2 H 门店运营中存在的问题.......................................................................................................................... 23 4.2.1 门店布局不合理..............................................................................................................................23 4.2.2 员工服务意识薄弱..........................................................................................................................23 4.2.3 绩效考核定位模糊..........................................................................................................................24 4.2.4 经营模式陈旧.................................................................................................................................. 25 4.3 基于 SWOT 交叉分析的策略设计............................................................................................................26 4.4 本章小结......................................................................................................................................................26 第五章 H 门店绩效提升策略及实施效果..............................................................................................................27 5.1 门店布局及动线管理优化.........................................................................................................................27 5.1.1 门店创新型升级改造......................................................................................................................27IV 5.1.2 门店销售场景及销售人员动线优化............................................................................................30 5.2 门店服务规范优化..................................................................................................................................... 34 5.2.1 加强员工服务培训..........................................................................................................................34 5.2.2 建立服务评价标准..........................................................................................................................34 5.3 人员架构及绩效优化................................................................................................................................. 35 5.3.1 人员管理.......................................................................................................................................... 35 5.3.2 员工绩效考核.................................................................................................................................. 36 5.4 运营模式优化............................................................................................................................................. 40 5.4.1 线上线下融合营销..........................................................................................................................40 5.4.2 客户体验营销.................................................................................................................................. 41 5.4.3 大数据精准营销..............................................................................................................................42 5.4.4 会员管理营销.................................................................................................................................. 43 5.4.5 异业合作营销.................................................................................................................................. 44 5.5 本章小结......................................................................................................................................................46 第六章 总结与展望.................................................................................................................................................. 48 6.1 研究总结.......................................................................................................................................................48 6.2 前景展望.......................................................................................................................................................48