Research On New Retail Transformation Of Communication Chain Of Enterprise A

In recent years,with the rapid development of Internet and mobile Internet,the prosperity of network retailing has brought great influence to the traditional retailing industry in China.At present,both sales,operating income and operating profit are in a downward trend,China's retail industry urgently needs transformation to help itself.Compared with the past 10 years,China's economy is still in a stage of rapid development and the living standards of its people have also improved to the largest extent.However,because of the impact of the global economic environment,China's labor costs,housing rents and other items are rising.It is undeniable that people increasingly rely on mobile phones to bring convenience.In a sense,mobile phones have become a new organ of human beings.However,the mobile phone market has become saturated in recent years.In 2017,the market for mobile phones was accelerated from seller to buyer,with fierce competition among major handset makers to seize the market.Therefore,in order to increase the market share of their own products,there are many manufacturers adopt the methods of product updating,increasing publicity,lowering prices,etc.As a result,the profits of the mobile phone market decrease day by day with the reduction of prices,and even some manufacturers have a situation of zero profits,and then the Mobile phone retail business in the business encountered serious setbacks.With most of the industry losing money,some mobile retail stores are also looking for other models of development,in which the transformation is the only way.Enterprise A is one of the few communication chain companies in Beijing,China.After more than 10 years of development,it has become a barometer of other companies in the same industry.With the rapid development of mobile communication industry,especially with the extensive commercial application of 4G network,the total number of mobile phone brand users reaches nearly 600 million.Given such a large and vast market,manufacturers in the communication industry chain have launched fierce market share competition.Moreover,the low-cost intervention of Internet enterprises has greatly reduced the competitive advantage of traditional mobile phone retail enterprises.Therefore,there is little profits for the mobile phone on the market.Similarly,enterprise A is faced with the dilemma of survival and development,it is urgently necessary to take the initiative measures to transform,reduce the risk of transition and then improve the probability of success.Under the background of new retail transformation upsurge,this paper will study the development of the national mobile phone chain industry and deeply studies the development characteristics of the communication chain A enterprise,explore the internal and external environment of A compamy,analyze the key points of A's strength,weakness,opportunities,threats,and reposition A company.To make an analysis on the business data of A enterprise in the past three years and summarizes the problems in its operation.In the past 3 years,the development of A enterprise has been stagnant and urgently needed to be transformed.The DEA model is used to measure the comprehensive efficiency changes of 20 companies in 2013-2017.We can see that the new retail transformation has significantly improved the overall efficiency of enterprise and made the enterprise better.The profitability and anti-risk ability provide an empirical basis for the transformation of A enterprise into new retail.To explore the strategic environment of A enterprise and make an analysis on the macro environment,industry environment and internal environment of A enterprise to reposition the A enterprise.Finally,through the analysis of new transformation path of Xiaomi and Suning,the successful enterprises transformation experience is summarized and fanally the transformation strategy plan and implamentation strategy of A enterprise are put forward.