New Retail Era CMDC Shanxi Branch Terminal Equipment Sales Business Strategy Research

Mobile phone and other terminal products are important carriers of national information dissemination in the information age.Terminal retail business is an important business of China Mobile Group.CMDC is a subsidiary established by China Mobile Group to carry out specialized terminal sales business.At the beginning of its establishment,it was in the transition period from 2G to 3G,and the company developed rapidly on the back of China Mobile.In the past three years,the mobile phone terminal industry has reached a mature stage of development,and its development is restricted by the industry.In addition,due to the impact of the epidemic,terminal sales and profitability of the company have declined.Under this background,this paper reviews the development status of the upstream and downstream of the company,comprehensively strengthens the business contact with upstream distributors,and vigorously develops the retail industry in order to improve the company’s profits.Based on the overall environment,from the driving role of technology,policy and consumption,to explore the turnaround of the terminal retail industry.In the early stage,the thesis studies on terminal retail mainly from one or two perspectives,such as enterprise channel management,enterprise system management and communication technology update.Lack of research on mobile terminal retail business from the perspective of mobile phone specialized subsidiary based on the perspective of operators.By analyzing the data changes of residents’ income and terminal consumption level in the epidemic era,terminal 5G packages and terminal sales data,mobile phone manufacturers’ shipments and market shares and other data,the current environment of terminal retail is analyzed by using these data,as well as the internal and external environment CMDC is currently facing and the advantages and disadvantages of its own retail development.After considering the current situation of the domestic economy after the epidemic from a macro perspective,based on the background of The Times,I found the policy advantages of developing retail and the transformation of the company that could be taken advantage of.From the perspective of the industry,it also analyzes the advantages and disadvantages of the longer consumption cycle and the diversified consumption of the new generation.It is suggested that the company should seize the terminal consumption tide of the new generation for VR glasses and other new products driven by the development of 5G technology and VR technology,which requires great efforts to develop the retail industry.From the micro-perspective of industry development,based on the upper,middle and downstream supply chains of mobile phone retail industry,this paper analyzes the current delicate relationship between specialized subsidiaries and the upstream and downstream industrial chains under the background of operators,and summarizes the status quo of operators in institutional management,channel management and retail business from within the company.The internal and external problems of operators in terminal new retail and the exploration of developing new retail are described.After analyzing the internal and external advantages and disadvantages of our company,through visiting and investigating the experience of branches in different provinces of the same type in developing retail industry,we carefully compare and analyze the differences between our company and branches in developing retail industry,and learn from their excellent experience.Through the analysis of the macro and micro environment that CMDC faces,it analyzes the available resources and weaknesses of the company,and points out the direction of developing the retail industry by using these conditions.At the same time,this paper writes out the current exploration of CMDC in the specific business direction of new retail,from the aspects of business operation,service upgrade,e-commerce operation,store management,main business coordination,sales structure and other aspects of the future development direction,and analyzes the problems CMDC has encountered in the reform of new retail,and puts forward feasible solutions from the aspects of system and system.Based on my understanding of the industry and the direction of the company’s new retail layout,this paper puts forward some reform suggestions on coordinated utilization of resources,system process,development of e-commerce,management mode and so on,and describes the prospect of CMDC’s development of terminal new retail.