三星东北支社体验店运营管理对策研究

发布时间：2018-01-30 18:02

本文关键词： 三星东北支社体验店运营管理　出处：《东北大学》2013年硕士论文　论文类型：学位论文

【摘要】：体验店,也可称为形象店,是消费者亲身体验产品的零售终端实体。2008年7月19日苹果在北京三里屯建立了中国第一家Apple Store体验店。此后几年内,全球知名手机生产商及国内手机生产企业陆续建立体验店,其目的是通过扩大终端门店数量,提升销售区域覆盖率,提高产品销量、迅速占领市场。现今国际及国内知名手机企业竞争激烈,手机产品在功能及性能有很多相同品质,因此,各大企业发现在提供产品的同时如何提供差异化服务是竞争的关键。因此,体验店运营的独特性运用,使得企业获得的利益更加持久。三星东北支社体验店建设起步于2009年,体验店运营重要的发展是在2011年后,3G智能手机的高速发展,消费者在购买手机前需要更加全面的了解其各项智能化应用体验,需要更专业的销售人员对手机的产品功能进行介绍,在够买前就能体验需要购买手机的各项功能。所以营业面积更大、服务更好、真机演示更多、销售人员更专业的体验店如雨后春笋般在各大城市生根发芽并迅猛发展。本文主要的研究内容是体验店运营管理对策研究。全文内容共分为五章。第一章为绪论,主要介绍三星东北支社体验店运营管理的背景和意义。论文研究的内容与论文理论、主要方法以及论文的框架与结构。第二章主要介绍体验店运营管理概念、理论和方法,重点描述体验店运营管理内容。第三章三星东北支社体验店运营管理现状,重点介绍三星营销政策、体系,特别是三星体验店、三星东北支社的运营管理体系、制度和运营结果情况描述。第四章三星东北支社体验店运营管理评价与分析,以三星东北支社具有代表性的体验店为例,通过与三星全球体验店运营管理认证体系为标准对比分析,内容包括：销售分析、硬件设施分析、顾客关系分析以及高级销售分析。通过比较得出东北支社三星体验店在运营中存在的问题以及原因。第五章内容是对第四章三星东北支社体验店运营管理中的实质问题提出设计改善策略及执行方案。第六章是全文的总结,对三星东北支社体验店运营管理提出的建设性对策进行归纳性总结以及本文写作中不足之处。
[Abstract]:Experience store, also can be called image shop. In July 19th 2008, Apple opened China's first Apple Store experience store in Sanlitun, Beijing, and within a few years. Global well-known mobile phone manufacturers and domestic mobile phone manufacturers have established experience stores, its purpose is to expand the number of terminal stores, improve regional sales coverage, improve product sales. Rapidly occupying the market. Nowadays, the international and domestic well-known mobile phone enterprises have fierce competition, mobile phone products in the function and performance of a lot of the same quality, so. The major enterprises find that how to provide differentiated services while providing products is the key to competition. Therefore, the unique use of experience store operation. The construction of Samsung Northeast Branch experience Store started in 2009. The important development of experience store operation is the rapid development of 3G smartphone after 2011. Consumers need a more comprehensive understanding of its intelligent application experience before buying mobile phones, and need more professional salespeople to introduce the product functions of mobile phones. You can experience all the features that you need to buy your phone before you buy them. So you have a larger business area, better service, and more real machine presentations. The more professional experience shop of the salesperson takes root and develops rapidly in each big city like bamboo shoots after a spring rain. The main research content of this paper is the experience store operation management countermeasure research. The full text content is divided into five chapters altogether. The first chapter is the introduction. . This paper mainly introduces the background and significance of the operation and management of Samsung Northeast Branch experience store, the content and theory of the paper, the main methods and the framework and structure of the paper. The second chapter mainly introduces the concept of experience store operation and management. Theory and method, mainly describe the experience store operation and management content. Chapter three, Samsung North East Branch experience store operation and management status, focusing on Samsung marketing policy, system, especially Samsung experience store. The operating management system, system and operation result description of the northeast branch of Samsung. 4th chapter, evaluation and analysis of the operation and management of the experience store in the northeast branch of Samsung, taking the representative experience store of the northeast branch of Samsung as an example. Through the Samsung global experience store operation management certification system as the standard comparative analysis, including: sales analysis, hardware analysis. Customer relationship analysis and advanced sales analysis. Through the comparison of the Northeast Branch Samsung experience store in the operation of the problems and reasons. Chapter 5th is the 4th chapter of Samsung Northeast Branch experience store operation and management of the real. The qualitative problem proposed the design improvement strategy and the implementation plan. 6th chapter is the full text summary. This paper summarizes the constructive countermeasures put forward in the operation and management of Samsung Northeast Branch experience Store and the shortcomings of this paper.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F416.63;F274

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