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| the success of the principles of department stores |
| Time：2009-5-15 Views：46 |
| department ste, f many small entrepreneurs is the preferred start-up projects, but how to open department stes to ensure success? recently, the association of many young people have referred to this issue, in der to help the vast numbers of young people can successfully open a department ste to reduce the risk, so the classroom by big business opptunities we talk about how to successfully open a department ste today all the main first talk about the location of department stes shopping district analysis of the topic, the number of department stes around the population composition of the population family, friends, players can refer to the geographical location of district offices police station filed by households population census data. required f the investigation include: the number of resident population, family composition, population density, educational attainment, engage in trade, the natural rate of increase, the social rate of increase, per capita household income, during the day the number of floating population, age structure, household expenditure expenditure structure . site survey: family size income level family circumstances that affect the basic facts in consumer dem. family features include: population, family members, age, income status. such as average income per household family income distribution, will clearly affect future ste sales. area such as the improvement of the average household income will increase the number of the family regarding the purchase of goods, quality grade requirements. the size of the family in the future will have a greater impact on shop sales. f example, a family of two young people, composed of families, to the pursuit of fashion, personality, a small number of; a family of three families (there is a one-child), then almost by its consumption dem f children as the ce . the age of family members will be f goods with different needs. f example, the aging of the tendency f families to purchase health care products, health supplies, nutrition, food, etc.; families with children are the focus of investment in children‘s food, toys so on. population density population density of an area can be the number of people per square kilometer, to determine the number of households. the higher the population density of a region, then ste the size of the site can be exped accdingly. to calculate the population of an area during the day, that is, households by removing children‘s population in the region to wk together with the school‘s population, less to the field f wk school population. some rom number of flows is not the flow of a few visits. during the day high population density areas f offices, schools other cultural areas. daytime population of the region, should analyze the characteristics of the consumer dem f operating. f example, take the time to extend the wk to increase the convenience to meet the needs of projects. high population density areas, commercial facilities to the distance between the recent increase to the frequency. low population density the attractiveness of low areas, the number of customers to less. traffic in assessing the geographical conditions in general should be carefully determined through the location of pedestrian traffic, which is the future ste traffic. the size of traffic to get off the ground with the larger number of relations. on the number of guests to get off the investigation will focus on: get off at various stations on the changes in the number of passengers over the years. the me the number of passengers to get off the me favable areas. if the reduction in the number of passengers to get off, no new transpt alternative, the district will also reduce the population. accding to the station from the age structure of customers, can underst the needs of customers of different ages. in general, the survey population is concentrated regional focus of site selection. such as: agglomeration area resident population. if the new district, the residents focused on areas of residence. day-to-day wk places, schools, hospitals so on, is the daytime population of places of assembly, that is, areas of population. railway station, bus station, subway station is the use of means of transpt, such as the assembly point, which is also the population to gather. stadium, travel tourism also the people gathered along the line activities. purchasing power district within the family population level of consumption is determined by income level, therefe, the income level of district population of the geographic conditions have a decisive impact. family per capita income by households to obtain a sample survey. f example, west of beijing in the site at the beginning of a commercial, shopping around on the 1-2 km radius of the residents in accdance with the cluster rom sampling method, samples taken from family 2000. after meta-analysis, the 2000 residents, the per capita income in thous dollars on about 500-about 50 percent of 1,000 yuan accounted f 20% ,1000-1500 accounted f 20%, 500 yuan per capita monthly income below 10% ; the per capita monthly income of 2 me than 000 accounts f about 10%. this shows that most residents of the region department of earners families, belonging to middle-income level. enterprises in the choice of site should be based at the youth middle-tier customers, the higher socio-economic status, greater disposable income to live better location as a priity region. district analysis: shopping patterns understing of shopping patterns is the basis of analyzing the district, in general, the district can be divided into the following fm: business district. commercial industry focus areas, the district is characterized by large, mobile population, a lively, all kinds of shops. their consumption habits f the fast, popular, entertainment, impulse buying the relatively high consumption. residential areas. number of multi-area, at least me than 1000. residential consumption habits of consumers group stability, convenience, friendliness, high rate of household goods to buy. cultural educational areas. the area near the large, primary secondary schools so on. cultural educational areas f consumer consumption habits of the majity group of students, the amount of consumption is generally not high, leisure food, culture education, higher rates of supplies to buy. district office. the area f office buildings. consumption habits of the district office f the convenience of people eating me than consumption, such as a higher stard. mixing zone. mixed residential commercial, housing education mixed. mixing zone with a single consumer shopping patterns characteristic of a wide range of consumer habits. the determination of district shopping stes on the existing size, shape features can be accurately determined. abroad, the general use of letters of credit check shopping, which can detect the address of the customer, shopping frequency, shopping, etc. the number of domestic can be registered through the after-sales service, customer intentions to consult, the fm of coupons to collect infmation on the customer‘s place of residence infmation, further delineation of district. but f a chain of shops has not yet been established, the district due to the lack of basic infmation on statistics, of course, not to mention the level of suppt customers. set in the district engaged in the consideration, they can set up shop in the lives of local residents a related fm facts as the starting point in line with the daily movement of the population situation in the region to exple in depth the reasons f the population is concentrated, as well as its mobile the scope of the basic infmation as to engage in district settings. in particular, is a chain of large-scale enterprises, the set of its businesses generally do not like shopping in small shops on foot, may be customers who will rest to all means of transpt, so the shopping district is a matter characteristics, therefe set up shop in the area of wk, study of human mobility, the mobility of shoppers, urban planning, population distribution, highway construction, public transpt, etc. should be observed, in line with the relevant survey data, the use of trend analysis f business ring settings. analysis of the contents of the shopping district steps analysis of the contents of the main shopping district by the following components: (1) population size characteristics: the total population density; age; the average level of education; the residents of the percentage of home ownership; the total disposable income ge秾get familiar grid; per capita disposable income; occupational distribution; population trend to the neighbing city to buy goods in rural areas income levels the number of customers. (2) lab protection: the management of education, wage levels; management training, staff qualifications, the wage level; general staff qualifications wage levels. (3) sources of supply: transptation costs; transpt delivery time; the number of manufacturers wholesalers; availability reliability. (4) promotion: the availability of media message frequency; cost of funds. (5) the economic situation in: leading industries; the degree of diversification; project growth; from the economic seasonal fluctuations of the degrees of freedom. (6) competition: the commercial fm of the existing competits, location, number, size, turnover, operating principles, management style, management of goods, services; all competits the strengths weaknesses analysis; competition in the sht-term long-term changes in ; saturation level. (7) stes the availability of location: the type of location number; facilitate transpt situation, the nature of the station, transpt links conditions, hling conditions, on off the quantity quality of visits; own lease the size of the opptunity to shop; city planning; the provisions of the main shop area which opened the region should be avoided; cost. (8) laws regulations: tax; license; operating restrictions; the minimum wage law; planning restrictions (9) other: rent; the maximum amount of investment; the necessary conditions, such as parking following the above to make a concrete analysis of the content. look at the analysis of demographic characteristics. with regard to the population due to the size of the number of households, income distribution, education level age distribution of cases from the census, the purchasing power of investigation, statistical infmation other infmation. available from a commercial consumer statistics found specific notice of the retail sales of goods, effective buying income, retail sales other general infmation. look at the competitive analysis. f district competition in the analysis must take into account the following facts: the number of existing stes, the size distribution of existing stes, the rate of new ste openings, all the shops of the strengths weaknesses, as well as sht-term long-term changes in saturation so on. any one district may be in ste is too small, too much saturation. the district is too small shops within the ste provide only a very small shopping district to meet the needs of specific consumer products services; ste too much shopping, too many shops selling special set of products services, so each ste returns are not relevant; a number of stes saturated shopping district with a population just to meet the specific needs of products services. saturation index indicates that a district can suppt me than one ste can not be a fixed number, saturation index fmula can be obtained. irs = c × re / rf type in the irs - the commercial circle of retail saturation index; c - commercial circle the number of potential customers; re - consumers shopping in retail spending per capita; rf - the business district area within the ste. assuming there are 100,000 families, spending a week in food 25 yuan, a total of 15 shops in the domestic business, a total sales area of 144,000 square meters. the saturation index f the district ... irs = 100000 × 25/144000 = ￥ 17.36 the greater the number, it means that the shopping district of the lower degree of saturation; the smaller the number, it means that within the district the higher the degree of saturation. high in different circles, we should choose a higher saturation index retail shop shopping district. the third is a district in the analysis of economic conditions. if the district economic good, steady growth in income, then the retail market will grow; if shopping diversification within the industry, the retail market in general will not be a product of the fluctuations in market dem cresponding fluctuations; if the district residents me engaged in the same industry, the volatility of the industry will have a cresponding impact on the purchasing power of residents, shops turnover will also be affected industries to choose a variety of district business. district analysis of the steps may generally be divided into the following steps: the first step is to determine the sources of infmation, including analysis of sales recds, letters of credit transaction analysis, zip code analysis, survey so on. the second step is to determine the content of the investigation, including the shopping frequency, average purchase quantity, concentration of customers. the third step is the business circle to determine the three components. the fourth step is to determine the hardship to the residents of the demographic characteristics of sources of infmation. the fifth step is based on the above analysis, to determine whether it operates in the district. finally, to determine regional stes, such as location fmat. |
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