培训体系 商业基础培训资料Word文档下载推荐.docx
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1.2.2国内零售业发展趋势.........................................................7
2商圈介绍...........................................................................9
2.1商圈含义.......................................................................9
2.2商圈的构成....................................................................10
2.3商圈分析......................................................................10
2.3.1商圈分析的必要性..........................................................11
2.3.2商圈分析应考虑的因素......................................................11
2.3.3影响商圈大小的因素........................................................12
3零售业态的介绍....................................................................13
3.1业态概念......................................................................13
3.2业态分类......................................................................13
3.2.1国际上零售业态的一般分类..................................................13
3.2.2购物中心也不能作为独立的零售业态。
........................................15
3.3业态特点......................................................................15
3.3.1百货店departmentstore(Dept.)...........................................15
3.3.2超级市场suPermarket(S.M)...............................................15
3.3.3大型综合超市generalmerchandisestore(G.M.S)............................16
3.3.4便利店(方便店)conveniencestore(Cv.S)...................................16
3.3.5专业店s9eciatitystore(S.S).............................................17
3.3.6专卖店exclusiveshop.....................................................17
3.3.7购物中心shoppingcenter(S.C)............................................18
3.3.8仓储商店disc01Intstore..................................................18
3.3.9家居中心homecenter(H.C)................................................19
4零售业种介绍......................................................................19
4.1业种分类......................................................................19
消费品............................................................................19
4.1.1从使用目的上分类..........................................................19
4.1.2从购买习惯上分类选购品.........................................20
4.2业种特点......................................................................20
4.3品牌介绍......................................................................20
4.3.1品牌的概念................................................................20
4.3.2品牌在市场营销中的作用与意义..............................................20
5商业客户介绍......................................................................21
5.1零售客户......................................................................21
5.1.1客户类型..................................................................21
5.1.2客户及品牌调查............................................................21
5.1.3商场与客户的基本合作方式..................................................21
5.1.4引进厂商和品牌的原则......................................................22
5.2餐饮\娱乐\休闲客户............................................................22
6商业项目市场调查分析..............................................................22
6.1生活结构调查..................................................................22
人口结构
......................................................................
22
家庭户数构成
..................................................................
收入水平
23
消费水平
购买行为
6.2城市结构调查..................................................................23
地势结构
交通情况
地段的调查
....................................................................
各项机能的调查
................................................................
城市规划调查
24
6.3零售业结构调查................................................................24
6.3.1城市商圈的调查............................................................24
6.3.2零售业态的调查............................................................24
6.3.3零售业种的调查............................................................24
6.4消费者的调查..................................................................24
6.4.1购买习惯的调查