商业地产开发欧尚家居建材国际北京二店商圈调查_95P（英文）

BeijingKexingStorePage1AuchanChinaMarketingResearchDepartmentJune.2004FinalReportFinalReportBEIJINGAUCHAN#2BEIJINGAUCHAN#2QuantitativeSurveyQuantitativeSurveyAuchanAuchanChinaMRDChinaMRDPDFcreatedwithpdfFactorytrialversionwww.pdffactory.comBeijingKexingStorePage2AuchanChinaMarketingResearchDepartmentJune.2004I.Background…………………………………....3II.Methodology……………………………………9III.Samplestructure……………………………….14IV.AnalysisonHypermarketShopper……………21V.Comparewithcompetitor(5stores).………….73VI.Recommendation………………………………...89IndexIndexPDFcreatedwithpdfFactorytrialversionwww.pdffactory.comBeijingKexingStorePage3AuchanChinaMarketingResearchDepartmentJune.2004I.BackgroundI.BackgroundPDFcreatedwithpdfFactorytrialversionwww.pdffactory.comBeijingKexingStorePage4AuchanChinaMarketingResearchDepartmentJune.2004I.BackgroundI.Background1.1Beijing(geography)Beijingissituatedat40degreesnorthlatitudeand116degreesoflongitudes.Itis43metersabovesealeveland183kilometersfromthesea.Beijingcoversanareaof16,800squarekilometers,38%ofitisflatlandand62%mountains.Beijinghasacontinentalclimate.Annualrainfallaveragesnearly700millimeters,mostofitcomesinJulyandAugust.Winterisdryandhaslittlesnow.Thefrost-freeperiodis185days.Beijing,thecapitalofthePeople'sRepublicofChina,isthecenterofthenation'spolitics,cultureandinternationalexchangesandamodernmetropolisfullofvitality.PDFcreatedwithpdfFactorytrialversionwww.pdffactory.comBeijingKexingStorePage5AuchanChinaMarketingResearchDepartmentJune.2004I.BackgroundI.Background1.2Beijing(economy)-GDP:361,190millionRMB(2003)-Averagedominativeincomeperfamily:13883RMB(year2003)-TotalRetailSalesofConsumerGoods:191,670millionRMB(2003)-TheEnglerIndex:31.7%(year2003)-PermanentPopulationofBeijing:14,564,000(year2003)PDFcreatedwithpdfFactorytrialversionwww.pdffactory.comBeijingKexingStorePage6AuchanChinaMarketingResearchDepartmentJune.2004I.BackgroundI.Background1.2AuchaninBeijing-LocatedinthesouthwestcornerofWestFourthRingRoad(SouthwestofBeijing)-10kilometersawayfromBeijingGoldenSeasonStore-326,044inhabitantslivingwithinthecatchmentsareaofAuchanBeijingKexingstore-Withinthecatchmentsarea:ØThereisnohypermarketinarealsensewithinNo.3Catchments.ØAstorecalledCRClocatedin‘YihaiGarden’,whichisintheeastofNo.2catchments.ØInthenorth,about5minswalkfromAuchan,therearetwostores,repectivelycalled‘YangguangSiji’shoppingmallandShanghaiHualian.ØInthenorthofNo.3catchments,therearetwo‘Shuntianfu’supermarkets,whicharelocalbrandsupermarkets.ØInthenorthofNo.4catchments,tworealhypermarketsarelocated,whichare‘Shoulian’and‘Itoyokado’.1234PDFcreatedwithpdfFactorytrialversionwww.pdffactory.comBeijingKexingStorePage7AuchanChinaMarketingResearchDepartmentJune.2004I.BackgroundI.Background1.3DefinitionofCatchmentsAreaforBeijingKeXingStore-Zone1:anareawithin2minutes’riding-bicycledistancefromthelocation-Zone2:anareawithin2to6minutes’riding-bicycledistancefromthelocation-Zone3:anareawithin6to12minutes’riding-bicycledistancefromthelocation-Zone4:anareawithin12to20minutes’riding-bicycledistancefromthelocationPDFcreatedwithpdfFactorytrialversionwww.pdffactory.comBeijingKexingStorePage8AuchanChinaMarketingResearchDepartmentJune.2004I.BackgroundI.Background1.3DefinitionofCatchmentsAreaforBeijingStoreZone4Zone1Zone2Zone3PDFcreatedwithpdfFactorytrialversionwww.pdffactory.comBeijingKexingStorePage9AuchanChinaMarketingResearchDepartmentJune.2004II.MethodologyII.MethodologyPDFcreatedwithpdfFactorytrialversionwww.pdffactory.comBeijingKexingStorePage10AuchanChinaMarketingResearchDepartmentJune.2004II.MethodologyII.Methodology2.1Objective-Toidentifyourtargetcustomersandtheirpurchasingbehavior;-Tounderstandthecustomerexpectationofahypermarketintermsofproductsportfolio,priceandpromotion,tangible&intangibleservice;-Toanalyzethecompetitorsandthewholemarket.PDFcreatedwithpdfFactorytrialversionwww.pdffactory.comBeijingKexingStorePage11AuchanChinaMarketingResearchDepartmentJune.2004II.MethodologyII.Methodology2.2Principle-About15minutes’face-to-facefieldorhomeinterviewthroughastructuredquestionnaire;-Fieldwork:08.06–21.062004-SampleSize:1,008questionnaires-InterviewArea:withinthecatchmentsareaofBeijingKexingStorePDFcreatedwithpdfFactorytrialversionwww.pdffactory.comBeijingKexingStorePage12AuchanChinaMarketingResearchDepartmentJune.20042.3InterviewAreaSpotofinterviewingTotal8spotsofinterviewing,distributionasfollows:Zone1:1spotofinterviewingZone2:2spotsofinterviewingZone3:3spotofinterviewingZone4:2spotofinterviewingII.MethodologyII.MethodologyPDFcreatedwithpdfFactorytrialversionwww.pdffactory.comBeijingKexingStorePage13AuchanChinaMarketingResearchDepartmentJune.2004(#)(%)(#)(%)Zone1160964.94%19118.95%Zone2321929.87%36936.61%Zone310543332.34%27927.68%Zone417232352.85%16916.77%TOTAL326044100.00%1008100.00%PlacePopulationInterviewII.MethodologyII.Methodology2.3InterviewArea74.87%Beijingcitizen81.69%Beijingcitizen93.48%Beijingcitizen65.68%BeijingcitizenBase:1008respondsPDFcreatedwithpdfFactorytrialversionwww.pdffactory.comBeijingKexingStorePage14AuchanChinaMarketingResearchDepartmen