Sample Mall Research Report

Mall Research Report (I)

I. Preface

This group to investigate the characteristics of the operation of the large shopping malls in Hangzhou City, the group *** there are five members, in the first exchange with the instructor, set out the investigation object, mainly Hangzhou Building, Yintai Department Store, Lixing Shopping Plaza, Xiebai New Century, Hangzhou Department Store Building, Guoda, Jingfu, Suning and Yongle home appliance chain malls and other such large shopping malls. The survey content from several aspects of the mall to understand, through our own observations, and to interview customers to understand the image of these malls in the minds of consumers.

Each time each person was given a certain amount of work tasks, completed within the specified period, each time out to collect information, we can not be afraid of the heat and hard work, treat the work seriously, and each time after the collection of information to communicate with each other, for the next time to go out to make the corresponding requirements, so that the information is more detailed and complete. Through a week of investigation and visit, we obtained a lot of information. At the same time, through this investigation, we understand the operating characteristics of large shopping malls in Hangzhou, so that we can also see the future development trend of large shopping malls in the Chinese market, so that we can clearly see that China's retail industry in order to go global, we need to have innovation, change, and constantly explore new ideas in order to gain an advantage in the competition.

Second, the basic situation of the survey

Our main investigation of the operating characteristics of the following aspects:

(a) target customers

In terms of the major shopping malls in Hangzhou, the target customers, they are also each targeting a consumer group, we found that Hangzhou Mansion to the high-income earners are the main, such as the gold-collar workers, the high-income class; the Baida to the middle-range Income consumer groups, such as white-collar workers; Yintai is mainly young consumers; Xiebai to the working class; Jingfu to the neighborhood residents; and Suning and Yongle is a large home appliance shopping mall, the entire market for the target customers. From this, we will find that each large shopping malls and their target customers are also different, relatively speaking, the malls are now forming their own consumer groups, and to serve them.

(B) the characteristics of goods

Each shopping mall according to their own consumer groups to serve, the varieties of goods and so on there are differences. For example, Hangzhou Mansion commodities to brand-name-based, mainly selling high-grade, brand-name goods; Yintai's object is young people, so the requirements of the goods to meet the needs of this group, is the sale of fashionable and popular commodities, respectively, there is a Ladies Hall, Gentleman's Hall, Sports Hall, etc.; Baida has a trend of development of high-level to the combination of branded and popular mainly; Xiebai New Century to brand name, high-grade commodities, mainly; Xiebai commercial building to popular goods. commercial building to mass merchandise; Suning and Yongle are specializing in home appliances, and in the price is slightly lower than other shopping malls or markets.

(3) Mall layout and decoration

The appearance of the mall itself is a kind of publicity, which can become a symbol of the mall's image. For example, the Radisson Plaza at NUS, which is an entertainment venue, also has a positive effect on merchandising because it is compatible with shopping, while the NUS storefront is decorated with windows and floor-to-ceiling glass to display the mall's key marketing products. Lighting in the mall is a bit darker, mainly white and green, with different lighting on each floor, brighter lighting on the women's floor and relatively darker on the men's floor, with an entrance on its second floor connected to a footbridge for easy access by customers. Hangzhou building's entrance with a protective door, B building's entrance is set into a fan, with floor-to-ceiling glass display mall commodities and layout, to the yellow system of lighting, giving a person a kind of opulent visual effect, there are some gold appearance of the decorations, give a person a kind of noble feeling. Yintai's main door is set into the embedded type, there are two steps outside the door, you can enter the second floor from the outside, there is a platform next to the steps to facilitate some of the young people to perform, the mall is brightly lit, but also play some pop music, giving a sense of lightness, and hanging POP to set off the atmosphere of the mall. Other shopping malls have similarities, but especially different is a hundred big around the floor-to-ceiling glass, giving people a spacious, bright feeling, and let a glance can see the internal decorative arrangements, elevators are set outside, you can see the road scenery, there is a "100 percent for everyone" promotional signs hanging outside the building; Xiebai is the most prominent of their The most prominent Xiebai "city of landscape", in the entrance to the elevator next to the door, with a stepped fountain, and its resting place is also set into a circle, the middle of the green plants, in its entrance and exit will also have green plants put. It can be said that the appearance of the big shopping malls and interior decoration is also unique in its own way.

(D) promotional programs

In order to enable customers to become long-term patrons of the mall, shopping malls now have introduced many different promotional programs, mainly membership card system, out-of-mall promotions, exhibitions and so on. Due to the different positioning of each mall, the membership card application is also different. For example, Yintai for a membership card is divided into several different requirements: women for 20 yuan for the cost of books, men for 10 yuan for the cost of books, if it is a GF card users, can be free for GF co-branded card; others, such as Xiebai need 30 yuan for the cost of books, Hangzhou Mansion to apply for the cost of 40 yuan for the cost of books, or one-time shopping full of a limited amount of access to a membership card, and so on. In the promotion of the use of membership cards to benefit consumers, while at the same time can make consumers become long-term customers of the big shopping malls.

Mall Research Report (2)

Investigation time: 20**.1.2

Investigation object: Dandong New Hundred Dandong New Mart

Investigation purpose: for the mall's environment such as: mall layout, staff image, quality of service, etc. for the survey

Investigated by: ***

Investigated by. **

Survey Report:

Market research can not only understand the dynamics of competitors, but also determine the direction of development of the self, a good market research is to help enterprises to enhance their competitiveness, as the ancients said: know yourself and know the enemy, so that a hundred battles are not in danger. Chisheng Department Store as the most fashionable, tasteful comprehensive fashion mall in Donggang area, can be comparable to it should be the Dandong region's new one hundred and the new Mart two large shopping malls, so I chose the object of this investigation of the new one hundred, new Mart.

First, the overview

Dandong new one hundred opened in early 20 **, mainly in the mid-range, supplemented by high-grade, was the largest comprehensive and diversified shopping plaza in the Dandong area. Underground layer: cultural and office supplies. Five floors above ground are: functional boutique hall, fashion and popular hall, gentleman's hall of fame, ladies' hall, home life hall, etc..

New Mart: opened in 20**.11.27, is currently the highest level of Dandong region, the most complete brand of goods, facilities and equipment, the best shopping environment of the modern large-scale department store shopping center. The first floor is a large supermarket and health food hall, () business food, tobacco and alcohol, etc.; five floors above ground were operated for women's famous products, boots and shoes, jewelry and cosmetics, gentlemen's clothing, watches and glasses, sports and leisure clothing, as well as children, home furnishings and so on. At the same time, the pharmacy, catering and other supporting facilities are readily available.

Second, the mall layout

The layout of the mall itself is a kind of publicity, it can become the first impression of the customer mall. For example: Dandong new one hundred internal layout tends to be simple and generous, the store's publicity board, POP posters, sale signage, POP hand-painted paper compared to the new Mart less, and the use of a single row of hanging flags, simple but slightly serious, monotonous.

On the contrary, the style of the new Mart shopping mall is lively, enthusiastic, energetic, from the front door alone can be seen, the use of bright and colorful, as: "Vitality bloom, open a colorful life". The interior is mostly made of "Newmart Powder", which is used by Newmart, making the whole interior tone look vivid and bright. Multiple rows of hanging flags and green plants can be seen everywhere. As Christmas is approaching, many stores have decorated Christmas trees, which brings a festive atmosphere and adds a bit of vividness to the mall. However, there is a slight shortage of dust left on the ground due to the recent renovation of the mall, and the ground is still slightly unclean despite the cleaning staff's incessant efforts to clean the mall.

Third, the staff image

In order to reflect the different positioning of the mall, the image of the two malls, the staff in the dress code is very different. The new one hundred clothing for the navy blue, with its rigorous, simple image to match. However, the overall dress code is not very neat, and some employees have exaggerated accessories. Newmart's clothing is "Newmart Blue", which contrasts with the pastel colors of the mall and has the effect of enhancing the brightness of the interior space. Employees are uniformly dressed. In the course of the survey, I communicated with the sales staff of the two malls as a customer, and most of them were able to treat customers with a smile and use basic polite language.

But there are also shortcomings, in the new one hundred, there are a few sales clerks in the crazy, also a few people chatting together. New Mart also has sales staff leaning on the counter, stomping on the counter, chatting and other phenomena. I hope that after the opening of our Chisheng Department Store can reduce or even eliminate the occurrence of this phenomenon, because this behavior is detrimental to the image of our shopping malls.

Fourth, the management of goods

The goods of the new one hundred shopping malls have left a cheap impression. According to the comparison, in fact, the mall's goods are not much cheaper. The main reason is that the mall often plays the slogan of promotion, and its promotion means include the points of membership card for prizes, lucky draw, price reduction, etc., which has achieved certain effect. There are many varieties and styles of goods. However, the quantity of each is small, providing consumers with the message that the goods are in short supply and to be purchased as soon as possible. In addition, food for the festive season was provided in a timely manner. Commodity prices used odd-zero pricing and integer pricing' methods more. The display of merchandise by price is particularly evident. This is mostly used for gifts and inexpensive items.

Inadequate performance: electrical appliances, porcelain and other goods with little mobility on the price of dust, leaving a bad impression on customers. It is recommended to clean and wipe regularly; electrical idle empty boxes should not be placed in the aisle to prevent customers from purchasing. Food area should improve the display of freshness of goods, clean up the fast expiration of the food as well as a long time to put the food.

V. Traffic analysis

The analysis of the test data found that the pattern of traffic has the following points:

1, with the typical supermarket traffic three-peak distribution law is different from the shopping mall traffic was a bimodal distribution, this is because the mall is open late at night, and people are also in the mall after dinner shopping.

2. Generally speaking, the peaks of weekend traffic occur at 10:00~11:00, 14:30~15:30, and 18:30~19:30, and the peaks of weekday traffic occur at 10:00~11:00, 14:30~16:30, and 18:30~20:00. The average traffic of a whole day on a weekend is equivalent to 71.1 percent of the peak traffic of a day. 71.1%, and the average patronage of the whole day on weekdays is equivalent to 64.5-77.1% of the peak patronage in a day. It can be seen from this result that on weekdays and weekends, the peak traffic occurs at the same time in the morning and lasts longer in the afternoon. The reason for this is that people don't work on weekends, so the number of people choosing to shop in the afternoon increases.

3. For weekdays, the afternoon peak is smaller than the evening, while for weekends it is the opposite. This is because some of the people who stay at home on weekends choose to shop in the afternoon rather than in the evening as they usually do.

This market research, in my case, is the training period of the theoretical knowledge learned during a sublimation, but also for my future can quickly enter the grass-roots management of the role of this role has a great deal of help, while the wake-up call, we should avoid a lot of common problems. The stone of the mountain can be a mistake; the stone of the mountain can attack jade. The city survey has benefited a lot.

Mall Research Report (3)

Hongjiang Ancient Mall is located in the western part of Hunan on the border of Xuefeng Mountain, a large ancient architectural complex consisting of intact streets and alleys, stores, workshops, guildhalls, temples, merchant mansions, residential houses, is the only well-preserved ancient mall in the country of the Qingming Dynasty, is now intact preserved Ming and Qing Dynasty and Republican period of the temples, temples, guildhalls, Chambers, merchants, foreign banks, workshops, stores, greenhouses, cents bureau, newspaper, smokehouse and other ancient buildings (manhole house) more than 380 buildings, a total area of more than 300,000 square meters, the scale of the large, wide area, the building of the strange, the momentum of

Ancient shopping centers in the light of their own color at the same time, its own fire safety hazards are also gradually surfaced. Innate deficiencies: narrow passages, the lack of water, the complexity of the building structure, the aging of the electrical wiring messy, fire safety facilities, such as rudimentary and other aspects need to be resolved; the problem of the acquired: the gathering of tourists, performances, catering, lodging and other places of business to increase, coupled with the city's residents with frequent use of fire and electricity, which also increases the fire safety hazards of the ancient shopping centers in some ways.

First, Hongjiang Ancient Mall fire safety management status analysis

(a) fire safety responsibility is unclear, fire safety management difficulties. Due to historical reasons, Hongjiang Ancient Mall building housing complex property rights, there are units of housing, housing management public housing, public and private mixed housing, private housing four categories, fire safety management involves more departments and units, due to a shortage of funds and the competent authorities do not pay enough attention to the causes of the various functional departments, community committees and enterprises, such as the fire management of the leadership of the organization and the system is not sound, resulting in the management of fire safety can not be effectively implemented. The fire safety management work can not be effectively implemented.

(B) fire safety awareness is weak. At present, the Hongjiang Ancient Center by Hunan Province Tianyi Tourism Co. The unit unit for the cultural relics of the old building fire safety management did not pay enough attention to the lack of financial investment, resulting in the cultural relics of the old building fire safety conditions can not be improved, the unit's fire safety facilities are not fully configured, self-protection and self-rescue capability is poor. In addition, the residents of the ancient shopping center are vulnerable groups, the elderly, sick and disabled majority, poor self-defense and self-help capabilities, living with fire, electricity is not standardized, some residents in the wooden attic using coal fire heating, cooking, baking wax goods, urea piece; at the same time the wedding and funeral celebrations, holidays, fireworks, very easy to cause a fire.

(C) the lack of simple fire facilities. Urban public **** fire fighting facilities can not meet the development of urban construction, the ancient city of fire water supply network for the branch, fire water supply and domestic water **** pipe, pipe diameter of 65 mm, water supply pressure is not enough, the ancient city of 9 fire hydrant distribution of haphazard, up to the fire hydrant protection radius standard, the lack of maintenance, the fire fighting facilities of the residents of a blank residential, 10 "peace cylinder "Most of the damage can only be used for cultural relics to visit, can not be used.

(d) the historical legacy of fire hazards. First, the terrain is complex, curved slope steep, coupled with the "seven rushed eight alleys nine streets," the city pattern, due to the past streets and alleys in the old city is the pier, paved with green slate, the channel is narrow, the fire trucks can not enter. Secondly, the internal ancient building groups (cellar house) are mostly two into the two-storey or two into the three-storey, three into the three-storey, three-storey on the north and south of the bridge connecting the cellar house is mostly built according to the mountainous terrain. Building structure is mostly wooden, floor, columns, roof racks, partition walls are wood, fire-resistant grade is low; coupled with the age of repair, after years of open fire and natural erosion, part of the wood is similar to the carbonization of the houses adjacent to each other, fire prevention spacing is seriously inadequate. Third, electrical wiring is not standardized, endangering the fire safety of the ancient shopping center. Wire aging, insulation damage is more serious, the wire is not through the pipe, laid directly on the flammable wood components and quite messy. At the beginning of the laying, only consider lighting electricity; with the improvement of living standards, electrical items widely used, electrical equipment significantly enhanced, overload phenomenon is serious, very easy to cause a fire.

Second, Hongjiang Ancient Mall fire safety management countermeasures

(a) clear responsibilities, the implementation of fire safety accountability. According to the new "Fire Law" and the State Council Decree No. 15 "on the further strengthening of the views of the fire" requirements, combined with the actual situation of the Hongjiang Ancient Mall, Hongjiang District Fire Brigade on the one hand, adhere to the diligence of the request for more reports. Caused by the District Public Works Committee, the management of the leadership attaches great importance to the fire into the management of the working day business agenda, at least twice a year more than the rectification of fire safety hazards in the ancient shopping centers to the District Public Works Committee, the management of the leadership of the Committee to make a detailed report to the District Public Works Committee, the management of the District Management Committee to convene a special meeting to address the issue of the office. On the other hand, actively advise the government, as a good adviser. Seriously study the problems and deficiencies in the fire of ancient buildings, and actively coordinate and solve the major problems found in the work, put forward a practical work plan, fire safety work into the district's year-end comprehensive governance assessment, comprehensively strengthen the fire safety management of ancient shopping centers. At the same time, it also actively coordinates the relationship between various functional departments, clarifies its fire work responsibilities, establishes a sound fire safety management system, and establishes a corresponding long-term working mechanism. In the region's fire work conference, the district management committee and the ancient city of street offices, building property rights unit responsible for the signing of the "ancient city of fire safety hazards rectification of the certificate of responsibility", the ancient city of fire safety hazards remediation measures and deadlines for the clear refinement of the implementation in place.

(ii) the maintenance of the facilities; electric power company of the ancient shopping center electrical lines in accordance with the first attractions line after the order of housing to transform. Third, strengthen the administrative licensing aspects of cooperation. Strictly control the approval, and strive to eliminate fire hazards from the source. Construction, cultural departments for the existence of production, living with fire endangering the fire safety of cultural relics and ancient buildings of the administrative licensing, shall not be approved; construction departments to strictly control the ancient city of new construction, alteration, expansion projects, the new illegal structures to be; cultural departments for the operation of entertainment venues in cultural relics and ancient buildings must be ordered by law to stop production, shut down, stop using or change the use of purpose.

(C) increase the construction of fire protection facilities investment. It is recommended that the ancient shopping center tourism development and transformation process, the management committee and the development and construction units to invest in funds to strengthen the construction of municipal fire fighting facilities, fire fighting water supply and living water separation, fire fighting water supply network into a ring, water supply pipe through more than 100mm.

(D) the establishment of voluntary fire department. Ancient shopping centers to establish a 10 or more full-time fire department, composed of young and strong men and fire experience, through fire training exercises, full-time team personnel to alarm, will use fire facilities, will evacuate the staff, every day responsible for the ancient shopping center inside the beat, inspections and safety education and so on.

(E) increase fire safety publicity and training. Fire department to regularly organize the day a tourism company employees and community firefighters to carry out fire safety training and fire drills, while in the important parts of the addition of a number of warning slogans, fire safety signs and mobile fire propaganda columns, etc., correctly guide the internal residents and tourists to fire safety knowledge of publicity to enhance the people's awareness of fire safety, improve the ancient city of defense, fire fighting ability.

(F) improve the production of plans to strengthen fire drills. The fire department should take the fire safety of the ancient city as the top priority of the Hongjiang District Fire, the squadron every month to familiarize themselves with the environment of the ancient city, a wide range of information collection, the production of practical fire-fighting plans, strengthen the fire drills, to explore the experience of the real fire safety for the Hongjiang ancient city escorted. Supporting function construction research report female college student village officials play a role in the research report a government and two houses special work research report

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