Part I commercial building management research report

In accordance with the central "investigation and research year" and "change the style of the year" requirements of the activities of the center, I on the shopping mall business status and how to get rid of the difficulties of the subject of this topic from the recession causes and countermeasures to carry out in-depth and detailed research. Get out of the dilemma of this topic, from the reasons for the downturn and measures to deal with the aspects of in-depth and detailed research, is now reported as follows:

First, the basic situation of the mall

The mall is located in the junction of Dongfengdao and Nanyuan Road, its predecessor is the supply station, is the earliest of my field of the opening of the department store, the business area of 1,800 square meters, mainly engaged in the sale of cigarettes, wine, tea, candy, food and seasoning, general merchandise, hardware and electrical supplies, needles, textiles and fabrics The main business is tobacco, wine, tea and sugar, food and seasonings, daily necessities, hardware and electric materials, needles and textiles, cultural goods, clothing, shoes and hats, etc. It is a publicly owned unit, responsible for providing logistic services for the whole field, and has long been relying on the total field to support. However, in recent years, with the change of the total field mechanism, shopping malls by the original total field support into self-management, self-financing units, coupled with the rapid development of the market economy, my field of various forms of shopping malls, supermarkets more and more, increasingly fierce competition. Because of the shopping mall in the management style, staff sense of ownership and service consciousness need to be further adjusted and adapted, coupled with a large increase in wages in recent years, resulting in the shopping mall into the internal cost increases, the external market weakness of the predicament, the economic benefits of a large area of landslides, the staff can not send a full wage, to the point of struggling.

Second, the reasons for the downturn

(a) subjective reasons.

First, the management ideas and current management mechanism and the current increasingly competitive market situation does not match, there is a big gap. Especially in the business strategy and labor system by the constraints of the traditional concepts over the years, it is difficult to compete with other social shopping malls. Therefore, from the management point of view, more difficult.

Secondly, the mall employees do not have a strong sense of ownership, in terms of service quality and service attitude compared with other social malls. As the original shopping mall is a publicly owned unit, the mall income is not linked to the economic interests of employees, employees to the month to take the salary, do more or less of the same, do a good job or bad job of the same. Now all of a sudden become self-managed, self-financing units, employees can not adjust the mentality in a timely manner, eat "pot rice" deep-rooted ideological concepts.

In addition, now we are talking about spending money to buy services, and the mall staff lack of initiative to guide customers to consume the experience of the quality of service from the customer's requirements gap is large, and failed to allow customers to enjoy the "God" feeling, which is one of the main reasons for the mall's predicament.

(B) objective reasons.

First, the terrain is more remote. As the total field of 'development in recent years is relatively fast, the majority of workers living in the center to the northeast, resulting in the shopping malls from the busy areas teach far, affecting the turnover.

Secondly, the majority of workers' consumer attitudes change. With the increase in the level of income of workers, residents' living standards and consumption levels are also increasing, some people are willing to go to the big city shopping.

Third, the market competition is fierce. The original workers want to buy things, only the mall a store, but now with the rapid development of the market economy, the residential neighborhoods have opened up a different scale of shopping malls, supermarkets, many customers want to convenient, willing to buy nearby.

Fourth, because the shopping mall employees are official state employees, the wage level and the community compared to the wages of shopping mall employees to be 2 to 3 times higher, while the turnover and profits are low. Therefore, resulting in high costs and business downturn.

Third, the countermeasures to solve the problem

(a) Improve the quality and promote development.

First, improve the quality of service. "Same quality than the price, same quality and price than the service", the quality of service, directly affecting the business of the mall, so we have to start from ourselves, to further emancipate the mind, update the concept of "customer satisfaction" as the standard of work, and do a good job in the commodity! Pre-sale, sale, after-sales service, civilized business, courteous treatment of customers, so that the majority of consumers are happy to come, satisfied and go.

Second, improve the quality of goods. Quality is the life of goods, good quality goods to improve the visibility of the mall, so we must strictly goods imported off, open wide channels of purchase, adhere to the comparison of goods, in order to ensure quality at the same time, so that the operation of the goods gradually reach the brand, series, and strive to achieve a good price, reduce the backlog of goods, in order to enhance the competitiveness of the market.

(B) strengthen management, digging potential efficiency.

First, strengthen safety management. Last year, "10-21" fire accident, to the mall caused direct economic losses of more than 90,000 yuan, we have to learn a lesson from this, the safety of the work as a top priority to grasp, educate the whole staff to firmly establish the concept of safety, the strict implementation of the production safety system of responsibility, and the team, the individual signed a certificate of responsibility, the responsibility for the implementation of the individual. At the same time to strengthen the safety inspection, eliminate security risks, to ensure the safe operation of the work of the mall.

The second is to strengthen financial management. The establishment of a sound scientific and rational financial management system, strengthen cost accounting, control of capital investment, improve capital operation, to ensure that the overall work of the mall efficient operation.

Third, reduce management costs. First of all, the management cost of the indicators broken down into teams, positions and individuals, so that each employee of the mall to reduce the management cost of the responsibility of the market pressure and loss factors digested in all aspects of the mall, so that the mall employees are home financial management, really become the master of the mall. Secondly, we should sign a contract agreement through the layers, the joint profit pay, each team, post and individual responsibilities, rights and benefits and the economic benefits of the mall closely together, the individual's salary and the completion of the target is directly linked.

(C) people-oriented, optimize the combination.

People are the first element of production, for any unit, do a good job of people are crucial. The mall's existing on-the-job workers 40 people, most of whom are lesbians, in the actual work.

First, we must improve the allocation of human resources to "scientific and reasonable, streamlined and efficient, clear responsibilities and powers, division of labor" for the purpose of scientific combinations, the amount of talent, people make the best use of it. At the same time, seriously improve the quality of education and business training, improve the quality of work and work efficiency.

The second is to optimize the working environment, and strive to strengthen the external and internal environment, and actively strive for the understanding and support of the higher authorities and brotherly units to create new opportunities for development.

Third, to improve the employment system, the establishment of a competitive incentive mechanism, rewarding hard work and punishing laziness, more work, more pay, and fully mobilize the work of the staff's enthusiasm and initiative, to create a good working atmosphere.

Part II Commercial Building Operation Research Report

Hongjiang Ancient Mall is located in the western part of Hunan on the border of Xuefeng Mountain, by the complete streets, stores, workshops, guild halls, temples, merchant mansions, homes composed of large-scale ancient architectural complexes, is the country's well-preserved Qingming Ancient Mall, is well-preserved Ming and Qing Dynasty and the Republic of China period of the temples, temples, moneychangers, merchant houses, and residential buildings. , Hall, money changers, merchants, foreign banks, workshops, stores, green houses, cents bureau, newspaper, smokehouse and other ancient buildings (cellar house) more than 380 buildings, with 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 the ancient mall in the light of their own color, at the same time, its own fire safety hazards problems have gradually surfaced. Innate deficiencies: narrow passages, the lack of water, the complexity of the building structure, electrical wiring, aging messy, fire safety facilities, such as rudimentary urgently 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 fire and electricity frequently, which also increases the fire safety hazards of the ancient shopping center in some ways.

First, Hongjiang Ancient Mall fire safety management status quo 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 to pay attention to insufficient and other reasons, the various functional departments, community committees and enterprises, such as units of the leadership of the fire management 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.

(ii) fire safety awareness is weak. At present, Hongjiang Ancient Shopping 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 capital 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, wedding and funeral celebrations, fireworks during holidays, 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" of the city pattern, due to the past streets and alleys in the old city is the pier, paved with green stone, narrow channels, fire trucks can not enter. Second, the internal ancient building groups (cellar houses) are mostly two into two layers or two into three layers, three into three layers, three layers on the north and south of the sky bridge connectivity, cellar houses are mostly built according to the mountain. Building structure is mostly wooden, flooring, columns, roof, partition walls are wood, fire-resistant grade is low; coupled with old and dilapidated, 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 spacing is seriously inadequate. Third, the electrical wiring is not standardized, endangering the fire safety of the old 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 Center, Hongjiang District Fire Brigade, on the one hand, adhere to the diligence of the request for instructions and 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 Committee to convene a special meeting to address the issue of the management of the District. 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 facility; the power company of the ancient Mall electrical lines in accordance with the first attraction lines after the order of housing to transform. Third, strengthen the administrative licensing aspects of cooperation. Strict 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 forced to remove; 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 firefighting 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 within the establishment of a 10 or more full-time fire department, composed of young men and young men with fire experience, through fire training exercises, full-time team personnel should be able to call the police, will be able to use the fire facilities, will be able to evacuate the staff, every day, responsible for the ancient shopping centers within the beat, inspections and safety education and other work.

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

Part III Research Report on the Operation of Commercial Buildings

I. Preface

This group to investigate the operating characteristics of the big shopping malls in Hangzhou City, the group *** there are five members of the group *** after the first exchange with the instructor, set out to investigate the object of the survey, mainly Hangzhou Building, Yintai Department Store, Li Xing Shopping Plaza, Xiebai New Century, Hangzhou Department Store, 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 target customers of the major shopping malls in Hangzhou, they are also each targeting a consumer group, we found that Hangzhou Mansion, the main high-income earners, such as the gold-collar workers, high-paying class; the Baida to the middle-income consumer groups, such as white collar, the main; the Baida to the middle-income consumer groups, such as the white collar, the high-income consumer groups; the Baida to the middle-income consumer groups. Income of the consumer group is mainly, such as white-collar; Yintai is mainly young consumers; Xiebai to the working class is mainly; Jingfu to the neighborhood residents are mainly; and Suning and Yongle is a large home appliance shopping mall, the entire market for the target customer consumer groups. From this, we will find that each large shopping malls and their target customers are different, relatively speaking, the malls are now forming their own consumer groups, and to serve them.

(ii) commodity characteristics

Each shopping mall according to their own consumer groups to serve, the varieties of goods and so on there are differences. For example, Hangzhou Tower's commodities to the main, mainly selling high-grade, commodities; Yintai's object is young people, so the requirements of the goods to meet the needs of this group, is selling fashionable and popular commodities, respectively, there are ladies Hall, Gentleman's Hall, Sports Hall, etc.; Hundreds of large have a tendency to the development of a high level to the combination of branded and popular mainly; Xiebai New Century to, high-grade commodities; Xiebai Mansion to the public Commodity-based; Suning and Yongle is specialized in home appliances, and in the price is slightly lower than other shopping malls or markets.

(C) mall layout, decoration

The appearance of the mall itself is a kind of publicity, it can become a symbol of the image of the mall. For example, the Radisson Plaza of the National University, which is an entertainment venue, has a positive effect on merchandising due to its compatibility with shopping, while the National University storefront is decorated with windows and floor-to-ceiling glass to showcase the mall's key marketing commodities. 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 around the big is floor-to-ceiling glass, giving a spacious, bright feeling, and let a glance at the internal decorative arrangements, elevator set outside, you can see the road scenery, there is a "for everyone" publicity sign hanging outside the building; Xiebai the most prominent of their "City of landscape", at 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 entrances and exits will also have green plants put. It can be said that the appearance and interior decoration of the big shopping malls are also unique in their 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 sales. 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 30 yuan for the cost of books, Hangzhou Mansion to apply for the cost of 40 yuan for the cost of books, or a one-time purchase of a limited amount of full access to a membership card, and so on. In the promotion of the use of membership cards to the benefit of consumers, and at the same time can make consumers become long-term customers of the big shopping malls.