Investigation report on shopping malls (1)

I. Introduction

This group mainly investigates the operating characteristics of large shopping malls in Hangzhou. There are five members in this group. After the first communication with the tutor, the survey objects were determined, mainly including Hangzhou Tower, Yintai Department Store, Li Xing Shopping Plaza, Bai Jie New Century, Hangzhou Department Store, Guo Da, Jingfu, Suning and Yongle Home Appliances Chain Store. The content of the survey is understood from several aspects of shopping malls, mainly through our own observation and interviews to understand the image of these shopping malls in the minds of consumers.

Give everyone a certain amount of work tasks at a time and finish them within the prescribed time limit. Every time we go out to collect information, we can be brave in the heat and hard work, take our work seriously, communicate with each other after each time we collect information, and make corresponding requirements for the next time we go out to make the information more detailed and complete. I got a lot of information through a week's investigation and visit. At the same time, through this survey, we know the operating characteristics of Hangzhou shopping malls, and also let us see the development trend of China shopping malls in the future. Let us clearly see that if China's retail industry wants to go global, it must innovate and change, and constantly explore new ideas in order to gain an advantage in the competition.

Second, the basic situation of the investigation

The business characteristics we mainly investigated are as follows:

(1) target customers

As far as the target customers of major shopping malls in Hangzhou are concerned, it is also aimed at a consumer group. According to our investigation, Hangzhou Tower is dominated by high-income people, such as gold collars and high-paying classes. The top 100 consumers are mainly middle-income consumers, such as white-collar workers; Yintai is dominated by young consumers; Xie Bai is mainly the working class; Jingfu is dominated by nearby residents; Suning and Yongle are large-scale home appliance shopping malls, aiming at the consumer groups in the whole market. From this, we will find that the target customers of major shopping malls are also different. Relatively speaking, shopping malls are now forming their own consumer groups to serve them.

(2) Commodity characteristics

Shopping malls also have differences according to the consumer groups and commodity varieties to be served. For example, the goods in Hangzhou Tower are mainly famous brands, mainly selling high-grade brand-name goods; Yintai is aimed at young people, so the requirements for goods should meet the needs of this group, that is, selling fashionable goods, including ladies' halls, men's halls, sports halls and so on; The top 100 universities tend to develop to a higher level, paying attention to the combination of branding and popularization; In the new century, famous brands and high-grade goods are the main products; Commercial buildings in Bai Jie are dominated by mass goods; Suning and Yongle specialize in household appliances, and their prices are slightly lower than other shopping malls or markets.

(3) Layout and decoration of shopping malls

The appearance of the shopping mall itself is a kind of propaganda, which can become a symbol of the image of the shopping mall. For example, the Radisson Plaza at NUS was originally an entertainment venue, which played a positive role in commodity sales because it cooperated with shopping. At the same time, Guoda stores are decorated with window and floor-to-ceiling glass to display key products promoted by shopping malls. The lights in the shopping mall are dark, mainly white and green, and the lights on each floor are different. The lights on the female floor are brighter, while those on the male floor are darker. There is an entrance connecting the overpass on the second floor for customers to enter. There is a protective door at the entrance of Hangzhou Building, and the entrance of Building B is fan-shaped. Floor-to-ceiling glass is used to display the goods and layout in shopping malls, mainly with yellow lights, giving people gorgeous visual effects, and some gold decorations give people a noble feeling. Yintai's gate is embedded. There are two steps outside the door, and you can enter the second floor from the outside. There is a platform next to the steps for some young people to perform. The lights in the mall are bright, some POP music is played, which gives people a light pleasure, and POP is hung to set off the atmosphere of the mall. Other shopping malls also have similarities, but the special difference is that the top 100 is surrounded by floor-to-ceiling glass, giving people a spacious and bright feeling, so that they can see the interior decoration at a glance. The elevator is set outside and you can see the scenery on the road. There is a billboard "Everyone is 100%" outside the building. Xiebai is the most prominent landscape city. There is a stepped fountain next to the elevator at the entrance of the gate, and its rest area is also set in a circle with green plants in the middle and green plants at the entrance and exit. It can be said that the appearance and interior decoration of large shopping malls are also unique.

(4) Promotion plan

In order to make customers become long-term customers of shopping malls, shopping malls have launched many different promotion schemes, mainly including membership card system, promotion outside shopping malls, exhibitions and so on. Due to the different positioning of shopping malls, the application for membership cards is also different. For example, Yintai's membership card application is divided into several different requirements: 20 yuan fees are required for female applications, and 10 yuan is required for male applications. If you are a GDB card user, you can apply for a GDB co-branded card for free; Others, such as 30 yuan's cancellation fee, 40 yuan's application fee for Hangzhou Mansion, or a membership card when one-time shopping exceeds the quota, etc. Using membership card in promotion is beneficial to consumers, and at the same time, it can make consumers become long-term customers of big shopping malls.

Investigation Report on Shopping Centers (2)

Investigation time: 20 * * 1.2.

Survey object: Dandong Xinbai Dandong New Mart

Objective: To investigate the shopping environment, such as shopping mall layout, employee image and service quality.

Investigator: * * *

Investigation report:

Market research can not only understand the dynamics of competitors, but also determine the direction of self-development. Good market research helps enterprises to enhance their competitiveness, as the ancients said: know yourself and know yourself, and you will win every battle. As the most fashionable and tasteful comprehensive fashion shopping center in Donggang, Qian Sheng Department Store belongs to two large comprehensive shopping malls in Dandong, Xinbai and New Mart, so I choose Xinbai and New Mart as the objects of this survey.

I. Overview

Dandong New 100 20 * * opened at the beginning, with the middle-grade as the main and the high-grade as the supplement. It used to be the largest comprehensive and diversified shopping plaza in Dandong. Basement 1: cultural office supplies. The five floors above the ground are: functional boutique hall, fashion hall, gentleman's famous brand hall, ladies' hall, home life museum and so on.

New Mart: opened on 20 * * 1 1.27. It is a modern large department store shopping center with the highest management level, the most complete brands, the best facilities and the best shopping environment in Dandong. The basement is a large supermarket and healthy food restaurant, (1) dealing in food, tobacco and alcohol. The fifth floor on the ground deals in ladies' famous products, boots and shoes, jewelry and cosmetics, men's clothing, watches and glasses, sports and leisure clothing, children's household items, etc. At the same time, pharmacies, restaurants and other supporting facilities are readily available.

Second, the layout of shopping malls

The layout of the shopping mall itself is a kind of publicity, which can be the first impression of customers on the shopping mall. For example, the interior layout of Dandong New 100 tends to be simple and generous. Compared with New Mart, there are fewer billboards, POP posters, sale signs and POP hand-painted paper in the store, and single-row flags are used, which is simple but slightly serious and monotonous.

On the contrary, the style of the new mart shopping mall is lively, enthusiastic and energetic, which can be seen from the gate alone. The colors used are bright and dazzling, just like: "vitality blooms and colorful life opens." Most of the interiors use the "New Mart Powder" used by New Mart, which makes the whole interior style vivid and bright. Using multiple rows of flags, green plants can be seen everywhere. Nowadays, Christmas is coming, and many shops have decorated Christmas trees, which gives people a festive atmosphere and adds a little excitement to the shopping malls. However, the slight deficiency may be that the mall has just been renovated and there is still residual dust on the ground. Although the cleaning staff has been cleaning, the ground is still slightly unclean.

Third, the image of employees.

In order to reflect the different positioning and image of shopping malls, the employees in the two shopping malls are also very different in dress. The new 100 clothing is navy blue, which matches its rigorous and concise image. But the overall dress is not very neat, and some employees' accessories are exaggerated. New Mart's clothing is "New Mart Blue", which is in contrast with the pink in shopping malls and has a sensory impact on improving the brightness of the interior space. Employees' clothes are uniform and neat. During the investigation, I communicated with the sales staff of these two shopping malls as a customer, and most of them were able to smile and use basic polite expressions.

However, there are also some shortcomings. In the new 100, several shop assistants are crazy and some people are chatting together. New Mart also has salespeople leaning against the counter and kicking the counter to chat. I hope this phenomenon can be reduced or even eliminated after the opening of our Qian Sheng shopping mall, because this behavior will damage the image of our shopping mall.

Fourth, commodity management.

The goods in the new 100 shopping mall left a cheap impression. By comparison, the goods in this shopping mall are not much cheaper. The main reason is that shopping malls often play the slogan of promotion, and its promotion means include points for prizes, lottery, price reduction and so on. , and achieved certain results. There are many varieties and styles of goods. And the quantity of each kind is not much, which provides consumers with such information: goods are in short supply and want to buy as soon as possible. In addition, seasonal food is provided in time. There are many odd zero pricing and integer pricing methods for commodity prices. It is particularly obvious that goods are displayed by price classification. This trick is mostly used for gifts and bargains.

Disadvantages: the prices of goods with little liquidity such as electrical appliances and porcelain are covered with dust, leaving a bad impression on customers. It is recommended to clean and wipe regularly; Don't put empty boxes of electrical appliances in the aisle to prevent customers from buying. The food area should improve the display of fresh goods, and clean up the food that is about to expire and the food that has been placed for a long time.

Five, passenger flow analysis

The analysis of the test data shows that the passenger flow has the following rules:

1. Different from the typical three-peak distribution law of supermarket passenger flow, the passenger flow in shopping malls presents a two-peak distribution, which is because shopping malls are open until late at night, and people go shopping in shopping malls after dinner.

2. Generally, the peak of weekend passenger flow occurs at10: 00 ~1:00, 14:30~ 15:30,18: 30 ~/kloc-. The average passenger flow on weekends is about 7 1. 1% of the peak passenger flow in a day, and the average passenger flow on weekdays is about 64.5~77. 1% of the peak passenger flow in a day. It can be seen from this result that the peak time of passenger flow in the morning is the same as that in the weekend, but it lasts longer in the afternoon. The reason is that people don't go to work on weekends, so more people choose to shop in the afternoon.

On weekdays, the peak of passenger flow in the afternoon is less than that in the evening, but it is the opposite on weekends. This is because some people who rest at home on weekends choose to shop in the afternoon instead of shopping in the evening as usual.

This market survey, for me, is a sublimation of the theoretical knowledge I learned during the training, and it is also very helpful for me to quickly enter the role of grass-roots management in the future. At the same time, I want to be vigilant and avoid many common problems. Stones from other mountains can be attacked wrong; He has a good stone on Fangshan, which can be used to cut jade. This market transfer has benefited a lot.

Investigation report on shopping centers (3)

Hongjiang Ancient Shopping Mall is located in the west of Hunan Province, on the edge of Xuefeng Mountain. It is a large-scale ancient architectural complex composed of complete streets, shops, workshops, halls, temples, commercial buildings and residential buildings. It is the only well-preserved Qingming ancient shopping mall in China, with temples, ancient temples, halls, banks, firms, workshops, shops, brothels, Lijin Bureau, newspapers, brothels and so on in the Ming and Qing Dynasties and the Republic of China.

While the ancient shopping malls add luster to themselves, their own fire safety problems have gradually surfaced. Congenital defects: narrow access, lack of water, complex building structure, messy aging wires, simple fire-fighting facilities, etc. need to be solved urgently; The problems of the day after tomorrow: the gathering of tourists, the increase of business places such as performances, restaurants and accommodation, and the frequent use of fire and electricity by urban residents have also increased the fire safety hidden dangers of ancient shopping malls in some aspects.

First, the analysis of the current situation of fire safety management in Hongjiang ancient shopping mall.

(A) fire safety responsibility is unknown, fire safety management is difficult. Due to historical reasons, the building property rights of Hongjiang ancient shopping mall are more complicated, including four categories: unit houses, public houses by housing management offices, mixed public houses and private houses. Fire safety management involves many departments and units. Due to the shortage of funds, the competent authorities have not paid enough attention to it, and the functional departments, community neighborhood committees and enterprise fire management leading organizations and systems are not perfect, which leads to the failure to effectively implement fire safety management.

(2) The awareness of fire safety is weak. At present, Hongjiang Ancient Shopping Mall is managed by Hunan Tianyi Tourism Co., Ltd., which does not pay enough attention to the fire safety management of cultural relics and ancient buildings, and lacks capital investment, resulting in the failure to improve the fire safety conditions of cultural relics and ancient buildings, uneven allocation of fire-fighting facilities and poor self-prevention and self-rescue ability. In addition, the residents in the ancient shopping mall are all vulnerable groups, mostly old, weak, sick and disabled, with poor self-defense and self-help ability, and irregular use of fire and electricity in life. Some residents use coal to make a fire in the wooden attic for heating, cooking and baking wax products and urea tablets. At the same time, weddings, funerals and celebrations, fireworks and firecrackers are set off at will on holidays, which can easily lead to fires.

(3) The fire fighting facilities are poor and lacking. Urban public fire control facilities can not meet the development of urban construction. The fire water supply pipe network of the ancient shopping mall is a branch, and the fire water supply and domestic water are co-managed, with a pipe diameter of 65㎜. The water supply pressure is not enough. The nine fire hydrants in the ancient shopping mall are scattered, which can not meet the standard of fire hydrant protection radius and lack of maintenance. The fire-fighting facilities in residential buildings are blank, and 10 "Taiping cylinder" is mostly damaged and can only be used for sightseeing.

(4) Fire hazards left over from history. First, the terrain is complex, with many bends and steep slopes, and the market structure of "seven rushing eight lanes and nine streets". In the past, the streets and alleys of the ancient city were all docks, paved with bluestone slabs, and the passages were narrow, so that fire engines could not get in. Second, the internal ancient buildings (lattice houses) are mostly two-story or two-story or three-story buildings. There is an overpass connecting the north and the south on the third floor, and pigeon houses are mostly built according to the mountain. Building structures are mostly made of wood, and floors, columns, roof trusses and partition walls are all made of wood, so the fire resistance is low. In addition, after years of disrepair, after years of smoking and natural erosion by open flames, some wood is almost carbonized, and the fire separation between adjacent houses is seriously insufficient. Third, the electrical wiring is not standardized, endangering the fire safety of the ancient mall. The wires are seriously damaged by aging and insulation, and the wires are laid directly on flammable wooden components without wearing pipes, which is quite messy. At the initial stage of laying, only lighting electricity is considered; With the improvement of living standards, electrical appliances are widely used, electrical equipment is obviously enhanced, and the overload phenomenon is serious, which is easy to cause fires.

Second, the Hongjiang ancient shopping mall fire safety management countermeasures

(a) clear responsibilities, the implementation of fire safety responsibility system. According to the requirements of the new fire protection law and the State CouncilNo. 15 Order "Opinions on Further Strengthening Fire Protection Work", combined with the actual situation of Hongjiang Ancient Mall, Hongjiang District Fire Brigade insisted on asking for instructions frequently and reporting more. The leaders of the District Working Committee and the Administrative Committee attached great importance to it, and included the fire control work in the agenda of the working day of the Administrative Committee. At least twice a year, the rectification of fire safety hazards in the ancient mall will be reported in writing to the leaders of the District Working Committee and the Management Committee in detail, and submitted to the District Management Committee for special study and solution. On the other hand, the government has a lot of areas to offer advice and become a good worker. Seriously study the problems and deficiencies in the fire protection work of ancient buildings, actively coordinate and solve the major problems found in the work, put forward practical work plans, incorporate fire safety work into the year-end comprehensive management evaluation of the whole region, and comprehensively strengthen the fire safety management of ancient buildings shopping malls. At the same time, it also actively coordinates the relationship between various functional departments, clarifies their respective fire responsibilities, establishes and improves the fire safety management system, and establishes the corresponding long-term working mechanism. At the regional fire control work conference, the District Management Committee signed a letter of responsibility for the rectification of fire safety hazards in the ancient mall with the heads of street offices and building property units in the ancient mall, which clarified the measures and deadlines for the rectification of fire safety hazards in the ancient mall and put them in place.

(2) facility maintenance; The electric power company reformed the electric circuit of the ancient shopping mall in the order of scenic spots first and houses later. The third is to strengthen cooperation in administrative licensing. Strict examination and approval, and strive to eliminate fire hazards from the source. The construction and cultural departments shall not approve the administrative license for the production and living fires that endanger the fire safety of cultural relics and ancient buildings; The construction department should strictly control the new construction, renovation and expansion projects in the ancient shopping mall, and should give new illegal buildings; The cultural department shall, in accordance with the law, order the entertainment places operated in the cultural relics and ancient buildings to stop production, business, use or change their uses.

(3) Increase investment in the construction of fire control facilities. It is suggested that in the process of tourism development and transformation of the ancient shopping mall, the management committee and the development and construction unit should invest funds to strengthen the construction of municipal fire-fighting facilities, separate fire-fighting water supply from domestic water, and change the fire-fighting water supply network into a ring, with the water supply pipe reaching more than100 mm.

(four) the establishment of voluntary fire brigade. The ancient shopping mall should have a 1 full-time fire brigade with more than1people, composed of young men and people with fire fighting experience. Through fire training and drills, full-time team members should be able to call the police, use fire-fighting facilities and evacuate people, and be responsible for overtime, inspection and safety education in the ancient mall every day.

(five) to increase fire safety publicity and training. The fire department shall regularly organize employees of Tianyi Tourism Company and community full-time firefighters to carry out fire safety training and fire drills. At the same time, many warning slogans, fire safety signs and mobile fire-fighting billboards have been added in important positions to correctly guide internal residents and tourists to publicize fire safety knowledge, enhance people's awareness of fire safety and improve the ability of ancient shopping malls to defend and put out fires.

(six) improve the production plan and strengthen the fire drill. The fire department should take the fire safety of the ancient shopping mall as the top priority of the fire work in Hongjiang District. Every month, the squadron should be familiar with the environment of the ancient shopping mall, collect information extensively, formulate feasible fire-fighting plans, strengthen fire-fighting drills, and explore experience to truly escort the fire safety of Hongjiang ancient shopping mall. Research report on supporting function construction, research report on the role of female college student village officials, and research report on special work of one government and two houses.

;