【正文】 .............................................................................................15 百貨店 department store(Dept． ) .........................................................................15 超級市場 suPer market(S． M) .................................................................................15 大型綜合超市 generalmerchandise store(G． M． S) .............................................16 便利店 (方便店 ) convenience store(Cv． S) .............................................................16 專業(yè)店 s9eciatity store(S． S) ...................................................................................17 專賣店 exclusive shop .............................................................................................17 購物中心 shopping center(S． C)............................................................................17 倉儲商店 disc01Int store ..........................................................................................18 家居中心 home center(H． C) .................................................................................19 4 零售業(yè)種介紹 ...........................................................................................................................19 業(yè)種分類 ...........................................................................................................................26 消費品 .....................................................................................................................................26 從使用目的上分類 ......................................................................................................26 從購買習(xí)慣上分類 選購品 ........................................................................26 業(yè)種特點 ...........................................................................................................................26 品牌介紹 ...........................................................................................................................27 品牌的概念 ................................................................................................................27 品牌在市場營銷中的作用與意義 .................................................................................27 5 商業(yè)客戶介紹 ...........................................................................................................................27 零售客戶 ...........................................................................................................................27 客戶類型 ....................................................................................................................27 3 客戶及品牌調(diào)查 .........................................................................................................28 商場與客戶的基本合作方式 ........................................................................................28 引進廠商和品牌的原則 ...............................................................................................29 餐飲 \娛樂 \休閑客戶 .........................................................................................................29 6 商業(yè)項目市場調(diào)查分析 .............................................................................................................29 生活結(jié)構(gòu)調(diào)查 ....................................................................................................................29 ? 人口結(jié)構(gòu) ...........................................................................................................................29 ? 家庭戶數(shù)構(gòu)成 ....................................................................................................................29 ? 收入水平 ...........................................................................................................................29 ? 消費水平 ...........................................................................................................................29 ? 購買行為 ...........................................................................................................................29 城市結(jié)構(gòu)調(diào)查 ....................................................................................................................30 ? 地勢結(jié)構(gòu) ...........................................................................................................................30 ? 交通情況 ...........................................................................................................................30 ? 地段的調(diào)查 .......................................................................................................................30 ? 各項機能的調(diào)查 ................................................................................................................30 ? 城市規(guī)劃調(diào)查 ....................................................................................................................30 零售業(yè)結(jié)構(gòu)調(diào)查 ................................................................................................................31 城市商圈的調(diào)查 .........................................................................................................31 零售業(yè)態(tài)的調(diào)查 .........................................................................................................31 零售業(yè)種的調(diào)查 .........................................................................................................31 消費者的調(diào)查 ....................................................................................................................31 購買習(xí)慣的調(diào)查 .........................................................................................................31 購買能力的調(diào)查 .........................................................................................................31 購買量的調(diào)查 .............................................................................................................31 競爭對手的調(diào)查 ................................................................................................................31 場所調(diào)查 ...........................................................