地产理论之地产营销资料1行业介绍................................................................51.1零售业的演变史.......................................................51.2零售业的发展趋势.....................................................61.2.1国际零售业发展趋势...............................................61.2.2国内零售业发展趋势...............................................72商圈介绍................................................................92.1商圈含义.............................................................92.2商圈的构成..........................................................102.3商圈分析............................................................102.3.1商圈分析的必要性................................................112.3.2商圈分析应考虑的因素............................................112.3.3影响商圈大小的因素..............................................123零售业态的介绍.........................................................133.1业态概念............................................................133.2业态分类............................................................133.2.1国际上零售业态的一般分类........................................133.2.2购物中心也不能作为独立的零售业态。..............................153.3业态特点............................................................153.3.1百货店departmentstore(Dept．).................................153.3.2超级市场suPermarket(S．M).....................................153.3.3大型综合超市generalmerchandisestore(G．M．S)..................163.3.4便利店(方便店)conveniencestore(Cv．S).........................163.3.5专业店s9eciatitystore(S．S)...................................173.3.6专卖店exclusiveshop...........................................173.3.7购物中心shoppingcenter(S．C)..................................183.3.8仓储商店disc01Intstore........................................183.3.9家居中心homecenter(H．C)......................................194零售业种介绍...........................................................194.1业种分类............................................................19消费品.................................................................194.1.1从使用目的上分类................................................194.1.2从购买习惯上分类选购品...............................204.2业种特点............................................................204.3品牌介绍............................................................204.3.1品牌的概念......................................................204.3.2品牌在市场营销中的作用与意义....................................205商业客户介绍...........................................................215.1零售客户............................................................215.1.1客户类型........................................................215.1.2客户及品牌调查..................................................215.1.3商场与客户的基本合作方式........................................215.1.4引进厂商和品牌的原则............................................225.2餐饮\娱乐\休闲客户..................................................226商业项目市场调查分析...................................................226.1生活结构调查........................................................22人口结构............................................................22家庭户数构成...........
