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第1页共95页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第1页共95页〖商业基础资料〗〖商业基础资料〗——明阳天下拓展培训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。..............15第2页共95页第1页共95页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第2页共95页3.3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.........................................21第3页共95页第2页共95页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第3页共95页5.1零售客户..........................................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......................................22收入水平..........................................23消费水平..........................................23购买行为..........................................236.2城市结构调查......................................23地势结构..........................................23交通情况..........................................23地段的调查........................................23各项机能的调查....................................23城市规划调查......