杭州連鎖便利店的選址研究

市場(chǎng)營(yíng)銷論文編號(hào):YX156 論文字?jǐn)?shù):11813,頁(yè)數(shù):23

目錄

第一章  緒論 1
第一節(jié) 選題的背景 1
第二節(jié) 選題的目的和意義 1
第三節(jié) 研究的思路和方法 2
第四節(jié) 研究的框架和重點(diǎn) 3
第二章  便利店選址的相關(guān)理論與方法 4
第一節(jié) 商圈概念 4
第二節(jié) 商圈分類 5
第三節(jié) 選擇商圈的相關(guān)理論 6
一、零售引力模型 6
二、零售飽和指數(shù)理論 6
三、考察商圈的GIS技術(shù) 7
第三章  杭州便利店的選址現(xiàn)狀 9
第一節(jié) 杭州便利店的發(fā)展空間 9
第二節(jié) 杭州便利店選址存在的主要問(wèn)題 9
第三節(jié) 杭州便利店選址的指導(dǎo)原則 10
第四章  杭州連鎖便利店的選址決策 11
第五章  結(jié)論 17
【參考文獻(xiàn)】 18
致  謝 20

 摘 要

近年來(lái)，隨著我國(guó)經(jīng)濟(jì)的不斷發(fā)展，人民生活水平的不斷提高，我國(guó)的零售業(yè)正以前所未有的速度發(fā)展起來(lái)，整個(gè)零售市場(chǎng)呈現(xiàn)出了欣欣向榮的景象。自從1979我國(guó)實(shí)行改革開(kāi)放政策以來(lái)，尤其是入世以來(lái)，在我國(guó)經(jīng)濟(jì)與世界經(jīng)濟(jì)接軌，進(jìn)而發(fā)生變化的過(guò)程中，我國(guó)零售業(yè)也發(fā)生了巨大的變化。其中，便利店迅速發(fā)展起來(lái)，尤其是2004年底我國(guó)對(duì)零售業(yè)的全面解禁以后，便利店的發(fā)展更是達(dá)到了前所未有的步伐。其根本原因在于隨著生活水平的提高和生活節(jié)奏的加快，消費(fèi)者的生活方式和購(gòu)物方式發(fā)生了很大的變化，主要體現(xiàn)在對(duì)“購(gòu)物便利”的強(qiáng)烈需求，而便利店正是能夠滿足這種需求的零售業(yè)態(tài)。便利店是一種具有競(jìng)爭(zhēng)力和發(fā)展前景的零售業(yè)態(tài)。隨著我國(guó)經(jīng)濟(jì)的全球化，國(guó)內(nèi)外的連鎖企業(yè)將在我國(guó)展開(kāi)激烈的競(jìng)爭(zhēng)。因此，對(duì)于連鎖便利店的研究隨著連鎖便利店的迅速發(fā)展和競(jìng)爭(zhēng)而日益活躍。其中，便利店的選址是關(guān)系其經(jīng)營(yíng)成敗的關(guān)鍵因素，對(duì)便利店選址決策問(wèn)題進(jìn)行研究非常必要。

關(guān)鍵詞：便利店，選址，決策

ABSTRACT
        In recent years, as China's economic growth, rising living standards, China's retail industry is being developed at an unprecedented rate, the retail market presents a thriving scene. Since 1979, China's reform and opening up policy, especially since the accession to the WTO, the Chinese economy with the world economy, and thus the process of change,China's retail industry has undergone tremendous changes. Among them, the convenience store has developed rapidly, especially in the retail sector in China by the end of 2004 after a comprehensive ban, the development of convenience stores is an unprecedented pace. The fundamental reason is that with the improvement of living standards and the accelerated pace of life, lifestyle and shopping patterns of consumers, great changes have occurred, mainly reflected in the "shopping convenience" of strong demand, while the convenience store is able to retail formats to meet this demand. Convenience store is a kind of competitiveness and development prospects of the retail formats. With the globalization of our economy, domestic and international chain enterprises in China will be an intense competition. Therefore,a convenience store chain of convenience stores with the chain's rapid growth and increasingly active competition. Where the location of a convenience store chain is the key to the success of their business relationship factors, convenience store chains to study site selection decision-making is necessary.

KEYWORDS：CVS，site selection，decisions