Shopping mall research report

Shopping mall research report template

Shopping mall research report (1)

1. Foreword

This group Mainly focusing on investigating the operating characteristics of large shopping malls in Hangzhou, the team *** has 5 members. After the first communication with the instructor, the survey objects were determined, mainly including Hangzhou Tower, Intime Department Store, Lei Xing Shopping Plaza, and Jie Baixin There are several large shopping malls such as Century, Hangzhou Department Store, National University, Jingfu, Suning and Yongle Home Appliances Chain Store. The survey content was based on understanding several aspects of the shopping malls, mainly through our own observations, and using interviews to understand the image of these shopping malls in the minds of consumers.

Everyone is given a certain amount of work tasks each time, and they are completed within the specified time limit. Every time they go out to collect information, everyone can not be afraid of the heat and hard work, take the work seriously, and collect information every time Then communicate with each other and make corresponding requirements for the next outing to make the information more detailed and complete. Through a week of investigation and interviews, a lot of information was obtained. At the same time, through this survey, we understand the operating characteristics of large shopping malls in Hangzhou, so that we can also see the future development trend of large shopping malls in the Chinese market. Let us clearly see that if China's retail industry wants to go global, it must Only by innovating, changing, and constantly exploring new ideas can we gain an advantage in the competition.

2. Basic situation of the survey

The business characteristics we mainly investigated include the following aspects:

(1) Target customers

As far as the target customers of major shopping malls in Hangzhou are concerned, they are also targeting a consumer group. According to our investigation, we found that Hangzhou Tower is mainly high-income people, such as Jinling and high-income earners; Mainly, such as white-collar workers; Intime is mainly for young consumers; Jiebai is mainly for working-class consumers; Jingfu is mainly for nearby residents; while Suning and Yongle are large home appliance shopping malls, targeting the consumer group of the entire market. . From this, we will find that the target customers of each large shopping mall are also different. Relatively speaking, the current shopping malls are forming their own consumer groups and serving them.

(2) Product features

Each shopping mall also has differences in product varieties according to the consumer groups it wants to serve. For example, the products of Hangzhou Tower are mainly famous brands, and they mainly sell high-end and brand-name products; Yintai's target is young people, so the product requirements must meet the needs of this group, and it sells fashionable and popular products, including Lady Hall, Gentlemen's hall, sports hall, etc.; Baidai has a tendency to develop to a high level, focusing on the combination of branding and popularization; Jiebai New Century mainly focuses on famous brands and high-end products; Jiebai Commercial Building mainly focuses on popular products; Suning He Yongle specializes in home appliances, and the prices are slightly lower than other shopping malls or markets.

(3) Shopping mall layout and decoration

The appearance of a shopping mall itself is a kind of publicity, and it can become a symbol of the image of the shopping mall. For example, the Radisson Plaza of National University is originally an entertainment venue. Since it is compatible with shopping, it also has a positive effect on product sales. At the same time, the National University store is decorated with windows and floor-to-ceiling glass to display the mall's key products. The lights in the mall are darker, mainly white and green, and the lights are different on each floor. The women's clothing floor has brighter lights, while the men's clothing floor is relatively darker. There is an entrance on the second floor connected to the overpass to facilitate customers' entry. There is a protective door at the entrance of Hangzhou Tower. The entrance of Building B is set in a fan shape. Floor-to-ceiling glass is used to display the products and layout of the mall. Yellow lights are mainly used to give people a magnificent visual effect. There are also some The golden appearance decoration gives people a noble feeling. The door of Yintai is built-in. There are two stairs outside the door. You can enter the second floor from the outside. There is a platform next to the stairs to facilitate some young people to perform. The lights in the mall are bright and some pop music is played, giving It gives people a sense of lightness and is hung with POP to enhance the atmosphere of the shopping mall.

Other shopping malls are similar, but what is particularly different is that Baida is surrounded by floor-to-ceiling glass, giving people a spacious and bright feeling, and allowing one to see the interior decoration and layout at a glance. The elevator is set outside, and you can see the scenery on the road. The "100% for everyone" billboard is hung outside the building; Jiebai's most prominent feature is its "City of Landscapes". At the entrance of the gate, next to the elevator, there is a stepped fountain, and its rest area is also set in a circle with a pendulum in the middle. There are green plants placed at the entrances and exits. It can be said that the appearance and interior decoration of large shopping malls are also unique.

(4) Promotional Plans

In order to enable customers to become long-term patrons of the mall, shopping malls now have launched many different promotional plans, mainly including membership card systems, outside shopping malls, etc. Promotions, exhibitions, etc. Due to the different positioning of each shopping mall, the application for membership cards is also different. For example, there are several different requirements for Intime to apply for a membership card: a fee of 20 yuan for ladies and a fee of 10 yuan for men. If you are a Guangfa card user, you can apply for a Guangfa co-branded card for free; for others, it costs 30 yuan. There is a cost of RMB 40 to apply for Hangzhou Tower, or you can get a membership card if you make a one-time purchase that reaches the limit, etc. Using membership cards in promotions can benefit consumers, and at the same time, consumers can become long-term customers of large shopping malls.

Shopping mall survey report (2)

Survey time: 20**.1.2

Survey target: Dandong New 100 Dandong New Mart

Purpose of investigation: To investigate the shopping mall environment such as shopping mall layout, employee image, service quality, etc.

Investigator: ***

Survey report:

Market research can not only understand the dynamics of competitors, but also determine the direction of one's own development. Good market research can help companies improve their competitiveness. As the ancients said: Only by knowing yourself and the enemy can you win every battle. Qiansheng Department Store is the most fashionable and tasteful comprehensive fashion mall in Donggang area. The two large comprehensive shopping malls in Dandong, New 100 and New Mart, can be compared with it. Therefore, I chose the object of this investigation. A new hundred, a new Matt.

1. Overview

Dandong New 100 opened in early 20**, focusing on mid-range and supplemented by high-end. It was once the largest comprehensive and diversified shopping mall in Dandong. square. Basement level: culture, office supplies. The five floors above ground are: Functional Boutique Hall, Fashion Hall, Gentlemen’s Brands Hall, Ladies and Ladies Hall, Home Lifestyle Hall, etc.

New Mart: Opened on November 27, 2019, it is currently the modern large-scale department store with the highest operating level, the most complete product brands, the best facilities and equipment, and the best shopping environment in Dandong. The underground floor is a large supermarket and a health food hall, selling food, tobacco and alcohol, etc.; the five above-ground floors are respectively dealing with ladies' brands, boots and shoes, jewelry and makeup, men's clothing, watches and glasses, sports and leisure clothing, as well as children's and household items. wait. At the same time, supporting facilities such as pharmacies and restaurants are available.

2. Shopping mall layout

The layout of a shopping mall itself is a kind of publicity, and it can become customers’ first impression of the shopping mall. For example: The internal layout of Dandong New 100 tends to be simple and elegant. There are fewer promotional signboards, POP posters, special sale signboards, and POP hand-painted papers in the store compared to New Mart, and a single row of hanging flags is used, which is simple but slightly ostentatious. Serious and monotonous.

On the contrary, the style of New Mart Mall is lively, enthusiastic and energetic, which can be seen from the door alone. The colors used are bright and eye-catching, just like: "Blooming vitality, opening up a colorful life." The interior is mostly made of the "New Mart powder" commonly used by New Mart, making the entire interior style vivid and bright. Multiple rows of hanging flags are used, and green plants can be seen everywhere. Now that Christmas is approaching, many stores have decorated Christmas trees, giving people a festive atmosphere and adding a bit of liveliness to the mall. However, the slight drawback is that probably because the renovation of the mall has just been completed, there is still dust remaining on the ground. Although the cleaning staff is constantly cleaning, the ground is still slightly unclean.

3. Employee image

In order to reflect the different positioning and image of the shopping malls, the employees of the two shopping malls are also very different in dress. New One Hundred's clothing is navy blue, matching its rigorous and concise image. However, the overall attire is not very neat, and some employees' accessories are more exaggerated.

New Mart's clothing is "New Mart Blue", which contrasts with the pink in the mall and has a sensory impact that enhances the brightness of the internal space. Employees are uniformly and neatly dressed. During the investigation, I communicated with the sales staff in these two shopping malls as a customer. Most of them were able to smile and use basic polite language.

But there are also shortcomings. In New 100, there are a few clerks who are making a fuss, and there are also a few people chatting together. New Mart also has sales staff leaning on the counter, stepping on the counter, chatting, etc. I hope that after the opening of our Qiansheng Department Store, we can reduce or even eliminate the occurrence of this phenomenon, because this kind of behavior damages the image of our mall.

4. Product management

The products in New 100 Shopping Mall give people the impression that they are cheap. According to comparison, the products in this mall are not much cheaper. The main reason is that shopping malls often use promotional slogans, and their promotional methods include exchanging membership card points for prizes, lottery draws, price reductions, etc., which have achieved certain results. There are many varieties of products and rich styles. However, the quantity of each type is not large, which provides consumers with the message: the goods are in short supply, so if you want to buy them, hurry up. In addition, the food for the festival is also provided in a timely manner. There are many methods of odd-zero pricing and integer pricing for commodity prices. The display of goods is particularly obvious by price classification. This move is mostly used for gifts and cheap goods.

Indications of shortcomings: The prices of electrical appliances, porcelain and other products with low liquidity are covered with dust, leaving a bad impression on customers. It is recommended to clean and wipe regularly; do not leave empty boxes of electrical appliances in the aisles to hinder customers from purchasing. The food area should improve the freshness of the display of products, and clear away food that is about to expire and food that has been placed for a long time.

5. Customer flow analysis

The analysis of the test data found that the rules of customer flow are as follows:

1. Compared with typical supermarket customer flow The distribution patterns of the three peaks are different. The passenger flow of the mall shows a bimodal distribution. This is because the mall is open until late at night and people also go to the mall to shop after dinner.

2. Generally, the peak passenger flow occurs at 10:00~11:00, 14:30~15:30, 18:30~19:30 on weekends, and at 10:00 on weekdays. 00~11:00, 14:30~16:30, 18:30~20:00. The average passenger flow throughout the day on weekends is equivalent to approximately 71.1% of the peak passenger flow in the day, and the average passenger flow throughout the day on weekdays is equivalent to 64.5~77.1% of the peak passenger flow in the day. It can be seen from this result that compared with weekdays and weekends, the peak passenger flow occurs at the same time in the morning, while 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.

3. For weekdays, the peak passenger volume in the afternoon is smaller than that in the evening, while the opposite is true for weekends. This is because some people who rest at home during the weekend choose to shop in the afternoon instead of shopping in the evening as usual.

For me, this market survey is a sublimation of the theoretical knowledge I learned during the training. It will also be of great help to me to quickly enter the role of grassroots management in the future. At the same time, I will be alert. There are many common problems that should be avoided. Stones from other mountains can be used to make mistakes; stones from other mountains can be used to attack jade. This market survey has benefited a lot.

Shopping mall research report (3)

Hongjiang Ancient Mall is located on the edge of Xuefeng Mountain in western Hunan. It is composed of complete streets, shops, workshops, guild halls, temples, commercial houses, and residential buildings. The large-scale ancient building complex is the only well-preserved ancient Qingming shopping mall in the country. It now fully preserves the temples, ancient temples, guild halls, banks, shops, foreign banks, workshops, shops, brothels, gold bureaus, newspaper offices, and cigarette shops from the Ming and Qing Dynasties and the Republic of China. There are more than 380 ancient buildings (cellar houses) such as museums, with a total area of ??more than 300,000 square meters. The ancient mall is adding glory to itself due to its large scale, wide area, strange architecture and impressive momentum. While adding color, its own fire safety hazards have gradually surfaced. Inherent deficiencies: narrow passages, lack of water sources, complex building structures, aging and messy electrical lines, crude fire protection facilities, etc. need to be solved urgently; acquired problems: the gathering of tourists, performance, catering, accommodation and other business operations The increase in places and the frequent use of fire and electricity by residents in the city have also increased the fire safety risks of the ancient shopping mall in some aspects.

1. Analysis of the current situation of fire safety management in Hongjiang Ancient Mall

(1) Fire safety responsibilities are unclear and fire safety management is difficult. Due to historical reasons, the property rights of the buildings built in Hongjiang Ancient Mall are complicated. There are four types of units, housing management office public houses, public-private mixed houses, and private houses. Fire safety management involves many departments and units. Due to lack of funds and insufficient attention from the competent authorities, etc. The fire management leadership organizational structures and systems of various functional departments, community committees, enterprises and other units are not perfect, resulting in the inability to effectively implement fire safety management work.

(2) Weak fire safety awareness. Currently, Hongjiang Ancient Mall is managed by Hunan Tianyi Tourism Co., Ltd. This unit did not pay enough attention to the fire safety management of cultural relics and ancient buildings, and did not invest enough in funds. As a result, the fire safety conditions of cultural relics and ancient buildings could not be improved. The unit's fire protection facilities were not fully equipped, and the self-prevention and self-rescue capabilities were poor. In addition, the residents in the ancient shopping mall are all vulnerable groups, most of whom are old, weak, sick and disabled. They have poor self-prevention and self-rescue abilities, and their daily use of fire and electricity is irregular. Some residents use coal in wooden attics for heating, cooking, and baking. goods, urea tablets; at the same time, setting off fireworks and firecrackers at will during weddings, funerals, and holidays can easily cause fires.

(3) Fire-fighting facilities are rudimentary and scarce. The fire protection facilities of urban public buildings cannot meet the development of urban construction. The fire water supply pipe network in the ancient mall is branch-shaped. The fire water supply and domestic water supply pipes are independent pipes with a diameter of 65 mm. The water supply pressure in the ancient mall is insufficient. The nine fire hydrants are disorganized, fail to meet fire hydrant protection radius standards, and lack maintenance. Residential fire protection facilities are completely blank. Most of the 10 "peace cylinders" are damaged and can only be viewed as cultural relics and cannot be used.

(4) Fire hazards left over from history. First, the terrain is complex, with many twists and turns and steep slopes, coupled with the market layout of "seven lanes, eight lanes and nine streets". In the past, the streets and alleys in the ancient city were docks and were paved with bluestone slabs. The passages were narrow and fire trucks could not enter. Second, the internal ancient buildings (cellar houses) are mostly two-storeyed, two-storeyed, three-storeyed, or three-storeyed. There are overpasses connecting the north and south on the third floor. Most of the cellar houses are built according to the mountains. Most of the building structures are made of wood, with floors, pillars, roof trusses, and partition walls all made of wood, which have a low fire resistance rating. In addition, due to years of disrepair, some of the wood has been nearly carbonized due to years of exposure to open fires and natural erosion, and the fire-proof distance between adjacent houses is seriously insufficient. Third, the laying of electrical lines is not standardized, endangering the fire safety of the ancient mall. The wires are aging and the insulation is seriously damaged. The wires are not passed through pipes and are laid directly on flammable wooden components and are quite messy. At the beginning of the installation, only lighting electricity was considered; with the improvement of living standards, electrical appliances are widely used, electrical equipment is significantly enhanced, and overloading is serious, which can easily lead to fires.

2. Fire safety management countermeasures in Hongjiang Ancient Mall

(1) Clarify responsibilities and implement the fire safety responsibility system. In accordance with the requirements of the new "Fire Protection Law" and the State Council Order No. 15 "Opinions on Further Strengthening Fire Fighting Work" and combined with the actual situation of Hongjiang Ancient Mall, the Hongjiang District Fire Brigade insisted on asking for instructions frequently and reporting frequently. It attracted great attention from the leaders of the District Working Committee and Management Committee, and included fire protection work in the work agenda of the Management Committee. The rectification of hidden fire safety hazards in the ancient mall was reported to the leaders of the District Working Committee and Management Committee in detail at least twice a year in written materials. Report and request the District Management Committee to hold an office meeting to study and solve the problem. On the other hand, he actively makes suggestions for the government and serves as a good consultant. Carefully study the existing problems and deficiencies in the fire protection work of ancient buildings, actively coordinate and solve major problems discovered during the work, propose practical work plans, incorporate fire safety work into the district's year-end comprehensive management evaluation, and comprehensively strengthen the fire safety management of ancient shopping malls. At the same time, it also actively coordinates the relationship between various functional departments, clarifies their fire protection responsibilities, establishes and improves the fire safety management system, and establishes corresponding long-term working mechanisms. At the district-wide fire protection work meeting, the district management committee signed the "Letter of Responsibility for the Rectification of Hidden Fire Safety Hazards in the Ancient Shopping Mall" with the heads of the sub-district offices and building property rights units in the ancient shopping mall, which clearly detailed the measures and deadlines for the rectification of hidden fire safety hazards in the ancient shopping mall. , implemented in place.

(2) Maintenance of facilities; the electric power company will transform the electrical lines of the ancient shopping mall in the order of scenic spots lines first and then housing. The third is to strengthen cooperation in administrative licensing. Strictly control the approval process and strive to eliminate fire hazards from the source.

The construction and cultural departments shall not approve administrative licenses for production and domestic fires that endanger the fire safety of cultural relics and ancient buildings; the construction department must strictly control new construction, reconstruction, and expansion projects in ancient shopping malls, and must impose sanctions on newly built illegal buildings; Culture Departments must order entertainment venues operating in cultural relics and ancient buildings to cease production, cease operations, cease use or change their use in accordance with the law.

(3) Increase investment in the construction of fire protection facilities. It is recommended that during the tourism development and transformation process of the ancient shopping mall, the management committee and development and construction units should invest funds to strengthen the construction of municipal fire protection facilities, separate fire water supply from domestic water, change the fire water supply pipe network to annular shape, and make the water supply pipes more than 100mm long.

(4) Establish a volunteer fire brigade. A full-time fire brigade of more than 10 people must be established within the ancient mall, composed of young and middle-aged men and personnel with firefighting experience. Through fire training and drills, the full-time team members must be able to call the police, use firefighting facilities, and evacuate people. They must be responsible for the ancient mall every day. Internal work such as clock work, inspections and safety education.

(5) Increase fire safety publicity and training. The fire department should regularly organize employees of Tianyi Tourism Company and full-time community firefighters to conduct fire safety training and fire-fighting drills. At the same time, it has added a number of warning slogans, fire safety signs and mobile fire propaganda boards in important areas to correctly guide internal residents and Tourists promote fire safety knowledge, enhance the people's fire safety awareness, and improve the ancient mall's ability to defend and put out fires.

(6) Improve the preparation of emergency plans and strengthen fire-fighting drills. The fire department should make the fire safety of the ancient mall the top priority of fire protection work in Hongjiang District. The squadron should familiarize itself with the environment of the ancient mall every month, collect extensive information, make practical fire-fighting plans, strengthen fire-fighting drills, and explore experience , truly escorting the fire safety of Hongjiang Ancient Mall. Research report on the construction of supporting functions Research report on the role of female college village officials Research report on the special work of one government and two colleges;