adamliang 发表于 2007-4-20 19:53:32

[分享]超市选址调查报告

<p><span style="FONT-SIZE: 13.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"><strong>超市选址调查报告</strong></span></p><span style="FONT-SIZE: 13.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; WORD-BREAK: break-all; TEXT-ALIGN: left; mso-pagination: widow-orphan;"><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">在仓储式超市选址调查的第二阶段，必须在上一阶段对竞争商店在整个城市面上调查的基础上，缩小到商圈内再作一深入、细致的调查分析。调查对象主要为本区域内的大型百货商店、大型综合超市以及日用品批发</span><span lang="EN-US" style="FONT-SIZE: 9pt; FONT-FAMILY: ˎ̥; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;"><font face="">(</font></span><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">或零售</span><span lang="EN-US" style="FONT-SIZE: 9pt; FONT-FAMILY: ˎ̥; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;"><font face="">)</font></span><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">市场等可能与仓储式超市产生直接竞争的企业。调查的重点是该地区主要竞争对手有哪些，潜在的对手有哪些，它们的威胁有多大</span><span lang="EN-US" style="FONT-SIZE: 9pt; FONT-FAMILY: ˎ̥; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;"><font face="">?</font></span><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">仓储式超市与它们相比在竞争中存在哪些优势？</span><span style="FONT-SIZE: 9pt; FONT-FAMILY: ˎ̥; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;"><font face="">
                                </font></span><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　</span><span lang="EN-US" style="FONT-SIZE: 9pt; FONT-FAMILY: ˎ̥; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;"><a href="http://www.d1568.com/" target="_blank"></a><font face="">
                                        <p></p></font></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; WORD-BREAK: break-all; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span lang="EN-US" style="FONT-SIZE: 9pt; FONT-FAMILY: ˎ̥; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;"><font face="">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </font></span><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">Ａ、店铺硬件调查。主要包括：竞争店的选址、店铺外观形象、建筑物构造、停车场的设计、经营设施配置等方面的调查。</span><span lang="EN-US" style="FONT-SIZE: 9pt; FONT-FAMILY: ˎ̥; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;"><p></p></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; WORD-BREAK: break-all; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　Ｂ、店堂陈列布局调查。主要包括：竞争店的楼面构成、平面布局、面积分割、商品陈列及店堂气氛营造等方面的调查。</span><span lang="EN-US" style="FONT-SIZE: 9pt; FONT-FAMILY: ˎ̥; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;"><p></p></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; WORD-BREAK: break-all; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　Ｃ、商品能力调查。对竞争商店商品品种齐全的程度、商品的价格带、商品的品质、货源供应等情况进行调查分析。重点可放在对竞争者</span><span lang="EN-US" style="FONT-SIZE: 9pt; FONT-FAMILY: ˎ̥; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;"><font face="">A</font></span><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">类商品或主力商品的调查上。</span><span lang="EN-US" style="FONT-SIZE: 9pt; FONT-FAMILY: ˎ̥; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;"><p></p></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; WORD-BREAK: break-all; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　Ｄ、顾客层次的调查。主要从年龄层次和收入层次进行调查。</span><span lang="EN-US" style="FONT-SIZE: 9pt; FONT-FAMILY: ˎ̥; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;"><p></p></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; WORD-BREAK: break-all; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　Ｅ、店铺运营管理调查。对促销、补货、陈列及环境卫生等方面的调查。</span><span lang="EN-US" style="FONT-SIZE: 9pt; FONT-FAMILY: ˎ̥; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;"><p></p></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; WORD-BREAK: break-all; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　需求与供给的关系有以下几种类型：</span><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">①</span><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">需求旺盛，供给偏低型；</span><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">②</span><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">需求旺盛，供给旺盛型；</span><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">③</span><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">需求不旺，供给也不旺型；</span><span style="FONT-SIZE: 9pt; FONT-FAMILY: ˎ̥; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;"><font face="">
                                </font></span><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">④</span><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">需求不旺，供给旺盛型。从仓储式超市选址看，其立地商圈内需求与供给关系呈现出第一种类型最佳，第二种次之，第三、第四种类型要尽力回避。对需求和供给的调查，要注意对潜在需求和供应的调查，要特别留意可能会引起供需变化的一些因素的发展趋势。</span><span lang="EN-US" style="FONT-SIZE: 9pt; FONT-FAMILY: ˎ̥; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;"><p></p></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; WORD-BREAK: break-all; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　</span><span lang="EN-US" style="FONT-SIZE: 9pt; FONT-FAMILY: ˎ̥; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;"><font face="">3</font></span><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">、仓储式超市具体地点调查</span><span lang="EN-US" style="FONT-SIZE: 9pt; FONT-FAMILY: ˎ̥; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;"><p></p></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; WORD-BREAK: break-all; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　在仓储式超市选址时，除了对以上大的项目调查外，具体地点选址还必须对以下几个虽属细节问题但又颇为重要的几个因素进行调查。</span><span lang="EN-US" style="FONT-SIZE: 9pt; FONT-FAMILY: ˎ̥; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;"><p></p></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; WORD-BREAK: break-all; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　可见度。可见度是商店被往来行人或乘车者所能看到的程度。场所可见度越高，商店越容易引起客流的重视，他们来店购物的可能性越大。因此仓储式超市选址时要选择可见度高的地点，如两面临街的十字路口或三岔路口。</span><span lang="EN-US" style="FONT-SIZE: 9pt; FONT-FAMILY: ˎ̥; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;"><p></p></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; WORD-BREAK: break-all; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　适用性。如果要征用土地建房子要考虑土地面积形状与商店的类型是否相符，如果租用现成的房子则要考虑建筑的构造、材料、立面造型及其可塑性，仓储式超市货架比一般商场的高，相应地要求建筑物的层高也比较高。同时还要了解有关城市建设发展规划要求，详细了解该地点的交通、市政、绿化、公共设施、住宅建设或改造项目的近期、远期规划。</span><span lang="EN-US" style="FONT-SIZE: 9pt; FONT-FAMILY: ˎ̥; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;"><p></p></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; WORD-BREAK: break-all; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　交通便利性。主要了解两方面的情况：一是该地是否接近主要公路，交通网络能否四通八达，商品从火车站、码头运至商店是否方便，白天能否通过大型货车，因为大城市普遍对大型货车实行运输管制，中心区许多街道不允许通货车，有的只允许夜间通车。二是该地是否有较密集的公交汽车路线经过，各条公交路线的停靠点能否均匀全面地覆盖整个市区，当前我国私家车普及不广，这点显得尤为重要。因为这直接关系到顾客购物的便利程度。</span><span lang="EN-US" style="FONT-SIZE: 9pt; FONT-FAMILY: ˎ̥; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;"><p></p></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; WORD-BREAK: break-all; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　从上面分析的情况看，城市调查、区域调查、地点调查这三个环节互为关联而又层层深入，它们在调查的内容上虽有一些重复，但侧重点不同，一般要分开进行，有时为了工作方便，也可将它们合并成两步调查。另外在调查程序上，由于第三步地点调查工作量较小，可把它放在城市调查之后进行，如果地点调查通过后，再进行工作量较大的城市区域调查，如果没通过就没必要对该区域再进行调查了，以节省工作量，使调查工作更有针对性。</span><span lang="EN-US" style="FONT-SIZE: 9pt; FONT-FAMILY: ˎ̥; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;"><font face="">
                                        <p></p></font></span></p><p></p></span>

windgoking 发表于 2007-5-18 09:10:20

<p>谢了！</p><p>这几天可能用得着！</p>

yishuixiaohai 发表于 2009-3-11 18:25:06

<p>谢谢！</p>

zhulinhappy 发表于 2009-3-15 12:19:43

好人呀&nbsp; 我一定要好好学习&nbsp; 才对的主版主的贡献和分享！！！！！

gxggys 发表于 2009-3-15 23:00:21

<p>支持 正需要&nbsp; 谢谢了</p><p></p>

jkcnw 发表于 2011-4-6 22:13:24

谢谢！

lins32 发表于 2011-4-14 23:23:42

谢谢！...

jilehua 发表于 2011-4-22 13:39:43

赞一个，呵呵

anyroad 发表于 2011-5-26 16:26:17

感谢楼主分享，继续学习ing
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