郑州前期市场调研报告(ppt70)-市场调研(编辑修改稿)

郑州前期市场调研报告(ppt70)-市场调研(编辑修改稿)内容摘要：

dea of supermarket. It has bee quite famous locally after years of operation. The methods of display and buying resemble Lotus. 最早进入郑州市场，引入卖场理念。 经过数年经营在当地树立相当知名度。 卖场标准与采购方式与 Lotus最为相近。 Disadvantages缺点： the one of best display is in bad sales because of improper location 标准最高的卖场 由于选址原因销售不佳。 MST 2020 COPYRIGHT R Competitors Comparison竞争对手比较 Advantages优点： Jinsan Store, of best display among Century Mart, is in good sales. Jin Boda Store enjoys best sales locally, attributed to its excellent location and various kinds of low graded modities经三店销售不错，其标准为世纪联华最高。 金博大店为当地销售最好的卖场。 其地理位置的优越性和中低档商品种类的齐全功不可没。 Disadvantages缺点： All the modities are in consignment, RMB700 every shelf per month. Quality is hard to guarantee and repeated display is （每节货架 700/月），商品质量难以保证。 场内重复陈列情况严重。 MST 2020 COPYRIGHT R Competitors Comparison竞争对手比较 Advantages优点： Supermarkets bined with department stores attract many small one near residence store has low consuming volume per person but enjoys good sales of promoted modities 百货商厦同大卖场结合的经营模式，借助商厦带来不少客源。 另一家为 社区店性质，客单价较低，促销商品热销。 Disadvantages缺点： underground location makes one feel oppressed. Because of low quality of consignment,modities of HL and Apparel are of low quality and low priced 地下结构，略显压抑。 由于当初招商质量较低，导致百货（特别是服装）质低价廉。 MST 2020 COPYRIGHT R Survey Target Confirmation调研对象确定 Major survey target 主要调研对象 Minor survey Target 次要调研对象 丹尼斯中原店 世纪联华经三店 MST 2020 COPYRIGHT R Major Survey Target Dannis Zhongyuan Store 主调研对象－丹尼斯中原店 Environment周围环境： Many residence zones nearby but neighboring traditional western industry area 多居民小区，但紧邻西部传统工业区 Area面 积： 11,000－ 12,000sqm Display陈 列： Ordinary shelves。 of the best display locally普通货架陈列，标准是当地诸卖场中最好的 Opening time营业时间： 9:0021:00 Number of Cashiers收银台数量： 27 Customers flow客流情况： Few customer in ordinary time but lots in holidays平时与节假日客流相差较大 Transportation交 通： underground park and convenient transportation有地下停车场，附近交通便利 Recreation休闲美广： snack store Decos有快餐二线品牌 ‘ 德克士 ’ The first entering ZZ 首先进入郑州的卖场品牌 MST 2020 COPYRIGHT R Minor Survey Target Century Mart Jinsan Store次调研对象－世纪联华经三店 Environment周围环境： many residence zones of top grade nearby周围分布较多中高档居民小区 Area面 积： 10,000sqm Display陈 列： Imitating Carrefore。 serious repeated display模仿家乐福，重复陈列情况严重 Opening time营业时间： 8:3021:30 Number of Cashiers收银台数量： 44 Customers Flow客流情况： Most customers e from nearby residence zones主要客源为附近小区居民 Transportation交通： slightly located in North。 near buses。 many taxis available选址偏北，但有公交线路。 Taxi等候较多 Recreation休闲美广： McDonald’s有 麦当劳 MST 2020 COPYRIGHT R 目 录 Layout/Section信息 竞争对手信息 宏观信息 商品特征 商品比较结果 信息MST 2020 COPYRIGHT R 丹尼斯中原店 Layout MST 2020 COPYRIGHT R MST 2020 COPYRIGHT R Section Count of Dannis Zhongyuan StoreDry 丹尼斯中原店 Section数统计－ Dry MST 2020 COPYRIGHT R 丹尼斯中原店 Section数统计－ HD MST 2020 COPYRIGHT R 世纪联华经三店 Layout MST 2020 COPYRIGHT R 世纪联华经三店 Layout MST 2020 COPYRIGHT R 世纪联华经三店店 Section数统计－ Dry MST 2020 COPYRIGHT R 世纪联华经三店店 Section数统计－ HD MST 2020 COPYRIGHT R 目 录 Layout/Section信息 竞争对手信息 宏观信息 商品特征 商品比较结果 商品特征MST 2020 COPYRIGHT R The overview of modities in Dannis Zhongyuan Store 丹尼斯中原店商品概况 The overview of modities in Century Mart Jinsan Store 世纪联华经三店商品概况 rich assortment of brands高中低档品牌较全 good display商品陈列标准较高 promotion of HL D not attractive Hardline D商品促销力度对顾客无诱惑力 Price of Dry higher than that of LotusDry 商品价格普遍高于 Lotus modities and price can’t indicate local consuming trends商品选择和定价不能完全体现当地消费趋势 free medical treatment attractive to senior citizens 以免费治疗活动吸引大量中老年顾客，集聚不少人气 Disordered display because of lending shelves由于货架租赁原因，陈列标准很难控制，给人凌乱的感觉 rich assortment of brands and modities。 improper price fluctuation品牌和商品种类相对较全，但定价无法在合理区间内运行 hard to identify promoted modities。 even more than 6 items on one shelf很难区分促销商品，存在一个端架上六种以上商品的情况 good display of Fresh while not attractive to consumers生鲜部门标准较高，但似乎消费者对此不感兴趣 consignment on the ground floor obviously advantageous, of many brands底层联营优势明显，品牌较多 MST 2020 COPYRIGHT R Commodities’ features in ZZ market 郑州卖场商品特征 Dry A Most sauces and hot pot sauce brand from Sichuan, of strong flavor 火锅底料、调料品牌以四川为主，口味偏重 Local people prefer strong flavor, so sauces enjoy good sales, but evidently dark sauces surpass light sauces in quantity 当地人口味偏重，酱油等调料比较好销，但老抽酱油绝对多于生抽 Pickled vegetables of local brands are seldom and most e from other places such as Sichuan 酱菜当地品牌很少，主要来自四川等地 MST 2020 COPYRIGHT R Commodities’ features in ZZ market 郑州卖场商品特征 Dry A Iodic salt of only one brand 只有一个品牌的加碘盐 few sugar 食用糖很少 Mature vinegar from Shanxi and Hengshun from Zhenjiang are two main brands。 another two local brands are Shuangshou and Yuanxing 醋以山西陈醋、镇江恒顺为主，有两个当地品牌：双收、源星 No pickled seafood on sales无黄泥螺等海鲜腌制品出售 MST 2020 COPYRIGHT R Dry B Commodities of Health Beauty Aids are frequently displayed according to brands 洗化、护肤美容用品有按品牌陈列的习惯 Domestic renowned brands such as Pamp。 G and U。