《销品茂市场营销查调报告》由会员分享，可在线阅读，更多相关《销品茂市场营销查调报告（36页珍藏版）》请在金锄头文库上搜索。
1、销品茂市场群营销环境调查分析报告调查单位：武汉工程职业技术学院电商二班成员：张文露 张静 吕解男 伍佳 刘德辉指导老师：喻文雄2011/11/5shopping mall Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011
2、 Aspose Pty Ltd.Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.2、摘要33、引言4目 录5、附录4、报告正文61、序言1Evaluation only.Evaluatio
3、n only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0
4、.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.基本目的、结论 此次问卷调查从购物前：选择销品茂的原因 、来此的频率等；购物时：对销品茂的整体 和细节的两方面看法；购物后：自己的购物 行为，销品茂的售后服务等各个方面展开调 查，旨在了解消费者在销品茂的整套购物行 为。从而分析消费者对沃尔玛的看法，为下 一步对销品茂提出建议提供事实依据。 根据调查，消费者选择销品茂的主要原因是
5、 因为销品茂的商品丰富，其次是因为离家近 、方便。Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.Evaluation only.Evaluation only. Created with
6、 Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd. 一、调查背景 当今，武汉消费品市场繁荣稳定，商品流通 规模不断扩大，经济结构进一步优化，武汉商 贸业特别是大型商业的零售卖场都在致力于整 合人力、物力等资源，突出品牌经营优势，有 的引进地方品牌，有的引进国际和国内品牌。 如徐东
7、销品贸购物中心经营业态包括百货公司 、超市、专卖店、影院、餐饮、娱乐、书店等 ，其中超市即为国际超市巨头沃尔玛。Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.Evaluation onl
8、y.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.二、调查目的此次问卷调查从购物前：选择销品茂的原因 、来此的频率等；购物时：对销品茂的整体和细节 的两方面看法；购物后：自己的购物行为，销品茂 的售后服务等各个方面展开
9、调查，旨在了解消费者 在销品茂的整套购物行为。从而分析消费者对销品 茂的看法，为下一步对销品茂提出建议提供事实依 据。Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.Evaluation
10、only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.三、正文 1、调查对象根据调查目的，我们将调查对象定位于：有 过销品茂购物经历的消费者。 Evaluation only.Evaluation only. Cre
11、ated with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created wi
12、th Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.2、调查方法. 因为调查对象必须是有过在销品茂购物经历的消费者，对此 消费人群进行探索性的市场调查研究。因此我们采用的是在销 品茂超市门口进行拦截访问。设计样本总数为100人，按 110%的比例进行实际抽样，得到总样本量110个 同时，为了保证样本的科学性，我们每隔五人选取一人进行问 卷调查，以期获取得更为真实的数据及信息。 最后，本调查共实际完成1
13、10个访问量，通过对问卷加整理与 筛选，其中有效样本为102个。通过利用Excel进行数据的输 入与统计后， 我们采用频数分析和交叉分析两种主要的分析 法对所获得的数据进行全面的分析。Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 200
14、4-2011 Aspose Pty Ltd.Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.徐东Shopping mall简介 销品茂”是英文SHOPPING MALL的音译，直译为“购物
15、 林荫道”，是一个非常具有浪漫色彩的词汇。简单的理 解就是不同商业业态和业种的总汇和积聚，包含百货店 、大卖场以及众多专业连锁店和各种服务功能在内的超 级商业中心。 Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 As
16、pose Pty Ltd.Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.地理环境和交通 武汉销品茂位于武汉长江二桥南端武昌徐东路 与武青三干道交汇处的东南角，位于武汉市内环 线路上，占地59013平方米。其东领徐东路、北 靠武青三干道，是武汉市政府花大力气开展的城 市“亮绿美”工程和山水园林城市建设的重要组成 部分。 Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Cr
