《商务导论》论文范本.doc

西 南 财 经 大 学 天 府 学 院TIAN FU COLLEGE OF SOUTHWEST UNIVERSITY OF FINANCE AND ECONOMICS项目管理Program management题 目The Marketing Plan Of Body Shop小 组第一小组成 员 陈秋仿40900532 胡敏 40901231 张宇40901341 王黎玲40900934 指 导 教 师 李俊松 定 稿 时 间 2011年11月30日 ReferenceContent1Marketing research of skin cares in ShangHai31.1the customers consumption cognition of skin cares in ShangHai52Business circle analysis73The analysis of Nine business circles passenger volume and traffic volume83.1passenger volume83.2traffic volume94the current situation analysis of Nanjing Road business circle and HuaiHai Road business circlessurroundings.114.1The main shopping malls particular situation in Nanjing Road business circle114.2The main shopping malls particular situation in uaiHai Road business circles125Mainly competitor analysis of Project area135.1management location135.2management products135.3management135.4enement condition135.5service characteristic135.6management scale1415Location strategy of Body Shop1 Marketing research of skin cares in ShangHaiAccording to investigation, The areas including the North China represented by Beijing、The East china represented by Shanghai and the South China represented by Guangzhou is the most important Consumption areas of skin care, while among these areas, the East Chinas consumption share is the largest.In some degrees, comparing with other areas, Skin care users of the East China pay more attention to skin cares. According to the data of Baidu, 31.79% Skin care users come from the East China-10% more than the South China, at the same time 14.2% more than the North China.Graph 1 distribution of skin care consumptionThe data come from Baidu data center in March of 2010According to meticulous survey data which shows that ShangHai is the most suitable development place for our body shop among these three places.Graph 2 Netizens distribution Skin CareGraph 3 Brand preference1.1 The customers consumption cognition of skin cares in ShangHai According to the investigation questionnaire, we know that customers cognition is different because of the difference of age. Customers from 18 to 35 use skin cares in different grades. Graph 4 Different ages awareness of Skin Care consumers in ShangHai regard the quality of commodities as the chief requirement, and then is the efficacy, next is the price.Graph 5 The main selection factors The skin cares expenses in ShangHai are affected by residents income.Among them, people from 26 to 35 are the main proportion of consumers month expenses, they purchase the skin cares mainly from 50 to 200 yuan.While the proportion from 50 to 100 is 34%, and the proportion from 100 to 200 is 33%. Generally speaking, consumers think that good brand is equal to good quality, furthermore, they accept the famous brands at home and abroad, which illustrates consumers maturity. But still, there are quite a number of consumers have no cognition of brand commodities.2 Business circle analysisThe current already ripe business circle has nine, they are: the nanjing west road business circle、Xujiahui business district、huaihaibusiness district、Lujiazui business circle、nanjing west road business circle、HongQiao business circle、Wujiaochang business circle、 Zhongsan park business circle、Sichuan north road. Nanjing road commercial street is the most representative pedestrian street of china, is a landmark commercial street in Shanghai. Nanjing road is a new high-end business center,its represented by the MeiLong square 、HengLong square、ZhongXinTaiFu square , It is a high-grade luxury business Windows of Shanghai and it forms a business office, leisure and fashion, brand shopping centre, Here to potter jia hotel, kerry center, Shanghai exhibition center as the core, form business office, exhibition, hotel service area.Main marketplace has Shanghai jinying international shopping center has become Shanghai and even the whole Chinas most representative and the international fashion sense of high-grade commercial center The peoples square business circle is located the Shanghai political culture center，it is an important commercial leisure culture center. The north is municipal building, the northwestern corner is Shanghai grand theater, all kinds of top performance center.at the the northeast of peoples square , It is the collection of metro line 1, 2 8 of peoples square subway station. The southeast is the Hong Kong boutique and beauty shopping centers street , The Shanghai museum is in the peoples square to the south central.Main marketplace has laifushi square,its the most important and the fashion leisure food shopping center. And there is a few Underground mall Huaihai road commercial street is located in the center of Shanghai, is one of the most prospe The peoples square business circle rous business district, is the Shanghai traditional high-end commercial street, white-collar workers likes walk around the shopping fashion street very much. huaihai road is famous for Elegant romance, it becomes a sweet shopping paradise for woman.There has so many Famous shops: Shanghai international shopping center、Shanghai second yongxin store Co., LTD、Shanghai Hong Kong publishing Co., LTD、New hualian department store Huaihai road Commercial circle shopping mall have Pacific department store、Baisheng shopping center、Shanghai times square、Isetan department store、Oriental beauty Sally、New hualian departmen、New hualian department.The huaihai road is famous with female goods. Xujiahui commercial circle like huaihai road becomes of a younger fashion center, the place which Shanghai white-collar like very much. Main marketplace has Pacific department store、Huijing department store and so on The new Shanghai commercial center business district,its the pudong area business center, is also the emerging business center of Shanghai , the Representative marketplace has the first BaBaiBan, zhengda square , huarun square3 The analysis of Nine business circles passenger volume and traffic volume3.1 Passenger volumeTable 1 passenger volume timeNanjing Northroad commercial streetThe peoples square business circleHuaihai Northroad commercial streetNew world commercial streetYuyuan commercial circleThe new Shanghaicommercial center business districtSiChuan Northcommercial circleLujiazui commercial circleXujiahui commercial circle8：408：50123801426617498847710110：1010：20114941217811678966911213：1013：2010575132103106686410310315：1015：2019194156124891051019910817：1017：20165102184130140124110105110total 698445735501625473455453534According to the calculation,we can see that passenger flow volume footfall in ten minutes is 4919 in nine business circles,and relatively,from 3 p.m. to 6p.m.,the passenger flow volume footfall of Huaihai road and Nanjing road are the biggest.3.2 Traffic volumeTable 2 traffic volume时 间Nanjing Northroad commercial streetThe peoples square business circleHuaihai Northroad commercial streetNew world commercial streetYuyuan commercial circleThe new Shanghaicommercial center business districtLujiazui commercial circleLujiazui commercial circleXujiahui commercial circle8：408：5024014625611614215614516217410：1010：2019313627712413614217816312613：1013：2018812820118411413818918418415：1015：2011019116019612619015614218017：1017：20228128238201146160134180170total 9597291132821664786802831834Illustration:above survey time is 50 minutes,according to the calculation,we know that the traffic flow is 7558 the whole day, while the traffic flow of NanJing road and HuaiHai road are the biggest.Graph 6 Street graph of huaihai roadGraph 7 Street graph of Nanjing Road Through the survey ,we can make a conclusion that Shanghai residents rather pay attention to shopping surroundings when they choose the skin care places. As a result , they are partial to the large shopping mall and exclusive shop, while the large shopping malls and exclusive shops in Nanjing Road and HuaiHai Road are the most and the biggest ,these shopping malls and exclusive shops are called the heaven of shopping for ladies. Above all, we choose Nanjing Road business circle and HuaiHai Road business circle as our development business circle.4 the current situation analysis of Nanjing Road business circle and HuaiHai Road business circlessurroundings.4.1 The main shopping malls particular situation in Nanjing Road business circle 商场项目Shanghai Land marketBailian Shimao international plazaShanghai no.1 Department StoreNovel Department StoreShanghai jinying international shopping center同类品牌名称巴黎欧莱雅、雅思兰黛、倩碧、兰蔻、相宜本草、玉兰油、露得清、妮维雅、旁氏、佰草集、强生婴儿、资生堂巴黎欧莱雅、雅思兰黛、倩碧、兰蔻、相宜本草、玉兰油、露得清、妮维雅、旁氏佰草集、强生婴儿、资生堂巴黎欧莱雅、雅思兰黛、倩碧、兰蔻、相宜本草、玉兰油、露得清、妮维雅、旁氏佰草集、强生婴儿、资生堂巴黎欧莱雅、雅思兰黛、倩碧、兰蔻、相宜本草、玉兰油、露得清、妮维雅、旁氏佰草集、强生婴儿、资生堂巴黎欧莱雅、雅思兰黛、倩碧、兰蔻、相宜本草、玉兰油、露得清、妮维雅、旁氏佰草集、强生婴儿、资生堂主要竞争对手巴黎欧莱雅、雅思兰黛、相宜本草、玉兰油、妮维雅、旁氏、资生堂巴黎欧莱雅、雅思兰黛、相宜本草、玉兰油、妮维雅、旁氏、资生堂巴黎欧莱雅、雅思兰黛、相宜本草、玉兰油、妮维雅、旁氏、资生堂巴黎欧莱雅、雅思兰黛、相宜本草、玉兰油、妮维雅、旁氏、资生堂巴黎欧莱雅、雅思兰黛、相宜本草、玉兰油、妮维雅、旁氏、资生堂护肤品总营业额（年）5000万5600万4230万4800万3810万4200万3940万4523万5641万6000万专柜租金100元/天/m86元/天/m80元/天/m75元/天/m110元/天/m预租店铺面积10m-15 m10m-15 m10m-15 m10m-15 m10m-15 m店铺总租金36500-547500313900-470850292000-438000273750-410625401500-602250以上几大商城的进场费、管理费、押金基本相同4.2 The main shopping malls particular situation in uaiHai Road business circles 商场项目百盛巴黎春天太平洋百货东方商厦华联商厦淮海中路段店同类品牌名称巴黎欧莱雅、雅思兰黛、倩碧、兰蔻、相宜本草、玉兰油、露得清、妮维雅、旁氏、佰草集、强生婴儿、资生堂巴黎欧莱雅、雅思兰黛、倩碧、兰蔻、相宜本草、玉兰油、露得清、妮维雅、旁氏佰草集、强生婴儿、资生堂巴黎欧莱雅、雅思兰黛、倩碧、兰蔻、相宜本草、玉兰油、露得清、妮维雅、旁氏佰草集、强生婴儿、资生堂巴黎欧莱雅、雅思兰黛、倩碧、兰蔻、相宜本草、玉兰油、露得清、妮维雅、旁氏佰草集、强生婴儿、资生堂巴黎欧莱雅、雅思兰黛、倩碧、兰蔻、相宜本草、玉兰油、露得清、妮维雅、旁氏佰草集、强生婴儿、资生堂主要竞争对手巴黎欧莱雅、雅思兰黛、相宜本草、玉兰油、妮维雅、旁氏、资生堂巴黎欧莱雅、雅思兰黛、相宜本草、玉兰油、妮维雅、旁氏、资生堂巴黎欧莱雅、雅思兰黛、相宜本草、玉兰油、妮维雅、旁氏、资生堂巴黎欧莱雅、雅思兰黛、相宜本草、玉兰油、妮维雅、旁氏、资生堂巴黎欧莱雅、雅思兰黛、相宜本草、玉兰油、妮维雅、旁氏、资生堂护肤品总营业额（年）6213万6562万4611万4926万4741万5101万5164万5421万6014万6236万专柜租金110元/天/m92元/天/m86元/天/m86元/天/m105元/天/m预租店铺面积10m-15 m10m-15 m10m-15 m10m-15 m10m-15 m店铺总租金36500-547500313900-470850292000-438000273750-410625401500-602250以上几大商城的进场费、管理费、押金基本相同5 Mainly competitor analysis of Project areaThe project region havent formed the deep business atmosphere in a mass.The business state is scattered; at the same time ,the skin cares in the market and department store are sold in a low level. When the project is in motion an do the business , their area competitor is mainly the Europe-Asia business mansion , specific analysis is below : 5.1 Management location Urope-Asia business mansion is in middle-low grade ,satisfying the nearby residents daily life needs , its exposure range is quite small , and there are some differeces with management location 5.2 Management products Skin cares management products are quite few and single ,mainly there are：小护士mini nurse、大宝da bao、丁家宜tjoy、李医生doctor li、北京同仁堂beijing T ong ren store、韩国束氏、雅芳AVON、美宝莲maybelline、强生、johnson索芙特soft and so on.We choose skin care product as the Main commodity.5.3 ManagementThe shopping malls are managed centralizedly, and have their own Shoppe.5.4 Enement condition The shopping malls tenement facility is completed perfectly , which provides cent