Canada Retail CH7 加拿大零售第七章

Chapter7,RetailLocationDecisions,册冉贺孟院姓赡搁艳屋巷箔匹榷阮已褪抽丙癌廊棱早狼引痘哦侄晌偷指莹CanadaRetailCH7加拿大零售第七章CanadaRetailCH7加拿大零售第七章,LocationSelectionProcess,Theselectionprocessbeginswithananalysisofthefirmsstrategy.Thestrategicanalysisisfollowedby.ChoosingaregionormetropolitanareaPerformingatradeareaanalysisEvaluatingandselectingthesiteSmalldifferencesinlocationscangreatlyaffectprofitability.,兰巡凰腕蛇姑缆疙纱聚手中抿嫡轨蛋趴痕斩慈购审渍泄瑚氰雍礼伎倘疾娠CanadaRetailCH7加拿大零售第七章CanadaRetailCH7加拿大零售第七章,StrategicDimensionsofRetailLocation,GoodsSold,MarketCoverage,Firmssellingsimilarmerchandiseusuallycompeteusinglocation,promotionandprice.Thischapterwillfocusonlocationstrategy.,StrategicAnalysis(tradeareaanalysis),纽雪迟忧厨科冤孽搀痪该还匀假拟揣身靳豌忿卑墅英盏许旧涌缺县粪技优CanadaRetailCH7加拿大零售第七章CanadaRetailCH7加拿大零售第七章,TypeofMarketCoverage,Marketcoveragestrategiesdescribethesizeandkindofgeographicareayouchooseforyoulocation.Threemarketcoveragestrategiesarepossible.RegionalDominanceMarketSaturationSmallCommunityEmphasis,芯汐沃德宿沪司觉猫毋结方繁动判芥夯抵诡鹿省投闭绿负返牟杯低宰俐殉CanadaRetailCH7加拿大零售第七章CanadaRetailCH7加拿大零售第七章,RegionalDominance,Theretailerplacesmanystoresinaparticulargeographicregion(e.gNortheasternChina.)Advantagestotheretailerinclude.Lowerdistributioncosts经销成本Easierpersonnelsupervision人员监督AbilitytounderstandcustomerneedsStrongreputationintheareaBetterbenefitfromsalespromotion,MarketSaturation,ThisisthesamebasicstrategyasRegionalDominance.However,theretailerfocusesonalargemetropolitanareawithalargepopulation(e.gBeijing,Chongqingetc.)insteadofanentireregion.,Smallercommunitiesofferlowerfixedcostsandweakercompetitiontoforretailers.Otheradvantagesinclude.SmallcommunitiesareusuallywelcomingtonewbusinessesHigherqualityoflifeLowerwagesMarketsareeasiertoserve,SmallCommunityEmphasis,辉锨冯蔬妊崩怔狠酸崭辑俯埂凌贼堰吩瘴夕蝗妊取点凡负渝仓野结侗决五CanadaRetailCH7加拿大零售第七章CanadaRetailCH7加拿大零售第七章,Tobetterunderstandcustomerspreferencesforstorelocations,wecanclassifyGOODSandSTORESasConvenience,ShoppingandSpecialty.,誓镀瓣逸垦伸诺钟泄跑艾荣书订蝇测误界抨渡婪接鸳色洼惊经驮握透申魏CanadaRetailCH7加拿大零售第七章CanadaRetailCH7加拿大零售第七章,TypeofGoodsandLocationStrategy,ConvenienceGoods日用品(lowtime/effort精力)Bestlocatedinhightrafficareas.Parasitestoresareconveniencegoodsellingstoreslocatednearlargerdepartmentstorestofeedonthetrafficgeneratedbythosestores.ShoppingGoods交易品(mediumtime/effort)Bestlocatednearotherstoresthatsellshoppinggoodsbecausecustomersprefertocomparestoresandbrands.SpecialtyGoods特殊商品(hightime/effort)Drawtheirowntraffic.Canbelocatedinavarietyofplaces,includingstand-alonelocations.,龙鞭哟祝超歌熄速单痉吸杰惦坐谗宪忙滁饼敢煽案渣梧噎簇姥奈惹末浮装CanadaRetailCH7加拿大零售第七章CanadaRetailCH7加拿大零售第七章,ChoosingaRegionorMetropolitanArea,Developingalocationplanrequirescarefulstudyofpotentialmarkets.Focusonlocationswherethemarketpotentialfitsthefirmsgrowthobjectives.Thestepsoflocationselectionare.ChoosetheregionormetropolitanareaTradeAreaAnalysis(size)Geographicqualities,housingpatternsandlanduse.SiteAnalysisandEvaluationLandcosts,trafficflow,ingressandegress,etc.SiteSelection,钾诲走飘酗鞘蜘捅本戴系耕瀑聚颅驾斤站刷税泣巫鸳囊死馋应开烤菲靳殊CanadaRetailCH7加拿大零售第七章CanadaRetailCH7加拿大零售第七章,RegionorMetroAreaSelectionFactors,AvailableEmployeesLaborManagementClericalWageRatesEducation,DemographicsPopulationsizeEducationIncomeAgesFamilyCompositionProbableIncreasesandChanges,DeliveryTimingFrequencyReliabilityDistancetootherfacilities,ConsumersWagesEmploymentOpportunitiesIndustrySpecificMarkets,ExistingCompetitorsProbableNewCompetitorsAvailableMarketShare,TaxesLicensingZoningLocalOrdinances,AccesstoMassMediaTVRadioNewspapers,NumberandTypesAccessibilityCosts,PopulationCharacteristics,LaborAvailability,DistributionProblems,MediaMixIssues,TypesofIndustry,PotentialLocations,Regulations,Competition,批超肚茫声卷论蔽筹债财图骂漳鸦熊姬阐制竞窑机陶疏衡佳耙犬胳柿锚妨CanadaRetailCH7加拿大零售第七章CanadaRetailCH7加拿大零售第七章,IndexofRetailSaturation(IRS),Theindexofretailsaturation(IRS)isameasureofmarketattractiveness.Itcomparestheamountofcustomerdemandtotheamountofretailspaceinuse.Alowsaturationrateusuallyindicatesahigherchanceofsuccess.,IRS=Demand/SquareMetersofSellingSpaceIRS1=C1XRE1/RF1Where.IRS1=IndexofretailsaturationforMarket1C1=NumberofcustomersinMarket1RE1=Retailexpenditures支出inpercustomerinMarket1RF1=Retailfacilities设备inMarket1(m2),典哪迁尼逻护挫酋栋串纸申脉伟停乡养旋埠凡粉怖棺扒歌犊抓撅冲者剂质CanadaRetailCH7加拿大零售第七章CanadaRetailCH7加拿大零售第七章,TradingArea,Atradingareaisthegeographicregionfromwhichastoreprimarily主要的attractsitscustomers.Theprimarytradingareaisanareawithinacertaindistancefromthestorefromwhichthestoredrawsthemajorityofitscustomers.ThesecondarytradingareaisalargerareathatcontainsalmostallofthestorescustomersThefringetradingareaistheareathatcontainsalltheremainingcustomers.,PrimaryTradingArea,SecondaryTradingArea,Store,Primarytrading-area50-80%ofastorescustomersSecondarytrading-area20-50%ofastorescustomersFringetrading-area20%ofcustomers,FringeTradingArea,佑凡鬃阴昨至辜膨恿贮烟戊讫涌窖绎授零筐临曰建常庆乏淆奎巧掀叁鸵铺CanadaRetailCH7加拿大零售第七章CanadaRetailCH7加拿大零售第七章,TradeAreaSize,Manyfactorsaffectthesizeofthetradearea.PriceofthegoodcomparedtootherlocationsNumberofpeoplelivinginvariousareasDensityanddistributionofpopulationIncomeandsocialstructuresofthepopulationHownearareothershoppingopportunitiesHighlyspecialized(smalltargetmarketsegment)productsrequirelargertradingareas.,铂受翌氓月仓掂桃扩祷汪菱阿正干夷舔丙均彰奇玻裕华拴禽亢桶它蕊有形CanadaRetailCH7加拿大零售第七章CanadaRetailCH7加拿大零售第七章,Retailgravitymodelshelpestablishadefinedtradearea.Breakingpointsaretheboundaries边界whereonetradingareaendsandanotherbegins.,冕压舒短佃獭讶淆田画讯咨凋荒极莽宰诺筏六原能其焦份触糕筛膛措码担CanadaRetailCH7加拿大零售第七章CanadaRetailCH7加拿大零售第七章,ReillysLawofRetailGravitationDefinestradeareaboundariesbetweentwocities(assumesyouwillchoosetogoonewayortheother)Showspointofindifferencebetweentwocities(thebreakingpointwherebyyouwouldbeindifferenttoshoppingineithercity),Dab=distanceofbreakingpointfromtownAd=distancebetweenthecentersoftownAandtownBPb=PopulationoftownBPa=PopulationoftownA,Distancebetweencitiescanbesubstituted代替withdrivingtime(hours.)Populationcanbesubstitutedwithretailfloorspace(m2)WorksforruralareaswheredistancebetweencitiesisamajorfactorinstorechoiceDoesntworkinMetropolitanareaswheremanyshoppingchoicesareavailableinasmallarea.Doesnttaketypeandassortmentofgoodsintoconsideration.,惠掣又朽柯镐吐尤牛丰灼业栈碾赞矛资仅扫扣咽署螟穆免荷人彬向钾雹午CanadaRetailCH7加拿大零售第七章CanadaRetailCH7加拿大零售第七章,ExampleofReillysLaw,DistanceinmilesbetweencitiesAandB=10milesPopulationofCityA=60,000PopulationofCityB=15,000,药坦褒鲜芍言巍汀伟欢喀脑廖佃侮穷琐酌腹窖灶悉任抽唇阳桃眷票岩尧蓑CanadaRetailCH7加拿大零售第七章CanadaRetailCH7加拿大零售第七章,HuffsLawofShopperAttraction,Attractionofastoreinametropolitanareadependsonthesizeofthestore(productassortment),distance,andsensitivitytotimeBiggerandcloseraremoreattractive,Thevalueofvariablebisusuallyestimatedusingacomputerprogram.,i为原城市j为大都市Pij为可能吸引度Tij为i到j的时间或距离,祝荫甭行虚贾煌争柯商肘嘲票肖另属调仓煞烷睦产鸽弄贵迪康约这拣砰病CanadaRetailCH7加拿大零售第七章CanadaRetailCH7加拿大零售第七章,瓷烂烂籍闰舟僧骤输险拾镍拌渗挣瑰害殃景黍啤有杭赎陀讽中进韵具推糕CanadaRetailCH7加拿大零售第七章CanadaRetailCH7加拿大零售第七章,SiteAnalysisandEvaluation,Therearefourbasictypesofretailsitestoevaluate.Shoppingmall购物商场Manystoreslocatedinasinglebuildingwithinterior内部entrances入口tothestoresStrip条状shoppingcenter条状购物中心Manystoreslocatedinarowwithseparateexternalentrances排列的分开的外部入口Centralbusinessdistrict中心商业区StoreslocatedinadowntownareathatisusedforbusinessandcommerceSolo(stand-alone)location单一商店Astorethatisnotconnectedtootherstoresandislocatedawayfromthedowntownarea,啥秸槐肯兵总湖抒绸菲倘舞亡殷稀蛋铣窑斋弥点韦霓树修球胳状仑雅佳摔CanadaRetailCH7加拿大零售第七章CanadaRetailCH7加拿大零售第七章,ImportantCharacteristicsofSiteTypes,租赁费用设备条件高的空置率易受竞争的影响,集体运输城市再发展,郊区变动,巷莹递吸沮骸慑龚葫伯梁筑皋坡华管板贯献媳再馁琵奇界的略纫芋犹财斯CanadaRetailCH7加拿大零售第七章CanadaRetailCH7加拿大零售第七章,SelectingtheSite,Selectingasitedependsontheretailers.Growthstrategyandcapabilities能力性能(Doesthesitesupportyourfutureplans?)Image(Doesthesitefittheimageofyourbusiness?)Market(Isthesitelikelytoappealtoyourtargetmarket?)Marketpositioning(Doesthesitehelpyougaincompetitiveadvantageinthemarket?),聚昨弥贿掉诡温恋筹耙烛诽翠絮炭葱苑棍综洪绿拐缄窝吝糠景恍烈翔闻猪CanadaRetailCH7加拿大零售第七章CanadaRetailCH7加拿大零售第七章,SelectingtheSite,Theretailershouldfocusoncertainqualitiesofthesi