What are the market operation processes?

Help you find a market operation process of commercial street. In fact, different industries will have different market operation processes.

Commercial street refers to a large number of retail stores concentrated in one area, forming a strip-shaped enterprise group with a certain scale and regularity. Commercial street has the function of commodity circulation (collection, planning and adjustment); Communication business functions (purchase, consumption, industry); Provide shopping environment functions (service environment, store impression environment) and after-sales service functions. Commercial streets occupy a certain area of the city. Almost all traditional commercial streets are in the geometric center of the city, such as Heping Road Commercial Street in Tianjin. Modern commercial streets are concentrated in places with the best urban traffic conditions, such as Chengxin Gate Commercial Street in Huairou District, Beijing, which is neither the geometric center of the county nor a densely populated area, but convenient by road and rail. The flowing passenger flow has brought prosperity to the commercial street and occupied a certain area in urban planning.

First, the mode planning of commercial street setting.

There are many modes of commercial street. According to the basic differences of commercial facilities, two main modes are provided. Commercial facilities are basically divided into sales shops, restaurants, service shops and entertainment shops.

First, the setting mode of circular commercial street.

Second, the setting mode of strip commercial street.

Second, the commercial street industry composition scale table

Regional commercial street, adjacent commercial street

Shopping frequency is medium and high.

The main body of the structure is clothing, department stores and large-scale vegetable markets, and the rest are scattered, with strong purpose and selectivity. "Two small clothes" and "one dress" are concentrated and the rest are scattered.

Covers clothing, daily necessities, stationery, cosmetics, non-staple food, catering non-staple food, vegetables, food, daily necessities, daily hardware and comprehensive services.

Type, structure, specialty and compound.

Third, the present situation and future of commercial street

After China's entry into WTO, foreign commercial capital will undoubtedly flood into China market. With the acceleration of China's tax reform, it is bound to break the shackles of regional and industry boundaries and realize the reorganization of commercial assets.

Basic points of commercial street planning and layout. Commercial street refers to a commodity trading place where many shops of different sizes and categories are regularly arranged and combined. Its existing forms are divided into strip-shaped commercial streets and circular group-shaped commercial streets. The basic points of standardized commercial street layout include the following five aspects.

1, business card of commercial street

Commercial streets, which are composed of many shops, restaurants and service shops and arranged regularly according to a certain structural proportion, abound all over the world, such as Mexican Insurgents Street, Broadway Avenue in new york and Sablock Avenue in Montreal. "Xiguan Commercial Corridor", Kaifeng Song Cheng Royal Street, Huangshan Tunxi Old Street, Beijing Liulichang Cultural Street, Harbin Central Street.

Large shopping centers were born in the suburbs of the city. It is a commercial street where many shops, restaurants and clothing stores are regularly arranged in a straight line or ring in proportion in one or several large buildings. Shopping centers and business circles have strict boundaries and principles. Commercial street is not a shopping center, a business district, a business district or a business community, but a place where many shops of different sizes and categories are regularly arranged and combined.

2. Types of commercial streets

Commercial streets can be divided into large commercial streets according to different scales, and the length of large commercial streets is orderly distributed on the basis of the standard of 1000 meters. The longest pedestrian street in China is Jianghan Road Commercial Street in Wuhan, with a total length of 12 10 meter. It can also be divided into medium-sized commercial streets and small commercial streets, such as Huaqiang North Road Commercial Street in Shenzhen and Dashilan Pocket Commercial Street in Beijing, which is 275 meters.

Commercial streets can be divided into comprehensive commercial streets and professional commercial streets according to their functions. The former, such as Xidan Commercial Street in Beijing, Zhongxin Road Commercial Street in Urumqi and Qingnian Road Commercial Street in Kunming, has a total length of about 1.600 meters from north to south. The latter are Sicai Street, Jiankang Road, Hangzhou, Rongcheng Food Street, Fujian and Sanlitun Bar Street, Beijing.

According to different grades, commercial streets can be divided into municipal commercial streets, high-grade commercial streets and small commercial streets. The former such as Harbin Central Street and Tianjin Heping Road Commercial Street; The latter such as Tianjin binjiang road Commercial Street, Beijing Di 'anmen Commercial Street, Fangzhuang District Catering Street, etc.

In addition, according to the nature, it can also be divided into commercial street and service street, such as Zhongguancun Electronic Street and Beijing Financial Street in the east of Beijing West Second Ring Road.

At present, the tertiary industry accounts for 50%-80% of the employed population in modern big cities with developed world economy. For example, the tertiary industry accounts for 88.8% of the population in new york, 78.3% in Hongkong, 76.3% in Tokyo and 65.6% in Singapore. 49.6% in Beijing, 47. 1% in Guangzhou and 38% in Shanghai, all below 50%. The national average employment ratio of the tertiary industry is 26.4%. Business district is the core industry in the tertiary industry. No matter what kind of commercial street, it is one of the representatives of a city's image and the most obvious concern of a city's economy.

3. Commercial street style

The style of commercial street refers to the overall style and image of commercial street. Through its own series of activities and long-term operation, it has left a reputation, impression and perfection to the society.

First of all, commercial streets should retain a unified architectural style.

Secondly, the commercial street should highlight the software management style of personality concept. Xidan Commercial Street in Beijing, since Xidan Shopping Mall put forward the management policy of "Mid-range brand, mass service" in 198 1, among the passenger flow of Xidan Commercial Street, the local population in Beijing accounts for 74%, and the foreign population only accounts for 26%. Beijing Xiushui Clothing Street, the management committee of this street has formulated a set of management and service terms with conceptual characteristics, making it an enduring characteristic commercial street in Beijing.

4. Positioning of Commercial Street

The orientation of commercial streets is the premise of the existence and development of all kinds of commercial streets. At the moment when all large and medium-sized cities are building commercial streets, according to the four positioning standards of regulating commercial streets, such as quantity standard, humanistic environment, geographical proportion and plasticity, this paper analyzes single commercial streets, finds out a law of functional positioning of urban commercial streets, and then designs the overall framework of urban commercial development.

First of all, the commercial street should determine its own position according to the basic function and urban function of the city. Qianmen Dashilan Commercial Street is the epitome of this international metropolis with profound cultural heritage. First, Dashilan Commercial Street has a complete format and a wide variety of goods. Second, there are many old shops with strong historical and cultural colors. Third, the number of customers is special, and shoppers are mainly composed of shopping, leisure, observation and entertainment. Therefore, it is reasonable for Dashilan Commercial Street to be located in the integration of "commerce, culture and tourism".

Secondly, the commercial street should determine its own position according to the short-term and medium-and long-term economic development trends of the city or different areas of the city.

5. Commercial street entrance

The emergence and development of any commercial circulation form has the problem of whether the time to enter the market is appropriate. The entry of commercial streets, that is, the entry point of the market, mostly chooses to implement the strategy of entering the market on the premise that the regional economy is in the rising stage and the macroeconomic environment is complete. In a word, the pre-planning and layout of commercial street should complete five topics: self-name card, type, style, positioning and timing, and realize scientific and standardized commercial street operation. In today's market economy, the motivation that dominates people's shopping behavior is not simply the pursuit of business volume, but the requirements of adapting to the market environment of personalized consumption, emotional consumption, fashion consumption, mass consumption and comparison consumption, as well as the analysis of many environmental factors when designing commercial streets.

1, traffic factors are the premise of determining the commercial street industry. Commercial streets are usually chosen in the geometric center or economic center of a city, and cannot be chosen outside the city like shopping centers, which brings a very difficult problem in the design of commercial streets-traffic environment. The formation of China cities can be roughly divided into three types. First, due to historical, political, military and other reasons, cities first followed by cities, and gradually evolved into the whole picture of today's cities. Second, cities developed along rivers, lakes and seas according to natural geographical conditions, where population concentration precedes commercial development, and traffic conditions are far from meeting the requirements of modern market economy. Third, the development and construction of modern new cities, such as Baotou, Taiyuan and Dukou. Large comprehensive commercial street should plan and design the main traffic network in advance. Small and medium-sized commercial streets can adopt the plane interactive traffic network design without owner traffic network. No matter how bad the conditions are, we must also have the conditions of traffic diversion network with one side and two ends. Most commercial streets in China are built by the market, that is, the market is naturally formed, and the government uses the market atmosphere to build roads, thus perfecting the market and forming commercial streets. Commercial street is a street that borrows the city, not a street that borrows shops. Because the business circle of a store is much lower than that of a commercial street, such as the catering street in Neigui Street, Dongzhimen, Beijing, which is composed of 223 restaurants with different flavors, genres and sizes in an orderly arrangement and combination in the area of 1500 meters long, a store can't do it. There is also a parking lot problem, which is directly related to the passenger flow and speed of commercial streets. There are 10000 free parking spaces on the pedestrian street of South Coast Plaza in California, USA. The main pedestrian street in Santa Ana is PCACE 17 Street, with a construction area of 60,000 square meters of commercial facilities and a parking lot that can accommodate 4,000 cars. There are 6 motor vehicle parking lots in Wangfujing Commercial Street in Beijing, which can accommodate 1025 motor vehicles.

2. Municipal factors are the basis for the existence of commercial streets. Most commercial streets in big cities in China are located in the geometric center of the city, such as Heping Road Commercial Street in Tianjin, Nanjing Road Commercial Street in Shanghai, Yingze Street in Taiyuan and Chunxi Road in Chengdu. After the renovation, the average width of Wangfujing Commercial Street in Beijing is 12m, and the limited width is 2 1m, all of which realize barrier-free pavement design, plus 5 1 independent seats, 12 arc seats and 7 kinds of lighting. 1668 nozzle, two sets of music fountains without fences, 28 sketches and various flowerpots, flower beds, floats and buckets.

3. Population is the driving force of commercial street development. Commercial streets are different from supermarkets. Supermarket serves the permanent population in the community, and its flow and purchasing power are in a balanced state. However, the change of traffic flow in commercial streets is indeed related to the floating population. For example, in three commercial streets in Beijing, the proportion of floating population in traffic flow is 60% in Wangfujing Street, 26% in Xidan North Street and 65% in Qianmen Street. From this point of view, the design of commercial street should first accurately calculate the passenger flow and passenger flow width of commercial street. In addition, the development of modern commercial streets depends on the investment of consumers' purchasing power and the psychological change trend of consumers. Especially as the window of the city, the commercial street should show its position and function in the overall pattern of the city. Modern people, especially young people, yearn for advanced consumption, pursue fashion consumption, flaunt individual consumption and emphasize emotional consumption, which are the key points of urban commercial street design.

4. Human factors are the guarantee for the existence of commercial streets. Commercial cultural characteristics are not only the business objectives pursued by merchants, but also the focus of future commercial street design. With the development of productive forces and the passage of time, the influence of humanistic factors on commercial streets will become more and more obvious. Beijing Dashilan Commercial Street still exists in Kyoto after 580 years of historical impact, and its driving force lies in the support of Beijing commercial culture. Guangzhou Xiguan Commercial Street, with a history of 380 years, fully demonstrates the cultural characteristics of Lingnan and the cultural atmosphere of communication with foreigners. The contradiction in style and style between the sculpture of "Xiangzi pulling a rickshaw" and the sculpture of "Huoshu Yin Hua" in Wangfujing Commercial Street in Beijing reflects the collision and integration of oriental culture and world culture in the modern business environment. Song Cheng Street in Kaifeng is famous for its ancient commercial culture in the capital Tokyo. Dai Yan Xie Jie Commercial Street adjacent to Shichahai is a typical Jingweier Commercial Street.

Perfect objective environment is the key point to promote the prosperity and development of urban commercial streets, and it is also the highlight of future urban development.

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