连锁专卖店的店址选择策略 (3).docxVIP

PAGE II 连锁专卖店的店址选择策略 摘要 在人们品牌意识越来越强烈、知名品牌不断涌现的今天，国外著名品牌连锁专卖店纷纷登陆我国市场，使我国零伟行业的市场竞争旱现出前所未有的激烈状况，而中国连锁专卖店企业在选址方面却还没有完全觉醒，仅靠感觉和直观跑马圈地式的开店，这使中国连锁专卖店企业感受到前所未有的压力和挑战。 连锁经营是我国当前发展经济，培育新的经济增长点的战略选择，是商业企业寻求规模效益、构筑21世纪大商业、大贸易持续发展战略的必由之路。我国连锁商业在取得巨大成绩的同时，也有许多企业由于经营不善而倒闭。这里固然有很多原因，其中一个重要的原因是门店拓展中选址不当，导致门店经营业绩达不到预期目标。 在西方有观点认为，零售业成功的关键选，可以说零售业是“地点位置产业”。有资料表明国外零售商在开设新店之前，会花一年左右时间进行立地调查，其重视程度和严谨性可见一般。而我国有不少连锁专卖店在门店开设过程中仅作一些笼统的可行性分析，不作详细的立项调查，简单的模仿国外企业的做法，使得新开门店的地址不甚理想，直接影响了门店的经营效益和正常运行。本文从连锁专卖店店址应具备的条件、具体店址分析、店址选择策略三方而进行沦述，以期能为我国连锁专卖店企业店址选择提供可借鉴的依据。 关键词：连锁专卖店，店址选择，策略分析 Abstract The more intense, people in brand awareness more and well-known brands emerging today, foreign famous brand chain stores have entered Chinas market, Chinas zero Wei industry market competition showed intense situation of hitherto unknown, and Chinese chain store enterprises in the area of the site is still not fully awake, just feel happy and intuitive the style of the shop, the China chain store enterprises feel the hitherto unknown pressure and challenge. Chain operation is the strategic choice of developing economy and fostering new economic growth point in our country. It is the only way for commercial enterprises to seek scale benefit and build sustainable development strategy for big business and big trade in twenty-first ? Century. While Chinas chain business has achieved great success, many enterprises have closed down due to poor management. Although there are many reasons here, one of the important reasons is that the improper location of the store development has resulted in the poor performance of the store. In the west, the view is that the key to the success of the retail industry is Place, Place, Place, that is, location, location or location, you can say that the retail industry is the location, location, industry. Some data show that foreign retailers will spend about a year in site investigation before opening new stores. Their importance and preciseness can be seen in general. But in o