本商业计划书提出在广州市中山三路大型购物中心中华广场五层（建筑面积 14022m 2 ）开设一家中型零售百货公司的商业项目计划。中华广场五层原经营家居商 场，近几年来，受租金成本逐步攀升等影响，竞争优势、发展潜力逐渐消失，经营效 益也达不到物业的市场收益水平，并且有进入下滑周期风险，对于物业经营者来说， 对物业重新规划定位，转变经营项目从而提高经营效益别无选择。本计划书将详细分 析广州商业、百货业的现状与前景、中华广场商圈和消费者习惯、项目所在物业的经 营现状，提出在中华广场五层撤销经营家居项目，选择百货业态，开设一间中型百货 公司的商业计划，并通过项目财务分析论证项目的经济可行性。 本计划书参考了对百货零售经营的相关报告和文章，相关文献阐述了传统零售业 正经受着各种挑战和竞争，零售业的市场定位，零售业如何进行于变革和创新从而赢 得生存和发展的空间，百货业的现状和发展前景，百货业经历变革和改进后的的发展 趋势和业态格局；零售企业的商业模式和获得利润的重点。 本计划书主要运用 STP 方法，详细对项目进行市场细分，选取目标市场，确定对 项目经营的商品应该采取的定位，同时通过 SWOT 分析对项目的可行性进行论证。 关键词，业态；零售；百货；中华广场；五楼II ABSTRACT This business plan is put forward for opening a medium-sized department store on the 5 th floor (floor area of 14022 square meters) of China Plaza, a large shopping center at Zhongshan San road, Guangzhou. The 5 th floor used to host outlets of branded household products. In recent years, affected by the gradual rental cost rising, the competitive advantage of operating household product outlets in such a high-class property has been losing, and the business growth potential has been gradually disappearing. The business return has been below the average level of property market and there is a risk of entering the downturn cycle. For the property owner, there is no choice but to re-position, re-design the usage of this property to enhance the profitability. This plan gives detailed analysis of present situation and future prospects of Guangzhou commercial business and retail industry and analysis of the trade area around the property, the consumer habits, and the operation and financial situation of the mentioned property. A proposal is raised to drop the current model of operating household product outs, but to choose department store formats, to open a medium-sized department store. Financial analysis and economics are run to demonstrate that the proposal is economically viable. This business plan refers to thesis and articles on department store operations management. Related papers expound the challenges and competition the traditional retail sector is experiencing, the market positioning of retail industry, how reform and innovation are conducted to win the survival and development space, the current situation and prospects of department store, the development trend and structure of industry after the reform and restructuring, the retail enterprise business model and the key areas for profits. STP method is applied in this plan to do market segmentation, to select target market, to define the positioning of the commodities sold in the department store, and to use SWOT analysis to discuss the feasibility of the project. Keywords: business model, retail, department store, ChinaPlaza, 5 th floorIII 目 录 第一章 绪论..............................................................................................................................1 1.1 项目背景及意义.............................................................................................................. 1 1.2 文献综述，...................................................................................................................... 1 1.3 研究内容和方法.............................................................................................................. 4 第二章 项目简介....................................................................................................................5 2.1 市场机会说明.................................................................................................................. 5 2.2 项目及产品简介.............................................................................................................. 6 2.3 公司及背景...................................................................................................................... 7 第三章 项目市场营销环境分析..............................................................................................8 3.1 宏观环境分析.................................................................................................................. 8 3.1.1 国内商业市场........................................................................................................... 8 3.1.2 广州商业市场........................................................................................................... 9 3.1.3 项目所处中华广场商圈分析.................................................................................. 10 3.2 微观环境分析................................................................................................................ 12 3.2.1 广州百货业态发展状况 ............................................................................................. 12 3.2.2 广州市各大百货经营状况..................................................................................... 14 3.2.3 国外百货业借鉴..................................................................................................... 16 3.2.4 国内传统百货业的历史教训................................................................................. 19 3.5 项目 SWOT 分析 .......................................................................................................... 20 3.6 本章小结，.................................................................................................................... 22 第四章 项目 STP 分析...........................................................................................................23 4.1 项目市场细分................................................................................................................ 23 4.1.1 广州城市居民消费分析......................................................................................... 23 4.1.2 中华广场商圈消费群体分析................................................................................. 24 4.2 项目目标市场选择....................................................................................................... 29 4.2.1 市场调查分析........................................................................................................... 29 4.2.2 项目目标市场确定................................................................................................... 34 4.3 项目市场定位............................................................................................................... 34 4.4 本章小结，.................................................................................................................... 35 第五章 项目营销组合策略....................................................................................................37 5.1 商品组合策略................................................................................................................ 37 5.1.1 商品品种选择及理由............................................................................................. 37 5.1.2 不同商品品种面积规划方案................................................................................. 38 5.1.3 经营品牌选择建议，............................................................................................. 38 5.2 商品定价策略，............................................................................................................ 39 5.3 商品渠道，.................................................................................................................... 39 5.4 促销组合策略................................................................................................................ 40IV 5.4.1 传统促销手段存在的问题，.....................................................