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广东省零售业经过多年来的发展,涌现出多种新型的业态,各种业态之间的竞争越来越激烈。目前国内外对零售业态的研究主要集中在零售业态演变、零售业态结构均衡、零售业态竞争优势等层面上,而按照不同零售业态对目标市场的研究相对较少。本文借用谢赞设计的用于研究国内百货店目标市场的模型,以广东省内的消费者作为调查对象,对市区购物中心、大型超市和便利店三种零售业态的目标市场进行实证分析,运用统计软件R中的flexmix程序包对收集的数据进行信度和效度分析、混合回归分析处理,归纳出三种零售业态目标市场的需求特征和市场规模。同时把包括百货店在内的四种零售业态的目标市场进行系统分析和对比论证,总结出不同零售业态目标市场之间的异同,为企业提供经营管理建议和营销启示。
After many years’ development in Guangdong’s retail industry, many new types of formats have emerged and the competition among various formats has become more and more fierce. At present, the researches on retail formats at home and abroad mainly focus on the evolution of retail formats, the balanced structure of retail formats and the competitive advantages of retail formats. However, there are relatively few studies on target markets according to different retail formats. This article borrows the model designed by Xie Zan for studying the target market of domestic department stores and takes the consumers in Guangdong Province as the survey object to make an empirical analysis of the target markets of three kinds of retail formats such as shopping malls, supermarkets and convenience stores. Using the software package flexmix of statistical software R, the reliability and validity of the collected data were analyzed and the mixed regression analysis was carried out to summarize the demand characteristics and market size of the three retail target markets. At the same time, including the department stores, including the four retail formats of the target market for systematic analysis and comparative proof, summed up the similarities and differences between the target market for different retail formats, to provide business management advice and marketing inspiration.