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便利店是否适合在高档社区开设,为此笔者选取了一个具体位置进行消费者研究。该小区内有茶餐厅、酒吧、美容及其他多项互补型社区服务。该店铺属封闭型高档社区便利店,主要消费群是小区的顾客,均属高收入阶层,没有直接竞争对手。但周边的大卖场和标准超市对销售有一定影响。对面的大卖场基本把第二群体(保安等)全吸引走了(他们为了省钱愿意多走10分钟)。而小区附近的标准超市也必然影响一部分第三群体(路过客流)。但他们对我们的主要目标顾客影响不大,不做详细分析。该店目前日均销售额为1600元,客单价在12元左右。
Convenience store is suitable for high-end community to open, for which I chose a specific location for consumer research. The district has tea restaurants, bars, beauty and many other complementary community services. The store is a closed high-end community convenience store, the main consumer group is the district’s customers are high-income class, there is no direct competitor. But the surrounding supermarkets and standard supermarkets have some impact on sales. Opposite supermarkets basically took away the second group (security, etc.) (they are willing to spend 10 more minutes in order to save money). The neighborhood of the standard supermarket will inevitably affect part of the third group (Passenger). But they have little effect on our main target customers and do not do a detailed analysis. The store average daily sales of 1,600 yuan, the customer price at 12 yuan.