国外商业规划流程和内容概述

An Overview of the Retail Planning Process and Tasks in Foreign Countries

本文以企业层面的规划为主线,对商业规划的内容进行介绍和描述。其流程以确定企业的发展目标和发展战略为起点,然后对目标市场的商业环境和政治社会环境进行详细考察和比较。目标市场确定以后,企业进一步衡量和选择合适的业态及市场进入的方式。微观区位分析也是商业规划的重要内容之一,包括具体店址的选择,了解有关城市规划条例对商店的限制,周边交通的便利程度,以及商圈内的人口分析和购买力的估算。如本文所示,商业规划的内容丰富,决策的过程复杂,涉及多个领域的知识,需要多方专家的参与和协作。

This paper presents an overview of the retail planning process typically followed by corporate retailers in the Western countries. The planning process starts with the company setting up its goals and strategies. Once a suitable market is identified for business expansion, a comprehensive investigation of the market conditions and the associated political and social environments is conducted. Based on the investigation, decisions are made with regard to suitable business formats and entry paths. Business site selection and detailed trade area analysis are also important parts of the planning process. As the paper illustrates, the retail planning process is complex, requiring multi-disciplinary knowledge and involving experts with different professional backgrounds.