全国主要城市商业步行街的业态多元化、消费潜力与市场定位

The Retail Diversification,Consumption Potential and Market Positioning of Commercial Pedestrian Streets for Major Cities in China

本研究以分销服务为基础,分析国内10条著名商业步行街中顾客的消费多样性、消费潜力及其价值特征。得到以下结论:第一,商业步行街零售服务五要素中的信息服务、交付服务、环境服务、品类服务对顾客的消费多样性有显著影响;第二,各步行街的消费潜力与其零售服务质量呈现倒U关系,顾客的收入可以弥补业态多元化的不足;第三,不同城市消费者的消费习惯异质性与顾客价值为步行街提供了差异化竞争条件。

Based on the theory of distribution service,this paper analysis consumption diversity,consumption potential and its value characteristics for 10 famous commercial pedestrian streets in China.The research draws the following conclusions:Firstly,the five elements of retail service in Commercial Pede strian Street:information service,environmental service,delivery service,location service and category service have a significant impact on consumer diversity;Secondly,the consumption potential of each pedestrian street has an inverted U relationship with its retail service quality,and the high income level of customers can make up for the lack of diversified business formats;Third,the heterogeneity of consumption habits and customer value of consumers in different city provide differentiated competition conditions for pedestrian streets.