北方纵横商圈研究            [ 相关阅读：商圈研究报告 ]  
Research on business area by BeiFangZongHeng

北方纵横商圈研究的基本内容
The main body of this research

“商圈”是流通企业吸引顾客的市场空间和地理区域。商圈的大小，取决于企业的经营力、商圈人口密度与人口质量、消费者购买行为、及外部基础环境。
“Business area” is the market space and geography region to attract customers by distribution companies. The size of business area depends on operating ability of the enterprise, the density and quality of population in this area, consumer purchasing behavior and the external basic environment.

以下是北方纵横商圈研究的基本内容要目：
The abstract of this research as below:

企业内部因素：业种和业态，企业规模，品牌信誉，经营水平
Internal elements: Industry and sector, size of the enterprise, reputation of the brand, operating ability.

针对不同行业、不同业态、不同目标市场定位的企业进行研究，必须根据其现有规模、可实现的扩张趋势、品牌影响与经营力等多方实际，进行调研设计，这样才能保证调研结果的有效性。
Carrying the research of the enterprise in different industry and sector, we must according to the current proportion, influence of the brand and operating ability, in order to make sure the effectiveness of the result for this proposal.

商圈人口因素：人口密度，人口区域分布，人口结构，人口质量
Population elements of the business area: Density of the population, population distribution in local area, structure of the population and quality of the population.

消费人口是市场交易活动中处于决定性地位的参与者，商圈人口因素是企业外部环境中最重要的因素。对商圈范围内的人口数据有一个正确把握，才有可能正确把握商圈、把握商业机会。
Consumer is the significant participants in whole process of the activity of market transaction. Elements of population in the business area are the most important factor in the external environment for enterprise. Have a correct recognize about the primary data of population in the region of local business area is the most important factor to grasp business opportunity correctly.

外部基础环境：基础设施环境，社会经济环境，市场竞争环境
External environment: Construction and equipment, social economics environment and the market competition.

“社区经济环境”包括产业发展政策，街区建设规划，工商财政与税务政策…等
“基础设施环境”包括商圈内基础建筑设施，居民住宅状况，交通状况，社区分类档次
“市场竞争环境”包括市场空间与市场份额，商圈饱和度，商品供应链，竞争对手状况
Social economics environment include the policy of industry development, design and construction of local council and regulation of finance and tax.
Construction and equipment environment include building facility, resident accommodation status, transportation and different level of local council.

消费行为习惯：购物场所选择，优先购物场所，购物频率，单次消费金额，分类消费金额，交通工具
消费者购买行为研究，旨在透视消费者生活方式、商品需求与品牌选择，研究区域内市场总量和消费趋势，把握市场机会和竞争优势，扩大本企业市场份额。
Consumer behavior habit: The choice of shopping place, how often of shopping, amount of individual cost and transportation.
Investigate on the consumer purchasing behavior, in order to understand the different life style of consumer, the demands and choice for each brand, so that we can grasp opportunity of market and advantage of per competition.

北方纵横的商圈测定模型
The determine model of business area by BeiFangZongHeng

不同业态、不同目标市场，以及不同产品、不同扩张方式的商业投资者，对商圈分析的角度会明显不同。通常由于投资决策人的不同风格也会对商圈分析行为带来重大影响。
The investors with different sector, aim market and different products, will have different points of view regarding to the analysis.

根据研究项目的侧重点不同，综合运用以下多种方法对商圈类型进行划分
According to the difference of research project, we use different methods to distinguish the style of business area.

按企业对消费者吸引力的空间层次划分：核心商圈，次级商圈，边缘商圈
按消费人口的居住稳定性或流动性划分：常住人口商圈，工作人口商圈，学生商圈，,流动者商圈
按消费者群体使用的购物交通工具划分：步行者商圈，非机动车商圈，机动车商圈
还可以按企业经营方式和商品类别划分：零售商圈，批发商圈，快速消费品商圈，专项采购商圈…等
According to attraction by consumers: central business area, secondary business area and marginal business area.
According to stability of consumer: business area for residents, business area for working staff, business area for students.
According to transportation used by consumers: walkers business area, non-vehicle business area and vehicle business area.
According to different operating style by enterprise: retail business area, wholesale business area, FMCG business area, special purchase business area and so on.

“B&C.商圈测定模型”：从项目所在城市、所在街区和项目位置的特殊性出发，对商圈进行测定
“The determine model of business area B&C”: rely on particularity of the location for the project, we determine the definition of business area.

成功的国内企业和跨国零售巨头对商圈的测定，从不千篇一律，墨守成规，而是努力掌握项目周边环境的真相，寻求符合“市情”、“民情”的项目场地。北方纵横依据数年实践，潜心研究了众多成功企业的商圈测定思想与测定实践，同时借鉴部分常用测定法则或测定模型（如零售引力法则，顾客吸引力赫夫法则，康帕斯商圈模型，日本通户省商圈模型），创造性地提出了具有自主知识产权的“B&C.商圈测定模型”,并开始在客户服务实践中运用。
Successful domestic enterprise and global retail operator, they have different opinion about the determination of business area. Having long-time experience, bei fang zong heng investigate on the idea and practice of business area determination by lots of successful enterprise. At the same time, we applied the most popular determine regulation and model (such as retail gravitation regulation, law of Huff customers attraction, kompass district model and Nippon households provincial district model), given B&C business area determination model creatively. We have started to use it in customers service practice.

综合比较基础上的商圈研究 Business area search based on Comprehensive comparison

大多投资人会通过对投资区域的繁华程度、基础设施、交通状况、客流量或人口密度，以及同业竞争环境的调查研究，依据经验模型，做出是否选择某地投资、如何投资的决策。有些投资人会邀请专业顾问，以专业方法对初步选中的区域做商圈分析，以确定区域投资方案。那么，这里所说的“投资区域”是如何确定的呢？

Most of investors will draw conclusion of where to invest and how to invest depends on how prosperity this area is, basic equipment construction, transportation status, density of population and market competition environment. Some investors will invite professional consultant use professional methods to analysis the area they want to choose to make sure whether or not to invest on this area. So, how can they decide “the investment area”?

• 第一种方式：先划定区域，然后考察这个区域中的商业环境和人口环境。即：不做广泛比较，只对已经“看好”的某区域进行局部研究。相当多的企业就是这样做出选址决策的。更有个别“商圈调研”活动，甚至仅为负责人指定的投资区域做“决策英明”的“论证”。
First methodology:Decide the area firstly, and then investigate on the business and population environment. They don’t apply comprehensive comparison here, only research on some certain area they have already focused on. Lots of enterprises choose where to invest depends on this.

• 第二种方式：“综合分析基础上的商圈选择”。强调对整座城市的商业环境和人口布局做详细调研，而后在综合分析、比较基础上，确定最适当的投资区域，进而对目标区域进行更加深入的研究。
Second methodology:Decide business area based on comprehensive comparison. Here, we emphasize study on the whole business environment and distribution of population of entire city. And then, based on the analysis and comparison, we confirm the best region to invest finally. So that, we can carry the research one step deeper of the aim district.

我们可以举出不少例子说明投资人不采用“综合分析基础上的商圈选择”也可以取得成功。但不可否认的是：用这种方法选择投资区域后失败的案例，比“综合比较基础上的商圈选择”者多得不计其数！国际著名的零售商业巨头无一不是在综合比较基础上确定投资区域的典范。
We have examples to demonstrate that some successful investors who do not use comprehensive comparison. But, we must recognize that the bad cases are much more than comprehensive comparison users.

北方纵横在深入研究国际商业公司成功的商圈选择经验基础上，倡导商业投资人在“广泛的综合比较基础上进行商圈选择”，并且为投资人提供可以方便进行“综合比较”的数据支持。希望这种服务能帮助商业投资者少走些弯路，成功选择投资区域，并对选定区域进行科学分析，努力使这个区域创造更大投资回报。
Based on investigate in successful business area choose experience by global enterprise, bei fang zong heng initiate investors choose business area according to comprehensive comparison and we provide data support to investors for their invest purpose. We hope this service can help business investors choose area successfully.

居民区购买力分类研究
Research on residents’ purchasing power

城市街区和居住区是现代商业市场的基本单元，是组成商业市场“机体”的多种类“细胞”。人以群分。生活在各自区域的消费者们有着相互接近的消费习性和购买力水平。而各个区域之间的差异，又造就了千差万别的街区或居民区类型。
City council and residential area is the basic individual unit in modern commercial market. People divide by groups. Consumers living in different area has different consume behavior and purchasing power. The different region caused different living district and council.

北方纵横“居民区购买力分类研究”项目，综合利用中国城市街区和居住区人口数据、消费行为数据、居住环境数据，对千差万别的城市居民社区、小区进行基础划分，将众多城市街道、居民社区、居民小区甚至更加微型的居民区，划分为“高消费力”、“中高消费力”、“中消费力”、“中低消费力”和“低消费力”等诸多购买力等级。
The proposal of research on purchasing power in different region carried by bei fang zong heng, used population data, consumer behavior data and living environment data to distinguish different city residential region and given different levels such as “high purchasing power”, “medium purchasing power” and “low purchasing power”.

“居民区购买力分类研究”项目建立在对城市消费人口的数据分析和GIS空间数据开发相结合的基础之上，可为商业投资选址(商圈选择)提供数据支持；也可以对现有零售服务业终端进行评估。
The proposals of research on purchasing power in different region based on data analysis of purchasing population combine with the development of GIS data.

“居民区购买力分类研究”项目可以回答类似以下一些问题：
The proposals of research on purchasing power in different region can give the answer to some questions as follow:

在中国城市，哪里是你的目标用户最多的区域？例如：
哪些区域是“富人之区”、“小康之区”、“时尚新区”或“公房社区”？
哪些区域对你的产品系列具备“超高购买力”、“高购买力”或“中高购买力”？
哪些区域是本地人、外地人或劳工群体集中的居住区?
哪些地区是外籍（美国人？欧洲人？韩国人？日本人？）人员的集中居住区?……
在整座城市中是他们是如何分布的？他们居住的密度与数量如何？这些街区的人口质量与人口数量对购买力有哪些影响？
In China, which is the district that you have the biggest number of aim customer?
Which area is the region for rich people and poor people and council house?
Which area has the “highest purchasing power?” “high purchasing power?” and “medium-high purchasing power?”
Which area has the largest number of local residents? And labors?
Which area has the largest number of foreigners, such as Amercian? European? Korean? And Japanese?
Where they live in the whole city? How is the density and quantity of their living? What is the affection to purchasing power caused by population quality and quantity in these living area?
……………………

通常的商业选址，往往先划定区域，然后考察这个区域中的商业环境和人口环境；而“综合分析基础上的商圈选择”方法，则强调先对整座城市的商业环境和人口布局做详细调研，而后在综合分析、比较基础上，确定投资区域，进而对这个区域进行更加深入的研究。“居民区购买力分类研究”项目可以同时为这两种选址方法提供数据支持。对于已经完成投资布局，或者已经建立了众多销售终端的商业企业，更可以通过“居民区购买力分类研究”，对现有商业服务网点进行评估。
The decision of choose business area, usually given the area firstly. And then, consider the business and population environment in this region. Hence, given comprehensive comparison methodology, focus on business environment and distribution of population in the whole city at first. And then, based on analysis and compare as a whole, we confirm invest region and carry on research of this area one step deeper. The proposals of research on purchasing power in different region can provide data support for both of these two methodologies of business area chosen. For those enterprises which had already finished investment distribution or had set up several sale terminals, they even can evaluate current business service region through the proposals of research on purchasing power in different region carried by bei fang zong heng.

 [ 相关阅读：商圈研究报告 ]