商业集聚内店铺的目标顾客与实际顾客差异比较  

Comparison of Differences between Target Customers and Real Customers in Stores of Shopping District

作　　者：王晓彦[1] 吴小丁[1] 苏立勋[1] 

机构地区：[1]吉林大学商学院,吉林长春130012

出　　处：《北京工商大学学报（社会科学版）》2010年第2期39-42,83,共5页JOURNAL OF BEIJING TECHNOLOGY AND BUSINESS UNIVERSITY:SOCIAL SCIENCES

基　　金：教育部省部共建人文社会科学重点研究基地"浙江工商大学现代商贸研究中心"2009项目(09JDSM22YB)

摘　　要：存在于商业集聚中的零售店在吸引顾客方面会受到商业集聚的影响。真正到店铺购物的顾客的构成与店铺预期的顾客构成可能存在差异,而店铺即使通过长期的经营经验,也无法准确判断其真实的顾客构成。在商业(经营)者判断其顾客构成时,对于顾客的年龄构成和月平均家庭收入构成的判断与真实状况存在较大偏差,一方面忽视了25岁以下顾客的比例,另一方面又相对高地估计了消费者的月平均家庭收入。For retail stores located in shopping district, their attraction to customers can be affected by the shopping district. Maybe there are differences between real and expected customer composition. Retail stores, however, cannot estimate the real customer composition accurately, even if through long-term operation experience. There is a great gap between the retailer＇ s estimation and the genuine status about customers＇ age composition and the composition of average household monthly income. When a retailer estimates the customer composition, on one hand, he ignores the proportion of customers under 25 years old. On the other hand, he comparatively overestimates customers＇ average household monthly income.

关 键 词：商业集聚 顾客构成 预期顾客 

分 类 号：F715[经济管理—产业经济]