对重庆市解放碑百货商场形象的调查研究  

A comparative probe into the image of department stores of Jiefangbei in Chongqing

作　　者：卢向虎[1] 马云甫[1] 

机构地区：[1]重庆工商大学,重庆4000067

出　　处：《重庆工商大学学报（西部经济论坛）》2004年第2期56-58,共3页

摘　　要：通过问卷调查,得知:解放碑商业中心对周边消费者仍然保持着强大的消费引力,大部分消费者把新世纪百货、重庆百货大楼视为较理想的购物场所,新世纪百货商场的固定消费者群的比重较高,而重百大楼的商场整体形象最好;商品质量、商场信誉、购物环境、营业员的服务态度、广告、各种优惠折扣、他人推荐是影响消费者购物商场选择的六个主要因素;通过搞好错位经营,混合业态的存在是有价值的。The results of questionnaire shows that the downtown area at Jiefangbei attracts large percentage of consumers, most of whom regard New Century Department Store and Chongqing Department Store as ideal shopping places. The former store has the largest number of consumers and the latter one provides commodities with best image on account of the following factors: commodity quality, store reputation, shopping environment, service attitude, advertisements, a variety of discounts. This article holds that mix-trade through diversifying operation will be valuable to the existence of them.

关 键 词：重庆 解放碑商业圈 百货商场 购物环境 商品质量 企业形象 营业员 服务态度 零售贸易 

分 类 号：F721[经济管理—产业经济]