現代零售學論文-wenkub

　

【正文】 to buy products with a test attitude. Besides, customers of Bellavita usually e for shopping during afternoon and night of a day. There are no obviously peak hours in Bellavita.Retail Market Strategy With more than 8 billion NT dollars investment, Bellavita was held on Sep 21, 2009. . Leung, Quanta Computer Inc’s vice chairman and president, use five years to build up this shopping mall, focusing on highend customers including Taiwan and Mainland China. In the manner of focus customer group, with the structure of luxury brands, Bellavita makes a definite manner on rich customers. As mentioned in the textbook, Bellavita can be located in the first class of department store: includes upscale, high fashion chains with exclusive designer merchandise and excellent customer service. To raise their market share, shopping malls usually attempt to increase the amount of exclusive merchandise they sell, undertake marketing campaigns to develop strong images for their stores and brands, and expand their online presence. Bellavita build up a luxury building and make news to locate themselves a luxury image on the name Bellavita. And then they try to show that Bellavita is not only for the highend people but to attract people who can not really afford for products but enjoy the environment.Section III: Hamp。M has around 2,000 stores in 35 different countries and employs over 73,000 people.Hamp。M39。M’s Divided department offers fashion with a younger look. The range includes denim and street fashions for all occasions, from everyday looks to party wear, plemented by matching accessories and underwear. The jeans concept amp。M is simple. Hamp。M will send people to these manufactories to control and manage the production procedure at fixed period. As a result of this way of management, Hamp。M wants to convey the products to other countries and keeps them at low price in the market。M sells fashion and low cost products, so low cost and fast shipping are the main factors of Hamp。s leading clothing retail chain in terms of both sales and profits. UNIQLO have 781 stores in China, Hong Kong, South Korea, the United Kingdom, France, the United States, and Singapore. According to news, it had better sales than Hamp。M and ZARA, UNIQLO and Hamp。M’s. Although they do not have the same target market at consistent, we cannot deny they have the same position of fast fashion, selling at low price and the expansion rapidly strategy Locations in Hong Kong and TaiwanTable 4 Similar Locations between Hong Kong and TaiwanAfter the basic analysis of Hamp。M’s stores in Hong Kong Trade area? i Taipei Q square 京站時尚廣場 (Near by the Taipei Bus Station)? Ximen Ting 西門町 ? ZhongXiao FuXing 忠孝復興 ? ZhongXiao DunHua 忠孝敦化(TongLing 統領1F, Breeze ZhongXiao 微風忠孝館)? ZhongShan 中山 ? XinYi信義 (Hankyu Department Stores 統一阪急百貨)? DanShui 淡水(Old street老街) We choose four positions for the location analysis because some districts like Ximen Ting, ZhongXiao FuXing, ZhongShan, DanShui and the department stores like SOGO and SHIN KONG MITSUKOSHI are difficult to find the big place enough for opening Hamp。s first location opened in 1997 in Kaohsiung, and now there are three Costco in Taipei market, one in Hsinchu, one in Taichung, and one in Kaohsiung.Retail Market StrategyTarget Market StrategyCostco’s primary target market is small businesses. When Costco decides to open a new warehouse in an area, they have marketing teams that contact local businesses and try to persuade them into purchasing a business membership. They also use direct mail marketing to attract potential customers that meet their customer profile. The rest of their market strategy is based on the reliance of their members using wordofmouth to attract new members to the pany.ProductsCostco offers their customers low prices on selected private and a limited selection of nationally branded products in a wide range of merchandise categories. Costco’s Kirkland Signature private label is known for its quality and value. Their major products are appliances, books, DVD movies, VHS movies, music, puter and peripherals, electronics and camera, furniture, hardware and outdoor living, health and wellness, jewelry and apparel, and wine and food. Costco are trying to create as much value as possible for their members. Costco will only carry products that will provide its members with significant cost savings. They carry only around 4,000 active stock keeping units. Some offerings rotate in and out of the warehouse based on season.Fig. 7 Kirkland Signature Private LabelPromotionsCostco limits its advertisement to direct mail to potential new customers. Forming and maintaining good customers relations is a key part of Costco’s business, most advertising is done through wordofmouth after a membership base has been established. Wordofmouth is where Costco obtains most of their customers. Costco allows their customers to sample many of their products as they walk through their warehouse. It gives customers the ability to try a product riskfee. Costco provides their customers with a 100% satisfaction guarantee on memberships and merchandise. They will provide a plete refund at the purchase price if the customer is not pletely satisfied. When a Costco warehouse opens in a given location, marketers contact businesses around the area to see if they would be interested in being a member. When it es to Costco employees selling goods and services at their warehouses, they are generally informative, 。 Spencer before and it’s empty now. Another one is Breeze ZhongXiao. The two locations are also in the shopping and business district of ZhongXiao DunHua.Hankyu Department Store Hankyu Department Store is above the Build Operate Transfer. There are 31 floors of this building and it will open in 2010. B1 and the first floor are Build Operate Transfer station. Inside the building, the first floors to sixth floor are shopping mall section. From seventh floor to the top f