社会科学类市场调查报告.doc

社会科学类市场调查报告
社会科学类市场调查报告
报告题目： 太阳城商业街调查报告
年级专业: 2004级 国际经济与贸易
指导老师: 丁云伟
学生姓名: 杨洋、张晓敏、薛萍萍
高飞、 陈丛、 高新
二○○七年七月
目 录
调查背景···················································································································1
调查过程及方式简述························································································1
调查结果分析········································································································3
目标顾客大学生消费行为分析·······································································3
竞争对手分析····························································
··········································6
太阳城商业街自身状况的分析······································································7
综合以上三方面针对太阳城的SWOT分析················································11
营销方案··················································································································12

附录·····························································································································15
附录一（当代大学生的消费特征）····························································15
附录二（新北区大学生对太阳城商业街认识的调查方案）···············16
附录三（太阳城购物广场调查问卷）························································19
附录四（原始数据统计表）···········································································20
太阳城商业街调查报告
一、调查背景
常州太阳城隶属铜锣湾集团，该集团主要经营CMALL铜锣湾广场和铜锣湾百货两大品牌，即主营SHOPPING MALL和大型综合百货店。它位于常州市新北区核心地带，，是集购物、休闲、餐饮、娱乐、商务于一体的美式购物中心，是常州市单体建筑面积最大的综合性商业广场。自今年4月末，太阳城商业街开始对外营业以来，已经逐渐受到周边消费群体的普遍青睐，其知名度也逐渐攀升。
（一）调查目的
了解新北区以河海大学、常州工学院（含新北校区）为代表的现代大学生的消费特征及对太阳城的印象及期望，为太阳城在针对大学生这一较为特殊的社会群体开展相应的营销方式提供有力的决策支持。
（二）调查意义
一方面，通过对大学生这一消费群体、竞争对手以及太阳城自身的优劣势的分析，为太阳城制定有针对性的营销策略提供相应的建议；另一方面，通过这次调查活动，我们可以将大学四年所学的知识应用于具体的实践活动中去，与太阳城调查实践有机结合，融会贯通。
二、调查过程及方式、方法概述
本次调查的调查小组是由河海大学大四国际经济与贸易