致高远集团小商品城二期B区(华北建材城)招商管理部的建议书

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发表于 2012-07-17 09:32:54

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回复:致高远集团小商品城二期B区(华北建材城)招商管理部的建议书
<P style="TEXT-INDENT: 21.75pt; MARGIN: 0cm 0cm 0pt" class=MsoNormal><SPAN style="FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">尊敬的总经理先生</SPAN><SPAN style="FONT-SIZE: 12pt" lang=EN-US><FONT face="Times New Roman">(</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">女士</SPAN><SPAN style="FONT-SIZE: 12pt" lang=EN-US><FONT face="Times New Roman">) </FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">:</SPAN><SPAN style="FONT-SIZE: 12pt" lang=EN-US><?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" /><o:p></o:p></SPAN></P><P style="TEXT-INDENT: 21.75pt; MARGIN: 0cm 0cm 0pt" class=MsoNormal><SPAN style="FONT-SIZE: 12pt" lang=EN-US><o:p><FONT face="Times New Roman">&nbsp;</FONT></o:p></SPAN></P><P style="TEXT-INDENT: 21.75pt; MARGIN: 0cm 0cm 0pt" class=MsoNormal><SPAN style="FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">我是<B style="mso-bidi-font-weight: normal">小商品城二期</B></SPAN><SPAN style="FONT-SIZE: 12pt" lang=EN-US><FONT face="Times New Roman">B</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">区<B style="mso-bidi-font-weight: normal">(华北建材城)</B>商铺的一名业主,。</SPAN><SPAN style="FONT-SIZE: 12pt"><FONT face="Times New Roman"> </FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">我十分关注</SPAN><SPAN style="FONT-SIZE: 12pt" lang=EN-US><FONT face="Times New Roman">B</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">区商铺的经营管理状况。经近来的观察分析,对本区商铺的经营管理工作有如下看法,仅供参考。</SPAN><SPAN style="FONT-SIZE: 12pt" lang=EN-US><o:p></o:p></SPAN></P><P style="MARGIN: 0cm 0cm 0pt 21.75pt" class=MsoNormal><SPAN style="FONT-SIZE: 12pt" lang=EN-US><o:p><FONT face="Times New Roman">&nbsp;</FONT></o:p></SPAN></P><P style="TEXT-INDENT: -21pt; MARGIN: 0cm 0cm 0pt 42.75pt; mso-list: l0 level1 lfo1; tab-stops: list 42.75pt" class=MsoNormal><SPAN style="FONT-SIZE: 12pt; mso-fareast-font-family: 'Times New Roman'" lang=EN-US><SPAN style="mso-list: Ignore"><FONT face="Times New Roman">1,<SPAN style="FONT: 7pt 'Times New Roman'">&nbsp; </SPAN></FONT></SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">本区的经营状况</SPAN><SPAN style="FONT-SIZE: 12pt"><FONT face="Times New Roman"> </FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">,与小商品城其他的场区比较</SPAN><SPAN style="FONT-SIZE: 12pt"><FONT face="Times New Roman"> </FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">,可以概括为</SPAN><SPAN style="FONT-SIZE: 12pt"><FONT face="Times New Roman"> </FONT></SPAN><B style="mso-bidi-font-weight: normal"><SPAN style="FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">四最</SPAN></B><B style="mso-bidi-font-weight: normal"><SPAN style="FONT-SIZE: 12pt"><FONT face="Times New Roman"> </FONT></SPAN></B><SPAN style="FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">:</SPAN><SPAN style="FONT-SIZE: 12pt" lang=EN-US><o:p></o:p></SPAN></P><P style="MARGIN: 0cm 0cm 0pt 42.75pt" class=MsoNormal><SPAN style="FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">商场环境秩序井然,管理<B style="mso-bidi-font-weight: normal">最严格</B>。</SPAN><SPAN style="FONT-SIZE: 12pt" lang=EN-US><o:p></o:p></SPAN></P><P style="MARGIN: 0cm 0cm 0pt 42.75pt" class=MsoNormal><SPAN style="FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">入住商户都是名牌代理,资质<B style="mso-bidi-font-weight: normal">最高</B>。</SPAN><SPAN style="FONT-SIZE: 12pt" lang=EN-US><o:p></o:p></SPAN></P><P style="MARGIN: 0cm 0cm 0pt 42.75pt" class=MsoNormal><SPAN style="FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">前来的顾客<B style="mso-bidi-font-weight: normal">最少</B>。</SPAN><SPAN style="FONT-SIZE: 12pt" lang=EN-US><o:p></o:p></SPAN></P><P style="MARGIN: 0cm 0cm 0pt 42.75pt" class=MsoNormal><SPAN style="FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">经济效益<B style="mso-bidi-font-weight: normal">最差</B>。</SPAN><SPAN style="FONT-SIZE: 12pt" lang=EN-US><o:p></o:p></SPAN></P><P style="TEXT-INDENT: 24pt; MARGIN: 0cm 0cm 0pt; mso-char-indent-count: 2.0" class=MsoNormal><SPAN style="FONT-SIZE: 12pt" lang=EN-US><FONT face="Times New Roman">2.</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">,问题的原因。</SPAN><SPAN style="FONT-SIZE: 12pt" lang=EN-US><o:p></o:p></SPAN></P><P style="TEXT-INDENT: 24pt; MARGIN: 0cm 0cm 0pt; mso-char-indent-count: 2.0" class=MsoNormal><SPAN style="FONT-SIZE: 12pt" lang=EN-US><SPAN style="mso-spacerun: yes"><FONT face="Times New Roman">&nbsp;&nbsp;&nbsp; </FONT></SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">首先是市场定位方向上的偏差。正定小商品城的定位方向,应当是像义乌市场那样,买全国,卖全国</SPAN><SPAN style="FONT-SIZE: 12pt"><FONT face="Times New Roman"> </FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">。即形成一个大范围辐射的商品集散地。其功能应是面向全国的批发市场,</SPAN><SPAN style="FONT-SIZE: 12pt"><FONT face="Times New Roman"> </FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">而不应是面向正定本地的零售市场。如果只是零售市场,</SPAN><SPAN style="FONT-SIZE: 12pt"><FONT face="Times New Roman"> </FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">就没必要建设这么大的规模。</SPAN><SPAN style="FONT-SIZE: 12pt" lang=EN-US><o:p></o:p></SPAN></P><P style="TEXT-INDENT: 21.75pt; MARGIN: 0cm 0cm 0pt" class=MsoNormal><SPAN style="FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">而华北建材城入住的商户,都是全国驰名的大商家的高档名牌产品。例如:</SPAN><SPAN style="FONT-SIZE: 12pt"><FONT face="Times New Roman"> </FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">箭牌卫浴等。问题是这些大商家大名牌早已在全国范围内布置好了销售渠道,销售网络。他们入住华北建材城,只是为了占据正定本地区的零售市场。并无向较远地区辐射的要求。同时,</SPAN><SPAN style="FONT-SIZE: 12pt"><FONT face="Times New Roman"> </FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">正定地区本来就不是个高档消费地区。高档商品没有多大市场。这样就造成了,远地生意做不来,本地生意又很少这样一个结果。华北建材城在招商中,刻意仅吸收大商家大名牌厂商入住经营,而没有注意给那些不出名的地区性的小商品经营厂商留出好的商铺,是个方向性的偏差。</SPAN><SPAN style="FONT-SIZE: 12pt" lang=EN-US><o:p></o:p></SPAN></P><P style="TEXT-INDENT: 21.75pt; MARGIN: 0cm 0cm 0pt" class=MsoNormal><SPAN style="FONT-SIZE: 12pt" lang=EN-US><o:p><FONT face="Times New Roman">&nbsp;</FONT></o:p></SPAN></P><P style="TEXT-INDENT: 21.75pt; MARGIN: 0cm 0cm 0pt" class=MsoNormal><SPAN style="FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">其次,管理方式僵化落后。商场是个面向大众的公共场所,商场不怕人多,这是极为简单的道理。商场不是高级写字楼,不可能那样肃静,严格。而华北建材城的管理完全是写字楼式的管理。门口有保安坐守值班,,场内有保安来回巡视。例如,本人一次进入商场参观,走到后面不久,就发觉有人在身后跟踪监视,我站下来,他便用盘查的语气问话。还有一次,我在我买的商铺前拿出相机,想拍个照片,便遇到两个管理人员出来制止。说是有制度规定禁止拍照。如此戒备森严。他们不知道这样做,会让顾客产生不愉快的感觉。会使顾客敬而远之。这本来是商家的大忌。</SPAN><SPAN style="FONT-SIZE: 12pt" lang=EN-US><o:p></o:p></SPAN></P><P style="TEXT-INDENT: 21.75pt; MARGIN: 0cm 0cm 0pt" class=MsoNormal><SPAN style="FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">商场经济效益不好的原因,可能是多方面的。但以上的问题也应是重要的原因。本人并不是管理商场招商的专家,只是粗浅的看法。希望能有参考价值。</SPAN><SPAN style="FONT-SIZE: 12pt" lang=EN-US><o:p></o:p></SPAN></P><P style="TEXT-INDENT: 21.75pt; MARGIN: 0cm 0cm 0pt" class=MsoNormal><SPAN style="FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">谢谢</SPAN><SPAN style="FONT-SIZE: 12pt" lang=EN-US><o:p></o:p></SPAN></P><P style="TEXT-INDENT: 21.75pt; MARGIN: 0cm 0cm 0pt" class=MsoNormal><SPAN style="FONT-SIZE: 12pt" lang=EN-US><SPAN style="mso-spacerun: yes"><FONT face="Times New Roman">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </FONT></SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">陈先生</SPAN><SPAN style="FONT-SIZE: 12pt" lang=EN-US><FONT face="Times New Roman"><SPAN style="mso-spacerun: yes">&nbsp; </SPAN><o:p></o:p></FONT></SPAN></P><P style="TEXT-INDENT: 21.75pt; MARGIN: 0cm 0cm 0pt" class=MsoNormal><SPAN style="FONT-SIZE: 12pt" lang=EN-US><FONT face="Times New Roman"><SPAN style="mso-spacerun: yes">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </SPAN>2012-7-15<o:p></o:p></FONT></SPAN></P><P style="MARGIN: 0cm 0cm 0pt" class=MsoNormal><SPAN style="FONT-SIZE: 12pt" lang=EN-US><o:p><FONT face="Times New Roman">&nbsp;</FONT></o:p></SPAN></P><P style="TEXT-INDENT: 24pt; MARGIN: 0cm 0cm 0pt; mso-char-indent-count: 2.0" class=MsoNormal><SPAN style="FONT-SIZE: 12pt" lang=EN-US><FONT face="Times New Roman"><SPAN style="mso-spacerun: yes">&nbsp;</SPAN><o:p></o:p></FONT></SPAN></P><P style="MARGIN: 0cm 0cm 0pt 42.75pt" class=MsoNormal><SPAN style="FONT-SIZE: 12pt" lang=EN-US><o:p><FONT face="Times New Roman">&nbsp;</FONT></o:p></SPAN></P><P style="MARGIN: 0cm 0cm 0pt 42.75pt" class=MsoNormal><SPAN style="FONT-SIZE: 12pt" lang=EN-US><o:p><FONT face="Times New Roman">&nbsp;</FONT></o:p></SPAN></P><P style="MARGIN: 0cm 0cm 0pt" class=MsoNormal><FONT face="Times New Roman"><SPAN style="FONT-SIZE: 12pt" lang=EN-US><SPAN style="mso-spacerun: yes">&nbsp;&nbsp;&nbsp;&nbsp; </SPAN></SPAN><SPAN lang=EN-US><SPAN style="mso-spacerun: yes">&nbsp;&nbsp;&nbsp;&nbsp;</SPAN></SPAN></FONT></P>

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