本科毕业设计(商务实践报告类)中文题目: 杭州湖滨银泰in77发展调查报告外文题目: Research Report on The Developmentof Hangzhou Hubin Yintai in77杭州湖滨银泰in77发展调查报告摘要:杭州湖滨银泰in77作为湖滨商圈的一份子，深受本地居民以及外地游客的喜爱。
经过几年的发展，in77已然成为了高端商业运营的代表，是一座结合了中西文化的多功能复合型城市综合体。
本报告以in77为例，通过调查消费者满意度以及商场周围环境考察等方式，探究当前该商场运行状态以及依照探究中发现的问题提出了两点意见，希望能为各大型商场提供发展借鉴。
本次网上问卷调查共收回有效问卷837份，其中87.69%的回复来自浙江省。
59.98%的调查者为女性，48.39%的调查者为41岁以上以及32.38%的调查者年龄段为21-30岁。
调查结果显51.97%消费者对in77整体评价为6-8分（满分10分），33.57%消费者的整体评分为8-10分。
在建议部分，报告着重强调了该商场的宣传方式及结构调整。
关键词：代表；消费者满意度；宣传iResearch Report on the Development ofHangzhou Hubin Yintai in77AbstractAfter many years development, Hubin Yintai in77 has become a representation of high-end commercial operation, being a classic depiction of Chinese-Western cultures. This report aims to investigate the current operating status of in77 through questionnaire about customer satisfaction and field study. Besides, recommendations are made tackled to problems found in study. Hopefully, other shopping malls can draw the experience from this report.The survey involved 837 respondents who mainly came from Zhejiang Province.59.98% of respondents are female. 48.39% of respondents were over 41 years old while 32.38% of them are between 21 to 30 years old.In the overall evaluation, 10 score is the highest one. The result indicates that 51.97% of the customers mark 6 to 8 and 33.57% of customers mark 8 to 10. As in77 is a representative, recommendations are only made in two parts: promotion and restructuring.Key words: Representative; Customer satisfaction; PromotioniiAcknowledgementsFirst and foremost, I would like to state upfront that my profound gratitude goes to my mentor Yujing. She without whom I would have been impossible to finish this project. She has assisted me in every crucial stage of the project from the choice of topic to the conduct of research. She has been extremely supportive that she completely respected my originality of thoughts while also giving me accurate guidance needed to make sure I was heading toward the right direction. I greatly appreciate all the efforts she has made to steer me towards success.I am also indebted to experts, friends, and random strangers who kindly took part in the validation survey, be it online questionnaires or keep company with me in field study. I am grateful for their passionate participation and enlightening insights.And finally, my profound gratitude goes to my families and friends who provide me with moral guidance and emotional support in my life. I couldn’t have finished this essay so smoothly and timely without the assistance and encouragements from my professor, beloved families and friends. Therefore, the merits of this essay, if any, should be given to people who poured their sweats on helping me put all the pieces together.iiiThank you all!ivContents独创性声明及授权书 (i)中文摘要..................................................................................... . (ii)Abstract (iii)Acknowledgements (iv)1. Introduction (1)1.1 Background (1)1.2 Objectives (2)1.3 Significance...................................................................... . (2)1.4 Structure (2)2. Research Design (3)2.1 The Overall Definition and Sampling (3)2.2 Methodology........................................................................ . (3)2.3 The Questionnaire......................................................................................... (3)2.4 Field Study...................................................................... .. (4)3.Results and Findings....................................................................... (5)3.1 Customers Behavior Analysis (5)3.2 Customers Satisfaction........................................................... . (9)3.3 Business Characteristics (12)3.4 Problems (14)4. Conclusion (15)5. Limitations..................................................................... . (18)Appendix A Questionnaire............................................................ (19)1Research Report on the Development of HangzhouHubin Yintai in771. Introduction1.1 Background“in77”is one of the four commercial projects managed by Beijing Intime Yusheng Commercial Management Consulting Co., Ltd. Being a high-end commercial brand, “in” is absorbing the high-quality commercial resources and operational management capability of Yintai Group. There are other three projects: Beijing Yintai Centre in01, Beijing Wangfujing Yintai Centre in88and Chengdu Yintai Centre in99. Each of these project incorporates the concept that awakens customers’ elegance while showing their own features and personalities.Beside the West Lake, Hangzhou Hubin Yintai in77 belongs to the Hubin Trade Area which is a core block of the municipal-level retailing centers lying in between Wulin Trade Area and Wushan Trade Area. Located in such a flourishing trade and tourist area, it is the only multifunctional compound urban complex. It is a classic depiction of Chinese-Western Cultures and Landscapes and a combination of fashion, arts, architecture.“in77” is divided into five blocks: A, B, C, D, E while each block distinguishes from the other four. Block A is focused on luxury stores with the extension of block D. Block B leads fashion with the feature of antique buildings. Block C satisfies the needs of the youth and family, while the newest block E shows a fresh look on the charact eristic tourism oriented commerce and culture center. What’s more, block D becomes a joint point, interlinking other four blocks. Due to the situational advantage and convenient transportation, it is guaranteed of huge flow of footfalls. People from all around the world can choose their favorite from the main elements of each block that has its own customer segment. The goal of “in77” is to create public space whereconsumption becomes an experience of enjoyment and relaxation.11.2 ObjectivesThe study has objectives as follows:1. Investigating customer’s satisfaction towards in77.2. Investigating the effect of transportation around trade areas.3. Identifying the development of complex trade areas.4. Making recommendations for future development of in77.1.3 SignificanceCustomers are playing more and more important part in economy. The concept of saving and spending has been improved. Disposable income has changed people’s consuming habits. Nowadays, people would like to spend money and hope their various needs can be satisfied in a convenient way. Thus, multifunctional trade areas are developed. In77is an excellent symbol of commercial operation in Hangzhou, being an ideal place for the local or tourists. But sometimes it may not satisfy the demand of customers, which requires a lot of effort into management. The questionnaire of this report tries to understand customers’ thoughts, so as the administrators can improve and optimize its service. What’s more, the analysis of customer behaviors is also beneficial to the urban commercial planning. Through investigating the current development of the commercial project, this report aims to help the administrators operate the whole areas better under the discovery of customer satisfaction and surroundings. Recommendations are made to achieve mutual benefit. Meanwhile, it also sets an example for those megastores with the basic knowledge of the operating model.1.4 StructureThis paper consists of five parts. The first part gives an introduction of the background information of the essay. The research design part contains several ways related to the investigation. Then the third part presents the findings related to the former part in a well-arranged order. In the fourth part suggestions are made based on the analysis. Finally, the last part concerns possible limitations that this paper may notrefrain from.22. Research Design2.1 The Overall Definition and SamplingThis research aims to analyze the development status of Hubin Yintai in77, then to make recommendations for those future high-end business operation projects. Quantitative and qualitative research has been conducted in order to collect information related to the topic. There are two major data sources included in this report:1. Online questionnaire about customer satisfaction.2. Field study on the trade area.Random sample approach was adopted during the survey. Every customer has the same probability of participation. In total, we received 837 responses of all-aged customers. Respondents were selected across the country, while the majority is in Hangzhou. Female customers represent 59.98%. 48.39% customers are over 41 years old and the second large group is 21-30 aged, accounting for 32.38%.2.2 MethodologyThis report has applied quantitative and qualitative methods in the online survey, second-hand research and field study. Each of this method was inextricably connected and they were mainly adopted in an exploratory and reflexive manner. The questionnaire focuses on customer satisfaction while the field study includes the number of brands and the passenger flow in a designated entrance. Second-hand research has been conducted prior to the survey process, like consulting the official website of Beijing Intime Yusheng Commercial Management Consulting Co., Ltd and other related ones. In the end, those researches will give a clear map of the current development of this high-end commercial project.2.3 The QuestionnaireThe questionnaire is designed to give a view of customer satisfaction as well as other relative questions about customers.3There are two types of questions. One is multiple choice which requires respondents to choose a single item from several given answers. 9 out of 17 questions fall into this category. And the rest of questions require respondents to choose more than one options in the list. Questions about the mainly activities at in77, and aspects customers satisfied or dissatisfied are all in this category. Some open answers are allowed in questions in case some respondents cannot find ideal listed answers.The questionnaire consists of four parts. The first part collects some personal information of respondents as to their gender, age group, and monthly disposable income. Then following the customers’ behaviors and preferences are the frequency of visiting, mainly activities, reasons for choosing, consumption types and other two questions related to the publicity: one is the way respondents recognize in77, another is what kind of articles respondents prefer to read if they follow the WeChat official account. In the third parts, the questionnaire aims to find out participants’ attitudes toward in77. Thus, this part comprises questions about to which extent respondents are satisfied, aspects which respondents are satisfied or dissatisfied, expected improvement, and any unpleasant experience. To be specific, questions about unpleasant experiences as a free option, considering not every respondent has this kind of experience. If they have unpleasant experience, then they can answer the following questions about ‘which compensations will you accept’. What’s more, it should be stressed that question about overall evaluation is on the multiple choice category, where respondents must choose one answer listed as 0-4, 4-6, 6-8, 8-10, respectively represent as very dissatisfied to dissatisfied, slightly dissatisfied to fair, slightly satisfied to satisfied and satisfied to very satisfied.2.4 Field StudyField study consists of two parts: one is the population flow per minute on Sunday, another is brand classification. In population flow part, this investigation mainly focuses on three blocks: Block B, block C and block D, which general customers would like to choose. Because block A presents luxury while block E is newly opened, they are not sorepresentative. On a random chosen weekend, 10 minutes are set to count the number of4people going in and out regardless of gender and age. Then to calculate population flow per minute. Due to the different structure of three blocks, the entranced are not the same. The entrance of block B is near the outdoor elevator, the chosen entrance of C is facing the crossroad, while the entrance of D is on the side. The brand classification part will be further divided into three parts. First, total brand in each block. Second, proportion of domestic brands and foreign brands. Three, brand type.3. Results and FindingsDuring the survey process, efforts were made to ensure every respondent matches the sampling standards and that a relatively even mix of gender and age groups is maintained. The questionnaire and field study were well-deigned to acquire practical and accurate information. The data was obtained after careful examination and analysis. Please note that some related data gained from questionnaire is used in different aspects of this part.3.1 Customers Behavior AnalysisFigure 1 In Which Ways Customers Recognize in77Figure 1 shows that in which ways customers know in77. An obvious number of customers are recommended by friends and relatives, taking up 58.78% of the total respondents. And 30.82% of customers know it from the massive media. 27% of respondents just go by accident. There are some respondents say that this is a5landmark building which one cannot miss. This result tells a high awareness of in77 and the popularity is spreading through people.Figure 2 The Frequency of Customers Visiting in77Figure 2 represents the frequency of customers visiting in77. Most of customers do not visit in77 so often. 15.89% of respondents visit in77 one time in three months, 20.91% of them visit in77 one time in six months, while 27.12% of customers visit once yearly. But there are also people who go to in77 frequently. 22.94% of respondents claim they visit one time a month. Only 3.23% of respondents visit in77 about 2 or 3 times a month. That is not a surprising result, as there are many leisure activities. However, it encourages more attractive events and sale incentives.67Figure 3 Reasons for choosing in77Figure 3 reveals reasons of respondents choosing in77. Among all reasons listed, three of them receive special attention. 48.98% of customers choose it for its convenient transportation around. 43.25% of customersare attracted by the nice environment while 36.44% come here for the adequate brands. Other reasons like well-equipped facilities, special events, near the scenic area and in the trade area all affect customers ’ choice.Figure 4 Mainly ActivitiesFigure 4 indicates that customers mainly activities at in77. Three activities are far beyond others in this multi-choice question. The “shopping” choice accounts for 62.6% and more than a half of people would like to walk around. Also, 48.98% of people go there for grocer’s. Not many people go for parking or events. Still, 8.36% of people just have some rest here.Figure 5 Mainly Personal ConsumptionFigure 5 illustrates customers’ mainly personal consumption in in77. People are mainly focus on shopping and eating, the numbers are 63.8% and 62.84% respectively. Less than half of people will choose in77 as a place to play. This result acts in cooperation with that in Figure 4, both of them remind us that most customers consider in77 as a leisure place to kill time and relax. In77 can be future developed from improving customer experience on shopping and eating.8Figure 6 What Kinds of Articles Customer Prefer to Read On WeChat OfficialAccountWe enquire people whether they follow in77’s Wechat official account and what kinds of articles do they prefer to read now or want to read in the future. One kind of articles attracts most attention: 53.76% of respondents wish to get information on discount. Articles of special events, new product releasing, tendency receive nearly equal attention. 24.85% of respondents pay no attention on this account.3.2 Customers SatisfactionFigure 7 Satisfaction About Service Attitude9Figure 7 tells customers’ satisfaction about service attitude. Beyond 80% of respondents are satisfied with the service, including 22.7% who are very satisfied and 60.45% satisfied. There are barely customers who are not satisfied with the service.Figure 8 Aspects Customers Satisfied WithFigure 9 Aspects Can Be Improved10Figure 8 and Figure 9 present aspects customers satisfied with and those they think can be improved. Positive result is received in primary characteristics, such as adequate brands, resting places, and convenience for food. Other supporting facilities like baby care rooms, and districts interlinking do not receive many attention. However, 34.53% of respondents think promptness of publicity should be improved. Numbers on cleanliness of restrooms, quality of products, environment, service attitude, and indistinguishable characteristic of each district is nearly in common. That to say, on the one hand, customers are satisfied with these aspects, or on the other hand, customers do not pay much attention to them.Table 1 Unpleasant Experience and Accepted CompensationsThrough cross analysis, respondents who do not have unpleasant experience are separated, leaving customers with unpleasant experience. Then, those with unpleasant experience are asked which compensations they wished to accept. 36.71% of them wish to get discount on products, 26.58% of them want cash offer. Still, 25.32% of respondents will accept small gifts. Many customers have pleasant experience on in77, which reveals that in77 does a good job on customer experience.11Figure 10 Overall Evaluation on in77? (by score 0-10)Figure 10 draws an overall evaluation on in77 by 0 to 10. Nearly 52% of respondents grade 6 to 8, specially, 33.57% of them score 8 to 10. It is a satisfying phenomenon that most customers are satisfied with in77. Dealing with customers is a tough task, but in77 links with customers closely, presenting a professional image that deserve the reputation of representation of high-end commercial from the aspect of customer.3.3 Business CharacteristicsBelonging to Hubin Trade Area, in77 is a commercial urban complex. It is surrounded by Qingchun Road, Hubin Road, Jiefang Road and Wushan Road, connecting with the traditional trade area: Wulin Trade Area and Wushan Trade Area. On the central of Hubin Trade Area, there are other shopping malls nearby like Jiebai Shopping Malls and Lixing Shopping Malls. Many visitors become customers of in77 because it is next to the West Lake, a well-known scenic spot. What’s more, customers can go to different blocks through underpass and overpass between blocks. The transportation also brings convenience to in77. There is a bus stop with several traffic lines and Metro line No.1 is directly to the block B, C, D. According to the field study, we find that location plays an important role in population flow.12Table 2 10 Minutes Population Flow in Block B/C/DGenerally speaking, it can be seen from Figure 1 that block C owns most of the footfall. Both In and Out per minute data are over 30 while only average 12 people per minute go to block D in that time. The number of people going into block C is quite the same as the number of going out, but the gap between in and out in block B or D is a little bit larger—on a difference of 8 or 9 person per minute. In all three blocks, the number in Out section is beyond that in In section.Five blocks of in77 have their own characteristics. Near to the West Lake, block A is a place suitable for upscale shopping and tourism, consisting of over 30 international famous brands. Different from traditional retail format, block A makes itself more international and elegant with Hubin Boutique Compound which is one of three luxury cluster centers. Besides, it also has specialty chain restaurants and leisure time zone. Not only does it gather franchise stores, but also provides room for time-honored brands, antique shops and souvenir stores. The decent design of the building is a combination of Chinese and western styles that meet with scenery of West Lake. Block B with fashion brands aiming at youth. Landmark shops like Asian biggest Apple Store, Adidas Mini Center and AAPE all in this block. In addition, snack shops underground bring plentiful flow for the block. Being the biggest block of five, block C covers an area of 106,000 square meters. It satisfies the demand of stylish family with fast-fashion and popular brands together with shops for kid. As these years’ d evelopment, block C is toward the target of casual luxury: layer one of C1 is open to light luxury bag shops and cosmetics shops, C2 focus on clothing and accessories, and C3 has children’s goods shops. These three interconnected buildings constitute as a whole and customers can enter to block B, D, E from underpass. Grant13coherent scope, colorful formats bring huge population flow and impressive salesperformance. Block D acting as a joint point has an overpass towards block A while interlinks with block B, C underground. Block D orientates itself as high delicate quality image. The main element of block D is international cosmetic shops, such as Estee Lauderm, Lancôme. Another eye-catching place is Zhejiang’s fist Victoria’s Secret flagship store. There are also some innovative stores like Xixuan supermarket collaborating with Tmall and intelligent home store HomeTimes. The newest block E provides a place for people to enjoy life and appreciate the beautiful scene from the observation deck. This block keeps tight with local cultural identity, introducing more than 30 tourism cultural and creative brands such as ZENS, one brand with tea and home decor from modern minimalist design combined with Asian aesthetics. In77 renews around 100 to 150 brands annually and held more than 300 promotion campaigns in 2018 in order to keep up the fashion and attract customers.3.4 ProblemsThere exist some problems. One is that block A do not have many exclusive brands. Luxury brands, for example, Cartier, Ferragamo can also be found in Hangzhou Tower and The Mixc. Though over 86% of customers are satisfied with the quantity of brands, such overlapping of brands still separate customers who pursue premium brands and popular brands. Second, transition of consuming pattern strikes the traditional offline consumption. Many people nowadays prefer online shopping in all aspects which threaten these physical stores in malls. Physical stores put more capital in running business than those online stores, therefore customers will spend less in some fast fashion brands online store. That may cause even less flow in such a mega mall. Thirdly, the promptness of publicity as well as the method can be improved. As mentioned before, respondents are not satisfied with the promptness, usually they do not notice the promotion on the first time. Realizing the importance of online publicity, in77 creates a WeChat Official Account where releases articles each week. But we find that the page views vary in categories: articles of discount receivemost attention, the page views reach from 3,000 to 5,000; articles of tendency or new14release often get 1,000 to 2,000. The number is even far below some articles written by We-Media.4. ConclusionThrough the investigation, there are two reasons why block B, C, D have larger population flow. First, business types decide customer groups. Block B, C, D, E aim to the youth and families while block A focuses on high-end customers. The result of questionnaire tells that many customers go to in77 to find food and shopping. Many groceries locate in the underground layer of block B, C, D which bring more customers than that in block A, E. The result of mainly activities in in77 also shows that more than 52% of customers are wandering around while block B, C, D have more kinds of shops and events. Secondly, these three interlinking blocks have super location. They surround a busy crossroad and link with a metro line. Metro line No.1 has three exits to in77: exit B and C are direct to block B, while exit D is facing block C, B. The convenient transportation is the main reason many customers choose in77. Block A, E are excluded in this part because high-end customers can go to other markets like Hangzhou Tower to satisfy their need, so a small population flow is in block A. Block E is the newest one, thus it takes time for block E to attract customers.Two aspects in publicity part are considered. One is the promptness of publicity. As word-of-mouth advertising may be a delay, customers may not receive the first-hand information. Another is the pertinence. The result of ‘what kinds of articles do customers prefer to read now or want to read in the future’ tells that more than a half of customers want to receive discount information in the official account. Articles now released may not arouse customers’interest and not play a good part in advertising.In77 is recommended by friends and relatives implies that the popularity is spreading through people, which in another way corresponding the positive result of overall evaluation. Around 30% of customers know it from the massive media which15also means in77 uses a traditional promotion methods. Except several significantaspects customers are satisfied, many aspects receive similar attention. The well-equipped facilities at the market: baby care room and restroom every 30 meters each layer, information desk, lockers, lounge, observation deck… all reveal that in77 is customer-oriented no matter in service or attitude they provide. As in aspects can be improved, all numbers are below 35%. That to some degree reflects customers’ satisfaction.At last in this part, suggestions are made for a better development. There are two aspects tackling the problems found in this research.a) PromotionPromoting in official account nowadays is a profitable method. On the one hand, it lowers the operating cost. On the other hand, the duration of advertisement is longer than traditional media. Maximizing the function of existing official is the primary thing to do. First, the operation group of official account can collaborate with other local amusement accounts that have larger reading groups. Some information of new releasing products and special events can be published in cooperative account. That may solve the problem that many customers do not follow the trend and greatly reduce the marketing cost. Meanwhile, operators can gather the discount information weekly to attract customers. Second, search function should be more enhanced. There are numerous stores in five blocks, so sometimes it is hard for new customer to find the specific one. Now customers find the store through information desk, signpost and apps like Dianping. But it is not a faster and more convenient way because not all stores are listed on apps and information desk is on a settled place. Through technological improvement, customers can input a store’s name to locate their destination in official account. Then the location of store will automatically appear in dialog box. In a similar way, customers can choose their own preference articles which are classified before. For example, if one customer want to read articles about restaurant, he or she ca n type ‘restaurant’ in the box, then collected articles will besent to the customer. Last but not the least, published articles should interpret brand16culture of in77. Language style should be unique enough to arouse readers’ interest and decent for it re presents an enterprise’s image. They can establish special columns on culture. Every month or at a specific time they can release an introduction about the development of in77 and its relevant project, helping customers get better recognition.To be specific mentioned, there should be a group of team to verify these articles carefully no matter in its own account or other relative account.b) RestructuringOne theory in retail industry is called Retail Accordion Theory, it says that retail institutions transfer from outlets with wide assortments to specialized business store merchants and then back again to the more general wide institution. The sales model is a loop from general to specific then to general. In77 now is an urban compound with small details and wide range, covering nearly all aspects of people’s life. Still, if it wants to be more professional, it should transfer into next specific part with more details and small range. One thing they can do is cooperating with surrounding shopping malls. As in77 is sharing flows with its surroundings, all shopping malls nearby can work together to reinforce the professionalization of Hubin Trade Area. All of them can analyze customer behavior annually, sending questionnaire and counting up the flow in this area. That may largely improve the efficiency of gathering business information. Besides, a cluster of similar enterprises will help enterprises be aware of the market competitive situation and the demand of customers. Then it should make itself special through introducing exclusive brands and featured brands to win customers from other trade areas.All in all, what in77 want to be is not only a professional operator, but a commercial representative of Hangzhou. We are looking forward to its future surprise.17。
