關(guān)于深圳市人口結(jié)構(gòu)與購(gòu)買行為的調(diào)研報(bào)告(共59頁(yè)).ppt

1、Copyright 2007. BeiFangZongHeng Co., Ltd.Proprietary and ConfidentialP1B&C.北方縱橫企業(yè)管理咨詢有限公司設(shè)計(jì)制作Copyright 2007. BeiFangZongHeng Co., Ltd.Proprietary and ConfidentialP2B&C.北方縱橫企業(yè)管理咨詢有限公司設(shè)計(jì)制作本項(xiàng)目研究概略本項(xiàng)目研究概略受家樂(lè)福（中國(guó)）公司委托，北京北方縱橫企業(yè)管理咨詢有限公司于2007年9月至10月，對(duì)深圳市主城區(qū)居民人口結(jié)構(gòu)與消費(fèi)行為習(xí)慣進(jìn)行了初步研究。本次研究的主要內(nèi)容包括：深圳主城區(qū)按戶籍關(guān)系

2、、收入水平、居住方式、職業(yè)與教育程度等屬性分類的居民人口結(jié)構(gòu)；居民消費(fèi)力與消費(fèi)結(jié)構(gòu)；居民消費(fèi)行為特別是購(gòu)買行為習(xí)慣等。人口結(jié)構(gòu)調(diào)查：深圳主城區(qū)人口數(shù)量,人口的區(qū)域分布,人口職業(yè)結(jié)構(gòu)或社會(huì)階層,人口的其他基本統(tǒng)計(jì)特征(年齡結(jié)構(gòu),文化結(jié)構(gòu),來(lái)源地及其他)。 Population Structure survey : The size of the population of Main City Zone, population distribution, population of occupational or social class structure, the population of

3、other basic demographic characteristic (age structure and cultural structure, and other sources) 購(gòu)買行為習(xí)慣調(diào)查：各類居民的優(yōu)先購(gòu)物場(chǎng)所，光顧各類購(gòu)物場(chǎng)所的頻次，在不同業(yè)態(tài)的零售店單次消費(fèi)金額，選擇購(gòu)物場(chǎng)所的決定性因素，交通工具的選擇、去大賣場(chǎng)消費(fèi)次數(shù)所占的比例。 Population buying behavior habit research: Different residents precedent buying place, frequency of resident go to dif

4、ferent buying places, expenditure sum of each time in different retail store, crucial factor that resident choose the buying place, traffic tool choice, the proportion of resident expending times in large store.收入與消費(fèi)支出調(diào)查：不同階層、不同行政區(qū)域(街道) 人口收入水平與收入結(jié)構(gòu)，消費(fèi)支出水平與支出結(jié)構(gòu)（特別是消費(fèi)支出水平與支出結(jié)構(gòu)）。 Population income and

5、expenditure research: population income level, income structure, expenditure level and expenditure structure (especially expenditure level and structure) . Copyright 2007. BeiFangZongHeng Co., Ltd.Proprietary and ConfidentialP3B&C.北方縱橫企業(yè)管理咨詢有限公司設(shè)計(jì)制作抽樣與基本調(diào)研方法抽樣與基本調(diào)研方法 Sampling and Basic Research

6、Method調(diào)查區(qū)域和調(diào)查總體Districts and whole sample investigated 福田區(qū)/羅湖區(qū)/南山區(qū)/寶安區(qū)四區(qū)之700余萬(wàn)城市人口more than 7 million residents in Futian,Luohu,Nanshan and Baoan District樣本量和抽樣比例Amount of samples and ratio of sampling 不低于總?cè)丝谌f(wàn)分之一的比例, 總樣本:806個(gè)Ratio of not less than one hundred thousandth of total populations :806 sam

7、ples.本項(xiàng)目以深圳市羅湖區(qū)、福田區(qū)、南山區(qū)和寶安區(qū)主城區(qū)作為調(diào)查區(qū)域，以覆蓋這四個(gè)主城區(qū)的三十個(gè)街道的18歲以上的、在深圳居住一個(gè)月以上的居民作為調(diào)查總體，按照不低于調(diào)查區(qū)域總?cè)丝谌f(wàn)分之一的比例，共計(jì)抽取樣本806人。we considered Luohu district,Futian district,Nanshan district and baoan district as sample box in project. the residents who are aged 18 below and live in these four districts from 30 Jieda

8、o were the overall survey.the priciple of sampling is one in the proportion of the total population above, we collected 806 samples in total.本項(xiàng)目力圖通過(guò)對(duì)四個(gè)區(qū)受訪者樣本的系統(tǒng)研究，發(fā)現(xiàn)深圳市整體人口結(jié)構(gòu)和消費(fèi)行為特征，為客戶精確把握市場(chǎng)策略，提供科學(xué)依據(jù)。同時(shí)，研究人員試圖透過(guò)對(duì)深圳這一典型的“新移民城市”的人口分析，反映同類型城市的人口結(jié)構(gòu)和消費(fèi)特點(diǎn)，為新建商業(yè)區(qū)域的進(jìn)入提供有價(jià)值的數(shù)據(jù)參考與借鑒。we tried to find the char

9、acteritics of the population structures and consumer behaviours in Shenzhen through this project so that provided some right marketing strategys.meanwhile,we summarized them in our best for some new business areas. it will provide some theoretical and statistical support. Copyright 2007. BeiFangZong

10、Heng Co., Ltd.Proprietary and ConfidentialP4B&C.北方縱橫企業(yè)管理咨詢有限公司設(shè)計(jì)制作深圳主城區(qū)人口結(jié)構(gòu)與購(gòu)買行為習(xí)慣調(diào)查研究報(bào)告深圳主城區(qū)人口結(jié)構(gòu)與購(gòu)買行為習(xí)慣調(diào)查研究報(bào)告目錄目錄第一部分：深圳市人口結(jié)構(gòu)概述第一部分：深圳市人口結(jié)構(gòu)概述Part one : the structure of population in Shenzhen第二部分：深圳市居民經(jīng)濟(jì)狀況和消費(fèi)支出情況第二部分：深圳市居民經(jīng)濟(jì)狀況和消費(fèi)支出情況 part two:residents economical income and expenditure in Shenz

11、henThe residents economical incomeThe residents expenditure第三部分：深圳市居民購(gòu)買力的空間特征分析第三部分：深圳市居民購(gòu)買力的空間特征分析part three:different social classs regional distribution in Shenzhensocial classes in ShenzhenThe consumer power in different street第四部分：深圳市居民的購(gòu)買行為習(xí)慣第四部分：深圳市居民的購(gòu)買行為習(xí)慣Part four: consumer habits in Shenz

12、henresidents expenditure and frequence of consumptionWhich hypermarket to be chosn for purchasing kinds of commoditiesResidents expenditure and frequence in different retailersThe habit of media and influence 第五部分：大買場(chǎng)消費(fèi)者分析第五部分：大買場(chǎng)消費(fèi)者分析Part five: research on consumers in hypermarkets（一）大賣場(chǎng)人口結(jié)構(gòu)the str

13、ucture of population in hypermarkets（二）大賣場(chǎng)消費(fèi)者的購(gòu)物習(xí)慣comsumer habits in hypermarkets第六部分：結(jié)論第六部分：結(jié)論 part six: conclusion本項(xiàng)目的本項(xiàng)目的報(bào)告綱目報(bào)告綱目Report compendium of This Project: Copyright 2007. BeiFangZongHeng Co., Ltd.Proprietary and ConfidentialP5B&C.北方縱橫企業(yè)管理咨詢有限公司設(shè)計(jì)制作 在為期兩個(gè)月的調(diào)查期間，深圳市外來(lái)人口占總?cè)丝诘?7，本地人口僅占13

14、。 外來(lái)人口中以湖南人最多，其次是河南人和四川人，來(lái)自于云南省和青海省的人最少。深圳市外來(lái)人口中，女性多于男性，年齡結(jié)構(gòu)呈現(xiàn)低齡化特點(diǎn)part one:general demographic characteristicsin Shenzhen, immigration accounted for 87%, native just accounted for 13%. Immigration had been absolute main parts of population in Shenzhen. The most of immigration came from Hunan provin

15、ce, some came from Henan and Sichuan provinces, and there were a few persons from Yunnan province and Qinghai province.In addition, women were more than men and young people were main parts of immigration in Shenzhen.一、深圳市人口結(jié)構(gòu)概述一、深圳市人口結(jié)構(gòu)概述 外地人/女性immigration /female 本地人/男性native/maleCopyright 2007. B

16、eiFangZongHeng Co., Ltd.Proprietary and ConfidentialP6B&C.北方縱橫企業(yè)管理咨詢有限公司設(shè)計(jì)制作 調(diào)查期，已婚外來(lái)人口多于未婚人口。在已婚人中，三口之間的核心家庭比例最高，占36。兩口之家和四口之家共占42，其它類型的家庭總計(jì)占22。 在深圳，絕大部分外來(lái)人口租住普通住宅樓和家人一起居住。單身未婚的人通常與朋友、同事或其他人合租居住，也有8人的自己獨(dú)居。還有相當(dāng)一部分人寄宿親戚家。During survey period, most of immigration were married. nuclear families acc

17、ounted for 36%, which were the most comparing to other families. Households having two members or four member accounted for 22% totally.Most of immigration lived with families and rent for ordinary buildings. Single persons almost lived with friends, colleagues or others. Persons living alone accoun

18、ted for 8% and a few people lived with relatives.婚姻狀況marital status家庭狀況family type居住狀況living conditions 房屋類型source of the current residence已婚the married未婚the unmarried核心家庭nuclear family兩口、四口之家two/four members其他家庭others家人families 同事colleagues 親戚 relatives 其他 others租住 rent個(gè)人房產(chǎn)單位其他 100 100 100100the pr

19、operty right of individualsDepartmentsin companyothersCopyright 2007. BeiFangZongHeng Co., Ltd.Proprietary and ConfidentialP7B&C.北方縱橫企業(yè)管理咨詢有限公司設(shè)計(jì)制作居住時(shí)間residence time教育程度educational composition 經(jīng)濟(jì)收入individual income 職業(yè)類型type of occupations5年/years510年/yearsover 10 years(年以上)高中及以下high school gradu

20、ates大專junior college graduates本科及以上3000 yuan below(元以下)30004500元/yuanover 4500 yuan(元以上)體力manual腦力mental 在深圳，居住時(shí)間在五年以下的外來(lái)人口最多，74的外來(lái)人口月收入都處于4500元以下，本地人的個(gè)人月收入在6000元以上的比例最高。 從外來(lái)人口的行業(yè)分布可以看出，53從事著以體力為主的工作，從事收入多、社會(huì)地位較高的行業(yè)的人很少。 深圳市整體外來(lái)人口的整體文化程度水平不高，89的人擁有高中及大專學(xué)歷，僅有11的人擁有本科及以上學(xué)歷。 Immigrations staying 5 year

21、s in Shenzhen were the most. Most of immigrations earned below 4,500 yuan a month. The proportion of natives whose individual monthly income was over 6,000 yuan was the highest.Over half of immigrations were engaged in physical work. Natives generally were engaged in mental work who had higher indiv

22、idual income and social status in Shenzhen.Generally speaking,educational level of immigrations was low. 89% of immigration received high school and junior college education and only 11% received higher education.undergraduatesCopyright 2007. BeiFangZongHeng Co., Ltd.Proprietary and ConfidentialP8B&

23、amp;C.北方縱橫企業(yè)管理咨詢有限公司設(shè)計(jì)制作30004500元/yuan3 years below(年以下)35年/years57年/years710年/yearsover10 years(年以上)1500 yuan below(元以下)15003000元/yuan51.653.845.313.515.922.78.7%7.6%10.5%11.1%11.714.415.1117.2（1）居住時(shí)間與經(jīng)濟(jì)收入 調(diào)查發(fā)現(xiàn)，居住時(shí)間與經(jīng)濟(jì)收入呈正相關(guān)關(guān)系。居住時(shí)間越長(zhǎng)，經(jīng)濟(jì)收入越高。從右圖可以看出，居住時(shí)間在1年以內(nèi)的人的收入多在1500元以下，居住1到3年的人的收入多在4500元以下，居住時(shí)間為

24、3年到5年的人收入多在3000-6000元之間，居住時(shí)間7年以上，收入在6000元以上的人最多。part two:economic situation and expenditure of residents1. economic situation(1) residence time and individual monthly incomeIncome was positive related with residence time. we found people staying 1year in Shenzhen generally earned below 1,500 yuan a

25、month, persons living 1-3 years earned below 4,500 yuan a month, persons living 3-5 years earned 3,000-6,000 yuan, and persons living more than 7 years generally earned over 6,000 yuan.二、深圳市居民經(jīng)濟(jì)狀況和消費(fèi)支出情況二、深圳市居民經(jīng)濟(jì)狀況和消費(fèi)支出情況Copyright 2007. BeiFangZongHeng Co., Ltd.Proprietary and ConfidentialP9B&C.

26、北方縱橫企業(yè)管理咨詢有限公司設(shè)計(jì)制作高中及以下high school graduates大專junior college graduates大專以上undergraduates3000 yuan below (元以下)30006000元/yuanover 6000 yuan (元以上)（2）教育程度與經(jīng)濟(jì)收入 教育程度也是影響經(jīng)濟(jì)收入的重要因素之一。教育程度與收入呈正相關(guān)關(guān)系。受教育程度越高，經(jīng)濟(jì)收入越多。文化程度為高中及以下的被訪者的月收入在1500元以下比例最高，文化程度為大專的被訪者收入在3000-4500元的比例較高，文化程度為本科及以上的被訪者，收入在6000元以上的比例較高。(2)

27、 education and individual monthly incomeEducation was a important factor for income. Education was positive relation with income. we found high school graduates earned 1,500 yuan below a month. junior college graduates earned 3,000-4,500 yuan a month. undergraduates generally earned over 6,000 yuan

28、a month.Copyright 2007. BeiFangZongHeng Co., Ltd.Proprietary and ConfidentialP10B&C.北方縱橫企業(yè)管理咨詢有限公司設(shè)計(jì)制作（3）職業(yè)與經(jīng)濟(jì)收入 在深圳，53的外來(lái)人口從事著以體力為主的工作，收入集中在3000元以下，從事技術(shù)、信息等技術(shù)含量高以腦力為主的人不斷減少，收入集中在30006000元之間.收入在6000元以上的高收入者在比例最小。(3)(3)occupation and individual monthly income53% of immigration in Shenzhen were en

29、gaged in physical work, whose individual income concentrated in 3,000 yuan below. Skilled workers and mental workers reduced gradually, whose individual income concentrated in 3,000-6,000 yuan. The proportion of people whose individual income was over 6,000 yuan was the least. 管理者、私營(yíng)企業(yè)主、經(jīng)理人、個(gè)體工商戶階層經(jīng)

30、理人階層、私營(yíng)企業(yè)主階層、專業(yè)技術(shù)人員階層、中高級(jí)職員階層、個(gè)體工商戶普通辦事員階層、商業(yè)和服務(wù)業(yè)員工階層、產(chǎn)業(yè)工人階層、城鄉(xiāng)無(wú)業(yè)、失業(yè)和半失業(yè)階層6000元以上over 6,000 yuan 30006000 元/yuan3000元以下3,000 yuan belowexecutives, private business owners, managers, private industrialists and businessmen managers, private entrepreneurs , professional and technical personnel , Middle

31、 and senior level staff , private industrialists and businessmen ordinary staff, commercial and services employees, industrial workers and the unemployedCopyright 2007. BeiFangZongHeng Co., Ltd.Proprietary and ConfidentialP11B&C.北方縱橫企業(yè)管理咨詢有限公司設(shè)計(jì)制作 深圳市居民消費(fèi)支出主要包括三個(gè)部分：食品類支出、非食品類支出和服務(wù)類支出。深圳市外來(lái)人口用于服務(wù)

32、類的支出最多，占46，其次是食品，占39，非食品類支出僅占15。2. expenditures Residents expenditures in Shenzhen were made of three parts which were food expenditures, non-food expenditures and service expenditures. The proportion of service expenditures was the highest, which was 46%.The proportion of food expenditures and non-

33、food expenditures respectively was 39% and 15%, which ranked the second and the third. Copyright 2007. BeiFangZongHeng Co., Ltd.Proprietary and ConfidentialP12B&C.北方縱橫企業(yè)管理咨詢有限公司設(shè)計(jì)制作（1）食品類支出情況 我們主要從居民對(duì)生鮮食品的消費(fèi)、對(duì)包裝食品的消費(fèi)和在外就餐消費(fèi)三個(gè)方面來(lái)整體把握居民在食品類商品方面的支出情況。調(diào)查期，深圳居民用于生鮮食品的支出最多，占支出的48%，包裝食品支出占30%，在外就餐支出占22

34、%。(1) food expenditureIn survey, food expenditure mainly included the expenditure for fresh food consumption, packaged food consumption and consumption of dining out.The proportion of fresh food expenditures was highest which accounted for 48%. proportion of packed food expenditures and dine expendi

35、tures respectively accounted for 30% and 22%.Copyright 2007. BeiFangZongHeng Co., Ltd.Proprietary and ConfidentialP13B&C.北方縱橫企業(yè)管理咨詢有限公司設(shè)計(jì)制作 食品支出food expenditures20%40%60%80%10062的人的生鮮支出比例the proportion of 62% of consumers生鮮食品支出 大部分的人生鮮食品花費(fèi)在600元以下。從居民購(gòu)買生鮮食品花費(fèi)占食品支出的比例可以看出，生鮮食品支出是食品類商品主要支出。62的人用于購(gòu)買

36、生鮮食品的花費(fèi)占食品支出的6080。 fresh food expenditureMost of people spent below 600 yuan for fresh food. fresh food expenditures were the main in food expenditures. Fresh food expenditures of majority of persons were 60%-80% of food expenditures.Copyright 2007. BeiFangZongHeng Co., Ltd.Proprietary and Confident

37、ialP14B&C.北方縱橫企業(yè)管理咨詢有限公司設(shè)計(jì)制作食品支出food expenditures 100 80%60%40%20%九成以上的人包裝食品支出比例the proportion of 90% of consumers包裝食品支出 85的人包裝食品花費(fèi)在600以下，從居民購(gòu)買包裝食品的花費(fèi)占食品支出的比例可以看出，絕大多數(shù)人用于購(gòu)買包裝食品的支出不會(huì)超過(guò)食品支出的60。 packaged food expenditure85% of people spent below 600 yuan for packaged food . The packaged food expend

38、itures of vast majority of residents were not more than 60% of food expenditures.Copyright 2007. BeiFangZongHeng Co., Ltd.Proprietary and ConfidentialP15B&C.北方縱橫企業(yè)管理咨詢有限公司設(shè)計(jì)制作36的人支出在600元內(nèi)36% of consuemrs spent within 600 yuan each time.17的人支出在600元上17% of consumers spent over 600 yuan each time.在

39、外就餐支出 89的人在外就餐花費(fèi)在600元以下。從居民在外進(jìn)餐花費(fèi)占食品支出的比例可以看出，居民在外就餐花費(fèi)很少，半數(shù)以上的人沒(méi)有在外就餐。少量在外就餐的人大額消費(fèi)也極為少見(jiàn)。 dining expenditure89% of people spent below 600 yuan for dining out. Over half of people did not dine out. Just a few persons dined out and their expenditures were small.Copyright 2007. BeiFangZongHeng Co., Ltd.

40、Proprietary and ConfidentialP16B&C.北方縱橫企業(yè)管理咨詢有限公司設(shè)計(jì)制作（2）非食品類支出 調(diào)查期，深圳居民紡織服裝支出最多，占非食品類支出的52%，其次是日用百貨支出，占31%。(2)non-food expendituresThe textile and apparel expenditures were the most in survey which accounted for 52% of non-food expenditures. the daily commodities expenditures just accounted for

41、31%.Copyright 2007. BeiFangZongHeng Co., Ltd.Proprietary and ConfidentialP17B&C.北方縱橫企業(yè)管理咨詢有限公司設(shè)計(jì)制作紡織服裝和日用百貨支出 深圳市絕大多數(shù)居民每年在紡織服裝商品的花費(fèi)金額在3500元以下。 從居民購(gòu)買紡織服裝商品和日用百貨占非食品支出的比例可以看出，絕大多數(shù)人購(gòu)買紡織服裝支出占非食品支出的一半甚至更多，日用百貨的花費(fèi)僅為非食品類支出的1/5。 textile expenditure and daily commodity expenditureMost of residents spent

42、below 3,500 yuan for clothes and textiles a year in Shenzhen. Half of non-food expenditures was used to buy clothes and textile.daily commodity expenditures just accounted for 20%.5000元以上over 5,000 yuan20005000元/yuan 花費(fèi)金額 the amount2000元以下below 2,000 yuan543313消費(fèi)者比重the proportion of consumers76204紡織

43、服裝the textiles日用百貨daily commoditiesCopyright 2007. BeiFangZongHeng Co., Ltd.Proprietary and ConfidentialP18B&C.北方縱橫企業(yè)管理咨詢有限公司設(shè)計(jì)制作家電、家具支出 家具和家電產(chǎn)品是居家耐用品，一次購(gòu)買可以長(zhǎng)期使用。大多數(shù)人不需要購(gòu)買家電和家具類產(chǎn)品。調(diào)查中，61的外來(lái)人口沒(méi)有家電需求，75的人沒(méi)有家具需求。appliance and furniture expenditureFurniture and appliance were durable products.So it

44、was unnecessary to buy furniture and appliance for most of families when they had. In survey,61% of population did not buy appliance and 75% of population did not buy furniture.1000元以上over 1000 yuan1000元以下below 1000 yuan 花費(fèi)金額 the expenditures沒(méi)有花費(fèi)none家電 appliance家具furniture消費(fèi)者比重the proportion of cons

45、umers61752519146Copyright 2007. BeiFangZongHeng Co., Ltd.Proprietary and ConfidentialP19B&C.北方縱橫企業(yè)管理咨詢有限公司設(shè)計(jì)制作（3）服務(wù)類支出 調(diào)查期，深圳居民的服務(wù)類支出總金額為1418萬(wàn)。其中，住房支出最多，占50%。其次是交通支出，占21%。(3)service expendituresThe total service expenditures in Shenzhen were 14.18 million yuan. Among them, house expenditure was

46、the largest, which accounted for 50%. Next was transportation expenditure, which accounted for 21%.Copyright 2007. BeiFangZongHeng Co., Ltd.Proprietary and ConfidentialP20B&C.北方縱橫企業(yè)管理咨詢有限公司設(shè)計(jì)制作住房支出 在服務(wù)類支出中，住房支出最多。如下圖所示，67的人都有住房花費(fèi)，且年花費(fèi)過(guò)萬(wàn)的居民近1/3。僅有33的居民沒(méi)有住房花費(fèi)。house expenditureHouse expense was the

47、 largest in service expenditures. 67% of population spent lots of money for housing. Nearly one third of people even spent over 10,000 yuan a month. Just a few persons did not spend on housing, which accounted for 33%.Copyright 2007. BeiFangZongHeng Co., Ltd.Proprietary and ConfidentialP21B&C.北方

48、縱橫企業(yè)管理咨詢有限公司設(shè)計(jì)制作其他服務(wù)類支出 半數(shù)以上的人在交通通訊方面的花費(fèi)在2500元以下，絕大多數(shù)人在醫(yī)療、旅游、文化教育和休閑娛樂(lè)方面的花費(fèi)在2500元以下。 other expenditureOver half of people spent 2,500 yuan a month for transportation and communication. large amount of people spent below 2,500 yuan a month for health care, tourist, education and leisure. 交通通訊transpor

49、tation and communication 醫(yī)療保健health care 旅游tourism 文化教育education娛樂(lè)體育 leisurethe proportion of familiesCopyright 2007. BeiFangZongHeng Co., Ltd.Proprietary and ConfidentialP22B&C.北方縱橫企業(yè)管理咨詢有限公司設(shè)計(jì)制作 隨著住宅市場(chǎng)化程度的日益提高，購(gòu)房受社會(huì)因素的影響越來(lái)越大。這導(dǎo)致了現(xiàn)在不同階層居住區(qū)域日益隔離的現(xiàn)象。 調(diào)查發(fā)現(xiàn)，在深圳，普通辦事人員階層人數(shù)最多，中高級(jí)職員階層和個(gè)體工商戶階層列二、三位。社會(huì)地

50、位較高或經(jīng)濟(jì)收入較高的人的比重不斷減少。part three: the space characteristics of purchasing power in Shenzhenwith house market-oriented level increasing, more social factors influenced the purchase of housing. it lead to more people of different social classes live separatelly.So we classified the residential housings

51、and communities in order to know habits and characteristics of consumers behavior better.Ordinary staff was the most among different social classes in survey.Middle and senior level staff and private business owners ranked second and third. we can see the higher social status or higher income, the l

52、ess proportion of people.三、深圳市居民購(gòu)買力的空間特征分析三、深圳市居民購(gòu)買力的空間特征分析Copyright 2007. BeiFangZongHeng Co., Ltd.Proprietary and ConfidentialP23B&C.北方縱橫企業(yè)管理咨詢有限公司設(shè)計(jì)制作（1）不同階層的教育狀況 社會(huì)地位較高的管理者階層、經(jīng)理人階層等階層整體受教育程度高。從事體力或技術(shù)含量低的普通辦事人員階層、商業(yè)和服務(wù)業(yè)人員和產(chǎn)業(yè)工人等階層整體教育程度偏低，半數(shù)的人都是高中及以下文化程度。(1) education composition of different

53、social classesexecutives and managers generally had received higher education. Ordinary staff, commercial or services employees and industrial workers almost received high school or below education. Copyright 2007. BeiFangZongHeng Co., Ltd.Proprietary and ConfidentialP24B&C.北方縱橫企業(yè)管理咨詢有限公司設(shè)計(jì)制作（2）

54、不同階層的經(jīng)濟(jì)收入 管理者階層、經(jīng)理人階層和私營(yíng)企業(yè)主階層普遍收入較高，個(gè)人月收入在45006000元之間甚至更高。 專業(yè)技術(shù)人員、中高級(jí)職員和個(gè)體工商戶階層個(gè)人月收入普遍在15004500員之間。 普通辦事人員、商業(yè)和服務(wù)業(yè)人員、產(chǎn)業(yè)工人、城鄉(xiāng)失業(yè)、半失業(yè)者和家庭主婦絕大多數(shù)個(gè)人月收入在3000元以下。(2)individual monthly income of different social classesExecutives, managers and private business owners had high individual income, which ranged f

55、rom 4,500 yuan to 6,000 yuan.Professional and technical personnel,middle and senior level staff and private industralists and businessmen generally earned 1500-4500 yuan. Ordinary staff, commercial and service employees , industrial workers,the unemployed and housewives generally earned 3,000 yuan a

56、 month. Copyright 2007. BeiFangZongHeng Co., Ltd.Proprietary and ConfidentialP25B&C.北方縱橫企業(yè)管理咨詢有限公司設(shè)計(jì)制作（3）不同階層的街區(qū)分布(3)the jiedao distribution of different social classes街道階層 新安 沙頭 華富 香蜜湖 蓮花 招商 蛇口 南山 沙河 西麗蓮塘東湖南湖 東門 民治個(gè)體工商戶和辦事人員較多。家庭主婦較多。私營(yíng)企業(yè)小老板、家庭主婦和無(wú)業(yè)、失業(yè)者較多。經(jīng)理人、專業(yè)技術(shù)人員、產(chǎn)業(yè)工人和商業(yè)或服務(wù)業(yè)人員較多。個(gè)體工商戶較多。經(jīng)理人和

57、私營(yíng)企業(yè)小老板較多。專業(yè)技術(shù)人員和辦事人員較多。個(gè)體工商戶、無(wú)業(yè)者較多。其中，家庭主婦較其他街道最多。辦事人員和產(chǎn)業(yè)工人較多。商業(yè)或服務(wù)業(yè)員工較多。行政人員、辦事人員、產(chǎn)業(yè)工人、個(gè)體工商戶、商業(yè)或服務(wù)業(yè)員工、家庭主婦和無(wú)業(yè)者較多。經(jīng)理人較多。產(chǎn)業(yè)工人、家庭主婦和無(wú)業(yè)者較多。家庭主婦、商業(yè)或服務(wù)業(yè)員工和私營(yíng)企業(yè)小老板較多。各個(gè)階層都有分布。行政人員、經(jīng)理人和私營(yíng)企業(yè)小老板較多。 福田區(qū) 南山區(qū) 寶安區(qū) 羅湖區(qū)Copyright 2007. BeiFangZongHeng Co., Ltd.Proprietary and ConfidentialP26B&C.北方縱橫企業(yè)管理咨詢有限公司設(shè)

58、計(jì)制作 消費(fèi)力水平是由人口密度和收入水平?jīng)Q定的。兩者的乘積即是一個(gè)區(qū)域的消費(fèi)力水平。 據(jù)此，我們對(duì)深圳市調(diào)查的15條街道的消費(fèi)力進(jìn)行了比較。調(diào)查結(jié)果顯示，新安街道、蓮花街道、南湖街道、沙頭街道和東門街道是高消費(fèi)力街區(qū)；民治街道、香蜜湖街道、南山街道、蓮塘街道、沙河街道是中消費(fèi)力街區(qū)；蛇口街道、招商街道、西麗街道、東湖街道和華富街道是低消費(fèi)力街區(qū)。2.the purchase power of different JiedaoThe purchasing power was decided by population density and income . product of both re

59、flected the lever of purchasing power.So we compared the purchasing power of 15 Jiedaos. The results showed Xinan, Lianhua, Nanhu, Shatou and Dongmen were the high-level purchasing power Jiedaos; Minzhi, Xiangmihu, Nanshan, Liantang and Shahe were the middle-level purchasing power Jiedaos; Shekou, Z

60、haoshang, Xili, Donghu and Huafu were the low-level purchasing power Jiedaos.Copyright 2007. BeiFangZongHeng Co., Ltd.Proprietary and ConfidentialP27B&C.北方縱橫企業(yè)管理咨詢有限公司設(shè)計(jì)制作四、深圳市居民的購(gòu)物習(xí)慣四、深圳市居民的購(gòu)物習(xí)慣 商場(chǎng)mall大賣場(chǎng)hypermarket 超市 supermarket 集貿(mào)市場(chǎng) country market小店鋪small shops月 客 流量1.深圳市居民光顧不同業(yè)態(tài)的頻次和消費(fèi)金額（1）消費(fèi)頻次 大賣場(chǎng)和商場(chǎng)是深圳市居民光顧次數(shù)最多的零售業(yè)態(tài)。光顧超市、集貿(mào)市場(chǎng)和小店鋪的人依次減少，光顧頻次總量也隨著較少。 集貿(mào)市場(chǎng)是消費(fèi)者光顧最頻繁的業(yè)態(tài)。其次是超市和小店鋪，大賣場(chǎng)和商場(chǎng)排在最后。part f