A Comparative Study about the Target Market of Four Retail Formats in Guangdong Province

After years of development,the retail industry in Guangdong province has seen the emergence of a variety of new formats,with increasingly fierce competition between those formats.At present,the research on retail industry, both at home and abroad,has mainly focused on the retail format evolution,retail format structure balance, and the competitive advantages.There is less research about target market of various retail formats.Using the domestic department store target market model designed by XIE Zan and surveying the consumers in Guangdong,this paper analyzes the three target markets of retail formats,including urban shopping malls,supermarkets and convenience stores.Using the flexmix program package of statistical software R on the collected data for reliability analysis,validity analysis and mixed regression analysis,the paper draw conclusions on the market's demand characteristics and market scale of the three retail formats.Through analyzing and comparing of the four target markets,including retail store format,this paper summarizes the similarities and differences among the target markets,and provides suggestions and recommendations on management to the retail business.