北京大悦城案列分析英文版.docx

Research of Joy City--Integrated ProjectTable of ContentIntroduction3Part 1：Introduction of Beijing41.1 Location41.2 Population41.3Economy61.4 Education7Part 2: Introduction of the Xicheng District82.1 Location82.2 Population82.3 Economy92.4 Introduction of Xidan Street10Part 3: Introduction of Joy City123.1 General introduction123.2 Brands123.3 Customer Target143.4 Main Competitiors143.4.1 Galleries Lafayette153.4.2 Xidan Department Store153.4.3 Grand Pacific Mall16Part 4: Proposal of Joy City17Reference20Appendix22Introduction Beijing is capital city in China, there are many different shopping mall in different district. Joy City, as the biggest theme shopping mall in Xicheng District, they have many difference compared to traditional shopping mall. Joy City has a clear market position, and they focus on youth, in addition, different floor has different theme. This is an important point to attract many people. However, it is not to say that there are no problems in there. As a consultant, I research the general information in Beijing and Xicheng District, and combine with Joy City to give some suggestion, it help Joy City to have a forward future. This report is divided into four parts. Firstly, general situation about Beijing including location, population, economy, education are provided. Secondly, part two describes the Xicheng District information, and even specific shopping mall location. Thirdly, there are some analyses about Joy City. Finally, according to above research, there is a proposal about Joy City.Part 1：Introduction of Beijing1.1 Location Beijing, one of the first tier city in China, and it is the capital of China, is located at the northern tip of north China Plain. It is the heart of the political, economic and culture city in China. At the same time, Beijing is the one of the four ancient cities. The total land of Beijing accounted for 16,410.54 km2. In 2010, Beijing is divided into 16 districts by the government. Within the fifth ring road, th