Theattraction Research Of Store Image Of Beijing

Department store as the one of the retail formats, its emergence is the first major change in the retail industry. From 1852 to now, the birth of the first department store in France has more than 100 years of history. In more than 100 years, Department store has grown from a start of innovation phase through the development period, and now coming into maturity. It is an indisputable fact that China's traditional department store competition in the market situation of worrying. But it still has some development space, especially at this stage. China's commercial downtown center is still the preferred shopping to consumers. This requires our department stores need to re-establish their own competitive strategy of differentiation. Department stores by improving its image attract customers to buy goods, enhance the competitive advantage of department stores and Share. So, in this study, the department stores of Beijing as the research object. The study's research purposes are to explore the affect that the impact factors of store image on customers'buying behavior.In this study, the samples are the customer of Beijing. The interview way is street-intercept of random selection. The way of Data Analysis is using SPSS. Testing hypotheses use the SPSS Methods of Basic data analysis, Reliability Analysis, Factor Analysis, Correlation, T test, Single-factor analysis of variance.Found that the 9 factors of store image have a significant impact on the Customer buying behavior. Customer's personal characteristics have some significant impact on Customer buying behavior. At last, the author has proposed improve measures for store image of Beijing on the basis of the study conclusion.