北京市西瓜销售市场和典型零售商调查研究

从北京市西瓜价格走势、销售产地、品种等情况对北京市西瓜销售情况进行分析，并以北京市各区的西瓜批发零售点作为销售环节的调研对象，对零售商抽样调研进行成本效益分析。结果显示，从销售量上，农贸市场＞超市＞便利店，而在销售价格上，超市＞农贸市场＞便利店，三种零售商的利润率在10%～12%之间。最后提出对零售商进行基础建设升级改造、采用差异化战略和加大促销力度等方面的建议。

Investigation on Watermelon Sales Market and Typical Retailers in Beijing

This paper analyzed the watermelon sales situation in Beijing city from the aspects of watermelon price trend, place of sale, variety.Taking the wholesale and retail outlets of watermelon in different districts of Beijing as the research object of the sales process, the cost benefit analysis of the retailer''s sample survey was carried out. The results showed that in terms of sales volume, farmers'' markets>supermarkets>convenience stores, in terms of sales prices, supermarkets>farmers'' markets>convenience stores.and the profit margin of three retailers is between 10% and 12%. Some suggestions should be put forward: rebuild infrastructure, adopt differentiation strategy and increase sales promotion.