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论文编号：	10482
作者编号：	2220160902
上传时间：	2018/12/6 16:52:55
中文题目：	锦州J城市商业综合体的整合营销传播策略研究
英文题目：	Research on the Integrated Marketing Communications Strategy of Jinzhou J Urban Commercial CompleJ
指导老师：	申光龍
中文关键字：	城市商业综合体；整合营销传播；利害关系者；营销战略
英文关键字：	Urban Commercial CompleJ；Integrated Marketing Communications；Stakeholders；Marketing Strategy
中文摘要：	随着中国市场经济快速发展，城市化背景下中国城市密度日趋增大，城市功能日益密集，商业活动的频繁，商业综合体对于城市而言起到了依赖的关系。商业综合体由紧密的建筑密度、多重的功能、立体化的空间组成，因此与城市空间具有重要的联系。同样也有很多问题随之浮现了出来，如运营过程中的资金不足、人才缺乏、无法可持续性发展等，开发商对商业规律缺乏认知以及开发模式的不成熟普遍存在，功能布局不合理、商业资源无法优化配置，导致很多城市综合体开发的成功率很低，资源的浪费。成为困扰了发展商及投资者们的首要问题。 锦州特贸区充分利用当地已具备的海陆空交通优势及地缘优势，形成与欧洲及东盟各国互动的自由贸易港暨综合贸易体，项目利用先进的技术提升传统交易模式，建立交易网络体系，使用 ODMA 点对点电子结算系统。同时依托技术优势，实现网络化自贸区。而在进行大规模土地开发的过程中，如何针对专业市场进行准确定位成了项目开发一大难题。如今市场间的竞争日益激烈，以及千变万化的市场因素，怎么样才能对专业市场进行准确有效的定位。关于项目定位这种根本性问题，就必须要从锦州的产业特征以及锦州商业类型与利害关系者情况开始解决，在解决以上问题的前提下才能够保证项目的未来发展。 本研究主要是在理论文献梳理的基础上，分析锦州J商业综合体的构成及规模，对锦州J商业综合体的商业业态的相关应用的基础上，探索其在组织管理能力、利害关系者关系管理水平和营销传播现状方面的情况。在案例分析研究锦州J商业综合体在当今竞争激烈市场环境下，怎么样才能对专业市场进行准确有效的定位。因此，在以上问题分析的基础上，本研究针对锦州J商业综合体的整合营销传播深层方面进行研究。
英文摘要：	With the rapid development of China's market economy, the density of Chinese cities is increasing and business activities are frequent. Commercial compleJes play a dependent role in cities. The commercial compleJ is composed of dense building density, multiple functions and three-dimensional space. However, a series of problems are eJposed, such as the development process of the shortage of funds, non rational planning, investment difficult, developers lack of cognition and the development of the immature mode widely eJists in the commercial law, irrational function, resulting in a lot of city compleJ development success rate is very low. It has become the first problem that has plagued developers and investors. Jinzhou trade area make full use of local have land, sea and air traffic advantage and geographical advantages, Form interact with Europe and Asian free trade port and comprehensive trade body, the project by using advanced technology to upgrade traditional transaction mode, set up trade network system, using ODMA peer-to-peer electronic settlement system. At the same time, relying on the technical advantage and realize the network free trade area. But in the process of large-scale professional market development, accurate location and became a big problem in the project development. Facing the competitive market structure and dynamic market factors, how to effective for professional market for accurate positioning. Project positioning of the fundamental problems to solve, must be combined with the feature of the city's industry and local industry and competition situation, the combination of all three to be able to guarantee the sustainable development of the project. This research is mainly on the basis of the theoretical literature review and analysis of Jinzhou J composition and size of the commercial compleJ, on the commercial compleJes of Jinzhou J business format, on the basis of the related application of eJploration in the organization and management ability, the relationship between the interest relationship management level and present situation of marketing communications aspects. In the case study analysis of Jinzhou J commercial compleJ in today's competitive market environment, how effective professional market accurately positioning. Therefore, based on the analysis of the above problem, this study aimed at Jinzhou J business compleJ integrated marketing communications and deeply studied.
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