联系我们

论文查询结果	返回搜索

论文编号：	11179
作者编号：	2320170531
上传时间：	2019/12/8 20:53:16
中文题目：	天津鲁能城购物中心服务营销组合策略研究
英文题目：	The Research on the Services Marketing Combination Strategy of Tianjin Luneng CC Plaza
指导老师：	韩德昌
中文关键字：	天津鲁能城购物中心；服务营销；服务营销组合策略
英文关键字：	Tianjin Luneng CC Plaza;Services marketing;Services marketing combination strategy
中文摘要：	截至2019年1月底，中国经济增长在2018年取得6.6%的好成绩，保持了总体平稳、稳中有进的发展态势，实现了年初制定的全年6.5%左右的增长目标。中国经济的增长已从10%的高速增长阶段进入到约7%的中高速增长期，整体的经济形式恢复到一种新常态。天津市积极贯彻并落实国家政府颁发的各项方针政策，着力打造北方“生态城市”、“国际港口城市”等，同时还以前瞻性的理念，对传统的经济结构、工业结构进行升级和调整，通过不断拓展城市功能和空间，最终确定了特色化的发展战略。针对中心城区则重点扶持服务业，深层次的挖掘和弘扬城市历史文化精神，以进一步的提升城市的综合竞争力。在现代服务业领域，购物中心占据着十分重要的位置。而伴随着天津市经济水平的不断提升，未来市场竞争将会更加火热。所以，值得思考的是，如何在服务营销业中提高购物中心的地位，由此而更好的满足市场的发展要求，这将是整个天津甚至是国内各大购物中心急需要探讨的难题。本文以天津鲁能城购物中心作为具体分析案例，它隶属于鲁能集团，而鲁能集团是国家电网的全资子公司，主要包含能源、地产、旅游、体育等方面产业。天津鲁能城购物中心不仅填补了南开水上区域内商业项目的空白，更为鲁能公馆和鲁能国际中心提供配套服务，为地产投资资金快速回笼发挥重要作用。作为集团内第一个购物中心，不仅要为下一步服务营销发展确定方向，也要给筹备中的十个购物中心提供重要经验。本文在研究的过程中首先简要的论述了研究的时代背景、探究的目的及其未来可能对现实工作的影响。之后梳理并回顾了环境分析工具、STP理论以及服务营销的相关理论，尤其着重阐述了7Ps组合理论。紧接着借助多元化的分析法，如：PEST、波特五力模型、SWOT分析法等，从多元化的视角上来解析天津鲁能城购物中心的宏观环境、竞争环境、顾客分析等服务营销环境。同时，还根据天津鲁能城购物中心客户服务营销特征而归纳其中所暴露的不足之处，具体体现在五大层面上，即：市场定位模糊、品牌组合混乱、服务流程复杂、服务展示不足、顾客满意度低等。紧接着以STP理论和服务营销策略组合理论为指导，对目前该购物中心所存在的问题提出了科学的优化方案，即明确市场定位，进行产品和价格策略、商业推广与有形展示策略、人员策略和流程策略相结合的服务营销组合策略。最后分析阐述了实施策略中所需要的组织与制度保障、文化与人员保障、信息系统和资金保障。本文的亮点和创新性主要体现在两个方面。第一，在确定市场定位的时候主要着力区域商圈优势定位、消费群定位、消费体验定位以及商旅地标景点定位。其中商圈优势定位主要体现在利用好毗邻南开大学、天津大学高等学府，奥体、鲁能公馆、中海八里台等高档社区以及天塔、水上公园旅游景点的地理优势，助推区域商业格局提升。消费群定位体现在通过与距离最近的万象城，市内较成功对标项目南开大悦城、天河城以及爱琴海购物公园的对比，定位于中端市场，瞄准都市时尚家庭和年轻时尚群体。通过不断注入新元素，增加集合店、医疗、运动项目、书店、真人游戏等业态，持续给顾客带来耳目一新的感觉，以自己独特的商业视角顺应发展的需求，成为都会家庭以及群体休闲、社交的首选场所。消费体验定位体现在注重细节、通过原创IP形象和主题展，迎来更多粉丝和家庭，将定制服务渗透在内，提供更多互动契机，增强受众体验及消费印象，同时不断提升服务质量，点亮品质生活。商旅地标景点定位体现在发挥鲁能商旅文化的优良传统，利用康莱德酒店、周边高校院区、水上公园、天塔公园以及天津狗不理包子、杭州菜363、粤菜中华炖品、上古商业街餐饮的便利条件，成为外地游客、商务人士谈判和休闲首选。天津鲁能城购物中心作为其中重要商业部分，既要体现整体配套功能，也要把自己打造成为一个景点。通过日数十万人的脚步涌动，开启鲁能繁华，打造城市新地标。本文亮点和创新的第二个方面体现在通过结合市场特征而选择多元化的服务营销策略组合。利用产品和价格策略，选择业态内最好的、同质化低的、满足主体消费群的产品，提高品牌形象和顾客感知价值。利用商业推广和有形展示策略使顾客获得良好的购物体验，尤其是在环境展示、品牌展示和信息展示方面。在环境展示中着力个性化场景，继续优化电能小镇，丰富个性化场景，形成自己独特IP，持续打造天津最炫地下主题商业街，提升顾客粘性。在品牌展示中强化与鲁能国际中心写字楼、康莱德酒店的联动创新，通过成功的商业配套服务来吸引优质国际企业入驻写字楼，更结合天塔、水上公园、南开大学及天津大学联合康莱德酒店形成特色旅游项目，共同提升鲁能影响力，强化品牌效应。在信息展示中着力拓宽广告宣传渠道，继续开发诸如首次利用天塔、脸脸等广告形式。更重要的是利用流程策略效仿百货零售的精细化管理，提升服务蓝图中关键事件的应对和处理，进而提升顾客服务感知和满意度。对比其他购物中心仅靠租金逐年递增的盈利模式、粗放型的管理模式以及简单的服务营销策略，本文进行的市场定位和服务营销组合策略所得的研究成果，不仅能够为天津鲁能城购物中心在服务营销领域的创新提供科学的指导并带来更高利润，也有助于推动国内购物中心服务营销策略的理论体系和实践模型走向成熟和完善。
英文摘要：	By the end of January in 2019, The growth of Chinese economic had achieved a good performance of 6.6 percent in 2018, maintaining a momentum of overall stable and steady development and achieving the annual growth target of around 6.5 percent set at the beginning of the year. The growth of Chinese economic has moved from a high speed of 10% to a medium-high speed of about 7%, and the overall economic pattern has returned to a new normal. The government in Tianjin actively carry out and implement all policies and regulations issued by the national government, on the north "ecological city", "international port city", etc., at the same time also with forward-looking concept, the traditional economic structure, industrial structure adjustment and upgrade through expanding urban functions and space, finally determine the characteristic development strategy. For the central city, the service industry should be supported, and the historical and cultural spirit of the city should be excavated and promoted in a deep level, so as to further enhance the comprehensive competitiveness of the city. In the field of modern service industry, the shopping mall occupies a very important position. With the continuous improvement of the economic level of Tianjin, the competition in the future will be more fiercer. Therefore, it is worth thinking about how to improve the position of the shopping mall in the service marketing industry so as to satisfy the requirements of the market development, which will be an urgent problem to be discussed by the whole city of Tianjin and even the major part of the domestic shopping malls. The thesis is an analysis of Tianjin Luneng CC Plaza belongs to Luneng Group, which is a wholly owned subsidiary of STATE GRID, mainly include energy, real estate, tourism, sports and other industries. Tianjin Luneng CC Plaza not only fills in the blank of commercial projects in the area of Nankai Shuishang , but also provides supporting services for Luneng Mansion and Luneng International Center, which plays an important role in the rapid return of real estate investment funds. As the first shopping mall in the group, it should not only determine the direction of the next step of services marketing development, but also provide important experience for the ten shopping malls under preparation. Firstly,the thesis discusses the era environment, the purpose of research, its influence on the social reality.Then it reviews and summarize the relevant theory of services marketing, especially focuses on the combination of 7Ps theory, and then with a diversity of analysis, such as PEST，Michael Porter five forces model ,the SWOT analysis method, etc., discussing the services marketing environment of Tianjin Luneng CC Plaza, meanwhile, according to the characters of Tianjin Luneng CC Plaza customer services marketing and results in some deficiency in five aspects, the vague Market positioning, the chaos of brand combination , the complex service process and the insufficient service display, the low customer’s satisfaction etc. Afterwards, guided by the theory of STP and services marketing combination strategy ,the thesis puts forward a scientific optimization scheme for the existing problems of the shopping mall, that is, the combination of market positioning, product and price strategy, commercial promotion and physical evidence strategy, people strategy and process strategy. Finally, it elaborate the organization and system guarantee, culture and personnel guarantee, information system and fund guarantee needed in the implementation . The bright spot and innovation of the thesis are mainly reflected in two aspects. Firstly, in determining the market positioning, mainly focus on the regional business circle advantage positioning, consumer positioning, consumer experience positioning and landmark view spot positioning. The advantage orientation of business circle is mainly reflected in making good use of the geographical advantages of high-grade communities such as Nankai University, Tianjin University, Olympic Sports, Luneng Mansion, Zhonghai Balitai, as well as the tourist attractions of Tientsin Tower and Water Park, so as to promote the promotion of regional business pattern. The positioning of the consumer group is reflected in the comparison with The Mixc, JOY CITY, TEEMALL and AEFEAN SHOPPING MALL in Tianjin, targeting urban fashion families and young fashion people. Through the continuous injection of new elements, the addition of collection stores, medical care, sports, bookstores, real-life games and other forms, continue to bring new experience to customers, with their own unique business perspective to meet the needs of development, become the preferred place for urban families and groups to relax and socialize. The orientation of consumer experience is embodied in paying attention to detail, ushering in more fans and families through the original IP image and theme exhibition, infiltrating custom services, providing more interactive opportunities, enhancing audience experience and consumer impression, and constantly improving the quality of service and lighting up the quality of life. The location of landmark view spots is embodied in giving full play to the fine tradition of Luneng business tourism culture, making use of Conrad Hotel, surrounding university area, Water Park, Tientsin Tower and Tianjin Go Believe, Hangzhou Cuisine 363, Chinese stew, ancient commercial street , become the first choice for foreign tourists, business people to negotiate and leisure. Tianjin Luneng CC Plaza, as an important commercial part, should not only reflect the overall supporting functions, but also build itself into a tour spot. Through the hundreds of thousands of people a day, the opening of Luneng prosperity, building a new landmark of the city. The second aspect of the bright spot and innovation of the thesis is to choose the diversified services marketing strategy combination by combining the market characteristics. By using product and price strategy, Tianjin Luneng CC Plaza will select the best brand, the lower homogeneity, satisfy the main consumer , improve brand image and customer perceived value. Under the commercial promotion and Physical evidence strategy ,customers will have a good experience, especially in environmental evidence, brand evidence and information evidence. In the environmental evidence, we should focus on individual scenes, continue to optimize Power Town, enrich individual scenes, and form their own unique IP, to continuously create the most dazzling underground theme commercial street to enhance customer’s loyalty. In the brand evidence, Tianjin Luneng CC Plaza will strengthen the linkage innovation with Luneng International Center and Conrad hotel, attract high quality international enterprises , combine Tientsin Tower, Water Park, Nankai University and Tianjin University United Conrad Hotel to form characteristic tourism project, jointly enhance Luneng influence and strengthen brand effect. In the information evidence, Tianjin Luneng CC Plaza will broaden advertising channels and continue to develop advertising forms such as the first use of Tientsin Tower and Dface. It is more important to use process strategy to emulate the fine management of department store retail, to improve the response and key events in the service blueprint, and then to enhance customer service perception and satisfaction. Compared with the profit mode of increasing rent year by year, extensive management mode and simple service marketing strategy, the research results in market positioning and services marketing combination strategy. The thesis will not only provide scientific guidance and bring higher profits for the innovation of Tianjin Luneng CC Plaza in the field of services marketing,but also be useful to promote the theoretical system and practical model of domestic shopping mall in which the services marketing strategy will be more mature and perfect.
查看全文：	预览  下载(下载需要进行登录)