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论文编号：	11244
作者编号：	2320170327
上传时间：	2019/12/10 0:32:20
中文题目：	LN商业综合体的互动整合营销传播策略研究
英文题目：	Research on the Interactive Integrated Marketing Communications Strategy of LN Commercial Complex
指导老师：	申光龙
中文关键字：	LN集团;互动整合营销传播;商业综合体;利害关系者
英文关键字：	LN Group;Interactive Integrated Marketing Communicati;onsCommercial Complex;Stakeholders
中文摘要：	随着现代人对生活资源集中性的需求，商业综合体模式渐渐代替了原始城市商业模块，将商业中心、商业管理、销售物业、高星酒店为核心模块在生活空间内进行组合，建立各模块相互依存、相互裨益的能动关系，从而形式多功能、复杂化且高效率的一种城市商业综合体。商业综合体作为城市发展的趋势，其合理性在于节约用地、缩短交通距离、提高工作效率、发挥投资效益等，快速发展节奏必然需要整合化营销战略的支持。本论文的主要研究问题是如何用互动整合营销传播理论去构建商业综合体的管理模式。 本论文的研究范围主要包括商业综合体及其主要利害关系者。主要包括与商业地产相联系，投资者、开发商、运营商、经营者和终端消费者。商业城市综合体是一个实现了各业态之间的优势互补，给消费者提供了全方位的服务且满足了消费欲望，与此同时也给相关各利益主体带来了回报。 本论文首先在研究背景的基础上提出了研究问题和研究框架，而后介绍了有关整合营销传播、商业综合体运营管理的相关理论；在对目前城市商业综合体发展现状进行总述之后，构建了基于互动整合营销传播的商业运营模式，并通过对LN综合体的案例探讨，得出了本研究的研究结论，即商业运营模式基于互动整合营销传播的运作模式是指企业在开展运营方案或活动执行时的组织模式、运营模式、运营机制和职称体系的有机综合体。 本论文主要内容框架分为六个章节。本论文第一章确定了研究背景并提出研究问题，而后梳理了研究范围，整理了研究方法，最后明确了研究内容及框架思路。本论文第二章回顾了互动整合营销传播、商业综合体及利害关系者相关方面的理论，通过分析商业综合体的利害关系者，结合对LN项目的研究和文献查阅等进行分析与论述后，为后续的研究提供了理论支撑。本论文第三章介绍了LN集团商业板块的发展历程，阐述了LN集团在商业综合体产品线的发展及规划，以及未来商业项目的发展趋势和布局。分析了基于各利害关系者产生的在互动整合营销策略中存在的市场定位、品牌管理、营销渠道、人才架构等问题。同时对LN商业综合体的营销现状、整合营销传播的策略以及营销传播策略中存在的问题进行了分析。 本论文第四章主要是在互动整合营销传播概念的基础之上，通过数据管理优化系统对LN商业综合体的营销方案做出提升建议。分析了大数据时代背景下的整合营销商业契机，以及如何有效的理解和使用DMP系统给商业项目带来更好的营销效果反馈。在IMC过程中，LN商业综合体应充分利用媒体资源，整合不同媒体的传播优势。定制适合综合体项目的数据平台服务，采用数据化的管理模式，不单单是用来分析数据库内不同终端消费者的消费行为和习惯，同时也可以更好的分析硬件设备产生的成本与损耗。在可控的运营成本下，对现有的数据群体进行合理的互动传播，可参考媒介式IMC的方式，依托高效的数据库系统，对数据管理采取动态化、精准化的调整。目前，随着商业综合体的竞争日益增加，很多营销模式大同小异，越来越多的综合体尝试建立自有的核心传播来占据一定的市场份额。想要脱颖而出，需要建立核心传播，尝试实践场景营销、品牌营销，能够将终端消费者的需求认知通过反馈机制，来实现互动整合营销传播。目前的IP营销是颇具有话题性的，需要具备庞大的粉丝基数和市场，它是一种可以产生裂变效果的营销传播方式。IP营销作为优质内容的代表，不仅仅有丰富且具象的特质，同时兼备多样性。专业的运营团队会借力大数据来不断精细化IP营销活动的粉丝群体，提升IP营销的高度商业化，从而提升IP营销的核心竞争力，因此本研究中提出结合IP内容营销的新理念，优化了LN商业综合体内自有品牌的互动整合营销方案。最后运用人力资源中组织发展和人才发展的基础概念，结合LN商业综合体的专业人才的实际培养现状，提出了见解。 本论文第五章主要介绍了LN商业综合体互动整合营销传播策略的保障措施，分别按照互动整合营销传播管理机制的保障、专业管理团队建设和培养保障、主要利害关系者的管理措施三个方面。依据目前市场现有情况，LN商业综合体要成功实现以终端消费者为导向的互动整合营销策略可采取高效的营销推广思路和媒体工具结合的方式，建立一个高效的DMP平台。其次，多元文化与媒介营销组合保障体现在将文化结合业态规划，实现人文价值的商业，其发展更具备持续性。人才及组织架构优化方面，LN商业综合体采用的管理流程存在于多线管理等问题，并且欠缺针对互动整合营销传播管理流程以及相关的运营反馈流程。项目或活动方案，从前期研策到落地执行过程中缺少具有指向型的系统化管理流程。如果重新梳理企业内部流程并重建，对互动整合营销传播落地及运营反馈都具有更好的支持能力。最后一章归纳了本研究的主要研究结论，分析了不足之处并对依据LN商业地产案例提出了实践启示。 本论文借鉴国内商业综合体管理相关理论和成功商业地产企业运营经验，在互动整合营销传播理论和商业地产管理理论研究的基础上，研究了商业地产公司城市商业综合体的成功经验和存在的一些问题，并提出了相应的改进策略和推进思路。
英文摘要：	As the demand of the modern people concentrated on living resources, the commercial complex mode gradually take the place of the original city business module, business center, business management, sales, property, high star hotel as the core module in combination within the living space, to establish each module are interdependent, mutually beneficial relations of active, so as to form muti_function, complications and high efficiency of an urban commercial complex. As the trend of urban development, the rationality of commercial complex lies in saving land, shortening traffic distance, improving work efficiency, and giving play to investment benefits. The rapid development pace is bound to require the support of integrated marketing strategy. The main problem of this study is how to construct the management mode of commercial complex by means of interactive integrated marketing communication theory. The research scope of this thesis mainly includes commercial complex and its main stakeholders. It mainly includes the connection with commercial real estate, investors, developers, operators, operators and end consumers. Commercial urban complex realizes the complementarity of advantages among different business forms, provides consumers with all-round services and satisfies their consumption desire, and at the same time brings rewards to relevant stakeholders. This thesis firstly puts forward the research questions and research framework on the basis of the research background, and then introduces the relevant theories of integrated marketing communication and business complex operation and management. On the present development of urban commercial complex in total, to build a business operating mode based on interactive integrated marketing communications, and through the case study of LN complex, draws the research conclusion of this study, namely the commercial operation mode operation modebased on interactive integrated marketing communications refers to the enterprise in operation scheme or activities of the organization mode, operation mode, operation mechanism and an organic synthesis of title system. The main content of this thesis is divided into six chapters. The first chapter of this thesis defines the research background and puts forward the research questions, then combs the research scope, arranges the research methods, and finally clarifies the research content and framework ideas. The second chapter of this thesis reviews the theory of interactive integrated marketing communication, commercial complex and stakeholders. By analyzing the stakeholders of commercial complex, combined with the research and literature review of LN , it provides theoretical support for the follow-up research. The third chapter of this thesis introduces the development process of LN Group's commercial business part, expounds the development and planning of LN Group's commercial complex product line, as well as the development trend and layout of future commercial projects. This thesis analyzes the market positioning, brand management, marketing channels, talent and organization in the interactive integrated marketing strategy based on various stakeholders. At the same time, the thesis analyzes the marketing status of LN commercial complex, the strategy of integrated marketing communication and the problems existing in the marketing communication strategy. The fourth chapter of this thesis is mainly based on the concept of interactive integrated marketing communication, through the data management optimization system to improve the marketing plan of LN commercial complex. This thesis analyzes the business opportunity of integrated marketing under the background of big data era, and how to effectively understand and use DMP system to bring better marketing effect feedback to business projects. In the IMC process, LN commercial complex should make full use of social media resources and integrate the communication advantages of different media. Customization of data platform services suitable for complex projects and adoption of data-based management mode are not only used to analyze the consumption behavior and habits of different end consumers in the database, but also can better analyze the cost and loss of hardware equipment. Under the controllable operation cost, the reasonable interactive communication of the existing data group can refer to the way of media IMC and rely on the efficient database system to adjust the data management dynamically and accurately. At present, with the increasing competition of commercial complex, many marketing models are the same, more and more complex try to establish its own core communication to occupy a certain market share. In order to stand out, we need to establish core communication, try to practice scenario marketing and brand marketing, and realize interactive integrated marketing communication through feedback mechanism of demand cognition of end consumers. The current IP marketing is quite topical, which needs a huge fan base and market. It is a kind of marketing communication mode that can produce fission effect. As the representative of high-quality content, IP marketing not only has rich and concrete characteristics, but also has diversity. The professional operation team will take advantage of big data to continuously refine the fans of IP marketing activities, enhance the highly commercialization of IP marketing, and thus enhance the core competitiveness of IP marketing. Therefore, in this study, a new concept of IP content marketing is proposed to optimize the interactive integrated marketing scheme of private brands in ln commercial complex. Finally, using the basic concepts of organization development and talent development in human resources, combined with the actual training situation of professional talents in LN commercial complex, the author puts forward some opinions. The fifth chapter of this thesis mainly introduces the guarantee measures of interactive integrated marketing communication strategy of LN commercial complex, which are in accordance with the guarantee of interactive integrated marketing communication management mechanism, professional management team construction and training guarantee, and management measures of main stakeholders. According to the current situation of the market, LN commercial complex can establish an efficient DMP platform by combining efficient marketing promotion ideas and media tools to successfully realize the interactive integrated marketing strategy oriented by end consumers. Secondly, the combination guarantee of multiple culture and media marketing is embodied in the business planning of combining culture with business form to realize the humanistic value, and its development is more sustainable. In terms of talent and organizational structure optimization, the management process adopted by LN commercial complex has problems such as multiple working line in management, and lack of interactive integrated marketing communication management process and related operational feedback process. There is no systematic management process with direction in the process of project or activity plan from preliminary research to implementation. If we reorganize the internal process of the enterprise and rebuild it, we will have better support ability for the implementation of interactive integrated marketing communication and operation feedback. The last chapter summarizes the main conclusions of this study, analyzes the shortcomings and puts forward practical enlightenment on the basis of LN commercial real estate case. This thesis draw lessons from the domestic commercial complex management related theory and successful experience in commercial real estate business, in the interactive integrated marketing communications theory and commercial property management, on the basis of theoretical research, study the success of urban commercial complex commercial real estate company experience and existing problems, and puts forward the corresponding improvement strategies and methods.
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