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论文编号：	12490
作者编号：	2120192928
上传时间：	2021/6/13 13:29:01
中文题目：	重庆TJ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 Chong Qing TJ Commercial Complex
指导老师：	申光龍
中文关键字：	重庆TJ公司；整合营销传播；商业综合体；利害关系者
英文关键字：	ChongQing TJ Group；Integrated Marketing Communications； Commercial Complex；Stakeholders
中文摘要：	随着中国的改革开放，市场经济得到了快速发展，我国的各个行业也发生了巨大的改变。传统零售行业中的商业购物中心正面临着前所未有的挑战。运用整合营销传播的理论下制定出适合企业自身的整合营销策略显得尤为重要，也是每个商业综合体高度重视的问题。尽管有些商业综合体已经突出了重重包围，凭借企业自身的资源优势暂时占据了零售市场的一部分。但要想在市场经济中长盛不衰，企业应当知道如何对产品进行定位，如何运用广告及其它促销手段来有效的传递信息，快速准确的了解消费者或利益相关群体的需求，在营销策划中运用合理的手段将需求信息融合进去，从而在竞争中获得胜利。本文初次对此研究题目做了富有针对性的讨论以及归纳总结，系统性的分析了重庆TJ商业综合体的整合营销传播策略，提出了自己的建议，有一定的前瞻性和可操作性，在重庆TJ商业综合体执行这个整合营销传播策略非常有意义。 本论文首先阐述了对于本课题进行研究的背景，并基于此，提出了具体研究的问题与基本框架，接下来又对于整合营销传播的相关理论、对商业综合体的具体运营过程进行管理的相关理论，进行了详细的介绍，在做出认真总结之后，构建起了一套系统的、对于以现代整合营销传播进行商业运营的有效模式，通过对重庆TJ商业综合体这一典型案例展开的分析，最终得出了本论文所做研究的结论。 这篇论文参考并借鉴了与我们国家对商业综合体所采取的管理模式有关的理论和开发状态大好的商业综合体的运营经验，以整合营销传播相关的理论以及与商业地产相关的管理理论进行了深入研究的前提之下，针对当前我国的各商业地产公司在对于商业综合体进行开发的过程中取得成功经验以及依然存在的问题展开了进一步研究，并在研究结果中提出了有针对性的改进策略以及有效的保障措施。
英文摘要：	With China’s reform and opening-up, the market economy has developed rapidly, and various industries in China have also undergone tremendous changes. The commercial shopping center of traditional retail industry is experiencing unprecedented severe test. How to create the integrated marketing strategy suitable for the enterprise under the tide of integrated marketing appears to be particularly important, which is also a highly valued issue for the commercial shopping center. Although some commercial complexes have broken through the siege, they temporarily occupy part of the retail market through their own resource advantages. However, in order to remain invincible in the market economy, enterprises must know how to carry out product positioning, how to use advertising and other promotion techniques to achieve the effective transmission of information, timely access to the needs of consumers or interested groups, and integrate these demands information into the marketing planning work so as to win in the competition. This paper discusses and summarizes this topic for the first time, analyzes the integrated marketing strategy of Chongqing TJ commercial complex from various angles, and puts forward its own suggestions, which are forward-looking and operable to a certain extent. It is of great practical significance to implement such an integrated marketing strategy in Chongqing TJ commercial complex. The thesis first explains the background of the research on this subject and puts forward the specific research questions and basic framework, and then introduces the related theories of integrated marketing communication and the management of the commercial complex. The actual development of commercial complex in China and the specific operational development are comprehensively analyzed. After that, a systematic set of communication has been successfully constructed, which is an effective model of modern integrated marketing communication for commercial operations. Through the analysis of Chongqing TJ commercial complex, the conclusion of the research in this paper is finally reached. The thesis refers to and draws on the theories related to the management model for commercial complexes in China and the actual operating experience of real estate corporates that are currently in a good condition. Based on the integrated marketing communication theory with communication and the in-depth study of the theory of commercial property management, it further explores the current commercial real estate companies on the successful experience of the commercial complex and puts forward the targeted improvement strategies and effective protection measures.
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