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论文编号：	12492
作者编号：	2320180747
上传时间：	2021/6/13 14:52:19
中文题目：	天津天河城购物中心营销策略研究
英文题目：	Research on Marketing Strategy of Tianjin TEEMall Shopping Center
指导老师：	白长虹
中文关键字：	天津天河城；购物中心；营销
英文关键字：	Tianjin TEEMall Shopping Center；Shopping Center；Marketing Strategy
中文摘要：	摘要 截至2019年，天津商业市场进入爆发期，据不完全统计，2017年至2019年平均每年有11个购物中心项目在津开业。这些新商业地产项目的入市，为天津商业市场注入新的活力，但是也加大了同行业间的竞争。 在2019年下半年开业的6个商业项目中，商业体量10万㎡以上的购物中心项目有4个，这些项目各具亮点，定位亦不相同。大体量购物中心的盛行导致市场竞争异常激烈，一些购物中心面临空置压力。天津天河城购物中心如何应对行业营销同质化问题，从激烈的行业竞争中脱颖而出，保持良好运营及稳定增长，便需要创新其营销策略。 本论文以现代营销理论作为理论指导依据，通过文献研究法、访谈法和问卷调研法对天津天河城购物中心营销策略制定的外部环境、行业竞争环境以及内部资源配置条件、人员管理能力进行分析，识别天津天河城项目在当下商业环境中的机会、威胁、优势、劣势，并综合SWOT矩阵分析结果确定天津天河城购物中心的营销目标与目标市场，结合营销目标与目标市场的需求升级营销策略，提出的研究成果包括：打造品牌定位、感官营销策略、优化业态组合和产品品牌配置、构建会员营销数据系统以及与品牌商建立友好租赁关系。 本论文通过对天津天河城购物中心营销策略的研究，力求通过理论与实际相结合，探索出适合天津天河城购物中心的营销策略。同时，也为购物中心行业营销策略的制定与研究提供借鉴和参考。 关键词：天津天河城；购物中心；营销
英文摘要：	Abstract As of 2019, Tianjin's commercial market has entered an outbreak period. According to incomplete statistics, there are 11 shopping center projects opened in Tianjin every year on average from 2017 to 2019. The entry of these new commercial real estate projects has injected new vitality into the commercial market of Tianjin, but also increased the trend of competition among the same industry. Among the 6 commercial projects that will open in the second half of 2019, there are 4 shopping malls with a commercial volume of more than 100,000 square meters. These projects have their own highlights and different positioning. The prevalence of large shopping centers has led to fierce competition in the market, and some shopping centers are under pressure of vacancy. How to deal with the homogenization of marketing in the industry, stand out from the fierce competition in the industry, maintain good operation and steady growth, Tianjin TEEMall Shopping Center needs to innovate its marketing strategy. Based on modern marketing theory as the theory basis, through literature research, interview method and questionnaire investigation method to Tianjin TEEMall Shopping Center marketing strategy formulation of the external environment, industry competition environment and internal resources conditions, personnel management ability were analyzed, and the identification of Tianjin TEEMall Shopping Center in the current business environment opportunities and threats, advantages and disadvantages, and determine the comprehensive SWOT matrix analysis results Tianjin TEEMall Shopping Center's marketing target and target market, and combined with the marketing target and target market demand to upgrade the marketing strategy, The proposed research results include building brand positioning, sensory marketing strategy, optimizing business format mix and product brand configuration, building member marketing data system and establishing friendly leasing relationship with brand owners. This thesis through the Tianjin TEEMall Shopping Center marketing strategy research, through the combination of theory and practice, to explore the suitable Tianjin TEEMall Shopping Center marketing strategy. At the same time, it also provides reference for the development and research of the marketing strategy of the shopping center industry. In this thesis, there are 9 figures, 14 tables and 36 references. Key Words: Tianjin TEEMall Shopping Center；Shopping Center；Marketing Strategy
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