联系我们

论文查询结果	返回搜索

论文编号：	13660
作者编号：	2320200476
上传时间：	2022/12/5 17:37:23
中文题目：	天津远洋未来汇购物中心竞争战略研究
英文题目：	Research on Competitive Strategy in Ocean We-life(Tianjin) Mall
指导老师：	薛有志
中文关键字：	购物中心；差异化战略；战略措施；战略保障
英文关键字：	Shopping center；Strategy of differentiation；Strategic measures；Strategic support
中文摘要：	伴随着国内房地产行业近三十年的蓬勃发展，国内购物中心行业发展迅猛，已开业购物中心建筑面积总量和购物中心数量均呈现高速增长的态势。伴随着行业的高速发展，行业问题也不断凸显，同时，由于电子商务已经在一定程度上改变了消费者的消费习惯，加之2020年开始爆发的新冠肺炎疫情，使得购物中心定位同质化、客流量下降、收益下降的问题愈发广泛和严重。本文以购物中心竞争战略研究为切入点，通过竞争战略匹配、战略措施的制定、保障措施的梳理，为购物中心行业发展提供一个有意义的探索方向，为购物中心行业的发展贡献绵薄之力。 本文以位于天津市滨海新区的天津远洋未来汇购物中心为研究对象，结合相关经营数据对其进行了深入的分析，推断天津远洋未来汇购物中心存在的问题，然后对其所处的宏观环境、产业环境的关键数据进行了整理，通过使用PEST、SWOT等分析工具，梳理出了天津远洋未来汇购物中心存在的风险与机遇，结合对天津远洋未来汇购物中心的分析结果，通过三大竞争战略的匹配，确立了其差异化竞争战略的方向，根据其自身特点，制定了“整合业务、整合服务、整合资源”三大差异化竞争战略措施，通过在“企业文化、企业制度、组织建设、市场营销”四方面的工作开展作为战略保障，为天津远洋未来汇购物中心建立完善的竞争战略体系。 本文通过分析，为天津远洋未来汇购物中心确立了差异化竞争战略的方向，在进行各类分析及制定差异化竞争战略措施的过程中，充分挖掘其自身的资源优势，确保差异化竞争战略措施的可行性及对天津远洋未来汇购物中心行业竞争力的提升。
英文摘要：	With the vigorous development of the domestic real estate industry in the past three decades, the domestic shopping center industry has developed rapidly, with the total building area of the opened shopping centers and the number of shopping centers showing a trend of rapid growth. With the rapid development of the industry, the problems in the industry have become increasingly prominent. At the same time, due to the fact that e-commerce has changed consumers' consumption habits to a certain extent, and the outbreak of New Coronary Pneumonia in 2020, the problems of homogenization of shopping center positioning, decline in customer flow, and decline in revenue have become more extensive and serious. This thesis takes the research on the competition strategy of shopping centers as the starting point, and provides a meaningful exploration direction for the development of the shopping center industry through the matching of competition strategies, the formulation of strategic measures, and the sorting of safeguard measures, making a modest contribution to the development of the shopping center industry. This thesis takes Tianjin Ocean We-life Shopping Center, which is located in Binhai New Area of Tianjin, as the research object, and makes an in-depth analysis of it in combination with relevant business data, infers the problems existing in Tianjin Ocean We-life Shopping Center, and then collates the key data of its macro environment and industrial environment. Through the use of PEST, SWOT and other analysis tools, it sorts out the risks and opportunities existing in Tianjin Ocean We-life Shopping Center, Based on the analysis results of Tianjin Ocean We-life Shopping Center, the orientation of its differentiated competition strategy was established by matching the three major competition strategies. According to its own characteristics, three differentiated competition strategy measures of "integrating business, integrating services, and integrating resources" were formulated, and the four aspects of "enterprise culture, enterprise system, organization construction, and marketing" were carried out as strategic guarantees, Establish a sound competitive strategy system for Tianjin Ocean We-life Shopping Center. Through analysis, this thesis establishes the direction of differentiated competition strategy for Tianjin Ocean Future Shopping Center. In the process of carrying out various analyses and formulating differentiated competition strategy measures, it fully exploits its own resource advantages to ensure the feasibility of differentiated competition strategy measures and enhance the competitiveness of Tianjin Ocean We-life Shopping Center industry。
查看全文：	预览  下载(下载需要进行登录)