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论文编号：	1759
作者编号：	2120082234
上传时间：	2010/5/24 15:57:17
中文题目：	我国地铁商业的营销定位研究
英文题目：	Research on Marketing Positioning of China Metro Commerce
指导老师：	韩德昌
中文关键字：	地铁商业　市场细分 营销定位
英文关键字：	Metro Commerce, Marketing Segmentation, Marketing Positioning
中文摘要：	随着我国地铁轨道的建设，地铁商业模式应运而生。但是地铁商业的运营管理远远滞后于地铁轨道建设的发展。本文主要研究了地铁商业营销定位的解决方案。通过分析我国北京、上海、广州等大中城市的地铁商业的发展现状并与国外地铁商业的发展进行对比，发现我国地铁商业在营销定位方面存在的问题，进而结合地铁商业营销定位流程设计定位模型。论文以天津站中心广场地铁轨道换乘中心地下商业项目为例，具体分析了地铁商业项目的营销定位原则和定位方法。 本文研究的地铁商业营销定位解决方案，基于对市场细分理论、SWOT分析方法、商圈理论等相关理论的回顾与应用。本文的研究思路从理解地铁商业概念、分析地铁商业的特征开始，对比国内外地铁商业的发展状况，分析我国地铁商业在社会经济中的巨大作用，并进一步探讨我国地铁商业在营销定位方面存在的问题，即我国地铁商业营销定位的动因。 论文在明确地铁商业营销定位的重要性与必要性的基础上，结合地铁商业的定位流程，建立了地铁商业的营销定位模型。根据地铁商业定位的流程，首先进行地铁商业的市场竞争调查与分析，从宏观经济环境、区域交通状况、地铁商业建筑形式和空间布局、区域商业竞争状况、商业未来发展趋势等方面对地铁商业的内部环境和外部环境进行研究。然后针对地铁商业进行顾客分析，目的是对消费者进行细分并最终确定地铁商业项目的目标市场。本文从功能、客户、形象、价格等四个方面对地铁商业进行定位研究，重视商业定位对项目竞争环境和顾客分析的反馈机制，并进一步提出地铁商业定位的保障措施。本文运用实证分析的方法，运用地铁商业营销定位解决方案对天津站中心广场地铁轨道换乘中心地下商业项目进行营销定位和定位的招商策略保障、人员组织保障和文化品牌保障进行分析。
英文摘要：	Along with the construction of metro rail, metro commerce model came into being. But the metro commercial operation and management lags far behind in metro rail construction. This paper studies the solution of metro commercial marketing positioning. Through the metro business development analysis of the current situation of Beijing, Shanghai, Guangzhou and other major cities, and the comparison with the progress of foreign metro commerce, the paper found the metro commercial marketing problems in positioning, and then combined with business process designs metro commerce positioning model. The paper also points to the commercial project of the central square in Tianjin Metro Rail Transfer Center as an example, analysis of the metro commercial project marketing positioning principles and positioning methods in detail. In this paper, the metro commerce marketing positioning solution bases on the review and application of market segmentation, SWOT analysis, business circle theories. This research starts from the understanding of metro commerce concepts and the analysis of the characteristics of metro commerce. Then the paper compares the situation of metro commercial development at home and abroad. The paper analysis the principal role of Subway business in the social and economic, and explores our metro business presence in the marketing positioning issues, namely, the motivation of the marketing positioning of metro commerce in our country. Combined with the positioning process of metro commerce, this study builds a subway commercial marketing positioning model based on the understanding of the importance and necessity of the marketing positioning of metro commerce. In accordance with the positioning process of metro commerce, the paper firstly discusses the survey and analysis of market competition and studies the macroeconomic environment, regional traffic conditions, architectural form and spatial layout, regional business competition conditions, business trends and other aspects of the future metro commerce internal environment and external environment. Then the paper analyzes the customers of the metro commerce for the purpose of segmenting consumers and ultimately determines the objective market of the metro commerce project. In this paper, the study of the marketing positioning from four aspects, such as functions, customers, images and prices of the metro commerce, and attaches importance to the mechanisms that the marketing positioning feedbacks the analysis of the competitive environment and customer, and further studies the safeguards of marketing positioning of the metro commerce. Empirical analysis is used in this paper. The research applies the model to the commercial marketing positioning solutions for Metro Tianjin Metro Rail Transfer Station Central Square Centre and analyzes the security of investment strategy, personnel organizations, and brand protection of the project.
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