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| 论文编号： | 8452 | |
| 作者编号： | 2120142924 | |
| 上传时间： | 2016/6/13 11:15:03 | |
| 中文题目： | SC购物中心营销策略研究 | |
| 英文题目： | The Marketing Strategy Study of SC Shopping Mall | |
| 指导老师： | 李东进 | |
| 中文关键字： | 商业地产；购物中心；营销策略；互联网；顾客 | |
| 英文关键字： | commercial real estate; marketing strategy; customer value; internet; shopping mall | |
| 中文摘要： | 2009年以来，房地产全面调控政策带来了全国商业地产的高增速发展，形成大量“库存”。2013年以来，由经济增速放缓、需求疲软、控制三公消费等因素造成消费市场下行，在客观上影响了商业地产的发展。同时，电商业务的迅速发展也在一定程度上对零售商业带来冲击。进入2015年，“互联网+”大潮袭来，传统零售商业地产纷纷转型。运营中的购物中心，想要在动荡中求生存谋发展，必须顺应时势，精准定位，关注市场营销策略的制定及实施。 本文以现代市场营销理论为指导，以2012年开业的SC购物中心为研究对象，对购物中心类的商业地产项目的市场营销策略进行分析，并对其如何调整市场营销策略以适应当今互联网环境进行探讨。论文的第一章和第二章使用文献研究法，阅读了相关的专著、期刊与学科论文，分析了当前商业地产所处的宏观经济政策形势，明确了购物中心的概念与理论、市场营销环境分析工具、顾客价值理论以及市场营销STP与7Ps营销策略等基本理论。第三章，在前文所论述的营销理论基础上对SC购物中心的实际运营情况进行分析，比较该商业地产项目的优势和劣势，对SC购物中心市场营销策略的发展方向做出判断。第四章，在分析的基础上，以顾客价值共创为导向对SC购物中心进行重新定位并调整市场营销策略，并提出具体执行措施，使企业能够充分发挥自身优势，紧跟时代步伐，适应当前商业地产所处的互联网大环境。 本文的创新之处在于，通过对SC购物中心的研究，紧密结合时下互联网热点，从实践出发，分析探讨对购物中心运营具有一定现实意义的市场营销策略，丰富我国商业地产的研究体系。 | |
| 英文摘要： | Since 2009, the real estate comprehensive regulation policy brings the high growth of the national commercial real estate which formed a large number of redundancies. Since 2013, controlled by the economic slowdown, weak demand, and public expense market downward, the development of commercial real estate was objectively affected. At the same time, the rapid development of the e-commence impacted the retail commence in certain extent. In 2015, the tendency of "Internet +" improved the traditional retail commercial real estate reform. The shopping mall, which survived in turbulence and seek to development, must temporize, accurate positioning, focus on marketing strategy and implementation. Based on modern marketing theory, the SC Shopping Mall, which opened in 2012 was the research object of the thesis, the shopping center of the class of commercial real estate project marketing strategy is analyzed, and how to adjust the marketing strategy to adapt to today's "Internet +" environment were discussed. Chapter one and chapter two applies literature research, which included the related books, journals and academic papers, analyzing the current commercial real estate macroeconomic policy situation, summarizing the shopping center theory, marketing environment analysis tools, customer value, STP and 7Ps marketing strategy theory. In the third chapter the actual operation situation of SC Shopping Mall was analyzed on the basis of marketing theory above, and the advantages and disadvantages of the mall was compared, and the future of the mall in the marketing strategy was estimated. In the fourth chapter, reorientation of SC Shopping Mall was reset and the marketing strategy was adjusted on the basis of the analysis above, the concrete implementation measures was also put forward, which make the enterprise can give full play to its strengths, and keep up the time pace, to adapt to the current environment. The innovation of this article is based on the research of the SC Shopping Mall, closely combining with the current hotspot--internet, starting from the practical case; and the analysis of shopping mall operation has certain practical significance to the marketing strategy. At the same time, the analysis could also be used for reference in China's domestic homogeneous to abundant research system of Chinese commercial real estate. | |
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