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论文编号：	9214
作者编号：	2120122789
上传时间：	2017/6/11 11:40:44
中文题目：	天津G国际购物中心业态组合研究
英文题目：	The Research of Tianjin G Mall’s business formats combination
指导老师：	齐善鸿
中文关键字：	购物中心;市场定位;业态组合;评价指标体系
英文关键字：	Shopping Mall, Market Positioning, Business formats combination, Evaluation index system
中文摘要：	自2005年起，随着我国经济大幅的提高和城市飞速的发展，国内购物中心的数量呈爆发性增长，购物中心作为一种新的生活方式，已经成为最流行的商业业态。与此同时，电商的迅猛发展使消费模式发生了巨大的改变，购物中心业态组合的发展与消费需求之间的矛盾日益突出，购物中心业态组合所谓的“黄金比例”被打破，以往的购物中心业态组合理论已不能有效指导实践，国内的购物中心面临着业态组合的发展与变革的任务。因此，本文以天津G国际购物中心为例，系统性的分析、研究了购物中心的业态组合规划、实施及业态组合调整策略。本文首先回顾了购物中心、业态组合、STP营销和服务营销的相关理论，由国内外购物中心的发展历程和现状，引出了国内商业市场发展现状以及最新的消费需求和消费趋势，进而对于天津G国际购物中心发展环境进行了调研分析，为天津G国际购物中心项目定位及业态组合规划提供了依据。其次，从业态种类、业态比例、楼层布局、品牌落位四个方面对天津G国际购物中心业态组合规划进行了详细的研究。分析了天津G国际购物中心运营初期经营状况不佳的原因，并依据最新的消费需求和消费趋势，详细研究了天津G国际购物中心的业态组合调整方案及调整后的经营表现。最后，通过阅读文献和调研访谈两种方式收集与天津G国际购物中心业态组合相关的评价指标，经过两轮征集评审专家意见对指标进行筛选和修改，并且进一步对指标体系进行了整合，构建了天津G国际购物中心业态组合评价指标体系，应用层次分析法确定评价指标的权重，采用模糊评价法，构建了天津G国际购物中心业态组合综合评判集，计算出天津G国际购物中心业态组合的综合评价值。参考天津G国际购物中心业态组合的综合评价值，提出了本文的研究结论，并对今后的研究方向提出了展望。
英文摘要：	With the phenomenal growth of China's economics and rapid development of cities construction, the amount of the domestic shopping malls growing explosively from 2005. Meanwhile, the e-commerce makes the consumption pattern a great change, the contradiction between the development of shopping malls’ business formats combination and consumers’ demands have become increasingly prominent, the traditional proportion of shopping mall’s business formats combination has been broken, the domestic shopping malls facing the task of business formats combination develop and change, the old theory of shopping malls’ business formats combination hasn’t been able to guide the practice effectively. Therefore, this thesis takes Tianjin G Mall as an example to analyze and research the planing, implementation of the shopping malls’ business foramts combination and the strategy of business formats combination’s ajustment systematically. Firstly, this thesis reviews the related theories of the shopping mall, business formats combination, STP marketing and service marketing, and then conducts a thorough research on the Tianjin G Mall and typical comercial projects in Tianjin, analyses the overall situation of the comercial industry in Tianjin so as to provide the basis for the strategy of Tianjin G Mall’s positioning, plans the business formats of Tianjin G Mall from the following four aspects: format’s type, formats cmbination, brand location, floor layout. Secondly, in the context of rapid development of e-comerce at present, finds the reasons of Tianjin G Mall’s poor performance during its opening phase, and based on the demand and consumption trend of the consumers, this thesis analyzes the ajustment of Tianjin G Mall’s business formats combination. Finally, through both referencing studies and conducting interviews, this thesis collects Tianjin G Mall’s business formats combination related evaluation index; and has incorporated two rounds of expert assessment to select and modify the evaluation index. Furthermore, this thesis further integratesthe index system, and constructs the evaluation index system of shopping format portfolio Tianjin G Mall. It also applies the AHP to determine the weights of evaluation indexes; appliesfuzzy evaluation method toconstruct the shopping center of Tianjin G international format portfolio evaluation set, and calculate the comprehensive evaluation of Tianjin G mall’s business formats combination value. According to the comprehensive evaluation of Tianjin G mall’s business formats combination calculated, this thesis proposes the conclusion of this thesis, and the future research direction is presented.
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