本文選題：購物中心 + 策劃��； 參考：《蘭州大學(xué)》2015年碩士論文

【摘要】：目前購物中心正在從我國一二線城市向三四線城市迅速發(fā)展,很多縣級城市也出現(xiàn)了小體量的零星分布,它們的出現(xiàn)滿足了消費(fèi)者多方面、多層次的消費(fèi)需要,受到人們的歡迎和市場追捧。但與此同時(shí),一些購物中心的運(yùn)營管理并不盡如人意,特別是在一些小城市,許多購物中心經(jīng)營同質(zhì)化、商場空置率偏高、顧客門可羅雀的問題較為突出,給投資者和相關(guān)利益主體造成了損失。臨洮縣潤德購物中心位于甘肅省定西市臨洮縣城北關(guān)什字,項(xiàng)目建筑面積七千五百平方米。雖然從體量上看,該項(xiàng)目不能和一線發(fā)達(dá)城市購物中心動(dòng)輒數(shù)十萬平方米頭投資額高達(dá)數(shù)十億的規(guī)模相比,但他們對策劃及運(yùn)營的本質(zhì)要求并無二致,尤其考慮到是在臨洮縣這樣一個(gè)西部欠發(fā)達(dá)地區(qū)的縣級城市開發(fā)運(yùn)營購物中心,投資方可能會(huì)面對一定的市場風(fēng)險(xiǎn),這就使利益相關(guān)主體對項(xiàng)目前期的策劃環(huán)節(jié)高度重視,也使我們的研究工作因此具有實(shí)際意義。本論文以市場營銷學(xué)和管理學(xué)相關(guān)理論為指導(dǎo),對臨洮縣潤德購物中心項(xiàng)目面臨的市場環(huán)境進(jìn)行了較為全面的研究,對潤德購物中心項(xiàng)目的市場定位、業(yè)態(tài)組合、空間規(guī)劃、招商運(yùn)營等給出了較為完整的策劃建議。論文整體具有較強(qiáng)的實(shí)踐性,對類似市場條件的購物中心開發(fā)運(yùn)營也具有一定的借鑒意義。
[Abstract]:At present, shopping centers are developing rapidly from the first and second tier cities to the third and fourth tier cities in our country, and many county-level cities have also seen sporadic distribution of small volumes, and their appearance has met the needs of consumers in many ways and at various levels. By people's welcome and market pursuit. But at the same time, the operation and management of some shopping centers are not satisfactory, especially in some small cities, many shopping centers are operated homogeneously, the vacancy rate of shopping malls is on the high side, and the problems of customers are more prominent. To the investors and related stakeholders caused losses. Lintao County Runde Shopping Center is located in the north of Lintao County, Dingxi City, Gansu Province, with a construction area of 7,500 square meters. Although in terms of volume, the project cannot be compared with the hundreds of thousands of square meters invested in shopping malls in first-tier developed cities, the essential requirements for planning and operation are no different. In particular, considering the development and operation of a shopping mall in a county level city in an underdeveloped area in the western part of Lintao County, investors may face certain market risks, which makes the stakeholders attach great importance to the planning links in the early stage of the project. It also makes our research work have practical significance. Guided by the theories of marketing and management, this paper makes a more comprehensive study on the market environment facing the Runde shopping center project in Lintao County, and makes a more comprehensive study on the market orientation, business pattern combination, spatial planning of the Runde shopping center project. Investment operation and so on to give a more complete planning recommendations. The whole paper has strong practicality, and it also has certain reference significance for the development and operation of shopping center with similar market conditions.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F721

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本文編號：1906426