本文選題：奧特萊斯　切入點：城市型奧特萊斯　出處：《吉林大學》2016年碩士論文

【摘要】：奧特萊斯最早產(chǎn)生于美國,自該種形式的零售商業(yè)類型產(chǎn)生之日起,至今以逾100年的發(fā)展歷史。隨著人類社會進入到了21世紀之后,經(jīng)濟飛速發(fā)展,人們對于消費品的需求也日益變得更加強烈,而消費的商品品類也更加奢侈化。這也就促使奧特萊斯這種主打“大品牌小價格”理念的商業(yè)模式迅速推廣,從美國到歐洲,從日本到東南亞,奧特萊斯遍地開花,甚至成為一些國家和地區(qū)的熱門旅游項目,帶動其區(qū)域旅游經(jīng)濟的發(fā)展。2002年,我國第一家奧特萊斯——北京燕莎奧特萊斯開業(yè),奧特萊斯正式登陸中國零售市場,并在2006年以后,得到了快速的發(fā)展。在數(shù)量上,我國目前已經(jīng)有近200多家奧特萊斯項目;在質(zhì)量方面,年銷售額逾5億元人民幣的奧特萊斯,在國內(nèi)有近20余家,可謂發(fā)展迅猛。在2015年,我國奢侈品市場預計將達到270億美元,中國將超過日本成為全球最大的奢侈品市場。隨著我國經(jīng)濟的高速發(fā)展,消費習慣的改變、品牌觀念的加強、名品消費人口基數(shù)的擴大,我國已具備發(fā)展奧特萊斯的綜合條件,因此,在中國開發(fā)、建設、發(fā)展奧特萊斯正值大好時機。與國內(nèi)多數(shù)省市地區(qū)如雨后春筍般的發(fā)展、建設、運營起的大大小小奧特萊斯項目相比,長春市,做為吉林省的省會,總?cè)丝诮?00萬,東北地區(qū)的區(qū)域核心城市,東北亞經(jīng)濟帶的關鍵點,卻一直沒有一個真正意義上的純正奧特萊斯項目。雖然在長春市區(qū),目前有一個的歐亞商都奧特萊斯項目,但業(yè)界對其奧特萊斯稱謂的認可度并不高。就目前長春市場情況,純正的奧特萊斯項目的缺失,對于消費者來講,這無疑是件值得遺憾的事情,對于零售業(yè)、商業(yè)地產(chǎn)業(yè)企業(yè)來說,這又十足是一個大好的機遇。本文旨在通過對國內(nèi)奧特萊斯發(fā)展現(xiàn)狀的分析,來探討長春市發(fā)展奧特萊斯業(yè)態(tài)的可行性;通過對于東北地區(qū)的重點、有可借鑒意義的奧特萊斯項目的分析,來總結(jié)符合長春市發(fā)展的奧特萊斯有利條件與不利因素,進而通過對于優(yōu)劣勢因素的結(jié)合分析,進行商業(yè)模式設計——長春君子蘭奧特萊斯購物廣場。通過本文中的商業(yè)模式設計,作者希望該設計思路將會對目前正準備投資長春市場,或正籌備建設中的奧特萊斯開發(fā)商們,提供一定的可參考的建議,起到較為可行的方向指引作用。
[Abstract]:Otelles originated in the United States and has a history of more than 100 years since the emergence of this type of retail business.With the rapid development of economy in the 21st century, the demand for consumer goods becomes more and more intense, and the categories of consumer goods become more luxurious.This also led to the rapid promotion of the business model of Otoles, which is the main idea of "big brands and small prices." from the United States to Europe, from Japan to Southeast Asia, Otellas has become a popular tourist project in some countries and regions.In 2002, China's first Otelles-Beijing Yansha Otelles opened, which officially landed on the Chinese retail market, and developed rapidly after 2006.In terms of quantity, there are more than 200 projects in China at present. In terms of quality, the annual sales volume of more than 500 million yuan, there are nearly 20 in China, it can be described as a rapid development.China's luxury market is expected to reach $27 billion in 2015, with China overtaking Japan as the world's largest luxury market.With the rapid development of our economy, the change of consumption habits, the strengthening of brand concept and the expansion of the population base of consumption of famous goods, our country already has the comprehensive conditions for the development of Oteles, so we should develop and build in China.It was a good time to develop Otles.Compared with the sprouting development, construction, and operation of the large and small Orteles projects in most provinces and cities in China, Changchun, as the capital of Jilin Province, has a total population of nearly 8 million, and a regional core city in the Northeast.The key point of Northeast Asia economic belt, however, has not been a true true project.Although in Changchun, there is currently a Eurasian commercial capital of the Otelles project, but the industry is not high recognition of its Otles title.In the current Changchun market situation, the absence of the pure Oteles project is undoubtedly a regrettable thing for consumers, and it is also a good opportunity for retail and commercial real estate enterprises.The purpose of this paper is to discuss the feasibility of the development of Otelles in Changchun through the analysis of the present situation of the development of Otelles in China, and the analysis of the Otelles project which can be used as a reference for the key points in Northeast China.To sum up the advantages and disadvantages of the development of Changchun, and then through the combination of the advantages and disadvantages of the factors, business model design-Changchun Junzilan Otelles shopping mall.Through the business model design in this paper, the author hopes that this design idea will provide some reference suggestions to the developers who are currently preparing to invest in Changchun market or who are preparing to build.Play a more feasible direction of guidance.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：F717

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本文編號：1717215