本文關(guān)鍵詞：我國地區(qū)型購物中心業(yè)態(tài)組合定位研究　出處：《重慶大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 購物中心 業(yè)態(tài)組合定位 模糊綜合評(píng)價(jià) 層次分析

【摘要】：購物中心自從90年代中期引入我國以來，由于其多業(yè)態(tài)聚集、多功能復(fù)合的獨(dú)特特點(diǎn)滿足了人們多元化的需求和消費(fèi)習(xí)慣，在我國得到迅速發(fā)展，但是隨著購物中心的過度開發(fā)和國內(nèi)理論研究的不足，定位的同質(zhì)化現(xiàn)象等各種實(shí)踐性問題越來越突出。 購物中心業(yè)態(tài)組合作為影響購物中心運(yùn)營管理的核心要素之一，其合理定位直接關(guān)系到購物中心的成敗，雖然業(yè)態(tài)組合的重要性已經(jīng)被越來越多的專家和從業(yè)者所認(rèn)知，但是國內(nèi)學(xué)者對(duì)于購物中心業(yè)態(tài)組合的理論研究較少，基于此，本文通過分析購物中心業(yè)態(tài)組合的相關(guān)理論和內(nèi)容體系，以此為基礎(chǔ)構(gòu)建業(yè)態(tài)組合定位的標(biāo)準(zhǔn)流程及綜合評(píng)價(jià)模型，為購物中心業(yè)態(tài)組合定位和評(píng)價(jià)提供理論參考標(biāo)準(zhǔn)。 本文正文共分為七個(gè)部分： 第一部分為本文緒論，主要內(nèi)容包括研究背景及意義、國內(nèi)外文獻(xiàn)研究、研究方法、技術(shù)路線和創(chuàng)新點(diǎn)。 第二部分主要是相關(guān)內(nèi)容和理論的概述，包括購物中心綜述、購物中心業(yè)態(tài)組合內(nèi)容理論體系以及定位理論等，通過理論的歸納總結(jié)，為下文的分析提供支持。 第三部分是購物中心業(yè)態(tài)組合定位影響因素分析及確定，通過全面系統(tǒng)的對(duì)業(yè)態(tài)組合影響因素分析，為下文構(gòu)建定位流程和評(píng)價(jià)指標(biāo)體系選取做鋪墊。 第四部分是構(gòu)建業(yè)態(tài)組合定位流程，通過分析歸納業(yè)態(tài)組合定位內(nèi)容，以市場定位理論手段及因素導(dǎo)向，構(gòu)建購物中心業(yè)態(tài)組合定位的標(biāo)準(zhǔn)流程。 第五部分是業(yè)態(tài)組合定位模型構(gòu)建，基于業(yè)態(tài)組合定位的影響因素，建立影響業(yè)態(tài)組合定位的評(píng)價(jià)指標(biāo)體系，通過層次分析法賦以權(quán)重，最后構(gòu)建業(yè)態(tài)組合定位模糊綜合評(píng)價(jià)模型。 第六部分是典型購物中心實(shí)證研究，在業(yè)態(tài)組合定位模糊綜合評(píng)價(jià)模型的基礎(chǔ)上，選取我國區(qū)域級(jí)購物中心對(duì)其業(yè)態(tài)組合定位進(jìn)行實(shí)例分析并加以評(píng)價(jià)，以此來驗(yàn)證購物中心業(yè)態(tài)組合定位評(píng)價(jià)模型的可操作性。 第七部分為結(jié)論和不足，主要是對(duì)全文的論述做了一個(gè)總結(jié)，，也提出了本文研究的缺陷和不足。
[Abstract]:Since its introduction into China in the middle of 90s, shopping centers have developed rapidly in our country because of their multi-functional and multi-functional characteristics, which meet people's diversified needs and consumption habits. However, with the over-development of shopping centers and the lack of theoretical research in China, the homogenization of positioning and other practical problems are becoming more and more prominent. As one of the core factors that affect the operation and management of shopping center, the reasonable location of shopping center is directly related to the success or failure of shopping center. Although the importance of form combination has been recognized by more and more experts and practitioners, there are few theoretical studies on the combination of business patterns in shopping centers, which is based on this. Based on the analysis of the related theory and content system of the shopping center combination, the paper constructs the standard process and the comprehensive evaluation model of the combination positioning of the shopping center. It provides a theoretical reference standard for shopping center combination positioning and evaluation. The text is divided into seven parts: The first part is the introduction of this paper, including the research background and significance, domestic and foreign literature research, research methods, technical routes and innovative points. The second part is a summary of the relevant content and theory, including shopping center review, shopping center form combination content theory system and positioning theory, through the theory of induction and summary. Support the analysis below. The third part is the analysis and determination of the influencing factors of the shopping center business combination positioning. Through the comprehensive and systematic analysis of the impact factors of the business pattern combination, it paves the way for the construction of the positioning process and the selection of the evaluation index system below. The 4th part is to construct the process of the combination positioning of the business form. By analyzing and summarizing the content of the combination positioning of the business form, the standard flow of the combination positioning of the shopping center is constructed by the theoretical means of market orientation and the orientation of the factors. The 5th part is the construction of the combination positioning model. Based on the influencing factors of the combination positioning, the evaluation index system is established, and the weight is assigned by the analytic hierarchy process (AHP). At last, a fuzzy comprehensive evaluation model is constructed. The 6th part is a typical shopping center empirical study, on the basis of the fuzzy comprehensive evaluation model of the combination positioning of the business situation, selected the regional shopping center of our country to carry on the example analysis and the appraisal to its pattern combination localization. In order to verify the operation of the shopping center combined location evaluation model. Part 7th is the conclusion and deficiency, mainly a summary of the full text, and also puts forward the defects and shortcomings of this paper.
【學(xué)位授予單位】：重慶大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F721;F284

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本文編號(hào)：1398181