本文選題：科倍尚城項目 + 商圈理論��； 參考：《華東理工大學(xué)》2014年碩士論文

【摘要】：隨著我國市場經(jīng)濟的快速發(fā)展,人們生活水平與消費能力的不斷提高,人們對集購物、休閑娛樂、辦公、住宿等功能于一體的商業(yè)中心的需求日益凸顯。商業(yè)中心和商務(wù)區(qū)是城市經(jīng)濟發(fā)展的中樞,它們能產(chǎn)生聚集效應(yīng),改善城市空間結(jié)構(gòu),進而成為城市中最富活力和現(xiàn)代氣息的城市景觀。目前,根據(jù)經(jīng)濟發(fā)展水平與商業(yè)發(fā)展階段的關(guān)系來看,新沂市整體的商業(yè)消費還處于百貨發(fā)展階段,尚未達(dá)到購物中心階段和城市綜合體階段。新沂現(xiàn)有商業(yè)呈“單核”發(fā)展特征,即以南京路(市級商圈)及鐘吾路(區(qū)級商圈)的老城區(qū)商業(yè)消費中心為核心,城南區(qū)域缺乏能夠同時滿足人們購物、休閑娛樂、辦公、住宿等各種需求的商業(yè)項目�？票渡谐琼椖康靥幮乱食鞘幸�(guī)劃的城南片區(qū),按照規(guī)劃,該區(qū)域是新的市政府辦公地,將形成以行政、文化、教育等為主體的共建集中區(qū),同時將要創(chuàng)造良好的居住環(huán)境,建設(shè)以居住為主的城市新區(qū)。目前,項目所在的城南區(qū)域以零散的專業(yè)市場為主,商業(yè)氛圍不夠,商業(yè)基礎(chǔ)薄弱,而科倍尚城項目致力于彌補新沂商業(yè)地產(chǎn)空白,提升新沂市整體商業(yè)級別,滿足城市消費需求。因此,對科倍尚城項目進行商業(yè)定位的研究具有極大的現(xiàn)實意義。 本文主要采用實地考察、文獻研究、問卷調(diào)查、深度訪談等方法,基于商圈理論和商業(yè)地產(chǎn)定位理論來分析和研究科倍尚城項目的商業(yè)定位。在分析梳理商圈理論、商業(yè)地產(chǎn)及其定位理論的基礎(chǔ)上,結(jié)合對項目基本情況的概述,本文提出了基于商圈理論的商業(yè)地產(chǎn)項目定位體系,該商業(yè)地產(chǎn)定位體系是在辨析問題及市場和商圈調(diào)查的前期工作基礎(chǔ)上,建立起宏觀、中觀、微觀3個層面的定位分析框架,并在此基礎(chǔ)上得到項目在主題、客群、體量、業(yè)態(tài)等方面的精準(zhǔn)定位結(jié)論。本文對科倍尚城商業(yè)地產(chǎn)項目定位的研究就是利用了這個基于商圈理論的商業(yè)地產(chǎn)定位體系,分析項目所處的城市(如城市發(fā)展規(guī)劃及城市消費需求現(xiàn)狀等)項目所處商圈(如輻射范圍、輻射人口、商業(yè)氛圍、交通狀況等)和針對經(jīng)營者、投資者、消費者做的市場需求調(diào)查。把項目從整體定位為服務(wù)項目周邊社區(qū)居民的鄰里中心,確定了項目主題定位、客戶定位、體量定位和業(yè)態(tài)定位,并總結(jié)了鄰里中心定位的幾大亮點所在。
[Abstract]:With the rapid development of market economy and the improvement of people's living standard and consumption ability, the demand for shopping, leisure, entertainment, office, accommodation and other commercial centers has become increasingly prominent. Commercial center and business district are the center of urban economic development. They can produce agglomeration effect, improve urban spatial structure and become the most dynamic and modern urban landscape in the city. At present, according to the relationship between the level of economic development and the stage of commercial development, the overall commercial consumption of Xinyi City is still in the stage of department store development, which has not yet reached the stage of shopping center and urban complex. The existing business in Xinyi is characterized by "single core" development, that is, the core of the old urban commercial consumption center of Nanjing Road (city level business district) and Zhong Wu Lu (district level business district), the south of the city lacks the ability to satisfy people's shopping, leisure, entertainment and office work simultaneously. Commercial projects with various needs, such as accommodation. The Kebishang City Project is located in the southern part of the city planning area of Xinyi. According to the plan, the area is a new municipal office, which will form a co-construction and concentration area with administrative, cultural, educational and other main bodies, and at the same time will create a good living environment. The construction of residential new urban areas. At present, the southern part of the city where the project is located is dominated by a scattered professional market, with insufficient commercial atmosphere and weak commercial foundation. The Kebeishang City project is devoted to filling up the gap in commercial real estate in Xinyi City and promoting the overall commercial level of Xinyi City. To meet the needs of urban consumption. Therefore, it is of great practical significance to study the commercial orientation of Kebishang City Project. This paper mainly adopts the methods of field investigation, literature study, questionnaire investigation, in-depth interview, etc. Based on the commercial circle theory and commercial real estate positioning theory to analyze and research the business positioning of the project. On the basis of analyzing and combing the commercial circle theory, commercial real estate and its positioning theory, combined with the summary of the basic situation of the project, this paper puts forward the commercial real estate project positioning system based on the commercial circle theory. The positioning system of commercial real estate is based on the analysis of problems and the preliminary work of market and business circle investigation, and establishes the positioning and analysis framework of macro, meso and micro level, and on this basis obtains the project subject, customer group and volume. The precise positioning conclusion of business form and so on. In this paper, we use the commercial real estate positioning system based on the commercial circle theory to study the location of commercial real estate projects in Kobeshang City. Analyze the business circle of the city in which the project is located (such as the urban development plan and the present situation of urban consumption demand) and the business circle (such as radiation range, radiation population, business atmosphere, traffic condition, etc.) and target the operators, investors, etc., A survey of market demand by consumers. This paper defines the project as the neighborhood center of the residents around the service project, determines the project theme orientation, customer orientation, volume positioning and business orientation, and summarizes several highlights of the neighborhood center positioning.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F299.23

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