本文選題：啟航時(shí)代廣場(chǎng) + 營(yíng)銷策略研究　； 參考：《西北大學(xué)》2016年碩士論文

【摘要】：在土地資源稀缺、宏觀和微觀政策限制、人口的無(wú)序膨脹等多種因素的綜合作用下,我國(guó)商業(yè)地產(chǎn)市場(chǎng)發(fā)展的一個(gè)特征就是向大型商業(yè)綜合體方向來(lái)實(shí)現(xiàn)轉(zhuǎn)變。由于商業(yè)綜合體具有公眾的生活參與和融合度更高、開(kāi)發(fā)項(xiàng)目的方式相對(duì)更靈活、人與人之間無(wú)障礙溝通等優(yōu)點(diǎn),商業(yè)綜合體就成為商業(yè)地產(chǎn)界的“寵兒”而格外受到關(guān)注。但大型商業(yè)綜合體也存在著很多弊端,如在項(xiàng)目建設(shè)之初的選址征地拆遷問(wèn)題上、在實(shí)施過(guò)程中的開(kāi)發(fā)設(shè)計(jì)上,在后期的招商運(yùn)營(yíng)環(huán)節(jié)存在著很多難題。啟航時(shí)代廣場(chǎng)是西安市一家經(jīng)營(yíng)房地產(chǎn)的大型商業(yè)綜合體,在營(yíng)銷過(guò)程中存在諸多問(wèn)題,導(dǎo)致企業(yè)發(fā)展績(jī)效不佳。本文運(yùn)用文獻(xiàn)綜述法、問(wèn)卷調(diào)查法和實(shí)地訪談法研究了啟航時(shí)代廣場(chǎng)所處的內(nèi)外部環(huán)境,分析了啟航時(shí)代廣場(chǎng)的優(yōu)勢(shì)和劣勢(shì),存在的有利機(jī)會(huì)和所面臨的挑戰(zhàn),并得到如下結(jié)論：(1)總述了啟航時(shí)代廣場(chǎng)存在的去庫(kù)存及整合資源的現(xiàn)實(shí)意義,在研究方法和引用相關(guān)理論時(shí),不僅應(yīng)用傳統(tǒng)的4P營(yíng)銷理論進(jìn)行策略分析,更創(chuàng)新性的闡述了啟航特色的新4P理論；(2)據(jù)SW0T分析等分析方法得出的結(jié)論,指出了啟航時(shí)代廣場(chǎng)的后續(xù)發(fā)展方向,即新興產(chǎn)品戰(zhàn)略、促銷戰(zhàn)略、渠道戰(zhàn)略等,并通過(guò)人才制度等方式加以保障,使調(diào)整后的策略能夠順利貫徹執(zhí)行下去；(3)根據(jù)目前大型商業(yè)綜合體的成功營(yíng)銷經(jīng)驗(yàn),如對(duì)消費(fèi)需求的深層次挖掘,進(jìn)一步發(fā)揮品牌作用,使名牌企業(yè)名牌商家入駐啟航時(shí)代廣場(chǎng),可以達(dá)到很好的品牌效用,并且創(chuàng)建品牌等；采用充分?jǐn)U散的廣告促銷,進(jìn)行充分的公共關(guān)系促銷等多樣性的促銷策略。本研究試圖改變啟航時(shí)代廣場(chǎng)固有的城市綜合體營(yíng)銷的局限性,應(yīng)用多渠道、多角度、多樣化、網(wǎng)絡(luò)化、人本化的新興營(yíng)銷策略,將對(duì)啟航時(shí)代廣場(chǎng)的推廣和營(yíng)銷起到實(shí)際的促進(jìn)作用,從而發(fā)揮它的經(jīng)濟(jì)價(jià)值和社會(huì)功能。
[Abstract]:Under the combined action of many factors, such as the scarcity of land resources, the restriction of macro and micro policies and the disorderly expansion of population, one of the characteristics of the development of commercial real estate market in our country is to realize the transformation to the direction of large-scale commercial complex. Because the commercial complex has the advantages of higher participation and integration of public life, more flexible ways of developing projects and free communication between people, the commercial complex has become the "darling" of the commercial real estate industry and has been paid special attention to. However, there are many disadvantages in large-scale commercial complex, such as the problem of site selection and demolition at the beginning of the project construction, the development and design of the implementation process, and the difficulties in the later stage of investment promotion and operation. Sailing Times Square is a large commercial complex of real estate in Xi'an. There are many problems in the marketing process, which leads to poor performance of enterprise development. Using literature review, questionnaire survey and field interview, this paper studies the internal and external environment of the sailing Times Square, analyzes its advantages and disadvantages, the favorable opportunities and challenges it faces. And get the following conclusion: 1) the paper summarizes the practical significance of destocking and integrating resources existing in the sailing Times Square. In the research methods and relevant theories, it not only applies the traditional 4P marketing theory to carry on the strategy analysis, A more innovative explanation of the new 4P theory with the characteristics of sailing is given. According to the conclusions reached by the SW0T analysis and other analytical methods, it is pointed out that the future development direction of Times Square is emerging product strategy, promotion strategy, channel strategy, etc. And through the personnel system and other ways to ensure that the adjusted strategy can be carried out smoothly to carry out the following: according to the successful marketing experience of the current large-scale commercial complex, such as the deep mining of consumer demand, the role of the brand can be further brought into play. To make famous brand enterprises move into Times Square, we can achieve good brand utility and create brand, and adopt full spread of advertising promotion, full promotion of public relations and other diversified promotion strategies. This study attempts to change the limitations of the inherent urban complex marketing in Times Square, and applies the emerging marketing strategies of multi-channel, multi-angle, diversified, networked and people-oriented. It will play an important role in promoting the promotion and marketing of Times Square, so as to bring its economic value and social function into full play.
【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F274;F299.233.4

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