【作者】 梁玮；

【导师】 赵久占；

【作者基本信息】 天津师范大学 ， 工商管理， 2012， 硕士

【摘要】 本文以天津中粮大道大悦城购物中心为研究对象,通过对项目的前期商业定位研究,找出一套行之有效的商业地产购物中心商业定位研究方法,帮助该项目进行准确定位。本文的研究内容主要包含三个方面。首先,调研分析天津市的商业地产发展现状及项目周边的市场情况,包括天津市整体的商业地产发展现状研究、商圈分布调查分析、专业市场分布及特征研究、天津市购物中心发展情况以及项目可比楼盘的调研分析。通过该方面的研究,可以从宏观和微观两个方面把握天津的商业地产环境和购物中心发展情况,为本项目的商业定位奠定基础。其次,通过对天津市商业地产发展现状及项目周边市场情况的研究,做出本项目的SWOT分析。通过对项目优势、劣势、机会、威胁的分析研究,帮助项目准确定位。再次,对项目进行商业定位,包括商圈范围定位、客户定位、业态定位和项目经营方式的定位。本文在研究过程中主要采用了三种方法,包括文献资料法、市场调研法和总结归纳法。其中,文献资料法是通过对相关理论文献的搜索和研究,对商业地产以及购物中心的商业定位理论进行深入的认识和理解。市场调研法是通过对天津市商业地产现状及周边市场的调研,为本文提供研究支持。总结归纳法是通过对天津中粮大道大悦城购物中心商业定位的研究,总结归纳出一套适合本项目的行之有效的购物中心商业定位方法。在各类研究的基础之上,最终得出本文的研究结论。本项目商业应在满足基本消费需求的同时,突出商业特色,为消费者提供精致、舒适的消费空间及高品质的服务以提升商业竞争力；商业应在外观设计、空间布局等方面充分考虑未来几年商业的发展,为商业预留一定的提升空间；项目先期避免开发大体量商业,待区域有一定的内商业商务氛围后为最佳入市时机；避免在业态组合和商业功能方面直接同竞争对手对立,应该靠差异化和入市时机取得较好优势；本项目商业应吸引聚客力较强的主力商家进入,将有效促进整体商业的招商工作。更多还原

【Abstract】 Taking Tianjin COFCO Avenue City shopping center as the research object, through the early commercial positioning research, find out a set of effective commercial real estate shopping center commercial positioning research method, help the project accurate positioning. The main content of this paper includes three aspects.First, analysis of Tianjin city commercial real estate development present situation and the project’s market conditions, including Tianjin city integrated commercial real estate development present situation research, investigation and analysis of professional values distribution, market distribution and characteristics of Tianjin city, shopping center development and project comparable properties investigation. Through the study, can from macroscopically and microcosmic two respects hold Tianjin commercial real estate and shopping center development, the project business orientation to lay the foundation.Secondly, through to Tianjin city commercial real estate development present situation and the project market research, make the project SWOT analysis. Through the project, inferior position, opportunity, threat advantage analysis and research, to help the project accurate positioning.Once again, the project business location, including trade circle positioning, customer orientation, and project management position.This paper uses three methods, including document research, market research and summarize. Among them, the literature material law is based on the theory of literature search and research, the commercial real estate and shopping center location theory to in-depth knowledge and understanding. Market research method is based on the current situation of Tianjin city commercial real estate and the surrounding market research, this paper to provide research support. The summary induction is based on Tianjin COFCO Avenue City shopping center commercial positioning research, summed up a set of suitable for the project effective shopping center commercial positioning method.In of all kinds on the basis of the study, finally obtains the conclusion of this paper. The project business should meet the basic consumer demand at the same time, prominent business characteristics, to provide consumers with exquisite, comfortable consumption space and high-quality services to enhance business competitiveness; commercial in design, space layout and other aspects to fully consider the future several years of business development, business promotion space reserved for a certain project in advance to avoid; development of large volume of business, the region has a certain commercial business atmosphere is the best opportunity to enter the market; to avoid in the format combination and commercial functions directly with the rival opposition, we should rely on the difference and the opportunity to enter the market better advantage; the project business should attract stronger business into the main event, will effectively promote the overall business investment.更多还原