石家莊中心線地下商業(yè)街營(yíng)銷策略研究
發(fā)布時(shí)間：2018-07-15 14:08
【摘要】：城鎮(zhèn)化改革是我國(guó)改革開(kāi)放的成果,是社會(huì)發(fā)展的必然趨勢(shì)。隨著社會(huì)發(fā)展速度和城市化進(jìn)程的加快,城市生存空間日趨飽和,有限的土地資源承受的壓力日益增大。我國(guó)大中城市人口劇增,北京、上海每平方米人口甚至達(dá)到了3-4萬(wàn)。城鎮(zhèn)化改革帶動(dòng)了經(jīng)濟(jì)增長(zhǎng),也加劇了城鎮(zhèn)人口數(shù)量激增與城市可利用空間驟減之間的矛盾。加大地下空間的科學(xué)開(kāi)發(fā)利用,發(fā)展大型的城市綜合體,由地上、地面二維生存空間,向地上、地面、地下三維空間轉(zhuǎn)換,成為緩解土地資源與環(huán)境問(wèn)題的重要途徑之一。石家莊中心線地下商業(yè)街是河北省地下空間商業(yè)開(kāi)發(fā)利用的典型代表之一,地處石家莊市長(zhǎng)安區(qū)CBD商務(wù)區(qū)主軸,2公里輻射范圍內(nèi),有居民30余萬(wàn)；規(guī)劃建設(shè)中的居民小區(qū)100多萬(wàn)平方米；廣安街兩側(cè)有大型寫字樓宇12座。商業(yè)街總長(zhǎng)約1.1千米,建筑面積約3.3萬(wàn)平方米,近800個(gè)店鋪,共分八個(gè)街區(qū),五個(gè)主題。開(kāi)業(yè)后,該商業(yè)街利用其便利的交通條件,獨(dú)特的空間環(huán)境和韓國(guó)管理團(tuán)隊(duì)的高效運(yùn)營(yíng)快速打開(kāi)了知名度,樹(shù)立了時(shí)尚潮流街區(qū)形象。隨著石家莊市內(nèi)多個(gè)大型綜合商場(chǎng)的相繼開(kāi)業(yè)和電子商務(wù)的快速發(fā)展,商業(yè)競(jìng)爭(zhēng)越來(lái)越激烈,石家莊中心線地下商業(yè)街逐漸凸顯出自身一些管理模式和營(yíng)銷模式上亟待解決的問(wèn)題。本文圍繞“石家莊中心線地下商業(yè)街營(yíng)銷策略研究”這一選題,在借鑒國(guó)內(nèi)外著名地下商場(chǎng)成功營(yíng)銷經(jīng)驗(yàn)的基礎(chǔ)上,結(jié)合石家莊市社會(huì)、經(jīng)濟(jì)發(fā)展趨勢(shì)和石家莊中心線地下商業(yè)街自身實(shí)際,深入研究其存在的營(yíng)銷和管理問(wèn)題。從眾多營(yíng)銷學(xué)的先進(jìn)實(shí)踐成果中選出更為適合地下商場(chǎng)特點(diǎn)的相關(guān)理論,搭建好新的營(yíng)銷體系框架,并制定出實(shí)施營(yíng)銷策略的保障措施。文中采用文獻(xiàn)資料法、比較分析法,獲取地下商業(yè)模式的相關(guān)理論和成功經(jīng)驗(yàn),運(yùn)用SWOT方法對(duì)石家莊中心線地下商業(yè)街內(nèi)部、外部環(huán)境進(jìn)行分析,為充分發(fā)揮其商業(yè)優(yōu)勢(shì),彌補(bǔ)存在的劣勢(shì)和改進(jìn)存在問(wèn)題,搶抓發(fā)展機(jī)遇,規(guī)避面臨或潛在風(fēng)險(xiǎn)奠定基礎(chǔ)。在實(shí)地調(diào)查法的基礎(chǔ)上,建立顧客滿意度模型,通過(guò)調(diào)查問(wèn)卷方式,收集統(tǒng)計(jì)消費(fèi)者信息。將分析所得結(jié)論和數(shù)據(jù)統(tǒng)計(jì)結(jié)果相結(jié)合,科學(xué)地制定出石家莊中心線地下商業(yè)街新的營(yíng)銷策略。石家莊中心線地下商業(yè)街營(yíng)銷策略的研究、制定和實(shí)施,對(duì)拓展石家莊中心線地下商業(yè)街營(yíng)銷能力和提升其商業(yè)競(jìng)爭(zhēng)力意義重大,對(duì)其在激烈的行業(yè)競(jìng)爭(zhēng)中實(shí)現(xiàn)可持續(xù)發(fā)展非常關(guān)鍵。我國(guó)城市整體規(guī)劃較為滯后,地下商場(chǎng)建設(shè)、管理理論和實(shí)踐經(jīng)驗(yàn)都相對(duì)匱乏,地上繁華、地下冷清的現(xiàn)象非常普遍,希望本選題能為地下商場(chǎng)業(yè)態(tài)的營(yíng)銷策略研究與實(shí)踐有所貢獻(xiàn)。
[Abstract]:Urbanization reform is the achievement of reform and opening up in our country and the inevitable trend of social development. With the rapid development of society and the acceleration of urbanization, the living space of the city is saturated day by day, and the pressure of limited land resources is increasing day by day. China's large and medium-sized city population has increased dramatically, Beijing, Shanghai per square meter population even reached 3-4 million. The urbanization reform has driven economic growth and intensified the contradiction between the sharp increase in urban population and the sharp decline in urban available space. Increasing the scientific development and utilization of underground space and developing large-scale urban complex, from the ground, the ground two-dimensional living space, to the ground, the underground three-dimensional space, become one of the important ways to alleviate the land resources and environmental problems. The underground commercial street of Shijiazhuang central line is one of the typical representatives of commercial development and utilization of underground space in Hebei Province. It is located within the radiation range of 2 kilometers of the main axis of CBD business district of Changan District of Shijiazhuang City, and has more than 300,000 residents. Planning and construction of residential areas more than 1 million square meters; Guangan Street on both sides of large-scale buildings 12. The street is about 1. 1 km long, with a building area of about 33000 square meters and nearly 800 shops. It is divided into eight blocks and five themes. After opening, the street opened its popularity by its convenient traffic conditions, unique space environment and efficient operation of the South Korean management team, and set up the image of the trendy street. With the opening of many large integrated shopping malls in Shijiazhuang and the rapid development of e-commerce, the business competition is becoming more and more intense. The underground commercial street of Shijiazhuang central line gradually highlights some problems to be solved in its own management and marketing mode. This article revolves around "the Shijiazhuang center line underground commercial street marketing strategy research" this topic, in the reference domestic and foreign famous underground shopping mall successful marketing experience foundation, unifies Shijiazhuang city society, The trend of economic development and the reality of Shijiazhuang central line underground commercial street itself, in-depth study of its existing marketing and management problems. From many advanced practical achievements of marketing science, this paper selects the relevant theories which are more suitable for the characteristics of underground shopping malls, sets up a new marketing system framework, and formulates the guarantee measures for the implementation of marketing strategies. In this paper, by using the method of literature and comparative analysis, the relevant theories and successful experiences of underground business model are obtained, and the internal and external environment of underground commercial street of Shijiazhuang central line is analyzed by using SWOT method, in order to give full play to its commercial advantages. Make up for the disadvantages and improve the existing problems, seize the opportunities for development, and avoid the potential risks to lay the foundation. On the basis of field investigation, the customer satisfaction model is established, and the information of consumers is collected by questionnaire. The new marketing strategy of Shijiazhuang underground commercial street is formulated scientifically by combining the conclusion of analysis with the result of statistics. The research, formulation and implementation of the marketing strategy of Shijiazhuang central line underground commercial street are of great significance to expand the marketing ability of Shijiazhuang underground commercial street and to enhance its commercial competitiveness. In the fierce competition in the industry to achieve sustainable development is very critical. The overall urban planning of our country is lagging behind, the construction of underground shopping malls, management theory and practical experience are relatively scarce, the ground is prosperous, the phenomenon of underground desolation is very common. I hope this topic can contribute to the marketing strategy research and practice of underground shopping mall.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F721;F274
本文編號(hào)：2124329
[Abstract]:Urbanization reform is the achievement of reform and opening up in our country and the inevitable trend of social development. With the rapid development of society and the acceleration of urbanization, the living space of the city is saturated day by day, and the pressure of limited land resources is increasing day by day. China's large and medium-sized city population has increased dramatically, Beijing, Shanghai per square meter population even reached 3-4 million. The urbanization reform has driven economic growth and intensified the contradiction between the sharp increase in urban population and the sharp decline in urban available space. Increasing the scientific development and utilization of underground space and developing large-scale urban complex, from the ground, the ground two-dimensional living space, to the ground, the underground three-dimensional space, become one of the important ways to alleviate the land resources and environmental problems. The underground commercial street of Shijiazhuang central line is one of the typical representatives of commercial development and utilization of underground space in Hebei Province. It is located within the radiation range of 2 kilometers of the main axis of CBD business district of Changan District of Shijiazhuang City, and has more than 300,000 residents. Planning and construction of residential areas more than 1 million square meters; Guangan Street on both sides of large-scale buildings 12. The street is about 1. 1 km long, with a building area of about 33000 square meters and nearly 800 shops. It is divided into eight blocks and five themes. After opening, the street opened its popularity by its convenient traffic conditions, unique space environment and efficient operation of the South Korean management team, and set up the image of the trendy street. With the opening of many large integrated shopping malls in Shijiazhuang and the rapid development of e-commerce, the business competition is becoming more and more intense. The underground commercial street of Shijiazhuang central line gradually highlights some problems to be solved in its own management and marketing mode. This article revolves around "the Shijiazhuang center line underground commercial street marketing strategy research" this topic, in the reference domestic and foreign famous underground shopping mall successful marketing experience foundation, unifies Shijiazhuang city society, The trend of economic development and the reality of Shijiazhuang central line underground commercial street itself, in-depth study of its existing marketing and management problems. From many advanced practical achievements of marketing science, this paper selects the relevant theories which are more suitable for the characteristics of underground shopping malls, sets up a new marketing system framework, and formulates the guarantee measures for the implementation of marketing strategies. In this paper, by using the method of literature and comparative analysis, the relevant theories and successful experiences of underground business model are obtained, and the internal and external environment of underground commercial street of Shijiazhuang central line is analyzed by using SWOT method, in order to give full play to its commercial advantages. Make up for the disadvantages and improve the existing problems, seize the opportunities for development, and avoid the potential risks to lay the foundation. On the basis of field investigation, the customer satisfaction model is established, and the information of consumers is collected by questionnaire. The new marketing strategy of Shijiazhuang underground commercial street is formulated scientifically by combining the conclusion of analysis with the result of statistics. The research, formulation and implementation of the marketing strategy of Shijiazhuang central line underground commercial street are of great significance to expand the marketing ability of Shijiazhuang underground commercial street and to enhance its commercial competitiveness. In the fierce competition in the industry to achieve sustainable development is very critical. The overall urban planning of our country is lagging behind, the construction of underground shopping malls, management theory and practical experience are relatively scarce, the ground is prosperous, the phenomenon of underground desolation is very common. I hope this topic can contribute to the marketing strategy research and practice of underground shopping mall.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F721;F274
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