临洮县润德购物中心项目策划研究

发布时间：2018-05-18 15:42

本文选题：购物中心 + 策划　；参考：《兰州大学》2015年硕士论文

【摘要】：目前购物中心正在从我国一二线城市向三四线城市迅速发展,很多县级城市也出现了小体量的零星分布,它们的出现满足了消费者多方面、多层次的消费需要,受到人们的欢迎和市场追捧。但与此同时,一些购物中心的运营管理并不尽如人意,特别是在一些小城市,许多购物中心经营同质化、商场空置率偏高、顾客门可罗雀的问题较为突出,给投资者和相关利益主体造成了损失。临洮县润德购物中心位于甘肃省定西市临洮县城北关什字,项目建筑面积七千五百平方米。虽然从体量上看,该项目不能和一线发达城市购物中心动辄数十万平方米头投资额高达数十亿的规模相比,但他们对策划及运营的本质要求并无二致,尤其考虑到是在临洮县这样一个西部欠发达地区的县级城市开发运营购物中心,投资方可能会面对一定的市场风险,这就使利益相关主体对项目前期的策划环节高度重视,也使我们的研究工作因此具有实际意义。本论文以市场营销学和管理学相关理论为指导,对临洮县润德购物中心项目面临的市场环境进行了较为全面的研究,对润德购物中心项目的市场定位、业态组合、空间规划、招商运营等给出了较为完整的策划建议。论文整体具有较强的实践性,对类似市场条件的购物中心开发运营也具有一定的借鉴意义。
[Abstract]:At present, shopping centers are developing rapidly from the first and second tier cities to the third and fourth tier cities in our country, and many county-level cities have also seen sporadic distribution of small volumes, and their appearance has met the needs of consumers in many ways and at various levels. By people's welcome and market pursuit. But at the same time, the operation and management of some shopping centers are not satisfactory, especially in some small cities, many shopping centers are operated homogeneously, the vacancy rate of shopping malls is on the high side, and the problems of customers are more prominent. To the investors and related stakeholders caused losses. Lintao County Runde Shopping Center is located in the north of Lintao County, Dingxi City, Gansu Province, with a construction area of 7,500 square meters. Although in terms of volume, the project cannot be compared with the hundreds of thousands of square meters invested in shopping malls in first-tier developed cities, the essential requirements for planning and operation are no different. In particular, considering the development and operation of a shopping mall in a county level city in an underdeveloped area in the western part of Lintao County, investors may face certain market risks, which makes the stakeholders attach great importance to the planning links in the early stage of the project. It also makes our research work have practical significance. Guided by the theories of marketing and management, this paper makes a more comprehensive study on the market environment facing the Runde shopping center project in Lintao County, and makes a more comprehensive study on the market orientation, business pattern combination, spatial planning of the Runde shopping center project. Investment operation and so on to give a more complete planning recommendations. The whole paper has strong practicality, and it also has certain reference significance for the development and operation of shopping center with similar market conditions.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F721

【参考文献】