郑州DSHC商业综合体转型升级研究

发布时间：2018-03-18 16:50

本文选题：商业综合体　切入点：转型升级　出处：《东华大学》2017年硕士论文　论文类型：学位论文

【摘要】：当经济、社会、文化、科技发展到某个程度时,便有了与之配套的现代城市商业综合体的出现。社会背景的差异、经济环境的差异、城市发展的差异必然带来现代城市商业综合体的特色性和百般性。当下,国内现代化城市商业综合体的建设可用“遍地开花”来形容,理论领域也百花齐放随着电子商务的出现,完全推翻了传统的商业思维方式、管控方式和营业形态,电子商务对传统商业的冲击已经日益凸显,产业的变革同时意味着利益格局的重新调整。淘宝、京东等各色电商购物网站的崛起蹿红,对传统百货模式影响巨大。虽然电商暂时还未与传统商业中的一线高端品牌百货形成正面碰撞,但压力的传导,却已让行业感到了震颤。相比传统企业的思维,电商思维是势利而无情的,因此,传统商业综合体面临的是升级转型问题抑或者是生存问题,大量的学者针对商业综合体的转型展开了大量的研究。本文将迎合市场热点,选取郑州DSHC商业综合体作为研究对象,进一步探讨其转型升级的策略。本文通过对商业综合体相关理论背景分析的基础上,进一步结合商业综合体转型升级理论,对dshc商业综合体的转型升级进行全面分析。其中,对于dshc商业综合体的现状分析主要包含业态、客流量及消费者的情况进行全面分析,基于现状分析的基础上,进一步基于dshc商业综合体的客户经营需求分析的基础上,构建商业综合体的商业模型,并进一步提出商业综合体的转型升级策略。本文通过理论与实证分析相结合,并通过问卷调查,使得本文的结论变得更加科学,有实践意义,其理论依据也变得更加充分,总体而言,其研究结论对于类似dshc商业综合体的转型升级有重要的意义。本论文的主要研究结论包括:(1)商业综合体的转型升级理论,本文主要从基本概念,到升级模式的分类、功能、影响的全面分析,为后续的dshc商业综合体的商业模式的实证分析提供分析依据。(2)dshc商业综合体现状分析,主要包含其背景、业态、客流及消费者情况分析,通过现状分析进一步为下文的商业综合体的商业模式实证分析提供依据。(3)dshc商业综合体的商业模式实证分析,主要从客户经营需求、商业模型的构建两个方面对该商业综合体的商业模式进行实证分析。(4)DSHC商业综合体转型升级策略,主要基于实证研究的结论,进一步提出相应的转型升级的策略,主要包含从商业业态、线下线上融合发展、内部管理优化三个方面的策略。
[Abstract]:When the economy, society, culture, science and technology develop to a certain extent, there will be the emergence of modern urban commercial complexes, the differences in social backgrounds, the differences in the economic environment, The differences in urban development will inevitably lead to the characteristics and variety of modern urban commercial complexes. At present, the construction of modern urban commercial complexes in China can be described as "blooming everywhere". With the emergence of e-commerce, the theoretical field has completely overturned the traditional mode of business thinking, management and control, and business patterns. The impact of e-commerce on traditional commerce has become increasingly prominent. The transformation of the industry also means a readjustment of the pattern of interests. The rise of various e-commerce shopping websites, such as Taobao and JingDong, has gone viral. The impact on the traditional department store model is enormous. Although e-commerce has not yet formed a direct collision with the department stores of the top-end brands in the traditional business, the transmission of pressure has already made the industry feel shaken. Compared with the thinking of traditional enterprises, The thinking of e-commerce is snobbery and ruthless. Therefore, the traditional commercial complex is faced with the problem of upgrading, transformation or survival. A large number of scholars have carried out a lot of research on the transformation of the commercial complex. This paper will cater to the market hot spots. This paper selects Zhengzhou DSHC commercial complex as the research object, and further discusses the strategy of its transformation and upgrading. Based on the analysis of the relevant theoretical background of the commercial complex, this paper further combines the commercial complex transformation and upgrade theory. This paper makes a comprehensive analysis on the transformation and upgrading of the dshc commercial complex. Among them, the analysis of the current situation of the dshc commercial complex mainly includes the status quo, the passenger flow and the situation of the consumer, based on the analysis of the current situation. Based on the analysis of customer business demand of dshc commercial complex, this paper constructs the commercial model of commercial complex, and further puts forward the strategy of transformation and upgrading of commercial complex. And through the questionnaire survey, make the conclusion of this paper become more scientific, practical significance, its theoretical basis has become more adequate, overall, The main conclusions of this paper include the theory of transformation and upgrading of commercial complex, including the basic concept, classification and function of the upgrade model, the main research conclusions of this paper include the theory of transformation and upgrading of the commercial complex, including the basic concept, the classification and the function of the upgrade model. The comprehensive analysis of the impact provides an analytical basis for the empirical analysis of the business model of the dshc commercial complex, mainly including its background, business status, passenger flow and consumer situation analysis. Through the analysis of the present situation, it provides the basis for the business model empirical analysis of the following business complex, mainly from the customer's operating demand, and provides the basis for the empirical analysis of the business model of the commercial complex. Based on the conclusion of the empirical research, this paper makes an empirical analysis on the business model of the commercial complex, mainly based on the conclusion of the empirical research, and puts forward the corresponding strategy of transformation and upgrading. It mainly includes three strategies: commercial form, offline integration and development, and internal management optimization.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F721

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