长春君子兰奥特莱斯购物广场商业模式设计

发布时间：2018-04-06 00:38

本文选题：奥特莱斯　切入点：城市型奥特莱斯　出处：《吉林大学》2016年硕士论文

【摘要】：奥特莱斯最早产生于美国,自该种形式的零售商业类型产生之日起,至今以逾100年的发展历史。随着人类社会进入到了21世纪之后,经济飞速发展,人们对于消费品的需求也日益变得更加强烈,而消费的商品品类也更加奢侈化。这也就促使奥特莱斯这种主打“大品牌小价格”理念的商业模式迅速推广,从美国到欧洲,从日本到东南亚,奥特莱斯遍地开花,甚至成为一些国家和地区的热门旅游项目,带动其区域旅游经济的发展。2002年,我国第一家奥特莱斯——北京燕莎奥特莱斯开业,奥特莱斯正式登陆中国零售市场,并在2006年以后,得到了快速的发展。在数量上,我国目前已经有近200多家奥特莱斯项目;在质量方面,年销售额逾5亿元人民币的奥特莱斯,在国内有近20余家,可谓发展迅猛。在2015年,我国奢侈品市场预计将达到270亿美元,中国将超过日本成为全球最大的奢侈品市场。随着我国经济的高速发展,消费习惯的改变、品牌观念的加强、名品消费人口基数的扩大,我国已具备发展奥特莱斯的综合条件,因此,在中国开发、建设、发展奥特莱斯正值大好时机。与国内多数省市地区如雨后春笋般的发展、建设、运营起的大大小小奥特莱斯项目相比,长春市,做为吉林省的省会,总人口近800万,东北地区的区域核心城市,东北亚经济带的关键点,却一直没有一个真正意义上的纯正奥特莱斯项目。虽然在长春市区,目前有一个的欧亚商都奥特莱斯项目,但业界对其奥特莱斯称谓的认可度并不高。就目前长春市场情况,纯正的奥特莱斯项目的缺失,对于消费者来讲,这无疑是件值得遗憾的事情,对于零售业、商业地产业企业来说,这又十足是一个大好的机遇。本文旨在通过对国内奥特莱斯发展现状的分析,来探讨长春市发展奥特莱斯业态的可行性;通过对于东北地区的重点、有可借鉴意义的奥特莱斯项目的分析,来总结符合长春市发展的奥特莱斯有利条件与不利因素,进而通过对于优劣势因素的结合分析,进行商业模式设计——长春君子兰奥特莱斯购物广场。通过本文中的商业模式设计,作者希望该设计思路将会对目前正准备投资长春市场,或正筹备建设中的奥特莱斯开发商们,提供一定的可参考的建议,起到较为可行的方向指引作用。
[Abstract]:Otelles originated in the United States and has a history of more than 100 years since the emergence of this type of retail business.With the rapid development of economy in the 21st century, the demand for consumer goods becomes more and more intense, and the categories of consumer goods become more luxurious.This also led to the rapid promotion of the business model of Otoles, which is the main idea of "big brands and small prices." from the United States to Europe, from Japan to Southeast Asia, Otellas has become a popular tourist project in some countries and regions.In 2002, China's first Otelles-Beijing Yansha Otelles opened, which officially landed on the Chinese retail market, and developed rapidly after 2006.In terms of quantity, there are more than 200 projects in China at present. In terms of quality, the annual sales volume of more than 500 million yuan, there are nearly 20 in China, it can be described as a rapid development.China's luxury market is expected to reach $27 billion in 2015, with China overtaking Japan as the world's largest luxury market.With the rapid development of our economy, the change of consumption habits, the strengthening of brand concept and the expansion of the population base of consumption of famous goods, our country already has the comprehensive conditions for the development of Oteles, so we should develop and build in China.It was a good time to develop Otles.Compared with the sprouting development, construction, and operation of the large and small Orteles projects in most provinces and cities in China, Changchun, as the capital of Jilin Province, has a total population of nearly 8 million, and a regional core city in the Northeast.The key point of Northeast Asia economic belt, however, has not been a true true project.Although in Changchun, there is currently a Eurasian commercial capital of the Otelles project, but the industry is not high recognition of its Otles title.In the current Changchun market situation, the absence of the pure Oteles project is undoubtedly a regrettable thing for consumers, and it is also a good opportunity for retail and commercial real estate enterprises.The purpose of this paper is to discuss the feasibility of the development of Otelles in Changchun through the analysis of the present situation of the development of Otelles in China, and the analysis of the Otelles project which can be used as a reference for the key points in Northeast China.To sum up the advantages and disadvantages of the development of Changchun, and then through the combination of the advantages and disadvantages of the factors, business model design-Changchun Junzilan Otelles shopping mall.Through the business model design in this paper, the author hopes that this design idea will provide some reference suggestions to the developers who are currently preparing to invest in Changchun market or who are preparing to build.Play a more feasible direction of guidance.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F717

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