石家庄中心线地下商业街营销策略研究
发布时间：2018-07-15 14:08
【摘要】：城镇化改革是我国改革开放的成果,是社会发展的必然趋势。随着社会发展速度和城市化进程的加快,城市生存空间日趋饱和,有限的土地资源承受的压力日益增大。我国大中城市人口剧增,北京、上海每平方米人口甚至达到了3-4万。城镇化改革带动了经济增长,也加剧了城镇人口数量激增与城市可利用空间骤减之间的矛盾。加大地下空间的科学开发利用,发展大型的城市综合体,由地上、地面二维生存空间,向地上、地面、地下三维空间转换,成为缓解土地资源与环境问题的重要途径之一。石家庄中心线地下商业街是河北省地下空间商业开发利用的典型代表之一,地处石家庄市长安区CBD商务区主轴,2公里辐射范围内,有居民30余万；规划建设中的居民小区100多万平方米；广安街两侧有大型写字楼宇12座。商业街总长约1.1千米,建筑面积约3.3万平方米,近800个店铺,共分八个街区,五个主题。开业后,该商业街利用其便利的交通条件,独特的空间环境和韩国管理团队的高效运营快速打开了知名度,树立了时尚潮流街区形象。随着石家庄市内多个大型综合商场的相继开业和电子商务的快速发展,商业竞争越来越激烈,石家庄中心线地下商业街逐渐凸显出自身一些管理模式和营销模式上亟待解决的问题。本文围绕“石家庄中心线地下商业街营销策略研究”这一选题,在借鉴国内外著名地下商场成功营销经验的基础上,结合石家庄市社会、经济发展趋势和石家庄中心线地下商业街自身实际,深入研究其存在的营销和管理问题。从众多营销学的先进实践成果中选出更为适合地下商场特点的相关理论,搭建好新的营销体系框架,并制定出实施营销策略的保障措施。文中采用文献资料法、比较分析法,获取地下商业模式的相关理论和成功经验,运用SWOT方法对石家庄中心线地下商业街内部、外部环境进行分析,为充分发挥其商业优势,弥补存在的劣势和改进存在问题,抢抓发展机遇,规避面临或潜在风险奠定基础。在实地调查法的基础上,建立顾客满意度模型,通过调查问卷方式,收集统计消费者信息。将分析所得结论和数据统计结果相结合,科学地制定出石家庄中心线地下商业街新的营销策略。石家庄中心线地下商业街营销策略的研究、制定和实施,对拓展石家庄中心线地下商业街营销能力和提升其商业竞争力意义重大,对其在激烈的行业竞争中实现可持续发展非常关键。我国城市整体规划较为滞后,地下商场建设、管理理论和实践经验都相对匮乏,地上繁华、地下冷清的现象非常普遍,希望本选题能为地下商场业态的营销策略研究与实践有所贡献。
[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.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F721;F274
本文编号：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.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F721;F274
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