我国地区型购物中心业态组合定位研究

发布时间：2018-01-08 18:18

本文关键词：我国地区型购物中心业态组合定位研究　出处：《重庆大学》2014年硕士论文　论文类型：学位论文

【摘要】：购物中心自从90年代中期引入我国以来，由于其多业态聚集、多功能复合的独特特点满足了人们多元化的需求和消费习惯，在我国得到迅速发展，但是随着购物中心的过度开发和国内理论研究的不足，定位的同质化现象等各种实践性问题越来越突出。购物中心业态组合作为影响购物中心运营管理的核心要素之一，其合理定位直接关系到购物中心的成败，虽然业态组合的重要性已经被越来越多的专家和从业者所认知，但是国内学者对于购物中心业态组合的理论研究较少，基于此，本文通过分析购物中心业态组合的相关理论和内容体系，以此为基础构建业态组合定位的标准流程及综合评价模型，为购物中心业态组合定位和评价提供理论参考标准。本文正文共分为七个部分：第一部分为本文绪论，主要内容包括研究背景及意义、国内外文献研究、研究方法、技术路线和创新点。第二部分主要是相关内容和理论的概述，包括购物中心综述、购物中心业态组合内容理论体系以及定位理论等，通过理论的归纳总结，为下文的分析提供支持。第三部分是购物中心业态组合定位影响因素分析及确定，通过全面系统的对业态组合影响因素分析，为下文构建定位流程和评价指标体系选取做铺垫。第四部分是构建业态组合定位流程，通过分析归纳业态组合定位内容，以市场定位理论手段及因素导向，构建购物中心业态组合定位的标准流程。第五部分是业态组合定位模型构建，基于业态组合定位的影响因素，建立影响业态组合定位的评价指标体系，通过层次分析法赋以权重，最后构建业态组合定位模糊综合评价模型。第六部分是典型购物中心实证研究，在业态组合定位模糊综合评价模型的基础上，选取我国区域级购物中心对其业态组合定位进行实例分析并加以评价，以此来验证购物中心业态组合定位评价模型的可操作性。第七部分为结论和不足，主要是对全文的论述做了一个总结，，也提出了本文研究的缺陷和不足。
[Abstract]:Since its introduction into China in the middle of 90s, shopping centers have developed rapidly in our country because of their multi-functional and multi-functional characteristics, which meet people's diversified needs and consumption habits. However, with the over-development of shopping centers and the lack of theoretical research in China, the homogenization of positioning and other practical problems are becoming more and more prominent. As one of the core factors that affect the operation and management of shopping center, the reasonable location of shopping center is directly related to the success or failure of shopping center. Although the importance of form combination has been recognized by more and more experts and practitioners, there are few theoretical studies on the combination of business patterns in shopping centers, which is based on this. Based on the analysis of the related theory and content system of the shopping center combination, the paper constructs the standard process and the comprehensive evaluation model of the combination positioning of the shopping center. It provides a theoretical reference standard for shopping center combination positioning and evaluation. The text is divided into seven parts: The first part is the introduction of this paper, including the research background and significance, domestic and foreign literature research, research methods, technical routes and innovative points. The second part is a summary of the relevant content and theory, including shopping center review, shopping center form combination content theory system and positioning theory, through the theory of induction and summary. Support the analysis below. The third part is the analysis and determination of the influencing factors of the shopping center business combination positioning. Through the comprehensive and systematic analysis of the impact factors of the business pattern combination, it paves the way for the construction of the positioning process and the selection of the evaluation index system below. The 4th part is to construct the process of the combination positioning of the business form. By analyzing and summarizing the content of the combination positioning of the business form, the standard flow of the combination positioning of the shopping center is constructed by the theoretical means of market orientation and the orientation of the factors. The 5th part is the construction of the combination positioning model. Based on the influencing factors of the combination positioning, the evaluation index system is established, and the weight is assigned by the analytic hierarchy process (AHP). At last, a fuzzy comprehensive evaluation model is constructed. The 6th part is a typical shopping center empirical study, on the basis of the fuzzy comprehensive evaluation model of the combination positioning of the business situation, selected the regional shopping center of our country to carry on the example analysis and the appraisal to its pattern combination localization. In order to verify the operation of the shopping center combined location evaluation model. Part 7th is the conclusion and deficiency, mainly a summary of the full text, and also puts forward the defects and shortcomings of this paper.
【学位授予单位】：重庆大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F721;F284

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