科倍尚城地产项目市场定位研究

发布时间：2018-06-06 20:38

本文选题：科倍尚城项目 + 商圈理论　；参考：《华东理工大学》2014年硕士论文

【摘要】：随着我国市场经济的快速发展,人们生活水平与消费能力的不断提高,人们对集购物、休闲娱乐、办公、住宿等功能于一体的商业中心的需求日益凸显。商业中心和商务区是城市经济发展的中枢,它们能产生聚集效应,改善城市空间结构,进而成为城市中最富活力和现代气息的城市景观。目前,根据经济发展水平与商业发展阶段的关系来看,新沂市整体的商业消费还处于百货发展阶段,尚未达到购物中心阶段和城市综合体阶段。新沂现有商业呈“单核”发展特征,即以南京路(市级商圈)及钟吾路(区级商圈)的老城区商业消费中心为核心,城南区域缺乏能够同时满足人们购物、休闲娱乐、办公、住宿等各种需求的商业项目。科倍尚城项目地处新沂城市规划的城南片区,按照规划,该区域是新的市政府办公地,将形成以行政、文化、教育等为主体的共建集中区,同时将要创造良好的居住环境,建设以居住为主的城市新区。目前,项目所在的城南区域以零散的专业市场为主,商业氛围不够,商业基础薄弱,而科倍尚城项目致力于弥补新沂商业地产空白,提升新沂市整体商业级别,满足城市消费需求。因此,对科倍尚城项目进行商业定位的研究具有极大的现实意义。本文主要采用实地考察、文献研究、问卷调查、深度访谈等方法,基于商圈理论和商业地产定位理论来分析和研究科倍尚城项目的商业定位。在分析梳理商圈理论、商业地产及其定位理论的基础上,结合对项目基本情况的概述,本文提出了基于商圈理论的商业地产项目定位体系,该商业地产定位体系是在辨析问题及市场和商圈调查的前期工作基础上,建立起宏观、中观、微观3个层面的定位分析框架,并在此基础上得到项目在主题、客群、体量、业态等方面的精准定位结论。本文对科倍尚城商业地产项目定位的研究就是利用了这个基于商圈理论的商业地产定位体系,分析项目所处的城市(如城市发展规划及城市消费需求现状等)项目所处商圈(如辐射范围、辐射人口、商业氛围、交通状况等)和针对经营者、投资者、消费者做的市场需求调查。把项目从整体定位为服务项目周边社区居民的邻里中心,确定了项目主题定位、客户定位、体量定位和业态定位,并总结了邻里中心定位的几大亮点所在。
[Abstract]:With the rapid development of market economy and the improvement of people's living standard and consumption ability, the demand for shopping, leisure, entertainment, office, accommodation and other commercial centers has become increasingly prominent. Commercial center and business district are the center of urban economic development. They can produce agglomeration effect, improve urban spatial structure and become the most dynamic and modern urban landscape in the city. At present, according to the relationship between the level of economic development and the stage of commercial development, the overall commercial consumption of Xinyi City is still in the stage of department store development, which has not yet reached the stage of shopping center and urban complex. The existing business in Xinyi is characterized by "single core" development, that is, the core of the old urban commercial consumption center of Nanjing Road (city level business district) and Zhong Wu Lu (district level business district), the south of the city lacks the ability to satisfy people's shopping, leisure, entertainment and office work simultaneously. Commercial projects with various needs, such as accommodation. The Kebishang City Project is located in the southern part of the city planning area of Xinyi. According to the plan, the area is a new municipal office, which will form a co-construction and concentration area with administrative, cultural, educational and other main bodies, and at the same time will create a good living environment. The construction of residential new urban areas. At present, the southern part of the city where the project is located is dominated by a scattered professional market, with insufficient commercial atmosphere and weak commercial foundation. The Kebeishang City project is devoted to filling up the gap in commercial real estate in Xinyi City and promoting the overall commercial level of Xinyi City. To meet the needs of urban consumption. Therefore, it is of great practical significance to study the commercial orientation of Kebishang City Project. This paper mainly adopts the methods of field investigation, literature study, questionnaire investigation, in-depth interview, etc. Based on the commercial circle theory and commercial real estate positioning theory to analyze and research the business positioning of the project. On the basis of analyzing and combing the commercial circle theory, commercial real estate and its positioning theory, combined with the summary of the basic situation of the project, this paper puts forward the commercial real estate project positioning system based on the commercial circle theory. The positioning system of commercial real estate is based on the analysis of problems and the preliminary work of market and business circle investigation, and establishes the positioning and analysis framework of macro, meso and micro level, and on this basis obtains the project subject, customer group and volume. The precise positioning conclusion of business form and so on. In this paper, we use the commercial real estate positioning system based on the commercial circle theory to study the location of commercial real estate projects in Kobeshang City. Analyze the business circle of the city in which the project is located (such as the urban development plan and the present situation of urban consumption demand) and the business circle (such as radiation range, radiation population, business atmosphere, traffic condition, etc.) and target the operators, investors, etc., A survey of market demand by consumers. This paper defines the project as the neighborhood center of the residents around the service project, determines the project theme orientation, customer orientation, volume positioning and business orientation, and summarizes several highlights of the neighborhood center positioning.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.23

【参考文献】