【作者】 宋涛；

【导师】 李长江；

【作者基本信息】 华中科技大学 ， 工商管理， 2012， 硕士

【摘要】 新兴的零售业态形式SHOPPING MALL（简称为MALL，俗称购物中心），不仅有传统的商品出售，而且集餐饮、娱乐等功能于一体，可以同时为消费者提供零售与娱乐消费。过去五十多年间MALL在发达国家得到了快速发展，随着我国城市化进程的加快，以及现代化设施和规模的不断扩大，逐步也成立了以各种形式存在的SHOPPING MALL。特别是2000年以来，全国各地兴起了建设SHOPPING MALL的热潮，甚至出现了各地争全国第一MALL的氛围，在这种高歌猛进整体大形势下，笔者首先对国外SHOPPING MALL的发展历程做了一个回顾，以美国，英国和东南亚国家为例，提出购物中心能快速发展主要基于它能满足消费者需求多样化，降低交易费用和抑制卖家的投机主义。接着有针对性的分析国内SHOPPING MALL的发展，提出了国内目前发展购物中心存在盲目投资，分散管理，设计缺乏个性，项目定位模糊，缺乏足够的消费人口支撑和新兴电子商务的冲击等一系列问题。其次，笔者以华润万象城为案例进行研究，从宏观经济背景，国内消费习惯，经营者的经营经验等多方面分析华润万象城的运营现状，同时提出华润目前运营过程中存在的问题，针对存在的问题对其以后的发展提供建议和战略规划。最后结合华润万象城的真实案例，再总结归纳制约国内购物中心的整体行业发展因素，宏观经济政策的制约，制度不完善的制约，消费力不足的制约，政府职能尚未完全转变及融资环境的制约，这些因素都影响到了国内购物中心行业的整体发展。针对这些制约因素，笔者也提出了部分解决方案，整合社会资源，合理利用百货优势，适度推进，统一管理，以会员为导向，全面实施整合营销策略，打造专属的情感品牌，以促进国内整体购物中心行业的发展。更多还原

【Abstract】 Emerging retail form of SHOPPING MALL（referred to as MALL）, including retail,catering, entertainment and other business functions, can be in the same space and at thesame time satisfy the people’s entertainment and other aspects of the demand。The retailbusiness in foreign countries has experienced more than half a century, with thedevelopment of foreign city, city morphology and the continuous development of the scale,China also gradually produced different types of SHOPPING MALL.Especially since2000, each district is arisen the upsurge of construction ofSHOPPING MALL, appeared even country contend for the first MALL of the wholenation atmosphere. In this kind of overall situation, the foreign SHOPPING MALLdevelopment course to do a review. Firstly, I take the Unite State, England and theSoutheast Asia country for example in order to illustrate the rapid development of theshopping mall mainly based on three reasons: it can meet consumer demanddiversification, reduce transaction costs and inhibition of seller ’s opportunism.. Secondly,I analysis on the development of domestic SHOPPING MALL and put forward the presentproblems of domestic shopping mall development: blind investment, decentralizedmanagement, design lack of personality, the project location ambiguity, lack of adequateconsumer population support and the emerging e-commerce impact. To be continued, Itake Huarun Wanxiangcheng for the case study, analyzing from the macroeconomicbackground, domestic consumption habits, manager operating experience in many aspects.And I also point out the problems that existing in the management of HuarunWanxiangcheng. So that I can give Huarun Wanxiangcheng some advice for operationpresent situation and the future development proposals. At the last, I Combine the case ofHuarun and summed up the restricting factors of the domestic shopping malldevelopment: the whole industry development factors, macroscopical economic policy restrict, the system is not perfect constraints, lack of consumption ability restrict, and thefunctions of the government have not been completely transformed. In view of thesefactors, i also put forward some solutions to promote the development of overall domesticshopping center industry: integration of social resources, reasonable use departmentadvantage, moderate advance, unified management, to members as the guide, the fullimplementation of integrated marketing strategy, make the exclusive emotional brand.更多还原