【作者】 杨洋；

【导师】 郑晓云； 王根芳；

【作者基本信息】 重庆大学 ， 技术经济及管理， 2013， 硕士

【摘要】 随着经济的发展和人们消费水平的提高，集购物、餐饮、休闲、娱乐和各种服务为一体的购物中心逐渐兴起。购物中心规模大、商品丰富、功能齐全，可以为顾客提供完美的消费体验。然而与欧美国家相比，我国购物中心发展时间不长，真正适合消费者购买力水平和消费习惯，与消费文化相匹配的成功购物中心并不是很多。一些购物中心在开业后经营惨淡，难以持续健康发展，这与项目在建设初期没有以市场为基础进行科学的定位有很大关系。本文认为，在充分研究影响购物中心定位的各因素的基础上，才能有侧重的进行科学精准的项目定位，降低开发风险，这对于解决目前购物中心建设中存在的盲目性、定位不明确等问题有着重要意义。本研究从界定购物中心及购物中心定位的含义开始，分析了目前我国购物中心定位中存在的主要问题，回顾了传统的定位理论。为提高购物中心定位的精准度，降低项目开发风险，本文以购物中心项目定位内容为基础寻找影响定位的主要因素，并对各因素的影响机理做了分析，通过归纳整理将其划分为商圈因素、消费者因素、宗地因素和其他因素。然后运用层次分析法，将影响购物中心定位的各因素两两比较打分，计算出各因素的相对权重，得出对购物中心定位影响最大的因素是商圈因素中的市场竞争状况、消费者因素中的消费者收入水平、消费者需求偏好和人流量。接着对购物中心定位内容做了详细的阐述，包括消费者定位、功能定位、档次定位、形象或主题定位、业态定位，并结合模糊综合评价法和专家打分法构建了购物中心定位评价模型，用以验证购物中心定位的优劣。最后以重庆市江北嘴财信广场商业部分的定位为案例进行研究，得出了比较合理的评估结果，证明了该模型的可操作性。更多还原

【Abstract】 With the development of economy and improvement of consumption level ofpeople, shopping center gradually rise these years that incorporates shopping, catering,leisure, entertainment into an organic whole. Shopping center can provide customerswith the perfect shopping experience with huge scale, rich products and multiplefunctions. However, compared with the developed countries in Europe and America,shopping mall begin very late in China, there are not so many successful shopping mallsthat suit for purchasing power, consumption habit and consumption culture of theconsumers. Some shopping malls are difficult to sustainable and healthy developmentsince they are opening. It has to do with that they didn’t carry on scientific positioningbased on market fact in the construction initial stage. The paper holds that scientific andaccurate positioning must be based on fully study the factors influence on the shoppingmall positioning. It helps to reduce the development risk and meaningful to solve blindlaunched, unclear positioning exist in current shopping mall development.First of all, the paper defines the meaning of the shopping center and thepositioning of the shopping center, analyses the key problems existing in the positioningof shopping center in China and reviews the positioning theory. In order to improve theaccuracy of the shopping mall positioning and reduce the risk of project development,the paper look for the factors influence the project positioning based on the positioningcontent of shopping mall, analyses the mechanism of the major factors at the same time,and get the key factors by induction, they are trading area factor, consumer factor,parcel factor and other factor. Then compared and scored the factors influence theproject positioning and get the weight of each factor by using AHP, and find the factorswhich influence positioning of shopping mall most, they are market competitioncondition contained in trading area factor, consumer income level, consumer demandpreferences and volume of people stream contained in consumer factors. After that, thepaper elaborates the content of shopping mall positioning, they are consumer orientation,functional orientation, grade orientation, image or theme positioning,and formatpositioning. In addition, the paper using the fuzzy math method and expert scoringmethod composed a shopping mall positioning evaluation model, which used to verifythe positioning of shopping center is good or bad. At last, the paper take commercialpart of the Cai Xin Plaza in jiang bei zui as an example for an empirical research, get a reasonable results and show the operability of the model.更多还原