【作者】 王晶；

【导师】 任曙明；

【作者基本信息】 大连理工大学 ， 工商管理（专业学位）， 2017， 硕士

【摘要】 在整体市场经济环境不佳的情况下,商业地产炙手可热的时代一去不复返。我国实体商业已经步入了转型的重要阶段。如何逆境中求生存、逆势中求发展,需立足实体商业自身特性,扬长避短,发挥自身优势,充分了解消费需求、消费习惯,为消费者提供更细腻、优质服务。化解电商冲击的同时,利用网络平台推动实体商业发展。本文以T购物中心如何提升市场竞争力为例,通过对实体商业的市场需求、软硬件条件及准确的社区商业定位来研究T购物中心的市场竞争策略和规划,希望对T购物中心的发展有所帮助。本文在对综述前人理论基础的情况下,通过PEST模型研究了T购物中心所面临的外部宏观环境,通过波特的五力模型研究了T购物中心的竞争环境,并且阐明T购物中心的内部资源情况。利用SWOT方法综合分析了T购物中心的优势和劣势以及外部的机会与威胁,得出了有针对性的SWOT战略矩阵,进而制定了T购物中心的竞争策略。为了保障竞争策略的有效实施,本文从硬件升级、优化业态组合、服务管理和多渠道营销等不同方面给出了具体措施,以此来完善T购物中心的升级路径,构建体验式社区商业模式,实现物业的保值增值。更多还原

【Abstract】 The age of commercial real estate supreme has gone with depressed market economy.Chinese domestic business entity has entered a critical stage of industry adjustment,transformation and innovation.To survive and develop in the adversity,Chinese domestic business entity should be established on its own characteristics,make the best use of the advantages and bypass the disadvantages.Meanwhile,business entity should fully understand consumer’s demand and their consumption habits,provide consumers with more sophisticated and quality service.Business entity should use the network platform to promote the development of commercial entities while dissolving the impact of e-commerce.In this paper,author take an example of T shopping center in enhancing the market competitiveness.Using market demand,conditions of hardware and software,andaccurate position of T community commercial shopping center to study T’s market competition strategy and program.Author is looking forward to promoting the development of T shopping center.Based on the review of previous theoretical basis,this paper uses the PEST model to study the external environment faced by T shopping center,the Potter’s five forces model to study the T shopping center in the competitive environment,and clarify the internal resources of T shopping center.And then,the SWOT method is used to analyze the advantages and disadvantages of T shopping center,as well as the external opportunities and threats.A targeted SWOT strategy matrix is obtained,and then the competition strategy of T shopping center is worked out.In order to ensure the effective implementation of competitive strategy,this paper gives specific measures,from the hardware upgrading and optimizing the different aspects of format combination and service management and mufti-channel marketing,to improve the T shopping center upgrade path,to create a new community business model,to make business property’s preservation and appreciation.更多还原