【作者】 张云；

【导师】 刘超；

【作者基本信息】 山东大学 ， 工商管理（MBA）（专业学位）， 2025， 硕士

【摘要】 2025年3月16日,中共中央办公厅与国务院办公厅联合印发实施《提振消费专项行动方案》,提出支持开发原创知识产权(IP)品牌,促进动漫、游戏、电竞及其周边衍生品等消费,积极发展智慧商圈、沉浸式体验空间等,推动传统百货等实体店改造成为新型商业场所,因地制宜推进首发经济,鼓励国内外优质商品和服务品牌开设首店、举办首发首秀首展,支持推广消费新业态新模式等举措。新消费的发展需要有新的消费场景。NH电竞商业综合体以电子竞技产业与线下零售商业相结合,通过对传统商业综合体进行改造,融入电竞赛事、电竞酒店、电竞咖啡等业态,是电竞赋能商业的重要方式。围绕赛事、IP内容、社群文化以及衍生产品等多元要素构建的新型电竞商业综合体正逐步显现出广阔的发展潜力。本文以NH电竞商业综合体为研究对象,通过查阅大量有关商业综合体、体验营销及消费者行为的相关理论与文献,构建研究框架。综合运用问卷调查法与访谈法获取一手数据,并采用PEST分析法剖析宏观环境,运用波特五力模型评估行业竞争态势,结合STP战略对目标市场进行细分与定位,最终提出基于7P营销组合与体验要素相融合的电竞商业综合体营销策略体系。围绕产品、价格、渠道、促销、人员、有形展示、服务流程等七个方面,形成主题化、沉浸式、互动性强的场景化商业布局。通过对NH电竞商业综合体的营销策略研究发现,以电竞赛事为核心吸引力,融合休闲娱乐、文化创意、研学教育等功能模块,构建基于电竞的复合型新业态,有助于扩大目标客群范围并提升顾客体验满意度。此外,借助COSPLAY、汉服汉造等文化活动激发参与热情,实现7P策略与体验营销的协同增效。本研究提出的“电竞+”融合业态与场景化营销路径,为商业综合体提供了可复制的策略范式,既丰富了体验营销在特定领域的应用案例,也为项目的落地实施提供了理论支撑与实践依据。更多还原

【Abstract】 On March 16.2025,the General Office of the CPC Central Committee and the General Office of the State Council jointly issued and implemented the Special Action Plan to Boost Consumption.The plan proposes measures such as supporting the development of original intellectual property(IP)brands,promoting consumption in animation,games,esports,and related derivative products,actively developing smart commercial districts and immersive experience spaces,transforming traditional department stores and other physical retail outlets into new types of commercial venues,advancing the "first-launch economy" based on local conditions by encouraging leading domestic and international brands to open their first stores and hold first releases,debuts.and exhibitions,and supporting the promotion of new business formats and consumption models.The development of new consumption relies on the creation of new consumption scenarios.The NH Esports Commercial Complex integrates the esports industry with offline retail by transforming traditional commercial complexes and incorporating esports-related formats such as esports tournaments,esports hotels,and esports cafes.The emergence of a new type of esports commercial complex—built around diverse elements such as tournaments,IP content.community culture,and derivative products—is demonstrating strong development potential.This paper takes the NH Esports Commercial Complex as the research subject.By reviewing a wide range of theories and literature related to commercial complexes,experiential marketing.and consumer behavior,a research framework is established.A combination of questionnaire surveys and interviews is employed to collect first-hand data.The macro environment is analyzed with PEST method,while Porter’s Five Forces model is used to assess the competitive landscape of the industry.The STP strategy is applied to segment and position the target market.Finally,a marketing strategy system for esports commercial complexes is proposed.integrating the 7Ps marketing with experiential elements.The strategy aims to create a themed.immersive,and highly interactive commercial layout.Through the study of NH Esports Commercial Complex,this research finds that taking esports events as the core attraction and integrating entertainment,cultural creativity,and educational training can effectively expand the consumer base and enhance satisfaction.Activities such as cosplay and traditional costume events increase user engagement and reinforce the synergy between 7P marketing and experiential strategies.The proposed model of integrating "sports+cultural tourism" provides a replicable marketing approach for similar esports-themed complexes,enriches the application of experiential marketing theory,and offers practical guidance for the successful implementation of related projects.更多还原