武汉投建SHOPPING MALL的实证分析——以湖北团结SHOPPING MALL为例 _市场营销管理论文

摘要
随着改革开放的不断深入和大型百货店的逐渐衰退,武汉地区商业在快速发展的同时,不断涌现出一些新的商业形态如：购物中心、量贩店、便民店、仓储式商店、专卖店等，它们的产生和发展为武汉的经济活跃腾飞做出了巨大的贡献。
近年来国内外出现全新零售业态--shopping mall已经显出它无与伦比的优势。武汉经济环境优良，政策环境开放，人文环境充足，地理环境优越，居民消费水平较高，市民消费者的消费理念正朝着国际大都市的方向迈进。
武汉中南商业集团与湖北团结集团合资建立武汉第一家大型购物中心,该购物中心将以全新的理念、全新的机制营运操作,实施其大集团的发展战略，为武汉消费者提供一流的购物环境和休闲场所。
本论文将从大环境来分析武汉发展shopping mall的必要性和可能性，并以团结shopping mall为例，从历史地理环境、经济政策环境、人文环境、竞争区位理论、商圈理论等角度全面认真地分析它的投资可行性。
第一部分主要论述SHOPPING MALL的产生、定义、特点、分类、现状及未来发展趋势。
第二部分主要对中国SHOPPING MALL个案进行分析，以赛特、广州天河城为例，分析它们的成功和失败的原因，并结合国内外的具体事例总结出成功发展SHOPPING MALL的应该具备条件。
第三部分针对武汉的大环境进行论述分析，得出武汉已基本具备发展SHOPPING MALL的硬件和软件条件。
第四部分主要就以湖北团结SHOPPING MALL为例进行实证分析。运用区位理论、商圈理论等进行分析。
第五部分就预测购物中心的未来发展趋势,并对团结SHOPPING MALL未来存在的风险进行分析。
关键词: 区位理论购物中心商圈
Abstract
With the thoroughly development of reformation and opening, and the gradual declination of large-scale bazaar, along with the quick development of wuhan business, some entirely new commercial retailing forms emerge, for instance: shopping mall \inn \warehouse ,etc. They play important role in the course of flourishing of wuhan economy. In recent years, shopping mall has already appeared its nonpareil advantage.wuhan's economic circumstance choiceness\policy circumstance opening\human circumstance sufficient \geographical circumstance superiority and so on. The consumption level of Wuhan resident is relatively high, the consumer of Wuhan, and their consumption theory strides forward towards the direction of metropolitan's.
At present, commercial group of zhongnan Wuhan and tuanjie hubei group establish the first large--scale shopping mall, its fully new idea \entirely new mechanism operation\implements development strategy of group,it will offer top-ranking shopping circumstances and recreation place toWuhan consumer.
My article will analyze micro and macro circumstance of Wuhan, And feasibility and possibility of developing shopping mall in wuhan. Accordingly to tuanjie shopping mall. In the view of historical and geographical circumstance \economic policy circumstance\population and civilization circumstance \competition position circumstance, I earnestly analyze its feasibility of investment.
The first part mainly describes the birth\definition\character Classification \current situation \development trend of shopping mall.
The second part mostly analyzes example of shopping mall of china. I entirely find out their successful and unsuccessful reasons, and come to conclusion of successfully developing shopping mall at certain condition.

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