商贸综合体的营销策略及发展探析——以恒茂梦时代为例

摘 要

近几年来随着我国经济的飞速发展，城市化进程加快，城市化问题日益严重国内房地产市场竞争的越加激烈，为满足城市发展的需要，实现各个商业体的高度整合集聚，商贸综合体应运而生。从而越来越多的房地产开发商着眼于商业地产，开发出商贸综合体，且把它作为一个新的经济增长点。商贸综合体是将超市、服饰商城、餐饮、影院、公园以及儿童游乐场所通过复杂的、统一的以及多功能的建筑体进行有效整合。商贸综合体将土地资源进行合理高效的利用，而且使城市的规划、设计更加合理，能够缓解城市空间与城市人口增长之间矛盾。但是在资本市场竞争尤为激烈以及国家政策多变的今天，在建设项目开发前期必须做好科学的可行性研究，有些开发商急功近利，一味追求快，盲目建造商贸综合体，结果造成了资金和土地资源的浪费，还给城市发展添“堵”。打造一个成功优秀的商贸综合体，在前期的开发以及之后的经营等问题的研究就变得尤为重要。

本文将对商贸综合体的相关科学理论进行阐述分析，同时以恒茂梦时代广场商贸综合体为例，结合管理学、营销学等理论和方法，从开发策略和运营策略两个方向进行探析。对恒茂梦时代进行系统的总结，同时指出恒茂梦时代的缺陷与不足，并对未来商贸综合体的可持续发展提出自己的建议。

关键词：商贸综合体；开发策略；运营策略

Abstract

In recent years with the rapid development of China's economy, urbanization, urbanization, a growing problem in the domestic real estate market has become increasingly fierce competition, in order to meet the needs of urban development, to achieve a high degree of integration of the various commercial body agglomeration, commercial complex to be shipped born. Thus more and more real estate developers focus on commercial real estate, to develop a commercial complex, and use it as a new economic growth point. Commercial complex is a complex, integrated and multi-functional building body effective integration of the supermarket, clothing store, restaurant, movie theater, park and children's playground by. Commercial complex land resources rational and efficient use, but also urban planning, design more reasonable, it can ease the contradiction between urban space and urban population growth. But in the capital markets more competitive and national policy changes today, in the early development of construction projects must do a feasibility study of science, some developers quick success, the blind pursuit of fast, blind construction of commercial complex, resulting in capital and land waste of resources, urban development gave Tim "blocking." Excellent build a successful commercial complex, research management and other issues after the pre-development and becomes particularly important.

Related scientific theory paper will be set forth in the commercial complex analysis, while  Hengmao Dream World commercial complex, for example, the combination of theory and methods of management, marketing, etc, carried out from two directions of the development strategy and operating strategy. Dream on Hengmao systematically summarized, noting that the defects of the HMS Dream, and put forward a sustainable future commercial complex's own suggestions.

Keywords: Commercial complex; Development strategy; Operating strategy;

目 录

摘 要II

AbstractIII

目 录1

一、前言2

（一）研究背景与研究意义2

1.研究背景2

2.研究的意义3

二、营销策略和营运策略理论概述4

（一）营销策略的理论概述4

1.市场细分4

2.市场战略选择5

（二）营运策略的概述5

1.基本竞争策略5

2.发展战略6

3.文化战略6

三、案例分析——以恒茂梦时代广场为例7

（一）恒茂梦时代广场的发展概况7

（二）恒茂梦时代的营销策略7

（三）恒茂梦时代广场的营运策略8

四、商贸综合体的发展探析9

（一）选址9

（二）营销策略9

（三）商业组合9

五、 结论10

参考文献11