摘要
做为城市化程度高度发展的今天,购物中心(SHOPPING MALL)以其体量大、功
能全、业态丰富,成为人们工作和生活以外的“第三空间”,购物中心如雨后春笋般不
断涌现。做为泊来品,它是消费者和投资商们青睐的对象,随着项目定位、招商策略、
建筑风格的雷同,其同质化现象已日趋明显,价格及独有资源已不再成为影响消费者
趋之若鹜的法宝。而如何建立全生命周期、科学的管理体系,是项目长盛不衰的关键,
其中选择个性鲜明的整合营销策略亦显得弥足珍贵
作为这一复合的业态,由于进入中国的时间较晚,再加之与欧美等发达国家的地
域与文化差异,可以说目前尚没有成熟的模式可以复制,本文运用“4V”理论,从产
品属性入手,重新对购物中心的概念、发展历史、运营模式及前景进行了梳理,同时
就其营销模式展开了多维度的探索。通过剖析,在成功的案例中取其精华,摒弃失败
案例中的糙粕,同时结合自身的从业经历,运用“4V”理论,对M0集团的M0-MALL的
全过程进行营销组合,发掘其短板,并提出相应的解决方案
本文的最终研究成果希望与各位业内从业人士共享。同时任何一种营销组合方式
也都不是万能的,我们只能以营销理论为指导,在实操中逐步摸索符合购物中心本身
特点的营销组合模式
关键词:摩尔、MALL、SHOPPING MALL、4V营销组合
Abstract
As highly development degree of urbanization today,shopping center (SHOPPING
MALL) with its mass,full functions and rich formats,becomes the third space of
people's work and life outside. Shopping center springs out constantly. As a new coming
product abroad),it becomes consumers and investors favorite object. Same mode of project
location,architectural style,investment strategy results out obvious homogenization
phenomenon. Price and unique resource has no longer the main influence to attract magic
consumers. And how to establish a scientific total life cycle management system is the key
to keep long term project, the choice of distinctive and individual integrated marketing
strategy is treasured.
As the composite commercial activity enters into China a little late as well as big region
and culture differences with Europe and American countries, there is no mature mode to be
duplicated. This article focus from products nature, clears up the concept, historical
development, operation mode and the prospect in details,also make an multi dimension
exploration to marketing mode. Through analysis to successful case to absorb the essence,
discarding rough meal from failure case, and at the same time,combining their working
experience to dig out the disadvantage, thus to put forward the simple solution firstly.
Hope to share the final research results with experts. Any kinds of marketing
combinations are not universal. What we only can do is to make marketing theory as a guide
and seek a combination mode to conform to their growing and developing characteristic
through real operation.
Keywords: MALL SHOPPING MALL “4 vwmarketing combination