摘要
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紫竹高新区地铁站商业配套项目营销策略研究
摘要
高新技术产业园区的发展是我国高新技术的研发、孵化和产
业化的重要基地，成为促进技术进步和增强自主创新能力的重要
载体，成为带动区域经济机构调整和经济发展方式转变的强大引
擎。
上海紫竹高新技术产业开发区历经 15 年的发展，迅速形成六
大产业集聚，有效带动了周边和上海市的经济发展。2016 年在市
政府的大力支持下，轨道交通 15 号线将于紫竹高新区内开工建设，
园区面临着新的发展提升的机遇。拟建设一座具有高新区特色的
交通枢纽型商业综合体，集地铁站、公交站、停车场、商业配套、
办公楼宇、公共社区等功能，来迅速满足日益增加的高新区商业
配套需求，提高商业配套服务能级，促进高新区产业链的整合，
使高新区原有的六大产业迅速提升至七大产业。
本文以该商业体商业配套部分为主要研究对象，在对相关的
理论进行综述的基础上，通过其内外部的环境分析，探索出该商摘要
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业配套项目（以下简称：本项目）的优劣势以及所面临的问题，
并根据这些问题设计出相应的营销策略，以对将来本项目的营销
实施提供优化意见。本文通过应用经典营销分析工具，如波特五
力模型、PEST 模型、SWOT 模型与 STP 理论来对本项目所面临的内
外部环境及主要优劣势进行分析，进而应用 4P 营销组合策略来分
析和制定营销策略。本文的研究能够帮助本项目在具体实施时，
少走弯路，建议以最优选的营销模式，进行产品营销、渠道营销、
促销。同时，本文也针对产品的分类，提出了相对全面的分析思
路与研究方法，为未来本项目的建设、发展与营销实施提供一些
建设性意见。通过本文的研究，对高新区商业发展的研究思路和
营销策略制定技巧，有一定的借鉴意义与参考价值。
最后，本文也对本项目的研究进行了评价，展示了营销成果
预期。同时，对本文的研究进行了总结归纳，并提出研究中的不
足之处。
关键词 紫竹高新区 商业综合体 商业配套 营销策略 实施策略ABSTRACT
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MARKETING STRATEGY RESEARCH ON COMMERCIAL
SUPPORTING PROJECT OF ZIZHU HI-TECH PARK SUBWAY
STATION
ABSTRACT
High-tech industrial park’s development of high and new technology research,
incubation and industrialization is the important base in China. To promote technological
progress and strengthen the important carrier of the capability of independent innovation,
become the driving regional economic organization adjustment and change the pattern of
economic development the powerful engine.
Zizhu national Hi-Tech industrial development zone, after 15 years’ development, has
quickly formed six industrial clusters, effectively driving the surroundings of Shanghai&39;s
economic development. In 2016, under the strong supporting of the municipal government,
the railway line 15 will be constructed in zizhu high-tech zone and the park faces new
opportunities in advancement. Proposed building a high-tech zone characteristics of
transportation hub, commercial complexation, subway station, bus station, parking lot,
supporting business, office building, public communities, and other functions. To meet the
rapidly growing high-tech zone business supporting demand, improve business supporting
service level; Promoting the integration of high-tech industry chain and make the original six
industry rapidly up to seven big industries.
In this paper, the commercial supporting facilities is the main research object on the
basis of the review of relevant theory. Through its internal and external environmentalABSTRACT
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analysis, explore the business supporting project’s (hereinafter referred to : the project)
advantages and disadvantages as well as the facing problems. According to these problems,
design the corresponding marketing strategy and provide optimization for the objective of
the marketing in the future. In this paper, applying the classic marketing analysis tools such
as porter five model, PEST model, SWOT model and the STP theory to the internal and
external environment faced by the project and main advantages and disadvantages are
analyzed, and then apply 4 p marketing mix strategy to analyze and formulate marketing
strategy. The research of this paper can help the project to take less detours when it is
implemented. Recommends the optimal marketing mode for product marketing, channel
marketing and promotion. At the same time, this paper also puts forward a relatively
comprehensive analysis idea and research method for the classification of products. It also
provides some constructive Suggestions for the construction and development of marketing
in the future. Through the research of this paper, the research ideas and marketing strategies
for the commercial development of high-tech zone have some reference value.
In the end, this paper also evaluates the research of the project and shows the expectation of
marketing results. Meanwhile, the paper summarizes the research and puts forward the
shortcomings of the research.
Yun Xu (MBA)
supervised by Xiaojun Wu
KEY WORDS Zizhu National Hi-Tech Industrial Development Zone, commercial
complexation, commercial supporting, marketing strategy,
implementation strategy目录
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目录
摘要....................................................................................................................... I
ABSTRACT ..........................................................................................................Ⅲ
1 绪论 .............................................................................................................1
1.1 研究的背景 ..................................................................................................1
1.2 研究的目的与实践意义 ..............................................................................3
1.2.1 研究的目的 ...........................................................................................3
1.2.2 研究的实践意义 ...................................................................................3
1.3 研究的内容、方法和技术路线 ..................................................................4
1.3.1 研究内容 ...............................................................................................4
1.3.2 研究方法 ...............................................................................................4
1.3.3 技术路线 ...............................................................................................6
1.4 相关文献综述 ..............................................................................................7
1.4.1 中国高新区概念及定义 .......................................................................7
1.4.2 高新区商业配套及服务 .......................................................................8
1.4.3 商业综合体 ...........................................................................................9
1.5 本研究相关理论基础 ..................................................................................9
1.5.1 五力模型 ...............................................................................................9
1.5.2 SWOT 分析..........................................................................................10
1.5.3 STP 战略 ..............................................................................................11
1.5.4 商圈理论 .............................................................................................11
1.5.5 4P 营销理论 .........................................................................................11
1.6 文献述评 ....................................................................................................12
2 紫竹高新区地铁站商业配套项目概况及存在问题................................13
2.1 上海紫竹高新技术产业开发区概况 ........................................................13
2.1.1 上海紫竹高新技术产业开发区简介 .................................................13
2.1.2 紫竹高新区发展历程 .........................................................................13
2.2 凭借地铁建设的契机发展地铁上盖商业配套 ........................................14
2.2.1