我国商业地产经过二十多年的蓬勃发展，从百货商场、商业步行街到购物中心、 城市综合体，经历了多次升级换代。目前，城市综合体、购物中心正处于产品升级和 战略变革的阶段，人们的娱乐、消费、生活方式不断演变，各式各样的购物中心、城 市综合体迭代兴建，除了具备购物消费的功能以外，越来越多的开始满足人们休闲生 活、娱乐社交等目的。对城市综合体、购物中心来说，业态规划的作用越来越重要， 制定合理的、高质量的业态规划方案，对一个城市综合体购物中心项目的建设和运营 十分重要。 本文研究对象是 H 商业管理有限责任公司位于宁波的购物中心项目，预计 2020 年开业。H 商业管理有限责任公司属于 H 集团公司旗下的二级子公司，成立于 2017 年，专注于商业地产项目的管理和运营。H 集团公司历年来以旅游、文化、地产项目 为主，旗下项目众多，遍布全国，但商业运营管理刚起步，缺少经验。 本文以 H 商管公司的购物中心项目为例，通过研究购物中心业态规划的相关理 论，分析大体量城市综合体购物中心的业态规划的组成要素和影响因素，搭建业态规 划的构建流程，按照复合景观商业业态定位、主力店选择和品牌组合、业态分配（业 态布局、业态占比）的流程模式，形成了一套适合复合景观商业业态的大体量城市综 合体购物中心业态规划设计体系。结合 H 商管公司购物中心项目的实际情况，制定 完整的业态规划方案，从复合景观商业业态的定位出发，选择有实力的主力店品牌和 商家品类，利用复合景观的特点进行业态布局，合理进行业态配比。对项目开业运营 之后的租金收益进行财务数据分析、测算评估，对项目的设计、工程、招商、运营进 度管控制定计划表，保障项目的顺利实施推进。同时，也为 H 商管公司在全国范围 内的多个商业地产项目提供标杆产品、标准模式，积累经验。 关键词，城市综合体；购物中心；业态规划III Abstract After more than 20 years of vigorous development of commercial real estate in China, the shopping center is in the stage of product upgrading and strategic transformation. People's entertainment, consumption and lifestyle are constantly evolving. Various shopping malls and urban complexes are iteratively built to meet People's leisure life, shopping consumption, entertainment and social purposes. For urban complexes, the role of business planning is becoming more and more important. It is very important to develop a reasonable and high-quality business planning plan for the construction and operation of a shopping mall project. Taking the shopping center project of Beijing H Business Management Company as an example, this paper analyzes the components and influencing factors of the business planning of large-scale urban complex shopping center by studying the relevant theories of shopping mall business planning, and constructs the business planning process and formation theory. The framework, according to the process of composite landscape business format selection, main store selection and brand combination, business distribution (business layout, business proportion), has formed a set of business planning and design system suitable for large-scale urban complex shopping center. Based on the actual situation of the shopping center project of Beijing H Business Management Co., Ltd., a complete business plan is formulated, and the rental income after the project is opened and operated is evaluated and evaluated. The design, engineering, investment, and operation schedule control plan of the project are determined. To ensure the smooth implementation of the project. Keywords，Urban Complex; Shopping Center; Format Planning目录 致谢.........................................................................................................................................I 摘要.......................................................................................................................................II Abstract................................................................................................................................ III 第 1 章 绪论..........................................................................................................................1 1.1 研究背景及意义.......................................................................................................1 1.1.1 研究背景........................................................................................................1 1.1.2 研究意义........................................................................................................2 1.2 国内外研究现状.......................................................................................................3 1.2.1 国外研究现状................................................................................................3 1.2.2 国内研究现状................................................................................................4 1.2.3 国内外研究现状评述....................................................................................5 1.3 研究内容与研究路线..............................................................................................5 1.3.1 研究内容........................................................................................................5 1.3.2 研究路线........................................................................................................6 1.4 研究方法及创新之处...............................................................................................8 1.4.1 研究方法........................................................................................................8 1.4.2 创新之处........................................................................................................8 第 2 章 购物中心业态规划基本概念和理论基础..............................................................9 2.1 购物中心业态规划基本概念..................................................................................9 2.1.1 购物中心的定义和商业模式........................................................................9 2.1.2 业态规划的定义和目的..............................................................................11 2.2 相关理论基础........................................................................................................16 2.2.1 现代商业建筑规划设计理论......................................................................16 2.2.2 商业地产理论..............................................................................................18 2.2.3 业态组合理论..............................................................................................20 2.2.4 消费者偏好理论..........................................................................................22第 3 章 H 商管公司购物中心项目现状及问题分析........................................................25 3.1 H 商管公司背景介绍.............................................................................................25 3.1.1 H 集团公司及 H 商管公司概况..................................................................25 3.1.2 购物中心项目简介......................................................................................26 3.2 项目现状分析........................................................................................................27 3.2.1 周边环境分析..............................................................................................27 3.2.2 周边消费力分析..........................................................................................28 3.2.3 目标客群分析..............................................................................................28 3.2.4 竞争对手分析..............................................................................................29 3.3 项目业态规划存在的问题分析............................................................................30 3.3.1 业态规划组成要素及影响因素不明确......................................................30 3.3.2 业态规划流程构建不完整..........................................................................30 3.3.3 商业业态定位不清晰..................................................................................31 第 4 章 H 商管公司购物中心项目业态规划方案设计....................................................33 4.1 业态规划组成要素...............................................................