摘要
长春拾光里商业街的运营模式与营销策略研究
当前，在中国的各个大中城市的建设和发展过程中建设发展商业街项目成为
了热点，众多城市将商业街的建设及规划当做城市发展规划的重要手段之一，对
商业地产项目的开发给予了大量优惠及扶持政策。商业街作为商业地产项目的重
要组成部分，无论开发商还是政府方面都非常青睐商业街的建设，对商业街建设
的投入也越来越大。但从目前国内商业街的发展现状来看，许多商业街在建成运
营之后并没有完全达到预期效果

商业街可以看作是一种社会资源，城市资源价值的一部分是商业街外在的资
源性表现，商业街自身营销的资源价值则是其内在资源性表现。合理利用好这一
资源,对城市的营销推广和商业街本身的营销实践有很大的助力，运用资源的视
角来诠释商业街的营销研究，就产生了商业街资源营销概念

本文拟通过对当前长春拾光里特色商业街项目作为典型样本，从商业街发展
的历史、城区建设、经济发展等角度出发，基于经济学理论，通过对商业街近年
来的发展进行调研，总结成功的经验，并补充不足部分。分析对比行业内的做法
对未来的特色商业街发展模式与营销战略提出自己的思路，进而对长春拾光里特
色商业街项目的基本情况、建设背景及必要性、项目环境的开展分析与研究。从
特色街路现状、特色街区定位等方面，给出长春市拾光里特色商业街的运营模式，
并围绕当前工作需要，从商业推广、营销传播等方面，分析该项目的阶段性营销
策略。通过对长春拾光里特色商业地产项目定位框架及营销策略的分析与研究，
希望能对该项目的实践运营提供帮助，并为同类项目的运营提供有益借鉴

关键词：
长春拾光里商业街， 运营模式分析，营销策略III
Abstract
Research on the Operation Mode and Marketing Strategy
of Changchun ShiGuangLi Commercial Street
At present, the construction and development of the commercial street project
has become a hotspot in the construction and development of various large and
medium-sized cities in China. Many cities have regarded the construction and
planning of the commercial street as one of the important means of urban
development planning, which has given a lot of preferential policies to the
development of commercial real estate projects. The commercial street is an important
part of commercial real estate projects, and the construction of commercial streets is
very popular with developers and governments, and the investment in commercial
street construction is getting bigger and bigger. However, from the current
development of the commercial streets in China, many commercial streets have not
achieved the desired effect after the completion of operation.
The commercial street can be regarded as a social resource, the resource
performance of the commercial street is a part of the value of urban resources, and its
intrinsic resource performance is the resource value its own marketing. Reasonable
utilization of this resource, the marketing promotion of the city and the marketing
practice of the high street itself have a great help, the use of resources to explain the
marketing research of the high street has produced the concept of commercial street
resource marketing.
This article intends to use the Changchun ShiGuangLi commercial street as a
typical sample, from the development of commercial street, urban construction and
economic development perspective, based on the economics theory, through the street
in recent years the development of the research, summarizes successful experience,
adding the shortfalls. Analyzed characteristics of the practice of industry for the future
commercial development model and marketing strategy put forward their own ideas,
and then analysis the construction background , necessity, basic situation, project
environment of the Changchun ShiGuangLi commercial street. Through the status quo
and positioning of the commercial street, the operation mode of the Changchun
ShiGuangLi commercial street is obtained, and the marketing strategy of this projectIV
is analyzed from the aspects of business promotion and marketing communication
according to the current work needs. Through the research on the positioning frame
and marketing strategy of the Changchun ShiGuangLi commercial street, it is hoped
that it can provide help to the practical operation of this project and provide useful
reference for the operation of the same kind of project.
Keywords:
Changchun ShiGuangLi commercial street，operational mode analysis，marketing
strategyV
目 录
第 1 章 绪 论 ...........1
1.1 研究背景及问题提出.1
1.2 研究的主要内容及结构框架.2
1.3 研究方法.........3
第 2 章 商业街概念界定及相关理论 ...........5
2.1 商业街的概念界定.....5
2.1.1 商业街的定义及主要特征.......5
2.1.2 商业街的类型...6
2.1.3 商业街在我国发展的必要性...7
2.2 商业街研究的相关理论及经济学模型.........8
2.2.1 服务业产业集群理论...8
2.2.2 经济区位结节与流量经济理论...........9
2.2.3 社会交往理论.10
2.3 特色商业街的发展路径及营销模式相关理论.......10
2.3.1 特色商业街规划应遵循的一般原则.10
2.3.2 特色商业街的市场细分及发展定位.12
2.3.3 特色商业街的错位经营理念.13
2.3.4 特色商业街建设的战略研究.14
第 3 章 长春拾光里特色商业街项目现状及发展环境分析.........17
3.1 项目基本情况...........17
3.1.1 项目背景.........17
3.1.2 项目建设必要性.........18
3.1.3 建设单位概况.19
3.1.4 项目概况.........20
3.2 项目市场分析...........22
3.2.1 宽城区商业现状.........22
3.2.2 长春市同类商业街竞争分析.23
第 4 章 长春拾光里特色商业街运营模式及营销策略.....26VI
4.1 项目规划理念及内容...........26
4.1.1 项目规划理念.26
4.1.2 项目总体规划内容.....26
4.1.3 项目规划设计方案.....27
4.2 项目运营模式分析...29
4.2.1 项目主要业务内容.....29
4.2.2 项目主要组织架构........
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