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MBA毕业论文_时尚天河商业项目体验式营销管理研究

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西北大学硕士学位论文
II
摘 要
随着经济的快速发展和人民生活水平的逐步提高,消费者的消费需求也发生着深刻
的变革,特别是随着互联网电商的快速发展和不断冲击,实体商业地产传统的功能式营
销模式已经很难适应和满足新形势下消费者希望获得新奇、便利、参与等体验的新需求
很多传统的商业项目都生存艰难
时尚天河商业项目位于华南第一商圈——广州天河路商圈,项目建筑面积16万平
方米,拥有商家1600多个。时尚天河商业项目以体验式营销管理理论为指导,打造出
了独特的营销管理模式,虽然这一模式取得了经济效应和社会效应的双赢,但也存在一
定的问题影响项目发展
本文依据营销管理及体验式营销管理等相关理论,通过对时尚天河商业项目体验式
营销管理的现状调研,主要从项目的环境感官体验、便利性体验及服务内容体验等方面
进行了剖析,发现项目在体验式营销管理中存在的问题是:项目便利性体验不完善、服
务体验内容不健全、娱乐体验不齐备、主题环境体验不突出、活动类体验不丰富等问题,
并通过走访调研及问卷调查等形式了解和分析了问题的具体成因
基于对时尚天河商业项目体验式营销管理问题成因的分析,提出了强化项目主题特
色、优化便利服务体验、完善服务内容体验、丰富娱乐内容体验以及增加体验活动等优
化方案,并提出来优化方案实施的保障措施
本文的研究结果对时尚天河商业项目体验式营销管理开展优化工作提供调研依据
及决策依据。对时尚天河商业项目体验式营销方案的优化内容也对其他项目开展体验式
营销的优化管理提供了一定的借鉴
关键词:商业项目,体验式营销,运营管理,时尚天河
研究类型:应用研究
Abstract
III
Abstract
With the rapid development of economy and the gradual improvement of the people's living
standard, consumer demand is also undergoing profound changes, especially, with the rapid
development and continuous impact of Internet e-commerce, the traditional functional
marketing model of commercial real estate has been difficult to adapt to and meet the new
demands of consumers who want to get novel, convenient and participatory experience under
the new situation. Many traditional commercial projects struggle to survive.
Fashion Tianhe Plaza is located in Tianhe road business district of Guangzhou, the first
business district in South China, with construction area of 160,000 m and more than 1,600
merchants. Under the guidance of experiential marketing management theory, Fashion Tianhe
Plaza has created a unique marketing management mode. Although this mode has achieved a
win-win of economic effect and social effect, there are still some problems affecting the
development of the project.
According to marketing management and experiential marketing management, and other
related theory, as well as the investigation of existing situation of experiential marketing
management of Fashion Tianhe Plaza, this paper mainly analyzes the environmental sensory
experience, convenient experience and service content experience of the project, and finds
that the problem of the project in experiential marketing management is that convenient
experience is imperfect, content of service experience is unsound, entertainment experience is
incomplete, theme environment experience is not prominent, and the activity-type experience
is not rich, and understands and analyzes the specific cause of the problem in the form of
interview survey and questionnaire survey.
Based on the analysis of the causes of the experiential marketing management of Fashion
Tianhe Plaza, this paper puts forward some optimization plans, such as strengthening the
subject features of the project, optimizing the convenient service experience, improving the
service content experience, enriching the entertainment content experience and increasing the
experience activities, and puts forward some safeguard measures for the implementation of
the optimization plan.
西北大学硕士学位论文
IV
The research results of this paper provide investigation and decision basis for the optimization
of experiential marketing management of Fashion Tianhe Plaza. The optimized content of the
experiential marketing program of Fashion Tianhe Plaza also provides some reference for the
optimization management of the experiential marketing of other projects.
Key Words:commercial project, experiential marketing, operation management, Fashion
Tianhe Plaza.
Research Type:Application research。