大庆是我国重要的资源型城市，而零售业是大庆市第三产业的主力军，其增长对 大庆市实现经济转型和可持续发展有着重要的现实意义。国内零售业巨头大商集团投 入巨资新建了一家综合业态大型商业店铺——大庆 CF 商场，旨在填补大庆西城区缺 少综合业态大型高端商业店铺的空白。对于一个重大的商业项目，能否成功实现开门 营业并在初期树立良好的形象和口碑，是实现未来可持续经营的关键所在。因此，开 业营销策划是开店筹备工作的重中之重，也是商场筹建方案中的核心内容。 本文在明确选题背景及意义的前提下，总结了国内外相关研究成果，通过大量资 料分析和实地调研，立足大庆市总体经济发展环境，对影响大庆市零售业的经济要素 进行了具体分析，梳理了大庆市零售业最近二十年来的发展历程。在此基础上，综合 行业环境和自身条件，利用 SWOT 分析方法确定了该项目实施的优势、劣势、机会 和威胁，据此设计了 CF 商场开业营销方案，形成了一份包括广告宣传、公关造势、 开业促销活动及费用预算等内容充实、特色鲜明的营销活动策划方案，并提出了开业 营销方案实施过程和保障措施。本文的研究立足商场实际，将市场营销理论与零售商 业实践相结合，为 CF 商场实现成功开业提供了坚实的保障，具有现实意义和应用价 值，对促进大庆市零售业的繁荣发展也有一定的借鉴作用。 关键词：大庆市；CF 商场；开业营销方案东北石油大学 MBA 学位报告 III The opening marketing plan for CF mall of Daqing city ABSTRACT Daqing is a important resource-based city in our country, and the retail industry is the main force of daqing city the tertiary industry, the growth of the economic transformation and sustainable development of daqing city has important practical significance. Domestic retail giant dashang group invested heavily to build a comprehensive forms large commercial shops, daqing CF shopping mall, aims to fill the daqing district lack comprehensive format large-scale high-end business shop. For a major business projects, the success of realizing open and set a good image and word of mouth, at an early stage is the key to realize sustainable management in the future. Therefore, the opening marketing plan is the key of the preparations for opening, also is the core content in the preparation plan. In this paper, the comparative analysis of relevant research results both at home and abroad, through a large number of data analysis and field research, based on the overall economic development environment in daqing city, affecting the economic elements of daqing city retailing has carried on the concrete analysis, and the developing course of daqing city retail in recent 20 years are summarized. On this basis, based on the analysis of industry environment and their own conditions, using the SWOT analysis method to determine the project's strengths, weaknesses, opportunities and threats, on this basis, the design of the CF mall marketing practice, formed a including advertising, public relations campaign, opening promotion and cost budget of substantial content, distinctive marketing planning scheme, and proposes the marketing plan implementation process has opened and safeguard measures.This study based on the actual business, the retail business marketing theory and practice, to provide a solid guarantee for the realization of the successful opening of CF shopping mall, has important practical significance and application value, can be used for reference to promote the development and prosperity of Daqing retail industry. Key Words: Daqing city; CF mall; opening marketing plan ; Daqing city东北石油大学 MBA 学位报告 IV 目 录 摘要......................................................................................................II ABSTRACT ............................................................................................................................. III 第 1 章 绪 论.............................................................................................................................1 1.1 选题背景及意义.......................................................................................................... 1 1.2 国内外研究现状及评述.............................................................................................. 2 1.2.1 国外研究现状................................................................................................... 2 1.2.2 国内研究现状................................................................................................... 3 1.2.3 国内外研究评述............................................................................................... 3 1.3 报告研究思路及内容.................................................................................................. 4 第 2 章 大庆市零售业发展概况...............................................................................................6 2.1 大庆市总体经济发展状况.......................................................................................... 6 2.2 影响大庆市零售业的经济要素分析.......................................................................... 7 2.2.1 地区生产总值................................................................................................... 7 2.2.2 恩格尔系数....................................................................................................... 8 2.2.3 社会消费品零售总额....................................................................................... 9 2.2.4 居民人均可支配收入....................................................................................... 9 2.2.5 交通运输与物流状况..................................................................................... 10 2.3 大庆市零售业的发展历程........................................................................................ 11 2.4 大庆 CF 商场项目简介............................................................................................. 13 2.5 本章小结.................................................................................................................... 14 第 3 章 CF 商场项目开业营销 SWOT 分析 .........................................................................15 3.1 SWOT 分析方法简介 ................................................................................................ 15 3.2 CF 项目存在的优势................................................................................................... 16 3.2.1 购物环境与设施一流..................................................................................... 16 3.2.2 集团公司总体实力雄厚................................................................................. 16 3.2.3 品牌和规模具有比较优势............................................................................. 16 3.3 CF 项目自身的劣势................................................................................................... 16 3.3.1 新店缺乏知名度和影响力............................................................................. 16 3.3.2 地理位置存在局限性..................................................................................... 16 3.3.3 团队建设有待磨合......................................................................................... 17 3.4 CF 项目面临的机遇................................................................................................... 17东北石油大学 MBA 学位报告 V 3.4.1 日益增长的消费需求..................................................................................... 17 3.4.2 地方政府的大力支持..................................................................................... 17 3.5 CF 项目面对的威胁................................................................................................... 17 3.5.1 竞争对手的强力阻击..................................................................................... 17 3.5.2 网络电商的持续冲击..................................................................................... 17 3.5.3 受油田发展态势的影响................................................................................. 18 3.6 本章小结.................................................................................................................... 19 第 4 章 CF 商场项目开业营销策划方案设计.......................................................................20 4.1 开业营销策划原则.................................................................................................... 20 4.2 开业营销策划思路.................................................................................................... 20 4.3 开业营销策划方案内容及预算................................................................................ 21 4.3.1 开业公关活动方案及其预算......................................................................... 21 4.3.2 开业促销活动方案及其预算......................................................................... 25 4.3.3 开业营销广宣方案及其预算......................................................................... 32 4.4 本章小结.................................................................................................................... 35 第 5 章 开业营销方案的实施及保障措施.............................................................................36 5.1 开业营销方案的实施.............................................................................................. 366 5.2 开业营销方案的保障措施...................................................................................... 366 5.2.1 抓好团队建设............................................................................................... 366 5.2.2 落实活动经费............................................................................................... 377 5.2.3 用好外部资源............................................................................................... 377 5.2.4 加强风险防控............................................................................................... 377 5.3 本章小结.................................................................................................................. 377 结 论.....................................................................................................................................388