I 摘要 对于购物中心来说，通过购物中心内的品牌调整和业态组合，是保持购物中心竞争 力，生命力的重要手段。同时也是解决内部存在问题，优化配置，应对周边竞争环境变 化的最佳措施。购物中心品牌调整期的招商过程，就是对品牌，品牌组合，业态配比等 购物中心“硬件”进行全面升级的过程。因此适合的招商策略将是购物中心租户调整方 案正确，可操作性，可持续发展的最有力保障。因此本文研究临沂 HX 购物中心租户调 整策略。 本文通过对临沂 HX 购物中心现存问题和问题的原因进行研究，发现本项目的问题 为品牌结构不合理和品牌布局不合理。以此来制定租户调整策略，首先压缩百货区域零 售品牌的数量和面积，降低项目整体零售品牌的数量和面积，增加餐饮、娱乐、服务类 品牌，调整品牌结构；其次调整品牌布局，优化动线，将中岛边铺化。在新引进品牌选 择上通过对消费者的充分调研确定消费者特征，然后结合消费者特征确定品牌特征。第 三研究品牌市场的市场细分确定选择新引进品牌的要素并选定品牌租户的目标市场，确 立项目租户调整后的市场定位。第四，根据前文的研究制定招商环节的品牌策略、租金 策略、渠道策略和推广宣传策略。最终形成以解决项目自身问题为目标，租户调整为方 法，品牌研究为前提，招商策略为基础的租户调整策略。 通过本文的研究，使临沂 HX 广场的调整招商工作的开展提供了参考和依据，有助 于下阶段工作推进的实施，有益于增强临沂 HX 广场的竞争力。同时，本文的招商策略 研究，对集团其他商业地产调整规划具有一定借鉴意义。 【关键词】调整策略 市场定位 购物中心西北大学硕士学位论文 II Abstract For shopping mall, through brand adjustment and business portfolio within the shopping center, it is an important means to maintain the competitiveness and vitality of the shopping center. At the same time, it is also the best measure to solve the internal problems, optimize the allocation and cope with the changes of the surrounding competitive environment. The investment promotion process during the brand adjustment period of shopping centers is the process of comprehensive upgrading of the “hardware” of shopping mall such as brands, brand portfolios, and format ratios. Therefore, the appropriate investment strategy will be the most effective guarantee for correctness, operability, and sustainable development of shopping center tenants. Therefore, this paper studies the investment promotion strategy in the adjustment process of Linyi HX shopping mall tenants. Through the study of the existing problems and the causes of the problems in Linyi HX shopping mall, this paper finds that the problems of this project are unreasonable brand structure and unreasonable brand layout. In order to formulate tenant adjustment strategy, first of all, reduce the number and area of retail brands in Department stores, reduce the overall number and area of retail brands in the project, increase catering, entertainment and service brands, and adjust the brand structure; secondly, adjust the brand layout, optimize the moving line, and pave the border of Zhongdao. In the selection of new imported brands, the characteristics of consumers are determined by full investigation of consumers, and then the brand characteristics are determined by combining the characteristics of consumers. Third, study the market segmentation of brand market to determine the elements of selecting new brand and select the target market of brand tenants, and establish the market positioning of project tenants after adjustment. Fourthly, the brand strategy, rent strategy, channel strategy and promotion strategy of the investment promotion link are formulated according to the previous research. Finally, a tenant adjustment strategy is formed, which aims at solving the project's own problems, takes the tenant adjustment as the method, takes the brand research as the premise, and takes the investment strategy as the basis.III Through the research of this article, Linyi HX Plaza will provide reference and basis for the adjustment of the investment promotion work, which will help the implementation of the next phase of the work and be beneficial to enhance the competitiveness of Linyi HX Square. At the same time, the study of investment strategy in this paper has a certain reference significance for the adjustment planning of other commercial real estate in the group. Key Words：Adjustment strategy,Market positioning,Shopping mall 西北大学硕士学位论文西北大学硕士学位论文 IV 目录 摘要........................................................................................................................................... I Abstract...................................................................................................................................... II 目录.......................................................................................................................................... IV 第 1 章 绪论...............................................................................................................................1 1.1 研究背景和目的..........................................................................................................1 1.1.1 研究背景............................................................................................................1 1.1.2 研究意义...........................................................................................................1 1.2 研究内容和方法..........................................................................................................2 1.2.1 研究内容...........................................................................................................2 1.2.2 研究方法...........................................................................................................3 1.3 研究思路与框架..........................................................................................................3 1.3.1 研究思路...........................................................................................................3 1.3.2 研究框架...........................................................................................................3 1.4 主要创新点..................................................................................................................4 第 2 章 相关理论与研究综述...................................................................................................5 2.1 购物中心相关理论......................................................................................................5 2.1.1 中心地理论.......................................................................................................5 2.1.2 消费者行为空间理论........................................................................................6 2.1.3 地租理论............................................................................................................6 2.1.4 同类业态聚集理论............................................................................................7 2.1.5 零售需求的外部效应理论................................................................................7 2.2 营销策略相关理论......................................................................................................8 2.2.1 市场细分与目标市场选择................................................................................8 2.2.2 市场定位............................................................................................................9 2.2.3 营销策略组合理论............................................................................................9 第 3 章 临沂 HX 购物中心现状及原因分析.........................................................................10 3.1 竞争环境分析............................................................................................................10目录 V 3.1.1 潜在进入者的的威胁......................................................................................10 3.1.2 主要竞争对手..................................................................................................12 3.1.3 品牌商家的议价能力......................................................................................13 3.1.4 电商对购物中心的冲击..................................................................................14 3.2 临沂 HX 购物中心现存问题....................................................................................15 3.2.1 业态占比问题..................................................................................................15 3.2.2 动线设计问题..................................................................................................17 3.2.3 现存问题总结..................................................................................................20 3.3 临沂 HX 购物中心现存问题原因分析.....................................................................21 3.3.1 百货业态在购物中心业态搭配中的演变......................................................21 3.3.2 消费者对消费空间选择的发展......................................................................22 3.3.3 主力店在成熟购物中心地位的变化..............................................................23 3.3.4 现存问题原因分析总结..................................................................................24 第 4 章 临沂 HX 购物中心租户调整策略.............................................................................25 4.1 临沂 HX 购物中心解决现存问题的租户调整策略.................................................25 4.1.1 临沂 HX 购物中心业态结构调整..................................................................26 4.1.2 临沂 HX 购物中心动线布局调整..................................................................26 4.1.3 临沂 HX 购物中心主力店、次主力店调整..................................................27 4.2 临沂 HX 购物中心租户调整过程中租户特征分析.................................................28 4.2.1 临沂 HX 购物中心消费群体分析..................................................................28 4.2.2 临沂 HX 购物中心品牌租户市场细分..........................................................32 4.2.3 临沂 HX 购物中心品牌租户目标市场选择..................................................37 4.2.4 临沂 HX 购物中心调整预期市场定位..........................................................38 4.3 临沂 HX 购物中心租户调整招商策略.....................................................................39 4.3.1 租户调整招商产品组合策略..........................................................................39 4.3.2 租户调整招商租金组合策略..........................................................................41 4.3.3 租户调整招商渠道组合策略..........................................................................42 4.3.4 租户调整招商促销组合策略..........................................................................43 4.4 临沂 HX 购物中心调整策略的评价体系.................................................................44 4.4.1 租户调整策略制定的目标..............................................................................44西北大学硕士学位论文 VI 4.4.2 租户调整策略制定的原则..............................................................................45 4.4.3 租户调整策略效果的评估..............................................................................45 第 5 章 临沂 HX 购物中心租户调整招商策略实施与保障.................................................47 5.1 招商团队建设与管理.................................................................................................47 5.1.1 招商相关技能培训..........................................................................................47 5.1.2 招商团队纪律建设..........................................................................................47 5.2 招商工作推进管理制度.............................................................................................48 5.2.1 招商团队负责事项及责任边界......................................................................48 5.2.2 建立品牌租户交接流程..................................................................................48 第 6 章 研究结论与不足.........................................................................................................49 6.1 研究结论....................................................................................................................49 6.2 研究不足....................................................................................................................50