摘要
裕景地产集团从1987年在香港创建至今,已发展成为国内著名的综合体幵发
商。2007年裕景地产集团进驻沈阳,在青年大街金廊核心地段建造125万平的大型
高端综合体,其中包含8万平的购物中心项目——沈阳裕景中心。筹备一个购物中
心项目最重要的环节就是招商业务。招商,即招揽商户,指发包方将自己的服务、
产品面向一定范围进行发布以招募商户共同发展的业务。

沈阳裕景中心招商业务的目标客群主要是定位中高端的品牌商户,裕景中
心拟在稳定现有意向进驻开店的品牌商户基础之上,力图通过招商努力,拉近与品
牌商户的距离,进一步扩大商户群体范围。然而自2008年金融危机以来,国家对住
宅地产的宏观调控及城市化进程的不断发展,导致众多地产开发商将开发业务种类
偏重于商业地产的开发,商业物业设施大步发展,购物中心呈现集中释放态势。因
此,招商困难、竞争客户激烈,招商业务面临极大挑战的局面。

沈阳裕景中心在这样一个竞争的环境中无论是从目标客户资源上,还是从具体
的运作实施过程服务质量上看,都存在着一定的问题。为了提高沈阳裕景中心招商
业务的绩效,必须做到知己知彼,分析招商业务目前面临的机遇与挑战,以及明确
沈阳裕景中心在沈阳商业市场招商业务中的竞争地位,以便制定出切实可行的市场
竞争战略来。因此,研究沈阳裕景中心招商业务市场竞争战略是有价值和现实意义
的。

本文拟在运用SWOT矩阵分析法分析沈阳裕景中心招商业务的优势、劣势、机
遇和挑战的基础上,根据市场竞争战略理论及目标客户特征分析,判断并给出沈阳
裕景中心招商业务的竞争者及其竞争实力,给出沈阳裕景中心招商业务的市场竞争
地位,制定市场竞争战略及实施流程与步骤,以保证沈阳裕景中心在沈阳商业市场
有一个明确的定位,划分现行的市场份额,具有前瞻性地控制沈阳商业市场现有资
源,抓住机遇,从容应对沈阳商业市场激烈竞争的局面。

关键词:沈阳裕景中心;购物中心招商业务;市场竞争战略
Abstract
Research of Market Competition Strategies for
Business Invitation of Shenyang Eton Place
Abstract
Eton Properties Group was established in 1987 in Hong Kong, so far,it has been
a countrywide renowned complex developer. In 2007,it entered in Shenyang market
with the new program Eton Place-Shenyang which is an upscale complex with 1.25
million building area,located at the core area of ‘Golden Corridor' on Qingnian
Avenue. Among the 1.25million building area, there are 80,000 m2 for shopping
center program. The most important part of shopping center program is Business
Invitation, namely soliciting Merchants, which is made of activities that outsourcer
releases its own services or products into certain area, to solicit merchants for mutual
development.
Business invitation target group of Shenyang Eton Place focus on Mid to high
end brand merchants. Shenyang Eton Place tends to reduce the distance between itself
and brand merchants and further expand the merchant group through putting effort
into business invitation on the basis of stabilizing the brand merchants having
intention to open business here. Since the financial crises in 2008,macro-control of
residential real estate by the government and continuous development of urbanization
process, lead lots of merchants from real estate development industry transferring
their focus onto development of commercial real estate. Shopping center presented
situation of centralized release while commerce property facilities had huge
development. So it caused difficulty of business invitation, fierce competition
between the clients, and huge challenges of business invitation area.
In such competitive environment, not only from the resources of branded merchants,
but also from service quality of implementation process, Eton Shopping center has
certain problems. To improve business invitation performance of Shenyang Eton
Place, the opportunities and challenges now confronted in business invitation process
and also our own strength and weakness should be analyzed, the competitive position