本文以 STP 理论和顾客价值需求理论为指导，对衡阳商业步行
街项目的定位从理论和实践、战略和执行四个维度进行了分析和研究
研究重点是商业步行街项目产品定位的两大主题----规划定位和功能
定位；通过分析衡阳商业步行街项目的定位条件、实际定位情况，提
出项目合理的定位方案，对比分析项目实际定位方案及其在实施过程
中暴露的问题和困境；结合对万达商业地产开发成功模式的论述评析,
简要提出了项目定位纠偏和后续补救措施建议。最后从细分市场、目
标市场、定位三个方面归纳了对衡阳商业步行街项目定位的研究结论，
总结了造成目前定位现状及问题的原因
关键词：商业步行街； 规划定位； 功能定位 ；研究II
Orientation and implementation analysis of
Hengyang City commercial pedestrian street project
Luo han sheng
Directed by ：Xiao dong sheng
Abstract:Commercial real estate, as a characteristic of a certain
commodity, developing positioning accuracy directly affect its sales and
management. Accurate and scientific orientation is the guarantee of
success of the project. Hengyang City commercial pedestrian street
contradictions and problems in the project in advance. Root causes of
conflict and the focus point to two aspects: first, product positioning
and market needs and development goals do not match, the second is the
developer as a traditional residential real estate developers, developed
commercial real estate there is misunderstanding of the idea of
transformation and strategic error. Based on the theory of STP and
customer value theory as a guide, positioning of Hengyang City commercial
pedestrian street items from theory and practice, strategy and
implementation of the four dimensions is analyzed and studied. Research
focus is commercial Street project products positioning of two big
theme----planning positioning and function positioning; through analysis
Hengyang commercial Street project of positioning conditions, and actual
positioning situation, proposed project reasonable of positioning
programme, compared analysis project actual positioning programme and in
implementation process in the exposed of problem and dilemma; combined
on million up commercial real estate development success mode of discusses
comments on, briefly proposed has project positioning correction andIII
follow-up remedy measures recommends. From the market segmentation,
target market, positioning the three aspects of Hengyang pedestrian
orientation of the project findings, summarized the current situation and
the cause of the problem.
Key words: commercial Street; Planning and positioning; Functional
orientation study目录
摘要.....I
Abstract........II
第一章 绪论 ..1
1.1 选题背景和研究意义 .1
1.1.1 选题背景 .1
1.1.2 项目研究意义 .....3
1.2 国内外研究现状 .........3
1.2.1 国外学者的研究 .3
1.2.2 国内学者的研究 .5
1.3 研究内容 .........6
1.4 研究方法及思路 .........6
第二章 商业地产定位的基本理论 ..9
2.1 定位的一般理论 .........9
2.1.1 定位的涵义 .........9
2.1.2 定位的原则和方法 .......10
2.2 房地产项目定位的基本特征 ...........11
2.2.1 定义与步骤 .......11
2.2.2 房地产细分市场和目标市场选择.......11
2.2.3 产品定位要素 ...12
2.3 顾客需求价值 ...........12
2.4 商业地产的顾客价值及需求特征...13
2.5 商业地产定位研究的主要内容 ........16
第三章 项目定位条件及目标市场选择....19
3.1 项目概况 .......19
3.2 项目实施当时的商业市场发展现状...........19
3.3 项目现状条件分析 ...21
3.4 项目细分市场产品分析 .......25
3.5 项目产品组合业态的选择 ...28
3.5.1 商业步行街和城市综合体的定义与特征.......28
3.5.2 商业步行街与城市综合体的主要差异与共性...........30
3.5.3 选择商业步行街作为产品组合形态的理由...30
第四章 商业步行街项目合理定位方案..32
4.1 项目规划定位的合理方案 ...32
4.2 项目功能定位的合理方案 ...36
4.3 项目主力商家对物业要求的差异性...........39
第五章 项目定位实施中的问题及原因分析........41
5.1 现状定位存在的问题 ...........41
5.2 项目定位偏差原因分析 .......46
第六章 商业步行街项目定位纠偏建议....49
6.1 先租后建、招商先行 ...........49
6.2 调整营销战略 ...........49
6.3 装修设计和施工阶段的技术处理...50
6.4 合理安排各业态营业或交付时间...53
第七章 结论与展望 54
参考文献.......56
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