自2012年万达广场进驻泉州市开始，购物中心类型的商业地产开发推动了 整个泉州商业市场的升级。并在2017年呈现出爆发式的发展，在这一年间泉州 市区及市区周边新开业的商业项目达到了7个，整个商业市场呈现井喷的态势。 泉州市的购物中心市场首次出现了过度饱和的状态，供需出现了严重的失衡状 态，许多项目的开发升级将面临严峻的竞争问题。 东海泰禾广场项目是泰禾集团在泉州开发的第二个购物中心项目，于2017 年9月30日盛大开业。作为一个城市级的综合体项目，东海泰禾广场总体量达 到68万㎡，分为两期进行开发建设，一期项目已经建设完成并开业，二期项目 正在紧张筹备。本文通过研究如何完善东海泰禾广场商业市场定位的策略，对项 目的招商运营过程进行复盘，通过分析已经开业的一期购物中心、商业街运营过 程中面临的巨大压力，提出针对问题的解决方案。 本文基于STP、市场定位理论，结合统计分析法、文献研究法、调查法等方 法对东海泰禾广场的项目的目标市场细分、目标客户群体的选择及商业定位的 现状进行分析和挖掘梳理，提出完善商业市场定位的实施策略。 首先，通过详细深入的市调工作，调研东海泰禾广场的消费客群,归纳分析 东海泰禾广场的各个类型的消费客群的比例,完成对东海泰禾广场的市场细分 工作。其次，对项目的各类型市场综合分析，进行目标客户群体的选择，选择基 数最大、消费能力最强、最有消费欲望的对东海泰禾广场的经营有利这一部分客 户客群。最后，通过业态规划、品牌引进等方面进行优化调整实现东海泰禾广场 项目定位的完善。最终达到东海泰禾广场市场定位的完善目标，并且提升东海泰 禾广场在泉州商业市场中的竞争力及客户占有率，提升广场的盈利能力及抗风 险能力。 本文通过研究东海泰禾广场商业定位存在的问题及成因，运用STP、商圈、 消费者行为等理论，提出完善东海泰禾广场项目定位的策略，并指出文章的不足 及实践指导意义，文章所研究课题可直接运用于指导项目实际的招商运营工作， 同时也为二三线城市的类似商业综合体的定位完善提供借鉴。 关键词：市场调研 商业定位 消费者行为分析 III Abstract Since the arrival of Wanda Plaza in Quanzhou in 2012, the commercial real estate development of the shopping center has promoted the upgrade of the Quanzhou commercial market. And in 2017, there was an explosive development. In 2017, seven new commercial projects were opened in Quanzhou . The entire commercial market showed a blowout situation. For the first time, the shopping mall market in Quanzhou has become oversaturated, and there is a serious imbalance between supply and demand. The development and upgrading of many projects will face severe competition problems. The Donghai Tahoe Plaza Project is the second shopping mall project developed by Tahoe Group in Quanzhou. It was grandly opened on September 30, 2017. As a city-level comprehensive project, the total volume of Donghai Tahoe Plaza reached 680,000 m2, which was divided into two phases for development and construction. The first phase of the project has been completed and opened, and the second phase is under intense preparation. This paper studies the strategy of how to improve the commercial market positioning of Tahoe Plaza in Donghai, and re-invests in the project's investment operation process. By analyzing the enormous pressures faced in the operation of the first phase shopping mall and commercial street that have already opened, this paper proposes a solution to the problem. Program. Based on STP and market positioning theory, this paper combines statistical analysis method, literature research method and investigation method to analyze and dig out the target market segmentation of the project of Donghai Tahoe Plaza, the selection of target customer groups and the status quo of commercial positioning. Propose the implementation strategy to improve the positioning of the commercial market. First of all, through detailed and in-depth market adjustment work, the consumer groups of Donghai Taihe Plaza will be investigated, and the proportion of various types of consumer groups in Donghai Taihe Plaza will be IV summarized and analyzed, and the market segmentation of Donghai Taihe Plaza will be completed. Secondly, comprehensive analysis of each type of market of the project, selection of target customer groups, selection of the largest base, the strongest consumption power, and the most desire for consumption are beneficial to the operation of Donghai Taihe Plaza. Finally, through the optimization of business planning, brand introduction and other aspects to achieve the improvement of the positioning of the East China Sea Taihe Plaza project. In the end, it will achieve the perfect goal of the market positioning of Donghai Taihe Plaza, and enhance the competitiveness and customer share of Donghai Taihe Plaza in the Quanzhou commercial market, and enhance the profitability and risk resistance of the Plaza. This paper studies the problems and causes of the commercial positioning of Taihe Plaza in the East China Sea, and uses the theories of STP, business circle and consumer behavior to propose a strategy to improve the positioning of the Donghai Taihe Plaza project, and points out the shortcomings of the article and the practical guiding significance. The research topic can be directly applied to guide the actual investment operation of the project, and also provide reference for the positioning of similar commercial complexes in the second and third tier cities. Keywords：Market Research Business Positioning Consumer Behavior Analysis V 目 录 第1章 绪论 ....................................................... 1 1.1研究背景 ............................................................................................................. 1 1.2研究意义 ............................................................................................................. 2 1.2.1理论意义 ...................................................................................................... 2 1.2.2实际意义 ...................................................................................................... 2 1.3文献综述 ............................................................................................................. 4 1.4论文结构与研究方法 ......................................................................................... 7 1.4.1论文结构 ...................................................................................................... 7 1.4.2研究方法 ...................................................................................................... 8 1.5本文创新点 ......................................................................................................... 9 第2章 相关理论基础 ............................................... 11 2.1市场细分理论 ................................................................................................... 11 2.2 目标市场选择理论 .......................................................................................... 12 2.3市场定位理论 ................................................................................................... 13 第3章 东海泰禾广场项目现状与定位 ................................ 15 3.1泉州购物中心发展概况 ................................................................................... 15 3.1.1 泉州主要商圈概况 ................................................................................... 15 3.1.2 泉州的购物中心分布 ............................................................................... 17 3.2东海泰禾广场项目及竞争慨况 ....................................................................... 18 3.2.1 项目所处区位 ........................................................................................... 18 3.2.2 市场竞争项目简介 ................................................................................... 20 3.3东海泰禾广场现有定位及规划 ....................................................................... 23 3.3.1东海泰禾广场的市场定位 ........................................................................ 23 3.3.2东海项目业态规划 .................................................................................... 24 第4章 东海泰禾广场商业定位存在问题分析 .......................... 27 VI 4.1目标市场细分较为简单 ................................................................................... 27 4.2目标