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MBA毕业论文_时代消费行为变化对实体零售商业模式创新的影响-以黄金城项目招商运营为例PDF

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随着新时代的到来,移动互联网不仅深刻改变了我们的生活方式和思维方式,还 将彻底改变企业未来的生存环境和发展路径。消费者也将有更多、更广泛的信息来源, 消费者的选择将更加充分,对商品的了解将更加透彻,自主权将进一步增大,对传统 的消费行为将形成冲击,基于新时代的理性消费者行为正逐步形成。当社会发展到一 定的程度的时候,人们的生活等方面的需求会得到进一步体现,商业综合体也就出现 了,满足人们的这种消费的需求。但是由于各个地区的经济发展水平、人们的生活习 惯以及地域气候的差异,各个地方的商业综合体也呈现出不同的发展特征,但是总体 上呈现出百花齐放的盛况。随着电子商务的商业模式对于实体零售业的巨大冲击,很 多人将这个时代看作是一个线上和线下充分融通的时代,在这个时代中,原本被逼到 墙角的线下门店开始发挥作用,弥补线上购物带来的诸多不便,让用户既能感受线上 购物的便利,又能感受线下体验的真实。其实,商业模式之所以会受到如此多的关注, 它是互联网模式在迅猛发展过后的反思与重构,更是对未来发展模式回归底层后的再 探索。这就意味着商业综合体对于人们消费需求的商业模式也是需要随之进行调整创 新,以此来重新夺回顾客的注意力及购买力,适应新的消费趋势的变化。 消费者行为是消费者的想法、感觉、行动与环境的互动的结果,并且由于个 人消费者、目标消费者群体和整个社会的想法、感受和行动是不断变化的,所以消费 者行为是动态的。因此研究新时代下的消费者行为是有需要的。 行为的改变:在新时代,人们的消费购买行为趋于理性化。人们有更多的可 选择性,在这种情况下,消费者可以理性的计划自己的消费行为,他们有足够的时间 和精力对所选的产品进行综合性的考虑。消费者想了解他们购买产品的更多信息,包 括商家信誉,环境和产品的信息,真实的信息更能赢得消费者的好感,能帮助消费者 做出决策。他们更希望自己能够得到最大的价值,因此他们会通过多方比较来确保自 己选择的是最优的。 模式的改变:与传统的消费模式相比,移动互联网时代打破了原有的时间和 空间限制,消费者不需要自己亲自去实体店或坐在电脑桌前,他们可以通过移动终端 上上网,二维码扫描或者APP进行浏览、挑选、比价、下单以及售后的一系列服务。 II 又因为移动互联网具有碎片化特征,消费者的购买过程不像传统的立即购买往往是不 连续的。消费者还可以在第一时间能够得到来自世界各地不同消费者的信息,因此他 们可以相互进行沟通互动,进而影响消费决策。 因此,在本文的研究过程中,通过回顾梳理国内外商业模式现状,总结中国商业 模式自新中国成立以来企业经营发展的不同阶段,分析淄博当地实体零售行业的发展 现状,对中国商业模式创新现状的类型、特点及其启示进行分析阐述。核心的目的就 是在于找出新时代消费者的需求有哪些变化,以及无论是线上和线下能够适应这种消 费需求变化的商业模式应该如何调整和设计增加创新点,吸引消费者体验及消费。淄 博黄金城项目商业综合体作为当地区域内的典型的商业项目,而且属于独树一帜的建 筑风格,在新时代面临着比较大的困境,本文试图通过对淄博黄金城项目商业综合体 的现状分析,主要包含商业业态、客流量及消费者的情况进行全面分析,尤其是消费 者的需求进行深入剖析,在此基础上构建出了项目的商业模式和创新的策略。本文的 结论主要包含淄博黄金城项目商业综合体商业模式创新策略,主要基于实证研究的结 论,分别从商业设计、商业业态、商业运营、商业场景及科技应用、盈利模式几个方 面的提出策略,这个对于类似于淄博黄金城项目商业综合体商业模式创新的研究将会 有一定的借鉴作用。 关键词:商业综合体; 新时代; 消费行为; 商业模式 III Abstract With the arrival of the new era, mobile Internet has not only profoundly changed our way of life and thinking, but also will completely change the future living environment and development path of enterprises. Consumers will also have more and more extensive sources of information, consumers 'choices will be more complete, commodities will be better understood, autonomy will be further increased, traditional consumer behavior will be impacted, and rational consumer behavior based on the new era is gradually forming. When society develops to a certain degree, people's needs in terms of life and other aspects will be further reflected, and a business complex will emerge to meet people's needs for such consumption. However, due to the differences in the economic development level, people's living habits, and regional climate in each region, the commercial complexes in each region also exhibit different development characteristics, but in general, they show a full bloom. However, with the huge impact of the e-commerce business model on the physical retail industry, many people regard this era as an era of online and offline full integration. In this era, the online stores that were originally forced into a corner began to play a role. To make up for the inconvenience caused by online shopping, users can not only feel the convenience of online shopping, but also feel the truth of the offline experience. In fact, the reason why the business model will receive so much attention is that it is the reflection and reconstruction of the Internet model after its rapid development, and it is also a re-exploration of the future development model after returning to the bottom. This means that the business model of the business complex for people's consumption needs also needs to be adjusted and innovated to regain customer attention and purchasing power and adapt to changes in new consumer trends. Consumer behavior is the result of the interaction between consumer thoughts, feelings, actions and the environment, and consumer behavior is dynamic because individual consumers, target consumer groups, and society as a whole are changing in terms of ideas, feelings, and actions. Therefore, it is necessary to study consumer behavior in the new era. IV Changes in behavior: In the new era, people's consumption and purchase behavior tends to be rational. People have more choices. In this case, consumers can rationally plan their own consumption behavior. They have enough time and energy to comprehensively consider the selected product. Consumers want to know more about the products they buy, including information about the reputation of the business, the environment, and the products. Real information can win consumers 'favor and help consumers make decisions. They are more likely to have the most value for themselves, so they will make sure that they choose the best through multiple comparisons. Change in patterns: compared with traditional consumption patterns, the age of the mobile Internet has broken the old time and space restrictions. Consumers do not have to go to brick-and-mortar stores or sit at computer tables themselves. They can access the Internet via mobile terminals. Two-dimensional code scanning or APP for browsing, selection, comparison, ordering, and a series of services after sale. And because of the fragmentation of the mobile Internet, the consumer's purchase process is not as continuous as the traditional immediate purchase. Consumers can also have access to information from different consumers around the world for the first time, so they can interact with each other and influence consumer decisions. Therefore, in the course of this article, by reviewing the current situation of domestic and foreign business models, summarizing the different stages of business development of Chinese business models since the founding of New China, and analyzing the development of the retail industry in Zibo local entities, This paper analyzes the types, characteristics and enlightenment of the innovation of Chinese business model. The core goal is to find out what changes in consumer demand in the new era, and how online and offline business models that can adapt to this change in consumer demand should adjust and design additional innovation points to attract consumer experience and consumption. Zibo Gold City Project Commercial Complex is a typical commercial project in the local area, and it belongs to a unique architectural style. It faces a relatively large dilemma in the new era. This paper attempts to analyze the current situation of Zibo Gold City Project Commercial Complex. It mainly includes the business situation, passenger flow and consumer situation V to conduct a comprehensive analysis, especially the consumer's demand to carry on an in-depth analysis, on the basis of which the project's business model and innovative strategy are constructed. The conclusion of