云南师范大学硕士学位论文
摘要
摘要
中国的商业地产已于若干年前进入存量高位的时代，在这样的背景下，昆明
的商业地产人均拥有面积竟然超过了香港，名列全国前茅，这样畸形的发展导致
现在昆明的商业地产问题频发。而这些问题主要表现为有的商场门可罗雀、商铺
空置率高、所开发的商业项目与开发企业战略定位不匹配、购物中心同质化竞争
严重等。虽然导致这些问题出现的原因是综合性的，但是在所有原因中，没有正
确的市场定位应该是导致前述问题发生的核心原因之一。众所周知，没有正确的
市场定位，就不可能找到适合项目自身生存与发展之道，因此在当今严峻的商业
地产市场环境下，对市场定位的研究就显得更加必要与迫切了。
基于此，本文将以正在开发建设且同样陷入了同质化竞争的昆明BSP购物中
心项目为研究对象，并对项目的市场定位问题展开研究。首先本文通过大量的市
场调研，梳理并分析了目前昆明的商业地产发展现状与昆明BSP购物中心项目的
综合现状、市场定位现状与问题。然后通过PEST模型与波特五力模型对昆明BSP
购物中心项目所处的宏观及行业环境进行了系统的梳理与分析。再次通过SWOT
模型对昆明BSP购物中心项目内外部的优劣势、机会与威胁进行了研判。最后，
通过STP模型得出了昆明BSP购物中心项目市场定位策略，市场定位策略如下：
在目标市场方面，本文将28-40岁的中青年家庭型中产阶级群体、零售厂家直营
经营者以及全国餐饮连锁品牌分别作为昆明BSP购物中心项目主要的目标市场。
鉴于此，在市场定位方面，本文还得出昆明BSP购物中心项目奥特莱斯业态的产
品定位、以时间为标准定位的主要商圈及次要商圈、“国际品牌折扣中心”的主
题定位以及能够满足奥特莱斯业态经营并兼顾城市家庭型消费的业态定位。
综上所述，本文提出了购物中心项目在市场大环境遇冷、购物中心同质化竞
争严重、区域竞争白热化以及实体经济发展延滞的严峻、特殊的背景下，购物中
心项目应该如何找到适合自身发展的系统方法。这套方法对商业地产如何通过乐
学系统的方法找到适合自身的发展之道有一定的参考、借鉴意义。
关键词：商业地产；购物中心；市场定位；SWOT
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云南师范大学硕士学位论文
ABSTRACT
ABSTRACT
The quantity of commercial real estate project has far more exceeded the
requirement before many years, further more, Kunming city as a frontier and
economic less-developed city, however, its per capital square of commercial real
estate has been at the top of the list in China, even exceeded Hong Kong, at present,
the excessive real estate projects cause a great many problems, such as a lot of
shopping mall has few visitors and few stores opened, being lack of ability in
financing, homogeneous competition, being mismatch between enterprise and project.
Although the phenomenons are caused by comprehensive reasons, the most important
factor is lack of correct marketing positioning as a guide. Definitely, the project
couldn’t find the way to survive and development if it has no accurate marketing
positioning. At the brutal environment, the research on the marketing positioning
become more and more essential and urgent.
The paper takes BSP shopping mall as the research abject that is being in
construction and trapped into homogeneous competition and then conduct research on
its marketing positioning. Firstly, we did a lot of market research job and analyse
the current situation and problems. Secondly, we analyse the environment in which
BSP shopping mall located from macroscopic and microscopic aspects through PEST
model、Porter Five Forces. Thirdly, we study and judge strength, weakness,
opportunity and treat of BSP shopping mall. At last, we had the positioning
conclusion through STP model. Finally, we have got the strategies of positioning as
follows:
Firstly, Target market selection. The aspect of customer selection, BSP shopping
mall will take middle aged-adults (28-40 years old), direct sales of retail and national
chain of food and beverage as the most important clients.Secondly,the paper conclude
the outlet as the product positioning, and take the time as a standard to position the
first and secondary important business circle for the shopping mall,then the theme
positioning of shopping mall is the discount center of international brand ,finally, on
the basis of giving consideration to satisfy the requirement of outlet and urban and
family consumption,the paper raises the position of business format of the shopping
mall.
In conclusion, the paper raises the systematical method that is how to find a way
of being fit for the shopping mall in the back ground of depressed market environment
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云南师范大学硕士学位论文
ABSTRACT
and white hot competition, which has reference value for the positioning to
commercial real estate in the current market environment.
Key Words: Commercial Real Estate; Shopping Mall; Marketing Positioning; SWOT
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