MBA学位论文
作者:徐小妹
摩尔城购物中心儿童市场营销策略优化研究
摩尔城购物中心儿童市场营销策略优化研究
中文摘要
随着经济的发展以及人们的消费水平的大幅度提高，购物中心这一商业形
态从诞生之日起就备受消费者青睐和追捧，其建设和发展也是一路高歌猛进。
但是，随着购物中心数量及规模的井喷式增长，以及互联网技术进步带来的线
上购物模式的冲击和消费者消费习惯、消费结构的逐渐转变，再加上新常态下
宏观经济下行压力不断加大等多重因素的影响，购物中心的消费影响范围明显
缩小，提袋客户数量大幅度减少以及客户对商场忠诚度不断降低，而且造成了
严重的同质化竞争问题。儿童市场作为购物中心的核心业态，其强大的聚客引
流作用让不少购物中心纷纷将其作为突破困境的支点，想要借此改善购物中心
整体业绩。
摩尔城购物中心作为深圳市龙岗区首家购物中心，经过近十年的发展，形
成了其特有经营理念和管理方式，同时也奠定了区域的市场地位。但是在现行
经济形势下，同样受到整体业绩下滑的冲击，也暴露出一些发展中的问题，如
何在当前的经济环境中利用儿童市场这个杠杆突破困境以及提升业绩，成为摩
尔城购物中心必须面对的一个重要课题。
本论文首先通过介绍摩尔城购物中心儿童市场的营销背景，以及梳理相关
的现代市场营销理论，对论文的研究基础进行了详细的阐述与呈现。接着，通
过采用问卷调查法、二手数据法以及访谈法等方法并结合波特五力模型，分析
了摩尔城购物中心儿童市场营销现状、问题以及原因，并进一步对其内部营销
环境、外部竞争环境以及消费需求展开分析，在此基础上为制定出相应的营销
优化策略提供科学依据。最后，根据存在的问题及发展现状，运用4P营销组合
理论，从产品、渠道、价格、促销四个维度制定了摩尔城购物中心儿童市场的
营销策略优化方案，并提出实施构想以及相应的保障措施。
本文对摩尔城购物中心儿童市场现有营销策略提出的优化方案具有实际运
用价值，使企业在未来的市场竞争中能取得更好的发展。与此同时，针对儿童
市场，希望能为购物中心以及与之相关的商业地产类项目制定有效营销策略提
供借鉴与参考。
关键词：摩尔城购物中心，儿童市场，营销策略
I

MBA学位论文
作者:徐小妹
摩尔城购物中心儿童市场营销策略优化研究
Research on Improving Marketing Strategy for Children’s
Market of Mall City Company
Abstract
With the fast development of overall economy in the world and the substantial
increase for the people’s standards of consumption, the shopping center, as a business
form, has been favored and pursued by consumers since its birth, and its construction
and development have been advancing with great strides. But, as the shopping center
spurt of growth in quantity and scale, and the influence of the progress for Internet
technology of online shopping mode and consumption habits, a gradual change in the
consumption structure as well as the macro economic downward under the normal
pressure, under the impact of the superposition of multiple factors such as shopping
center widespread radiation radius and the effective number of narrow, consumer
dependency problem, and caused serious homogeneity competition problem. As the
core format of shopping centers, children's market form has a strong function of
customer gathering and drainage, which makes many shopping centers take it as the
fulcrum to break the predicament to improve the performance of the shopping center.
Mall city Shopping Center, as the first shopping center in Longgang District of
Shenzhen, it has formed its unique operation principle and management style after
nearly ten years of development, and at the same time, it has established the market
standing in Longgang District. However, under today’s economic situation, it is also
affected by the overall decline in performance, which also exposes some problems in
development. How to use the leverage of children's market to break through the
dilemma and improve the sales performance under the current economic conditions
has become an important subject that Mall city shopping center must face.
At first, the paper presents the marketing background of the children’s market in
Mall City Shopping Center, and combs the relevant modern marketing theories,
explain and present the paper’s foundation of research. Then, uses the methods of
interview, secondary data analysis and questionnaire survey as well as the model of
Porter’s five-force to analyze the Mall city shopping center’s present situation for
children marketing, as well as problems and reasons, and further analyze its internal
II

MBA学位论文
作者:徐小妹
摩尔城购物中心儿童市场营销策略优化研究
marketing environment, the external competition environment and consumption
needs, to optimize the scheme of developing marketing strategy for the next step. At
last, according to the current problems and the state of development, using the 4P
marketing mix theory in four aspects: product, channel, price and promotion to
develop the children's marketing strategy optimization plan of Mall City Shopping
Center, come up with the idea of implementation and supporting measures.
In this paper, the prioritization scheme for the current marketing strategy of the
children's market for Mall City Shopping Center has practical application value, so
that the enterprise will have better performance in the following market competition,
and it is also expected to offer reference points for the domestic shopping center
industry and similar commercial projects to develop the children's marketing
strategies.
Keywords: Mall City, Children’s Market, Marketing Strategy
III
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