大连理工大学专业学位硕士学位论文
摘
要
近年来，随着人们生活质量的不断提高，消费理念逐渐升级，全国商业广场开发的
规模正在急剧扩张，商业广场的高度功能集约，满足了人们丰富的消费需求，也能带动
区域经济发展。但机遇与挑战是并存的，随着行业的稳健发展，在其他商业广场的强势
竞争下，W商业广场正面临着客户流失、营业额下降、商户退租率升高等巨大经营压力。
如何提升市场营销能力，在行业内建立起竞争优势，就成了 W商业广场亟待解决的问
题。
本文采用实地调研法、文献研究法、经验总结法、对比分析法、问卷调查法等研究
手段对 W商业广场的经营现状进行系统性的研究。首先，通过 PEST分析模型以及波特
五力模型对W商业广场的外部环境进行了分析。通过企业资源分析以及能力分析对W商
业广场的内部环境进行了分析，配合着宏观市场情况调研及消费者满意度问卷调查，得
出 W商业广场所处的一般环境。然后对 W商业广场进行 SWOT分析，为构建营销策略方
案提供决策分析依据；其次，从产品策略、价格策略、渠道策略、促销策略四个方面为
入手点，全面构建适用于W商业广场的营销策略；最后，从企业文化建设、培训及服务
管理、现场管理、建立商场经营大数据、营销策略落地风险控制五个部分制定营销策略
的保障措施。
总而言之，本文的研究目标在于通过分析 W商业广场现行生产经营所处的基本环
境，提出有针对性的营销策略，使 W商业广场在长春市达到提升影响力，增加营业额
和扩大市场占有率的目的。为提高 W商业广场在行业内的竞争力，提升企业的经济效
益奠定基础。
关键词：营销管理；商业广场；PEST分析模型；波特五力模型
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W商业广场营销策略研究
Research on marketing strategy of W Plaza
Abstract
In recent years, with the continuous improvement of people's quality of life and the gradual
upgrading of consumption concepts, the scale of the development of commercial plazas across the
country is rapidly expanding. The highly functional commercial plaza can meet people's various
needs,and also drive regional economic development. But opportunities and challenges coexist,
with the steady development of the industry, and under the strong competition of other commercial
plazas, W Plaza is facing the huge pressure of the customer churn, decline in turnover, and the
increasing rent-surrender rate of merchants. How to improve marketing ability, and establish the
competitive advantage in the industry is becoming a pressing problem to be solved to W Plaza.
Field research method, literature research method, experience summary method, comparative
analysis method, questionnaire survey method and other research methods were used to study the
management status of W Plaza systematically in this paper. Firstly, through PEST analysis model
and Porter's Five Forces model, the external environment of W Plaza is analyzed. Through
enterprise resource analysis and capability analysis, the internal environment of W Plaza is
analyzed, and the general environment of W Plaza is obtained in conjunction with the macro
market survey and consumer satisfaction questionnaire. Then, SWOT analysis is conducted on W
Commercial Plaza to provide decision-making basis for the construction of marketing strategy.
Secondly, starting from four aspects of product strategy, price strategy, channel strategy and
promotion strategy, the marketing strategy suitable for W Plaza is comprehensively constructed.
Finally, From the enterprise culture construction, training and service management, site
management, the establishment of shopping mall operation big data, marketing strategy landing
risk control five parts to develop marketing strategy safeguard measures.
All in all, the research objective of this paper is to improve the influence, increase the
turnover and expand the market share of W Plaza in Changchun by analyzing the basic
environment of the current production and operation of W Commercial Plaza and putting forward
targeted marketing strategies. In order to lay the foundation for improving the competitiveness of
W plaza and the economic benefits of enterprises in the industry.
Key Words： Marketing Management; Commercial Plaza; PEST Analysis Model; Michael
Porter's Five Forces Model
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大连理工大学专业学位硕士学位论文
目录
摘
要.............................................................................................................................I
Abstract ............................................................................................................................. II
1绪论.............................................................................................................................. 1
1.1选题背景及意义............................................................................................... 1
1.1.1选题背景................................................................................................ 1
1.1.2研究意义................................................................................................ 1
1.2研究内容及方法............................................................................................... 2
1.2.1研究内容................................................................................................ 2
1.2.2研究方法................................................................................................ 2
1.3框架结构和技术路线....................................................................................... 3
1.3.1框架结构................................................................................................ 3
1.3.2技术路线................................................................................................ 4
2相关理论回顾.............................................................................................................. 6
2.1 4P营销理论...................................................................................................... 6
2.2 STP理论........................................................................................................... 8
2.3 PEST分析模型................................................................................................. 8
2.4波特五力模型................................................................................................... 9
2.5 SWOT分析模型............................................................................................. 11
3 W商业广场环境分析............................................................................................... 12
3.1外部环境分析................................................................................................. 12
3.1.1宏观环境分析...................................................................................... 12
3.1.2竞争环境分析...................................................................................... 15
3.2内部环境分析................................................................................................. 18
3.2.1 W商业广场简介................................................................................. 18
3.2.2 W商业广场资源分析......................................................................... 19
3.2.3 W商业广场能力分析......................................................................... 20
3.3市场调研......................................................................................................... 21
3.3.1宏观市场.............................................................................................. 21
3.3.2消费者问卷调查.................................................................................. 22
3.4 SWOT分析..................................................................................................... 25
3.4.1优势...................................................................................................... 25
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