Market Positioning Method of Shopping Centers in China
Tu, Jingjing (2021)
Lataukset:
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021052110346
https://urn.fi/URN:NBN:fi:amk-2021052110346
Tiivistelmä
With the development of society, shopping centers and other commercial pro-jects emerge one after another and are in the stage of continuous development. In recent years, China's commercial real estate has been growing, and many devel-opers have begun to pay attention to shopping center projects. The number of shopping center projects in China continues to increase, but with this rapid growth, there are also many problems. Due to the lack of certain methods and experience, many related projects ignore the research on the market environment, thus resulting in inaccurate market positioning of shopping centers.
The thesis mainly studies the method of market positioning work in China based on the concepts and development of shopping center, as well as the content of market research and market positioning theory. This research also selects a case with representative and practical significance to verify and study. In the whole research process, this paper introduces several market analysis model tools and market positioning theory (STP theory) to fully understand the market, and draws the conclusion of project market positioning based on the above analysis. In the last part of the article, this paper summarizes the suggestions for the industry and the future prospects drawn from this study, which has certain reference signifi-cance and value for the long-term development of the industry.
The thesis mainly studies the method of market positioning work in China based on the concepts and development of shopping center, as well as the content of market research and market positioning theory. This research also selects a case with representative and practical significance to verify and study. In the whole research process, this paper introduces several market analysis model tools and market positioning theory (STP theory) to fully understand the market, and draws the conclusion of project market positioning based on the above analysis. In the last part of the article, this paper summarizes the suggestions for the industry and the future prospects drawn from this study, which has certain reference signifi-cance and value for the long-term development of the industry.