熊猫城营运对策的研究.pdf

践基础。 第二篇是对熊猫城营运策略进行阐述。 此篇为本论文的核心和重点，主要内容包括复合型定位与多层 次目标、两个统一与差异化经营、整合推广与关系营销、理性圈定 价值链、多渠道融资巩固资金链、品牌战略、组织架构与人力资源 共七章。在复合型战略定位、多层次市场目标组合的前提下，就如 何贯彻差异化营运策略、打造熊猫城的核心竞争力、形成和完善熊 猫城独特的经营模式展开论述，涉及了资源整合、经营模式、营销 推广、团队建设、品牌塑造等诸多方面，就如何利用熊猫城的自身 特点及市场机会开展营运及管理等，详细介绍了作者的观点和见解。 通过对国内外众多大型商业项目的调查研究及归纳总结，结合 熊猫城的项目特性和成都市场的特点，最后作者鲜明地指出，熊猫 城营运的关键在于差异化经营和错位竞争，只有充分发挥熊猫城独 特的项目优势，确立复合型的项目定位，全面提升熊猫城的市场地 位和在区域经济中的影响力，将熊猫城打造为一个符合成都本地消 费习惯、倡导一站式消费模式、满足精神和物质双重享受的娱乐型 购物中心，以不断创新作为企业发展的动力、以不断满足日新』J异 的消费需求为奋斗目标，熊猫城才能取得经营的成功和永续发展。 关键字：熊猫城 营运 对策 ABSTRACT Chengdu Panda Mall is located in Shuncheng Street，the center of the city and the CBD．occupies an area of 65 units，with 500，000 sq m． construction area． It will be the all—around，multifunctional and most largest shopping mall in the west of China with the function of shopping，entertainment， food，relaxation，tourist，hotel，business，conference，exhibition and international business inhabitation etc，As the whilom largest and longest project undertaken in the estate history of Chengdu，Panda Mall obviously is a sample in Chengdu even in China，which is a typical representative．It has sharp realistic meaning and use for reference． As shopping mall is a new commercial carrier and compound commercial combination，how to satisfy its vastly financial requirement， solve its great impact to the traditional establishment and operate it by the advanced management has become the most important research project in the domestic commercial circulation research field now． This thesis is just established on the typical case of shopping mall--Panda Mall．It make use of many analytical methods such as SWOT,five competitive force and axiology etc．to anatomize and research Panda Mall’S business structure character,competition situation， advantage and disadvantage and operation status，to estimate and make a program a different future operation，and to expatiate the cognition and suggestion to the Panda Mall’S operation strategy．The writer wishes to take a proposal for the healthy deve