体验式商业最终报告.doc

体验式商业报告  摘 要 随着近几年房地产政策调控的紧缩，社会资源和投资热钱涌向商业地产，商业地产可谓遍地开花，但也折射出了商业地产的“同质化”竞争程度。“体验式商业”已经成为一个商业地产的时髦热词，与其沾边，便能立刻提升项目的档次，与传统商场形成差异。用“体验式商业”应对市场“同质化”成为商场上其中一个大趋势。 时下我们经常会在商业地产相关的报道和消息里听到“体验式”这个词。“体验式”的产生，以及消费者对于购物场所的要求日趋多元化。越来越多的消费者已经不能满足于仅仅在商场购物，而是呈现出休闲、运动、娱乐，就餐、培训等多方面的消费诉求，同时，消费者对于购物环境的要求也越来越高。在这种背景下，“体验式商业”应运而生。  As in recent years the real estate policy tightening, the social resources and investment hot money into commercial real estate, commercial real estate is blossom everywhere, but also reflects the commercial real estate competition homogenization. Experience commercial has become a fashionable words, a commercial real estate and detached, can immediately improve project quality, difference with traditional shopping malls formation. Experience commercial to deal with the market homogenization has become the market one of the big trend. Nowadays, we often hear the word experience in the commercial real estate related reports and news. Experiential generation, and consumer demand for increasingly diverse shopping places. More and more consumers have not satisfied merely to shopping in the mall, but showing leisure, sports, entertainment, dining, training and other aspects of consumer demands, at the same time, consumers are also more and more high request for the shopping environment. In this context, experience commercial came into being. 目录 摘 要...................................................................................................................................... .I 第一章 认识体验式商业.......................................................................................................... 1 1.1 体验式商业中心的定义和特点............................................................................................1 1.2 “体验式”商业中心