中文摘要虎门步行街经过多年的进展，在虎门商业项目中占据一定的地位，但是其进展远不如预期，没有从虎门众多商业项目中脱颖而出。本文以相关的营销和商务策划的理论知识，制定出一套虎门步行街的营销策划方案，以期为它未来的进展提供思路。本文首先介绍了虎门步行街的概况及其周边的商业环境；然后采纳 SWOT 模型，分析虎门步行街的优势、劣势、机遇与威胁，从而确立了其未来的定位和进展战略；最后根据其定位和进展战略，给出具体的营销推广和招商策略。关键词：虎门步行街；环境分析；商业定位；营销推广AbstractSince several years’development, Humen Walking Street has played a certain role in the Humen commercial projects. However, its development is far less quickly than expected and doesn’t better than other Humen commercial projects. With the theoretical knowledge of marketing and business plan, this paper establishes a marketing plan for Humen Walking Street which is expected to provide ideas for its future development.Firstly,this paper introduces the overview of Humen Walking Street and its surrounding business environment. Secondly, it uses SWOT modle to analyze Humen Walking Street’s advantages, disadvantages, opportunities and threats, thus it can establish Humen Walking Street’s future positioning and development strategies. Finally, according to its positioning and development strategies, this paper makes a specific marketing and investment strategies for it.Key Words ： Humen Walking Street, Environmental Analysis, Business Location, Marketing引 言当今，商业街、步行街、购物中心等商业项目在中国成为一个新热点、新亮点、新卖点，完全具备了吸引开发商和商家“眼球”的条件。商业项目吸引了大批消费者，刺激了众多商家的雄心，成为开发商和商家眼中的新宠。但是有的商业项目顾客盈门、业绩攫升，有的商业项目“门前冷落车马稀”或者“旺丁不旺财”、“逛庙的多，烧香拜佛的少”。这都是由于大多数商业项目开发商没有对其项目进行准确的定位和有效的营销推广。因此，商业项目进行准确的定位...
