大型购物中心对小型商场影响的对比研究摘要随着世界经济一体化的快速发展，促进零售业的蓬勃发展，使零售业态不断丰富，大型购物中心作为一种新型的零售业态，被认为是未来零售业的主流形态大型购物中心以其一站式服务与物美价廉的商品受到越来越多消费者的认可，随着大型购物中心的快速发展，对小型商场的影响力越来越大。本文首先分析了大型购物中心与小型商场的发展现状，然后以万达广场为例分析了大型购物中心的特点，特点发展出优势，优势则是赢得客户的原因，本人从这些原因中，寻找出大型购物中心对小型商场的影响，之后根据如果解决这些影响，找出小型商场的生存出路，以及发展建议。大型购物中心在国内的快速发展，以及外资企业不断进入中国，使中国小型商场的发展举步维艰。大型购物中心在经营理念、管理体制、营销策略、服务水准规模优势方面远远领先于小型商场。面对大型购物中心的竞争，小型商场如何与大型商场进行对比，从而挖掘自身的潜力与优势，将是本文的研究重点。关键词：大型购物中心小型商场特点影响策略TITLE:ComparativestudyontheimpactoflargeshoppingcenteronthesmallshoppingcenterAbstractWiththerapiddevelopmentofworldeconomicintegration,andpromotethevigorousdevelopmentoftheretailindustry,retailformatsandconstantlyenrich,shoppingmalls,asanewretailformats,isconsideredtobeamainstreamformofretailinthefuture.Largeshoppingcenterwithitsone-stopserviceandinexpensivegoodsmoreandmorerecognizedbyconsumers,withtherapiddevelopmentoflargeshoppingcenters,thegrowinginfluenceofthesmallshoppingcenter.Therapiddevelopmentoflargeshoppingmallsinthecountry,aswellasforeign-fundedenterprisescontinuetoenterChina,makingdifficultthedevelopmentofsmallshoppingcentersinChina.Largeshoppingcenterinthebusinessphilosophy,managementsystem,marketingstrategy,servicestandards,thescaleadvantagesfaraheadofthesmallshoppingcenter.Serviceonthefaceofcompetitionintheshoppingmallsandsmallshoppingcenter,oneoftheshoppingatadisadvantage.Shoppingcenterinrecentyearsasincomes,consumption,miss,materialrequirements,thenumberisgrowing,continuetoerodeduetothepositioningaccuracyofthesourceofthesmallshoppingcenter,topromotethesurvivalofthesmallshoppingcenterspaceisincreasinglynarrow.Largeshoppingcentersarebetterthanintheservices,scale,management,environmental,smallshoppingcenteringeneral.Smallshoppingcentertogetoutofthecurrentunfavorablesituation,onlybystrengtheningthecharacteristicsofoperation,thefieldofmarketsegmentstoexpandthespaceforthesurvivalanddevelopment,learnfromthecharacteristicsofshoppingmallsandweaknesses,analyzethereasonsbehindthecustomerchoice,improvetheuseofitsowncharacteristics,toobtainthetargetsource.Keywords:largeshoppingmallssmallshoppingcenteraffectcomparativeanalysisStrategy目录1引言............................................................51.1研究背景........................................................51.2研究的目的与意义................................................61.3文献综述........................................................61.4研究方法与框架..................................................72大型购物中心与小型商场的发展现状..................................82.1大型购物中心概述................................................82.2大型购物中心的发展现状..........................................82.3小型商场概述...................................................102.4小型商场的发展现状.............................................103郑州万达广场对小型商场的影响.....................................123.1万达广场的特点......................................
