新世界综合消费圈战略规划

上海交通大学硕士学位论文新世界综合消费圈战略规划姓名：朱峰毅申请学位级别：硕士专业：工商管理指导教师：高汝熹20050319EMBA12M810””20ShoppingMall.EMBATHEDEVELOPMENTSTRATEGYOFNWCCCABSTRACTNewWorldComprehensiveConsumptionCircle(NWCCC)consistsofthreeportions:theNewWorldenter-tainmentcenter.Itcovers15,960squaremeters,with180,797squaremetersonthegroundand24,341square-metersunderground,themainbuildingofthehotelis208metershigh,mainbuildingoftheshoppingarcadeis91.9metershigh.Thereare500parkingspaceand105differentkindsofsightseeing,passengerandluggageelevators.NewWorldComprehensiveConsumptionCircle(NWCCC)willdevelopintoamultifunctionLivingMallwhichcoversshopping,entertainment,relaxing,food,display,culture,hotelandbusinessaffairs.ItwillbethetableandepitomeofShanghaicitylifeandtheshoppingandrelaxingplaceforShanghaicitizensandoverseasvisitors.NWCCCwillbuildmanyspecificfunctionalareas,suchasshoppingarea,state-of-the-artproductstreets,scienceexhibitionhall,hotelservicearea,specialfoodarea,sightseeingandentertainmentarea,playingandentertainmentandsoon.Sincethenewtypesofconsumingandtherisingofnationalincome,theshoppingcenterhasbecomethenewpatternofconsumingmarket.Ittendstomeetallclients’needinoneshop,andintensifytheservicewithrecreationcharacters.InChina,theestablishmentofshoppingcentercanberegardedasakindofinnovativeconsumerservice,whichaffectstheconsumptionpatternsofretailbusinessasawhole.Developingashoppingcenterneedstoconsidertheinteractionbetweenthefinanceplanning,consumingmarket,andthemanagementpolicytopromotethecomplexprojecteffectively.Basedonliteraturereview,thisarticlereferstotheshoppingcenterexperienceofUSA,JapanandTaiwan.Thestrategicplanning,includingstrategicthinkingandthefundamentalcompetitivestrategiesarethenformed.Theessenceofashoppingcenterwhichisformedbystoresissortofartificialadministration.Theshoppingcenteritselfshowsinawayofshoppingstreet.Itcanmeetsomecertainconsumersdemandwholivewithinwalkingdistance.Thebusinessoftheshoppingcenterdependswhetheritcansatisfythecustomers'requirementsornot.Ontheotherhand,theconsumersusuallypurchaseatthestoreswhoseimagesmeettheirrequirement.Therefore,thepreponderanceoftheshoppingcenteristhatitsattributecorrespondswiththeadvantageoftheconsumers.Nowadays,thewayofdoingbusinessbetweenmodernshoppingcentersandgeneralmerchandiseistotallydifferent.Thelatterfocusesonitsmerchandise.Howtosellitsgoodswellistheirfirstpriority.Whentheystarttoadveriseforbusinesspartners,theyemphasisethenecessityofgoods.Itisso-calledgeneraldepartmentstore.Onthecontrast,customersarealwaysthemainconcernoftheshoppingcenter;theytakethecustomers'needintoconsideration;theypaymoreattentiontothecustomers.Theyconcernmorewhowillpurchaseandwhattheyneed.Inoneword,customersarethemaintargetofshoppingcenters;goodsarethepriorityofthegernraldepartmentstore.Thedivergencebetweenthemisquiteobvious.HowtofallintoapatternandEMBAbecomefixedistheirstrategy.Throughgettingintoshape,theyhavetothinkabouttheirownresourcefirst.Thenadoptingastrategybasedontheresource.TheadjustmentanddevelopmentofthegernaldepartmentstoreinShanghaiissystematicwork.Eachstore,eachcompanymustbeverycautiousoftheadjustment.Theymustnotonlyevaluatetheirpresentsituationwithunerringprecisionbutalsocomparewiththesametradeorbusinesstomakesuretheirsituationinthismarket.Moreover,theyshouldtakeverydetailinconsideration,suchastheirresource,marketandothercompetitivefactors.Throughtheadjustment,makingtheprofitofstoresandmarketmoreeffectiveisthebasicgoal.ChaperOneisthoughreviewingthedocumenttoanalysethestrategyanddefinetheshoppingcenter.Besides,trycomparingtheshoppingcenterwiththegeneralmerchandise.ChaperTwoistoillustratethedevelopmentandexperienceofshoppingcentersintheUSA,Japan,HongKongandTaiwanandthepresentsituationinMainlandChin,andthenabriefintroductionofthespecificcaseNWCCCC.Inordertoknowwellthetherequriementandthesupplyofthiscommercialfield.ChapterThreeistoprovidethewaysofanalysis.ChapterFouristhefurtheranalysisofadvantages,disadvantagesandsomefavourablecircumstancesandchallengestothecompany.Moreover,trytosetupgoals,principlesandspecificfunctionsofthecompany.Trytomakethegeneraldepartmentstoreturnintoamodernshoppingcentersuccessfully.KEYWORDS:strategyshoppingcenterdevelopingstrategyretailbusinesslifestyleindustrialanalyzeEMBA200534EMBA200534200534EMBA138“”“”201920203020502050EMBA23815198219761979“”“”EMBA338“”(1)(2)·(3)“”“”“”——“”1EMBA43823451—1???510——?????EMBA538——??()“”“”——(EVA)(MVA)EMBA638——???????EMBA738ShoppingCenter“”PlazaGalleriaShopping+CenterMallPlazaGalleriaDepartmentStore10/,/———“ShoppingCenterShoppingMallEMBA83850““Mason.Mayer.Wilkinson(1993)10//2070Mason.Mayer.Wilkinson(1993),“ModernRetailing”,RickardD.Irwin.1-1EMBA9388090“”()()3-460%-80%200EMBA103810-204050500-100010000-500001:11:298%2:13:1200-30068NBACNN2000one-stopone-day&TheWholeFamilyShopping2000p.71-2EMBA113843000209019938302199485002000155100011199380-9080“”13.EMBA123821(1)8020301(2)2000804--2032EMBA1338(1)90SHOPPINGCENTRESHOPPINGPLAZASHOPPINGMALL290(2)9021890(3)2002SMSMAUCHANEMBA14385206010205420604MALLMALL244737.64020200326MallMALL54960312003--65M