發(fā)布時(shí)間：2018-04-19 18:57

  本文選題：購(gòu)物中心 + 品牌形象�。� 參考：《華南理工大學(xué)》2013年碩士論文

【摘要】：作為世界上最古老的行業(yè)之一，房地產(chǎn)行業(yè)在我國(guó)起步較晚，但發(fā)展迅速，經(jīng)過(guò)三十多年的發(fā)展，已經(jīng)成為我國(guó)國(guó)民經(jīng)濟(jì)重要產(chǎn)業(yè)部門(mén)，推動(dòng)工業(yè)化、城市化和現(xiàn)代化的進(jìn)展。 市場(chǎng)經(jīng)濟(jì)的不斷成熟，以及近年房地產(chǎn)調(diào)控政策的不斷出臺(tái)給住宅地產(chǎn)的發(fā)展造成諸多限制，于是很多傳統(tǒng)住宅地產(chǎn)商紛紛轉(zhuǎn)戰(zhàn)商業(yè)地產(chǎn)，優(yōu)勝劣汰、適者生存的市場(chǎng)規(guī)律在商業(yè)地產(chǎn)中迅速得到印證�；鸨�的商業(yè)地產(chǎn)和良好的商業(yè)氛圍也加劇了購(gòu)物中心的競(jìng)爭(zhēng)，對(duì)購(gòu)物中心業(yè)態(tài)選擇、細(xì)分市場(chǎng)甄別、品牌形象建設(shè)等一系列問(wèn)題提出了很高的要求。 由于品牌形象不明確等因素的影響，購(gòu)物中心出現(xiàn)了高空置率和高退租率的現(xiàn)象，導(dǎo)致大量社會(huì)資源浪費(fèi)。造成該現(xiàn)象的主要原因是開(kāi)發(fā)商在項(xiàng)目前期僅依靠以往開(kāi)發(fā)經(jīng)驗(yàn)，對(duì)商業(yè)地產(chǎn)的投資、商業(yè)、地產(chǎn)三重屬性理解淺薄，品牌形象定位不準(zhǔn)確。 如何在激烈的競(jìng)爭(zhēng)中脫穎而出就成為商業(yè)地產(chǎn)商要解決的首要問(wèn)題。地產(chǎn)是資金密集型行業(yè)，前期投資大，，動(dòng)輒上億。同時(shí)，商業(yè)地產(chǎn)多采取租賃形式，漫長(zhǎng)的資金回收期更是加劇了資金壓力。因此，亟需建立獨(dú)特的品牌形象，減少后期改造和二次招商成本。國(guó)內(nèi)關(guān)于購(gòu)物中心品牌形象的研究比較少，國(guó)外關(guān)于這方面的研究相對(duì)成熟一些，本研究在國(guó)內(nèi)外相關(guān)研究的基礎(chǔ)上，構(gòu)建相應(yīng)模型并進(jìn)行實(shí)證分析。 本研究從購(gòu)物中心定義、分類、特點(diǎn)和發(fā)展歷史入手，結(jié)合品牌形象和消費(fèi)者購(gòu)買(mǎi)意向相關(guān)研究成果，分析購(gòu)物中心品牌形象對(duì)消費(fèi)者購(gòu)買(mǎi)意向的影響，旨在找出品牌形象、行為態(tài)度、主觀規(guī)范、感知行為控制和消費(fèi)者購(gòu)買(mǎi)意向的關(guān)系，指導(dǎo)購(gòu)物中心品牌形象建設(shè)工作，提升企業(yè)綜合競(jìng)爭(zhēng)力。 經(jīng)研究證實(shí)：購(gòu)物中心品牌形象對(duì)消費(fèi)者行為態(tài)度和主觀規(guī)范具有顯著正向影響；品牌形象、行為態(tài)度、主觀規(guī)范、感知行為控制都對(duì)消費(fèi)者購(gòu)買(mǎi)意向有顯著正向影響。
[Abstract]:As one of the oldest industries in the world, the real estate industry started late in China, but developed rapidly. After more than 30 years of development, the real estate industry has become an important industrial sector of our national economy, promoting industrialization, urbanization and the progress of modernization. With the maturity of the market economy and the continuous introduction of real estate regulation and control policies in recent years, the development of residential real estate has been restricted. As a result, many traditional residential real estate developers have turned to commercial real estate one after another, killing the fittest and the fittest. The market law of survival of the fittest is quickly proved in commercial real estate. The hot commercial real estate and the good commercial atmosphere also aggravate the competition of the shopping center, put forward the very high request to a series of problems, such as the shopping center form choice, the market segmentation screening, the brand image construction and so on. Because of the unclear brand image and other factors, the shopping center appeared the phenomenon of high vacancy rate and high rent-retreating rate, which led to a large amount of social resources waste. The main reason for this phenomenon is that the developers only rely on the previous development experience in the early stage of the project, understand the triple attributes of commercial real estate investment, commerce and real estate, and the positioning of brand image is not accurate. How to stand out in the fierce competition has become the most important problem to be solved by commercial real estate developers. Real estate is a capital-intensive industry, early investment is large, easily hundreds of millions. At the same time, commercial real estate more leasing form, the long period of capital recovery is exacerbated by capital pressure. Therefore, there is an urgent need to establish a unique brand image, reduce the later transformation and secondary investment costs. The domestic research on the brand image of shopping center is relatively few, the foreign research on this aspect is relatively mature, this study is based on the domestic and foreign related research, and builds the corresponding model and carries on the empirical analysis. This study starts with the definition, classification, characteristics and development history of shopping center, combines the research results of brand image and consumer purchase intention, analyzes the influence of shopping center brand image on consumer purchase intention, in order to find out brand image. The relationship between behavior attitude, subjective norm, perceived behavior control and consumers' purchase intention can guide the building of brand image of shopping center and enhance the comprehensive competitiveness of enterprises. It has been proved that the brand image of shopping center has significant positive influence on consumer behavior attitude and subjective norm, and brand image, behavior attitude, subjective norm and perceived behavior control have significant positive influence on consumer purchase intention.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F299.23

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