从体验管理的角度透视中国大型购物中心——以世纪金源为例

Mall是未来5~10年零售业发展的主要趋势,现在已经在中国呈现出迅猛发展势头,但也出现很多问题。以Mall的本质特征为基础,从体验管理的角度出发,在目标顾客、战略定位、交通、商店布局、商店定位、环境和服务等方面对中国Mall中存在的营销和管理问题进行了深入的探讨,并以世纪金源为案例加以分析。结果表明有:造成上述问题的根本原因在于Mall的设计和管理者对其本质内涵及定位没有深刻的理解和把握,没有充分考虑中国消费者的消费习惯而盲目照搬国外模式,以及缺乏科学的管理团队。最后,根据分析结果和经济现状提出中国大型购物中心未来营运管理的方向及建议。

Examining Chinese Shopping Centers from an Experience Perspective:Based on the Case of Golden Resources Shopping Center

Malls are the primary developing projects for Chinese retailing industry,and will be developing even more quickly in China in the next five to ten years.However,some serious problems have emerged during this process,and call for academic studies.Based on Mall characteristics and experience perspectives,this research explores the existing problems of marketing and management in the Chinese malls and shopping centers from seven aspects:target customers,strategic positioning,transportation,store layout,store positioning,environment and service.The analysis is illustrated using the case of Golden Resources Shopping Center in Beijing.We propose that the potential problems developers may face include:the lack of a clear understanding of the Mall nature among mall designers and managers,inadequate considerations of the uniqueness of Chinese consumers,and the lack of management team that has the capability to manage it appropriately.Based on the analysis results and concurrent economic conditions,we provide suggestions for future development of Chinese malls and shopping centers.