【正文】 .................................................................. 48 對(duì)策之四：向零售市場(chǎng)滲透 .............................................................................. 48 五、 百榮世貿(mào)的戰(zhàn)略理念與整體策略 .................................................................. 51 （一）項(xiàng)目總體理念 ................................................................................................ 51 理念一：做中國(guó)商業(yè)的門戶概念 ...................................................................... 51 理念二：做中國(guó)商業(yè)的制高點(diǎn)概念 .................................................................. 51 理念三：做南城區(qū)域板塊概念 .......................................................................... 52 理念四：復(fù)合房地產(chǎn)的開發(fā)理念 ...................................................................... 52 理念五：做商業(yè)航母的品牌戰(zhàn)略概念 .............................................................. 53 理念六：“共繁榮”的經(jīng)營(yíng)理念概念 ................................................................ 53 （二）項(xiàng)目的整體策略 ............................................................................................ 53 關(guān)于策略的思考 .................................................................................................. 53 項(xiàng)目策略的目標(biāo) .................................................................................................. 55 具體的策略 .......................................................................................................... 56 六、 百榮世貿(mào)面臨的外部環(huán)境 ................................................................................. 59 （一）北京的申奧成功 ............................................................................................ 59 （二）中國(guó)加入 WTO............................................................................................... 59 （ 三）大北京的概念 ................................................................................................ 60 大北京概念的提出 .............................................................................................. 60 世界城市的概念 .................................................................................................. 60 大北京（首都）城市群 ...................................................................................... 60 “大北京”的城市特征 ........................................................................................ 61 （四）北京的宏觀經(jīng)濟(jì)背景 .................................................................................. 61 （五）北京城市發(fā)展格局 ....................................................................................... 62 北京市的區(qū)域格局 .............................................................................................. 62 北京市的戰(zhàn)略定位： .......................................................................................... 63 北京市的功能定位： .......................................................................................... 63 北京市的城市布局 .............................................................................................. 63 北京南部區(qū)域城市發(fā)展展望 .............................................................................. 63 （六）項(xiàng)目的機(jī)遇 ..................................................................................................... 64 七、 百榮世貿(mào)的定位 ..................................................................................................... 65 （一）項(xiàng)目的戰(zhàn)略定位 ............................................................................................ 65 關(guān)于市場(chǎng)交易中心（ Market Center） ............................................................ 65 項(xiàng)目的戰(zhàn)略定位 .................................................................................................. 65 （二）項(xiàng)目的目標(biāo)市場(chǎng)定位 .................................................................................. 66 目標(biāo)客戶群的類型 .............................................................................................. 66 主要目標(biāo)客戶的特點(diǎn) .......................................................................................... 66 投資行為的特征 .................................................................................................. 69 （三）項(xiàng)目的主題概念定位 .............................................................................. 70 什么是主題概念 .................................................................................................. 70 項(xiàng)目的主題概念 .................................................................................................. 71 （四）項(xiàng)目的總體功能定位 .................................................................................. 71 項(xiàng)目功能規(guī)劃的原則 .......................................................................................... 71 項(xiàng)目功能的規(guī)劃 .................................................................................................. 72 功能說明 .............................................................................................................. 72 （五）名稱與形象定位 ............................................................................................ 78 項(xiàng)目名稱：百榮世貿(mào) .......................................................................................... 78 形象定位：中國(guó)商業(yè)航母 .................................................................................. 78 廣告語： .............................................................................................................. 80 八、 百榮世貿(mào)的經(jīng)營(yíng)理念與模式 ............................................................................ 81 （一） 經(jīng)營(yíng)理念 .......................................................................................................... 81 導(dǎo)入“商業(yè)經(jīng)營(yíng)主導(dǎo)型”的商業(yè)理念 .............................................................. 81 選擇合適的主題，聚集商氣，引進(jìn)主力店和品牌店提升物業(yè)形象 .............. 82 長(zhǎng)短相濟(jì)、動(dòng)靜結(jié)合 .......................................................................................... 82 在打造項(xiàng)目品牌的同時(shí)打造企業(yè)品牌 .............................................................. 83 既要自掃門前雪，又管他人瓦上霜” .............................................................. 83 （二）經(jīng)營(yíng)策略 ....................................................................................................... 83 贏利模式 ......................................................