【正文】 .................................8 項(xiàng)目調(diào)研 ................................................................................................................................8 項(xiàng)目分析 ................................................................................................................................9 項(xiàng)目定位 ........................................................................................................................................9 .............................................................................................................10 宏觀環(huán)境分析 ..............................................................................................................................10 社會(huì)購買力分析 ..................................................................................................................10 業(yè)態(tài)現(xiàn)狀 ..............................................................................................................................11 項(xiàng)目周邊情況 ..............................................................................................................................13 商業(yè)區(qū)位 ..............................................................................................................................13 客源定位 ..............................................................................................................................14 區(qū)域競爭對手情況 ......................................................................................................................15 世茂百貨 ..............................................................................................................................15 百盛購物中心 ......................................................................................................................15 振華購物中心 ......................................................................................................................16 振華國際廣場 ......................................................................................................................16 項(xiàng)目機(jī)會(huì)與威脅分析 ..................................................................................................................16 項(xiàng)目機(jī)會(huì) ..............................................................................................................................16 項(xiàng)目威脅 .............................................................................................................................18 消費(fèi)者分析 ..................................................................................................................................20 煙臺市服務(wù)業(yè)整體服務(wù)水平與顧客期待有一定差距 .....................................................21 旅游大世界的市場有待開發(fā)，品牌形象有待建立 .........................................................22 旅游大世界的綜合運(yùn)營能力有待提升 .............................................................................23 旅游休閑綜合體—— 旅游大世界未來的發(fā)展方向之一 ..................................................24 .....................................................................................................26 現(xiàn)狀分析 ......................................................................................................................................26 硬件條件現(xiàn)狀 ......................................................................................................................261 / 95 管理機(jī)制現(xiàn)狀 ......................................................................................................................28 市場開拓現(xiàn)狀 .....................................................................................................................29 人力資源現(xiàn)狀 ......................................................................................................................31 財(cái)務(wù)現(xiàn)狀 ..............................................................................................................................34 煙臺旅游大世界改造項(xiàng)目的限定條件 ......................................................................................35 外部條件局限 ......................................................................................................................35 現(xiàn)有機(jī)制缺陷 ......................................................................................................................36 經(jīng)營運(yùn)作能力不足 ..............................................................................................................36 當(dāng)下突出問題 ......................................................................................................................36 .....................................................................................................................................37 項(xiàng)目定位思路 ..............................................................................................................................37 定位方法 ......................................................................................................................................37 社區(qū)型商業(yè) ..........................................................................................................................37 區(qū)域性商業(yè)中心 ..................................................................................................................38 城市旅游休閑綜合體 ..........................................................................................................39 .........................................................................................................................42 項(xiàng)目市場定位 ..............................................................................................................................42 項(xiàng)目業(yè)態(tài)定位 ..............................................................................................................................43 項(xiàng)目解決方案 ..............................................................................................................................44 打造城市休閑綜合體之商業(yè)業(yè)態(tài) ......................................................................................44 最大化收縮自營 ....................................................................................