摘 要

　　近年来土地与人力成本的上升使实体店发展受阻，电商的冲击更是雪上加霜；而城市化进程中零售业态聚集的商业综合体却在各大城市拔地而起，成为现代生活的新标志。本文基于实体店铺的相对优势——线下体验，希望探讨如何使之发挥作用，为商业综合体提出变革策略，改善企业经营状况。

商业综合体集零售、餐饮、娱乐、休闲等多种功能于一身，受到民众的喜爱，但蓬勃发展的过程中出现同质化高、忠诚度低，供给过剩、消费乏力等问题，本文采用文献检索、案例分析、逻辑推理等方法，借鉴国外优秀实体店启示如科学化构建、个性化体验、社会化营销、统一化定价、定制化服务，并运用新兴科学技术包括O2O闭环、物联网协作，对商业综合体提出基于需求体验的整合营销：线上线下融合便捷人们购买流程、APP感应高效营销，景观与配置打造品质生活新场景创造消费者享受的需求体验。

要将商业综合体打造成为城市的风景线，让人们乐意前去并在享受的过程中顺带购物消费，有助于企业经济良性循环，大众消费体验的改善，进而使中国商业可持续发展。

关键词：商业综合体；O2O；物联网；体验；需求

Abstract

In recent years, the price rise of land and labor make the development of physical stores blocked, electricity suppliers’ impact worse it more. In the process of Urbanization, the commercial complex gathered by retail formats are springing up in each big city, becoming a new symbol of modern life. This paper is based on the relative advantages of physical stores——offline experience, hoping to explore how to make it play a good role, to put forward the reform strategy for the commercial complex, and improve the operating conditions of enterprises.

Commercial complex set retail, catering, entertainment, leisure and other functions in one, which is loved by people. But in the process of vigorous development, problems of high homogeneity, low loyalty, excess supply and weak consumption appear. This article uses the literature research, case analysis and other methods, drawing lessons from foreign outstanding physical stores, such as scientific construction, personalized experience, social marketing, unified pricing, customized services, using new science and technology, including O2O closed loop, networking collaboration, make an integrated marketing based on demand experience for commercial complex: Online and offline integration’s convenience for the process people to buy, APP induction and efficient marketing, landscape and configuration to forge a new scene of qualified life to create the experience consumers need to enjoy.

We should build a commercial complex into the city's skyline, making people happy to go and shop incidentally in the process of enjoyment. It is helpful for the enterprise to have a virtuous circle of economy, as well as to improve the public consumer experience. Furthermore, to realize the sustainable development of China's commercial.

Key Words：commercial complex; O2O; Internet of things; experience; demand

目录

第1章 绪论 1

1.1研究背景 1

1.2研究意义 1

1.2.1理论意义 1

1.2.2实践意义 1

第2章 相关文献综述 3

2.1商业综合体的概念 3

2.2 目前商业综合体体验研究方向 3

2.2.1 科学化构建 4

2.2.2 人性化体验 4

2.2.3 社会化营销 5

2.2.4 统一化定价 5

2.2.5 定制化服务 5

第3章 中国商业综合体现状与其体验问题 6

3.1国内商业综合体的现状 6

3.2 国内商业综合体的体验问题 6

3.2.1同质化现象带来的无黏性 6

3.2.2盲目开发导致供过于求 7

第4章 商业综合体线下体验变革建议 8

4.1 O2O闭环便捷流程 8

4.2物联网协作高效营销 8

4.2.1物联网的概念 8

4.2.2距离感应带来新体验 9

4.2.3大数据分析 9

4.3品质生活新场景 10

4.3.1健康美丽的景观融合 10

4.3.2配置满足高层次需求 10

第5章 结论与展望 12

参考文献 13

致谢...............................................................................................................................14

1. 绪论

1.1研究背景

近年来，以阿里为首的电商大肆崛起，京东打着绝对正品的旗帜抢占市场，苏宁转型重磅投入云商易购平台，由于网购可以足不出户就轻松货比三家，省时省力还省钱，严重冲击实体店的销售；而房租和人力成本不断增加，进一步阻碍实体店经济效益与运营规模:许多零售店纷纷关门转而投奔线上销售，不需要固定面积、装潢陈列的费用，电商上的产品价格普遍便宜不少。可数据显示，网店盈利只是少数，金牌卖家一天订单量逾万喜闻乐见，不知名小店铺成交记录却寥寥无几；此外，网购产品鱼龙混杂，良莠不齐，缺乏有效规范使得消费者到手货物正品、适合与否全靠运气，不满意的虽说可以退换货但由于时效性、快递费等因素，往往只能差评了事，哑巴吃黄连有苦难倾诉。部分专家也提出纯电商模式减少了人口流通，是有损经济可持续发展的。