辽宁省大连万达集团品牌捆绑发展战略研究

　　辽宁省大连万达集团品牌捆绑发展战略研究：

　　1大连万达集团商业房地产项目概述·········································································· 1

　　1.1 大连万达集团简介 ·························································································· 1

　　1.2 万达商业房地产项目的由来············································································ 1

　　1.3 万达实施品牌捆绑发展战略的起因································································ 2

　　1.4 万达商业房地产项目发展现状及发展规划···················································· 3

　　2万达制定商业房地产发展战略的背景分析······························································ 4

　　2.1我国房地产行业发展周期················································································· 4

　　2.2中国房地产市场进入品牌竞争时代的特征····················································· 5

　　2.3中国零售商业的发展趋势················································································· 6

　　2.4万达集团整合内部资源—借船出海································································· 8

　　3万达商业房地产项目的SWOT分析及其发展战略················································· 9

　　3.1优势分析(STRENGHTH)··················································································· 9

　　3.2劣势分析(WEAKNESS)·················································································· 10

　　3.3面临的挑战(THREAT)······················································································ 11

　　3.4把握机遇(OPPORTUNITY)············································································· 12

　　3.5万达制定商业房地产发展战略······································································· 12

　　4万达商业项目开发模式···························································································· 15

　　4.1万达购物广场—第一代大型购物中心··························································· 15

　　4.2万达商业广场—第二代大型购物中心··························································· 17

　　4.3万达超大型购物中心—中国摩尔··································································· 19

　　5品牌捆绑发展战略的实施························································································ 22

　　5.1联合发展合作伙伴··························································································· 22

　　5.2实施品牌捆绑发展战略对万达的提升（以沃尔玛为例）··························· 24

　　5.3品牌捆绑发展战略实施的意义和时机··························································· 27

　　6结论···························································································································· 28

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　　参考文献······················································································································· 32

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