逍遥公子 2012-12-07177629二星级
价值：8个赢商币文件类型：DOC大小：270.5KB
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
附件······························································································································· 29
参考文献······················································································································· 32
后记······························································································································· 33
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