| ABSTRACT:This thesis utilizes the strategic analysis method and marketing related theory, by analyzing of the resource base and the environment foundation in the process of locating Bijie flower city shopping center and looking for shopping center project positioning, to improve the effectiveness of the positioning and accuracy. In the study, the author employed field observation technique, interviewing method, questionnaire survey to grasp the basic situation about the business area and business street in Bijie by visual testing, photographing, making note, communicating, shopping and way of consumption. The author got the informations of operating conditions of many kinds of shops, the resident’s income and consumption tendency and urban economic development programming by communicating with retailors at their shops, governors in the competent department and local residents.The author made two consumer questionnaire surveys in October2011and January2014, collecting650copies of questionnaires and learned about the informations on resident’s income level, consumption, consumption structure, family structure, consumer expectations and business district, commercial brands. Analyzing of commercial market present situation, business circle distribution and characteristics, as well as consumer research and Bijie market future business needs; Utilizing the central place theory and Maslow’s demand theory to analysis market positioning, function orientation, the scale and business planning. Finally, through the earnings estimates, verify the feasibility of project positioning. |
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