摘 要
随着世界经济一体化的快速发展，促进零售业的蓬勃发展，使零售业态不断丰富，大型购物中心作为一种新型的零售业态，被认为是未来零售业的主流形态。大型购物中心以其一站式服务与物美价廉的商品受到越来越多消费者的认可，随着大型购物中心的快速发展，对小型商场的影响力越来越大。
本文首先分析了大型购物中心与小型商场的发展现状，然后以万达广场为例，分析了大型购物中心的特点，特点发展出优势，优势则是赢得客户的原因，本人从这些原因中，寻找出大型购物中心对小型商场的影响，之后根据如果解决这些影响，找出小型商场的生存出路，以及发展建议。
大型购物中心在国内的快速发展，以及外资企业不断进入中国，使中国小型商场的发展举步维艰。大型购物中心在经营理念、管理体制、营销策略、服务水准、规模优势方面远远领先于小型商场。面对大型购物中心的竞争，小型商场如何与大型商场进行对比，从而挖掘自身的潜力与优势，将是本文的研究重点。
关键词：大型购物中心 小型商场 特点 影响 策略
TITLE: Comparative study on the impact of large shopping center on the small shopping center
Abstract
With the rapid development of world economic integration, and promote the vigorous development of the retail industry, retail formats and constantly enrich, shopping malls, as a new retail formats, is considered to be a mainstream form of retail in the future. Large shopping center with its one-stop service and inexpensive goods more and more recognized by consumers, with the rapid development of large shopping centers, the growing influence of the small shopping center.
The rapid development of large shopping malls in the country, as well as foreign-funded enterprises continue to enter China, making difficult the development of small shopping centers in China. Large shopping center in the business philosophy, management system, marketing strategy, service standards, the scale advantages far ahead of the small shopping center. Service on the face of competition in the shopping malls and small shopping center, one of the shopping at a disadvantage. Shopping center in recent years as incomes, consumption, miss, material requirements, the number is growing, continue to erode due to the positioning accuracy of the source of the small shopping center, to promote the survival of the small shopping center space is increasingly narrow.
Large shopping centers are better than in the services, scale, management, environmental, small shopping center in general. Small shopping center to get out of the current unfavorable situation, only by strengthening the characteristics of operation, the field of market segments to expand the space for the survival and development, learn from the characteristics of shopping malls and weaknesses, analyze the reasons behind the customer choice, improve the use of its own characteristics , to obtain the target source.
Keywords: large shopping malls small shopping center affect comparative analysis Strategy
目录
1.4研究方法与框架………………………………………….. 7
2大型购物中心与小型商场的发展现状……………………………. 8
2.2大型购物中心的发展现状…………………………………… 8
2.4小型商场的发展现状……………………………………… 10
3郑州万达广场对小型商场的影响………………………………. 12
3.1万达广场的特点…………………………………………. 12
3.2小型商场面临的影响……………………………………… 15
4小型商场的发展建议……………………………………….. 18
4.2立足社区，贴心服务……………………………………… 18
4.3特色化经营…………………………………………….. 19
