基于大数据的商业分析在购物中心运营管理中的应用——以万达广场为例  

The Application of Business Analysis Based on Big Data in the Operation Management of Shopping Mall——Take Wanda Plaza as an Example

作　　者：熊霞[1,2] Xiong Xia

机构地区：[1]吉林大学珠海学院物流管理与工程系 [2]澳门科技大学商学院

出　　处：《珠江论丛》2016年第4期75-88,共14页Pearl River Forum

摘　　要：互联网改变了人们的生活和沟通方式,而伴随互联网产生的大数据实现精准营销,带来了商业地产的管理变革。研究大数据时代购物中心的精准营销策略和运营管理具有很高的实际应用和参考价值。本文从大数据与商业分析、国内购物中心发展现状及趋势、如何利用大数据实现购物中心的精准营销以及万达购物中心大数据策略实例解析四个方面进行探讨,有利于为购物中心利用大数据进行运营管理提供相应的建议和参考。Internet has changed the way of people＇s life and communication,and big data emerging with the Internet can achieve precision marketing and bring the management reform of commercial real estate. It is of high practical value and important reference value to study on the precision marketing strategy and opera- tion management of shopping center on paper from four aspects, which are as big data era. Issues are discussed in this follows： big data and business analysis; present situation and development trend of domestic shopping mall; how to take use of big data for precision marketing of shopping mall; and big data strategy a- nalysis of Wanda shopping mall as an example. Therefore, it can provide corre- sponding suggestions and references for shopping mall to take advantage of big da- ta for operation management.

关 键 词：大数据 商业分析 购物中心 精准营销 商业地产 

分 类 号：F724.2[经济管理—产业经济]