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本文论述了新时期大中商场主题经营这一新生事物的优势特征和主题经营与市场定位战略之间的关系,提出主题经营是现代商场创造特色开拓进取重要谋略的观点。主题经营的实质是专业化和个性化。专业化与现代消费文化相互结合,是构建大中商场现代竞争力的重要举措。为此提出了促进主题经营发展的三个战略性问题。
This article discusses the advantages and disadvantages of the theme management of the medium and large shopping malls in the new era and the relationship between the theme management and the market positioning strategy. It is suggested that the theme management is the point of view that the modern shopping malls should create new features and pioneer and forge ahead. The essence of thematic management is specialization and personalization. The combination of specialization and modern consumer culture is an important measure to build the modern competitiveness of large and medium-sized shopping malls. To this end, three strategic issues for promoting the development of themed businesses are proposed.