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Маркетинг торговых центров: тенденции

Представлена на круглом столе "Маркетинг торгового центра", Екатеринбург, 16.09.2014

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Маркетинг торговых центров: тенденции

  1. 1. k) k; 3a KanpoM:
  2. 2. 33 KEIHPOM:
  3. 3. ,uaBneHne n3BHe: - yMeHbUJeHMe 3aI1aJ1HbIX I/ IHBECTVILJMVI. - COKpameHMe KOnMHeCTBa I'IJ'IaHI⁄IpyeMbIX l⁄I crposlumxcsl MHBeCTVILIMOHHbIX I'Ip0eKTOB. - COKpameHMe cnenok v1 3anycKa HOBb| X np0eKToB B0 Bcex cekropax: KaK B mmnoñ 1⁄1 Kommepueckoñ HeJ1Bl⁄I>Kl⁄IMOCT| ⁄LTaK v1 Ha pbIHKe aemnm. - HbIHeuJHMñ nepmon "cn0›KH0r0 pbIHKa" I'IpO, EI, )'Il⁄1TC$l 12-36 MECSILLGB. KoHceHcyc- np0rHo3 roaopmT, uro HaM crom 0)I(l⁄I, [I, aTb CIIO)KHbII7I , ELByXneTHMVI nepmon.
  4. 4. AaBneHMe M3BHe: - BnM›KaMLuMM nporH03 - TOpM0)KeH| ⁄Ie M CHI/ DKGHME ueH B0 BT0p0M nonoBMHe 2014 - nepB0M nonoeMHe 2015 r. - OCHoBHble «l⁄1HTepeCaHTbI» Ha pbIHKe - roc. K0MnaHMM (FIPOCFIT apeHLlHble KaHMKynbI 60nee 2 Mec. , omenky). - 90°⁄o apennaTopoa 6epyT n0Meu4eHMs1 c roT0B0M 0T, uenK0M. - «ApeH11aT0pbI caMM He 3HaIOT, '-| T0 XOTHT» (BCHOMHMM CTMBa , [L›+<06ca) - Ha CaMOM gene, TOIIbKO 2006-2007 r. r. öbmM He KpM3McHbIMM: :, TaK uTo - HpMBbIKHM y›K
  5. 5. ,uaBneHMe M3BHe: - Hatlano 2015 r. - nepMon 60nee aKTMBHOFO naBeHMsI CTaBOK apeHBbI. - 3n0xa I'I⁄II'aHTCKI⁄1X I'Ip0eKTOB yLuna. - MHTepecHbI ropona c HaceneHMeM 500 TbIC. -1 MnH. ›KMTeneM. MeHee KpyHHbIe ropona - HeMHTepecHbI (HaceneHMe B Hl⁄IX 3aKpe, D,l⁄ITOBaH0, HM3KMM cnpoc). - ueBenonepbl HaKoHeu-To 3aMMyTcn MapKETMHFOMI)
  6. 6. *W """"* Ennnu He KplBIJlIKHhIN-1MII, IdKHH) llpl⁄| lllulkil|1yrki; .- tit ing *åâiiçijil Q1172. . ”;I, -., --| F, .JLTTTH . "lLf-. øay md”BH. HHLMBBBBBLBÅR: "vi “I” _ W T, . ' r II! "l | || '| | lil | || 2 I_I _ I. _ _ ;77 n ";2 "TIIIITHHBBBBBBI" "H iii ii' . iii Bai* ' a T Topronble ueHTpbI: TOPTOBHB UGHTPHZ ' ”JCIIA * (| J(3J.1(3prl, '|b| |b| (' LC] M LIUIbHK) . un. . l'
  7. 7. TOPTOBbIE ueHTpbI: - TpeHB - cpeBepanbHbIe ceTM CI⁄U1bH0 orpaHMHMnM cBoe pa3Bl⁄1Tl⁄Ie B perMoHax M coKpaTMnM nnaHbI no OTKpbITl⁄IIO HOBb| X Mara3MHoB. - I'I0ceuJ, aeMocTB KpyFIHbIX TOpFOBbIX ueHTpoB ynana Ha 30%. - LIepe3 10-15 neT TaKoro HOHFITWFI KaK «TOpF0BbIl71 Ll, eHTp» He öyneT. - I'I0Tpe6MTenb 3KOHOMl⁄IT BpeMH M He xoHeT ero TpaTMTb Ha I'IyTb K TLI, , Ha BpeMHFIpeFlp0BO)K, EI, eHVle B TLI. .
  8. 8. 3B TOPTOBbIE ueHTpbI: - HeM 6nM›Ke K noTpeöMTemo, TeM nyHuJe! PaHbUJEZ HeM öonbLue, TeM nyHuJe. - 70% cyuBecTByiomMx TLI, Hy›KHO CHOCVITb)) O6beKTbI )K,1J, yT peKoHuenuMM MnM peneBenonemeHTa, M3MeHeHMe qJOpMaTa M KoHuenuMM. MH0rMM TOpFOBbIM ueHTpaM rp03MT OHaCHOCTb CTaTb 6pOLIJeHHbIMM apeHnaTopan/ IM M noKynaTenmvlM. D, .6.HeCTaHJII, apTHOCTb, «aTM0ccbepH0cTB»! !
  9. 9. I10Tpe6MTenb M3MeHMncn! AKTMBHbIM cpenHMM Knacc nepecTan XO, [1|⁄ITb B TPL| ,: - HeT ceMeMHbIx pa3BneHeHMM. - HM3KMM ypoBeHb cepBMca. - "MepHeHnaM3MHr Hanoen: BbIKnaabIBaeM K0p3l⁄| HbI oöpaTHo". - PauMoHanbHblü BbI60p2J1eL| JeBIIe M KaHecTBeHHee - MHTepHeT- Mara3MHbI, CepBMCb| COBMeCTHbIX noKynoK, |'|0e3,[l, Kl⁄1 3a py6e›K M T. |'| . - He npouBaeT 0UJM60K neBenonepoB M He | 'OTOB Ha KOMFIpOMVICCbI _
  10. 10. KTO ceViHac XOJJMT B TPLI, ? - Pa60THMKM roccTpyKTyp - PaöoTHMKM npoHMx BHepbIHOHHbIX OpFaHVBaLLl/ IVI o o 62B. HU
  11. 11. MecTo M Bpervm! - TPLI, He "ne›KaT" Ha nyTM "nom-paöoTa-uJKona" - 3KOHOMI⁄IT BpeMH. - Hpoönembl c napKOBKaMM B TLI, - pa3Bpa›KeHMe, BpeMH. - Macunaöbl M HaBMrauMH - PaBJZLPEDKEHI/ Ie, BpeMFI. - BeHepoM - HpOJJyKTbI y , EI, OMa. B BBIXOJBHOM - pa30Ba$I 3aKynKa Ha He, ü,eJ110+Kl⁄IHO. ø . Æ- 1-. <- , ._. "f f*
  12. 12. PemeHMn - "I'Ip0p, aBaTb" 60nee , BeLueBbIe I'Ipe, DJ'| O>KeHM$1 B 60nee I'Ipl⁄1BJ1eKaTe)'IbHOl7I ynaKoBKe. - Flpennaram Ha pbIHKe cTaHBapTHbIe, TMFIOBbIG, monynbHble peLUeHMH. - «)Kl⁄ITb›> BMecTe c öynymMn/ IM noKynaTenmvnM M apeHnaToparvlM. - BbITb I'OTOBbIMI⁄1 MLLTI/ l Ha ycTyn KM, paCCHMTbIBaH CBOI0 3K0H0MMHecKy10 3(M)eKTl⁄IBHOCTb B , ELOHFOCPOHHOM nepMone. - OpMeHTMpOBaTbCFI He Ha np011a›Ky, a Ha nonrocpouHoe BnaBeHMe.
  13. 13. PemeHMn - , Elm cTapTyromMx ceMHac , ELGBGHOFIEPOBZ xopoman B03M0)KHOCTb yHecTb Bce 0LuM6KM Konner, pa3pa6oTaTb M BbIBeCTVI Ha pbIHOK 06beKTbI c HOBOM rpaMOTHOM MapKeTMHr0BOM K0HLI, eI'| LI, l⁄1el71 (öonee MO6I⁄U1bHbIe, l1MKBMJJ, HbIe, pauMoHanbHble pELIJGHMFI). HOBbIe oöbeKTbn Bbll7l, ü,yT Ha pbIHOK y›Ke Ha <1)a3e I'I0,EI, beMa. - Ha pb| HOK HenBM›KMM0cTM öynyT I'Ipl⁄IXO, [I, l⁄1Tb noKynaTenM c , llpyfl/ IX pbIHKOB (c0xpaHeHMe cpencTB, l⁄IHBeCT. B)'IO)I(eHl⁄IFI c Hanemnoñ Ha 6y11yuBMM pocT)
  14. 14. PemeHMH - 14.121,14 cM0TpM B0Kpyr - coceneñ, K0HKypeHToB, ynMubI M Borvla. - [lam B03MO)KHOCTb apeHnaTopy (noKynaTemo) CHl⁄l3l⁄ITb 06beM Tpe6yeMbIX nnouBaneñ, a He CHM3MTb cTaBKM MnM ueHbI HpOJILæK. - l⁄I3yHaTb 6M3Hec-KnacTepbI, oTpacnM - KaK MJJyT y HMx nena? C03,[I, aBaTb 6M3Hec-KnacTepbI Ha oöbeKTe, 0TpacneBbIe peLUeHMSI, noMcK apeHnaTopoB (noKynaTeneñ) Ha 0TpaCI1eBbIX nopTanax. - HeT KmoueBblx KnMeHToB! Pa60TaeM co BceMM!
  15. 15. PemeHMn - I'IepcneKTMBHbIM qJOpMaT TLI, - qmpMaT HeöonbLuMx TOpFOBbIX ueHTpoB, pacnonomeHHblx B LuaroB0M , HOCTyHHOCTM OT )KW1bIX MMKp0paMOHOB. KnroueBoñ apeHnaTop - I'IpOJJ, yKTOBbII7I pMTeMnep. ycTOMHMBOe pa3Bl⁄lTl⁄le cerMeHTa Bo3M0›KHo B 6nM›KaMLuMe 3-5 neT. - I'IepcneKTMBHbIM qJOpMaT TLI, - ayTneT-ueHTpbI, TeMaTMHecKMe ueHTpbI, pMTeMn-napKM. - CynepMapKeTbI 6bIT0B0M TexHMKM M aneKTpoHMKM - yMMpaIOT (Hanp. , MeBMaMapKT coKpamaeT I'II1OU. I,aJJ, M B 2 pa3a). - , üanbHm nepcneKTMBa - pMTeMn-napKM (Hy›KHO CHl⁄I3l⁄1Tb CT0l⁄IMOCTb yuacTKoB M CTO| ⁄IMOCTb KpeJJJ/ ITEI Ha 2-3°⁄o).
  16. 16. Mmro MapKeTMHr c "O". MapKeTMHr "BHyTpM". MapKeTMHr npoqaeccMoHanos. BHMMaHMe K Menouam. I'IepBbIe BHeLIaTneHl/ ISI. >KMTb M pa60TaTb KaK noTpeöMTenb. "I'IOTOKM-noTOKM". PR. BecnnaTHbIM. HacT0sIu4MM. "BbIcKaKMBaM M3 KoTna" "HorM-HorM".
  17. 17. -pu. ... _ n. .. Iopnnueuenrpw tape-ne usupa: - vuc-u Ounrpanmnc mn anno Vacuum-m« ulur wyølwr wmumq. n . mmm mmm m unpunnu m. « - der« om. . nmpávvmm vw mm' Mvmuu um mm vw Mun- - m nvwumum m nwyuvuuwm): 'Aarumml . hmmm. . ; minim mutant Inrwn ww- w »uw« n« nm- , Mu M , m Wumawm mm mm- Mum. . Horn-a u) 15 . nu man annum u. . . ung-W Hmmm vwnnvuwnau , ,,, ,,, ,_,1 m”. ,æ m, :mm uruucxm tnmüpxxmmtuun . upnnmmun n myuuumuu - wønwmunmnuur man v mmm ns mvamnvmv. .annum-punk - rwntpaln ulmuytulVlL »a nqx-uuupruywvmmnhwufll 3a Ka pouvl: . ... _1 15.. ... . __ um. .. . ... ._. ... ... ... . . ... ... ... ... ._. ... . m. -.. «.,1.w›. ..-. ,.. ... ..r. .. -. v40 . -.. ... .-. ... ... ... ... .,. . u-m- . .._. ..- -. ... ... ... u. . ... ... ... ... . o« m. , - . ..WW ma. n;1 ----›--. ---› . ... _.. ... ... ... ... .u _ . ..www . .B, ... .«4.. .›. -.. ... .-w ›. _.. ... .., . -›_. ... ... .› . ..M. H.. ..B. B.. ... .- . .. DIIDIINNJW-ÅUNLVnA rant/ hunnen »Cwnlzwwøæuu . .. .W. ... ... z.. A-1.. ... wn . ,.. ... ... ._. ,. ... .. : Bv-rw-v-n--vm-w mw-ww- . ..WW . ma. ,1.u. «.. ... ... ... ... nwn-u-. uursnwvB-avualwwumvxvvu W . ... .,. u.um. ... ..m-. ..Mm. .. nuhVålllhddldiélVlquáWlhmvull _. .,n, .., ... _,. .u, ,_, m, .,, _,, m,. _ . ,-. ... ... ... .. ... _.. _ . m.. ... ... ... u.. .n. ..wma. ..wu ›spu›1|›n›1n; .n: -nH'. MMNHI| M-<A . w m, ” WM. " u. mw. .,. .., n., ..y. ... .,. ... .. 1.. ... ... .M. ... ..›. - . ..-. ... ..M. . . ,.. .,. .,. ... .. ... ... ... ... ›__, , zowwugu-u . ... .. -., ,. . ... munnua›nnx. ›4m»ai . .,. .., -u. ... .v. -.. nwauuøuxu . ..1.. ... ... -m. ... ..1..1,. ... ... .,. .. ... _., ... ... ,.. ... ... .- Mm. . . ... M.. ... ... -.m. ..- . mm . .,, ,.. _.. ,.. _.. .,. ... . --B : ›.. .,. .4., ,.. - . . Mm. .›. .;. ... ... .. .1.. ... ... nu, ... 'vruluvw . )y| ›4.l_. ,. ... ... .au. ... ..u. ... ... .. ›, .. n.›. .r. ..a. ,um. ... .., ›.. .1.. .«. »., . . ... ... ... ,.. w,, ... ... .., . . .. 1.. . 1.. ... ... m1.. ... ...4.
  18. 18. npMrnaLuaeM! fIp0rH03-ceccMsI «He, U,BM)KI4MOCTb EKaTepMH6ypra 2015. I'Ip0rH03 B qmpMaTe 3D» - OpFaHVBaTOpbI: <Da6pMKa ynpaBnsnouBMx npoeKTamM coBMecTHo c 3AO «FEH l⁄IH)Kl⁄IHl⁄1Pl⁄IHI'» - Mbl XOTMM CqJOpMMpOBaTB KoHceHcyc-nporH03 pa3Bl⁄ITl⁄IFI pblHKa HenBM›KMMOcTM EKaTepMH6ypra Ha 2015 ron, a TaK›Ke I'IOCTpOl⁄1Tb Monenb pblHKa, KOTOpaFI CTaHeT 3d)d)eKTl⁄IBHbIM MHcTpyMeHT0M CTPEITEFWIECKOFO HHaHMpOBaHl/ IFI , HESITGHbHOCTVI cTpoMTenbHbIx M , ELGBGHOFIQpCKMX KoMnaHMM.
  19. 19. np0rH03-ceccM-; I «He, u,BM›KMM0cTb EKarepMHöypra 2015. nporH03 B qmpMaTe 3D» , UJIH KOFO 3Ta HPOFHO3-CECCMFI? Mbl npMrnaLuaeM K yuacTMro reHepanbHbIx nMpeKTopoB, q>MHaHc0BbIx M K0MMepHecKMx , DJ/ IPEKTOPOB, ,DMpeKTOpOB no pa3BI⁄| Tl⁄110 M MapKeTMHry CTpOVITenbHbIX M BeBenonepcKMx KoMnaHMM.
  20. 20. HpOTHO3-CECCMH «Hep, BM›KMM0cTb EKaTepMHöypra 2015. nporH03 B qmpMaTe 3D» KaKMe Bon p0CbI 6y, uyT O6Cy)KJJ, aTbCFI? 1. KaKMe CeFMeHTbI pbIHKa HaMöonee ; LoxoBHbIe ceMHac M öynyT , ELOXOJILHbIMI/ I B nepcneKTMBe? OT Hero 3aBMcMT KOMMepHeCKMM ycnex 06beKTOB HeBBMmMMocTM ceronHq? 2. KaKan MHBECTMLLVIOHHaFI CTpaTeFMH HaMöonee ycneLuHa Ha pblHKe HenBMmMrvuocTM? KaKMe MrpoKM pbIHKa HaMöonee ycneuJHbI M n0HeMy?
  21. 21. 3. l-ITO BnMHeT Ha Bblöop npoeKToB 11ml peanM3aL1MM? OT Hero 3aBl⁄ICFIT ycneLuHbIe I'IpO,1J, a)Kl⁄I O6beKTOB HeBBM›KMM0cTM? Ha HT0 Hy›KHO oöpamaTb BHMMaHMe npM ueH006pa30BaHMM? KaKMMM , ELOJDKHbI 6BITB O6beKTbI HeBBM›KMM0cTM, HT06bI ynoeneTBopMTb 0>Kl⁄1,EI, aHl⁄I$I noKynaTeneM M apeHnaTopoB? 4. KaK M Ha HT0 Hy›KHO BIIMSITb, HT06bI oöecneqMTb KoMMepHecKMM ycnex oöbeKTa HeLLBM›KMM0cTM? KaKMe qnaKTopbn ceroBHsB öonbLue Bcero I'IpeI'I$1TCTBy1OT cTpoMTenbcTBy M np0J1a›Ke HeBBMrKMMocTM B EKaTepMH6ypre?
  22. 22. 5. KaK öyneT BecTM ce6<A pbIHOK HenBM›KMMOcTM B 2015 Tony M n0HeMy? CeccM<A HpOMBeT 28 Honöpçu 2014 rona B dJOpMaTe BcTpeHM «6e3 rancTyK0B», Ha TeppMTopMM 3a| 'OpO, [I, HOI'0 OTel1$1⁄6a3bI OTJJ, b|Xa
  23. 23. Hp0rH03-ceccMn «HeJJ, B!⁄i)K! ⁄1:v. OCTb EKaTepviHöypra 2015. l'IporH03 B tbopmaTe 3D» A7 LV KoHTaKTHoe J1I⁄ILI, OZ KoHonneB AneKceM AneKcaHnpoBMu TenecboHz+7 (906) 805 71 33 3J1eKTpOHHaFI n0HTa: konop| ev@gen-su. ru
  24. 24. l/ IHKVII-Il/ IPVIFH" - MHoronpocbMnbHblM XOJLELMHF «FEH I⁄1H>KI⁄IHI⁄IPI⁄IHF» - 3To KpynHbIM Me›KOTpacneBOM XOHJJMHF, BblpocLuMM M3 cTpoMTenbHoM KOMFIaHI/ IM «FEH CTPOI7IYPAJ1». - C 2007 roua KoMnaHMH npeLLcTaBnHeT no/ THBIM KOMnneKc ycnyr B ccbepe cTpoMTenbcTBa OT pa3pa60TKM KOHLI, eI'ILl, l⁄| l⁄I M npoeKTa 3J1aHI⁄IFI B0 BbIHOnHeHMFI peKOHCTpyKLMM M cTpoMTenbcTBa oöbeKToB pa3nMHH0r0 Ha3HaHeHMsB.
  25. 25. 3.1 KEIHPOM:

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