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    北京打造国际一流商圈研究

    摘要

    国际一流商圈是商业与文化、国际交往的高度融合,是城市名片和国家名片。北京国际一流商圈建设存在着品牌建设、系统规划、文化融合、特色定位、空间优化、区域辐射、数据驱动和网络融合等方面的问题。下一步,报告建议通过成立政府、商会和企业共同管理的商圈管理委员会,重视商圈品牌建设和宣传;融合历史文化艺术,彰显厚重人文韵味,明确商圈核心定位,借力商圈特色引流;建立“丰”“目”“田”字形空间布局,政府引导规划实现区域协同;建立数智化商圈信息系统,建立线上线下的联动机制等方式建设国际一流商圈。

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    Abstract

    The world-class business district is the high integration of business,culture and international communication,and is the city’s and national business cards. Among Beijing’s international business districts,Wangfujing,CBD and Sanlitun have the potential of world-class business district. Among them,Wangfujing has unique advantages in establishing an world-class business district with diversity and recognition. However,there are still some problems in the construction of Beijing’s world-class business district,such as brand construction,system planning,cultural integration,brand positioning,spatial optimization,regional radiation,data-driven and network integration. In the next step,we propose to attach importance to the brand building and publicity of the business district by establishing a business district management committee jointly managed by the government,the chamber of Commerce and enterprises;Integrate historical culture and art,highlight the profound cultural charm,define the core positioning of the business district,and draw on the characteristics of the business district;Establish the spatial layout of “Feng”,“Mu” and “Tian”,and realize regional coordination under the guidance of the government;Establish a digital intelligence business district information system and establish an online and offline integration mechanism to build an world-class business district.

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    作者简介
    张磊楠:张磊楠,管理学博士,对外经济贸易大学北京对外开放研究院、国际商学院教授,主要研究方向为营销战略、营销渠道、品牌、零售等。
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