案例研究：金太阳广场的商业开发与运营

发布时间：2018-06-01 10:20

本文选题：商业地产 + 定位　；参考：《华南理工大学》2011年硕士论文

【摘要】：商业地产,是指用于商业经营活动的房地产类型,主要形式包括商铺、商场、会展中心、工业厂房等。近十几年来,随着我国经济的发展和城市化进程的加快,我国的大中城市兴起了商业地产开发的热潮。商业地产在我国的实践中,既有成功的经验,亦有失败的教训,对该问题的研究具有实际指导意义。因此,本文以南海黄岐金太阳广场项目为研究对象,采用案例研究的形式,把客观陈述与综合分析相结合。在案例正文部分,笔者凭借本人从事该行业的多年工作经验,同时基于专业调查公司提供的行业数据、企业经过多年发展所积累的经验以及原始资料等作客观陈述,阐述金太阳广场项目的整个开发、招商以及经营运作流程,包括金太阳广场项目的前期准备工作、广场的建设、招商引资以及运营管理等环节。从客观上回顾金太阳广场的历史,梳理项目完整的开发流程。使读者从整体上把握金太阳广场项目的开发与运营,并为后文的综合分析作铺垫。在客观地对案例进行陈述之后,笔者深入分析了金太阳广场项目从前期准备工作到经营管理的整个过程。对金太阳广场的选择和定位工作、招商工作以及运营管理工作进行分析,总结了金太阳广场项目成功的实践经验,并概括出商业地产项目开发运营的基本规律和客观原则。金太阳广场项目在开发与运营过程中根据消费者的消费特性对自身进行定位、依照自身定位从而制定和执行招商策略、“四个统一”的运营管理等实践经验是项目成功的关键因素。在取得阶段性成功后,金太阳广场将更加努力地践行以消费者为导向的核心理念,对广场进行动态的管理,保持金太阳广场长久的活力。
[Abstract]:Commercial real estate refers to the type of real estate used for commercial activities, mainly in the form of shops, shopping malls, convention and exhibition centers, industrial buildings and so on. In the past ten years, with the development of economy and the acceleration of urbanization, the commercial real estate development in large and medium-sized cities of our country is on the rise. In the practice of commercial real estate in our country, there are both successful experience and failure lesson, so the research on this problem has practical guiding significance. Therefore, this paper takes the Huangqi gold solar square project in the South China Sea as the research object, adopts the case study form, unifies the objective statement and the synthesis analysis. In the main part of the case, the author makes an objective statement based on the industry data provided by the professional investigation company, the experience accumulated by the enterprise through many years of development and the original data, and so on. This paper expounds the whole development, investment invitation and operation flow of the Golden Sun Square project, including the preparatory work of the Golden Sun Square Project, the construction of the square, the investment attraction and the operation management and so on. From the objective review of the history of the Golden Sun Square, combing the project complete development process. So that readers can grasp the development and operation of the Golden Sun Square project as a whole, and pave the way for the following comprehensive analysis. After presenting the case objectively, the author deeply analyzes the whole process from the preparatory work to the operation and management of the Golden Sun Square Project. This paper analyzes the selection and location of Jinyang Square, the work of attracting investment and operation management, summarizes the successful practical experience of the project, and generalizes the basic laws and objective principles of the development and operation of commercial real estate projects. In the course of development and operation, the Golden Sun Square Project locates itself according to the consumer's consumption characteristics, and formulates and executes the investment strategy according to its own position. The practical experience of "four unified" operation management is the key factor to the success of the project. After the stage success, the Golden Sun Square will practice the core idea of taking the consumer as the direction more diligently, carry on the dynamic management to the square, keep the lasting vitality of the Golden Sun Square.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F293.3

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