商业地产后期运营管理的问题与对策研究

发布时间：2018-01-25 08:15

本文关键词： 商业地产运营管理 FM理论 O2O　出处：《吉林建筑大学》2017年硕士论文　论文类型：学位论文

【摘要】：近几年,我国经济步入“新常态”的中高速发展阶段,经济结构向服务业转变,作为服务业的物质载体,商业地产项目快速增长,商业体量已经过剩,同质化现象严重,再加上电商的冲击、消费者对消费需求的提高,商业地产在后期运营管理过程中纷纷寻求转型,通过O2O、体验式业态等方式的引入,以扭转营业利润下降的趋势。本文以万达广场为例,对其运营管理转型过程中出现的问题加以分析,运用设施管理(Facility Management,FM)理论,构建高效运营管理模型,提出解决问题的对策。本文首先介绍了国内外商业地产运营管理的研究进展,结合当前商业地产发展的背景与万达广场运营管理的现状,分析出万达广场在运营管理中出现的客户流失、业绩下滑、商户撤柜的问题,根据FM理论中客户关系管理、空间管理、绩效与审核管理等相关理论,以O2O数据平台为依托,设计出高效运营管理模型,并利用BP(Back Propagation)神经网络算法、体验式营销法、矩阵图法,提出了完善客户管理系统、建设体验商城、精准商户管理的对策,实现了以消费者需求为核心的客户、空间、商户的联动管理,形成了高效运营管理的闭环。通过对商业地产运营管理中的问题提出相应的解决对策,构建高效运营管理模型,可以为商业地产高效运营管理提供具体思路,对保障商业地产的可持续运营、提高商业地产核心竞争力具有一定的现实意义。
[Abstract]:In recent years, China's economy has entered the "new normal" stage of high speed development, the economic structure to the service industry, as a material carrier of the service industry, commercial real estate projects have grown rapidly, commercial volume has been surplus. The phenomenon of homogeneity is serious, coupled with the impact of e-commerce, consumer demand to increase, commercial real estate in the later operation and management process have sought to transform, through the introduction of O _ 2O, experiential business format and so on. In order to reverse the declining trend of operating profit, this paper takes Wanda Square as an example to analyze the problems in the process of operation management transformation. The efficient operation management model is constructed by using facility management facility management (FM) theory. This paper first introduces the domestic and foreign commercial real estate operation management research progress, combined with the current commercial real estate development background and Wanda Square operational management status. Analysis of the Wanda Square in the operation management of customer drain, performance decline, merchants withdraw from the cabinet, according to FM theory of customer relationship management, space management, performance and audit management and other related theories. Based on the O2O data platform, this paper designs an efficient operation management model, and uses BP(Back Propagation neural network algorithm, experiential marketing method, matrix diagram method. Proposed the consummation customer management system, the construction experience shopping mall, the precision merchant management countermeasure, has realized the customer, the space, the merchant linkage management which takes the consumer demand as the core. By putting forward the corresponding solution to the problems in the commercial real estate operation management and constructing the efficient operation management model, it can provide concrete ideas for the commercial real estate efficient operation management. It is of practical significance to ensure the sustainable operation of commercial real estate and improve the core competitiveness of commercial real estate.
【学位授予单位】：吉林建筑大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F299.233.4

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