郑州电影文化小镇项目开发与运营问题研究

发布时间：2018-03-12 18:59

本文选题：文化旅游地产　切入点：电影小镇　出处：《河南财经政法大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,随着我国国民经济的快速发展,房地产市场的发展发挥了重要作用,而作为房地产重要的组成部分文化旅游地产也得到了社会各方的普遍关注。但文化旅游地产在我国是个新兴的行业,发展起步晚、起点较低,所以房地产市场中还存在很多的问题需要分析解决。通过对郑州电影文化小镇项目开发及运营的研究发现,目前文化旅游地产开发过程中主要存在两个问题:第一,开发商与当地政府的利益关系解决问题;第二,开发商文化定位和开发节奏问题。结合项目的开发提出了解决以上问题的方法,为郑州国际文化创意产业园区内其它文化地产项目的开发运营提供借鉴。本文对郑州电影文化小镇开发及运营问题研究主要采用对比分析法和定性、定量分析法。在对项目的客流量、一期开发体量及开发节奏等方面的研究时运用了对比分析法,选择项目对标的典型案例,各项取值也参考了对标案例的参数。在对项目文化定位分析时采取了定性分析的研究方法,在项目的投资估算时运用了定量分析的方法。通过科学的研究方法进行研究目的是为了使电影文化小镇的分析结果更加严谨,更加符合实际情况。文章通过对郑州电影文化小镇项目的开发与运营问题的研究,总结了当开发商与政府之间利益产生冲突时,双方考虑到自身利益的最大化问题最终会选择以下博弈策略组合:政府降低土地出让价格,并给予开发商土地和政策补偿,开发商会按照城市规划的要求保质保量完成文化旅游地产项目;当开发商在遇到项目土地开发节奏问题时要从实际出发,考虑市场的供需关系,选择最优的开发策略。同时开发商一定要注重文化的挖掘,只有提升项目的历史文化软实力才能使得项目在激烈的市场竞争中占有一席之地,才能达到开发商与政府的利益最大化。本文的创新在于:第一,运用了最新的官方数据,大大提升了理论研究的真实性;第二,研究课题新,目前郑州市此类项目处于空白期,与此同时项目对本土人文、历史、传统民俗、非物质文化遗产等方面深耕细作,发掘了很多可利用的文化标签,对文化创意产业园区内其他文化旅游地产项目的开发提供了经验和教训。不足在于:目前郑州电影文化小镇处于一期建设阶段,还没有建成运营,文章中对产品开发和运行模式的分析参照以往类似案例,但是实际操作时可能会产生偏差。
[Abstract]:In recent years, with the rapid development of our national economy, the development of the real estate market has played an important role. As an important part of the real estate industry, cultural tourism real estate has also received widespread attention from all sides of the society. However, cultural tourism real estate is a new industry in China, with a late start and a low starting point. Therefore, there are still many problems in the real estate market that need to be analyzed and solved. Through the research on the project development and operation of Zhengzhou Movie Culture Town, it is found that there are two main problems in the process of the development of cultural tourism real estate at present: first, The interests of developers and local governments to solve the problem; second, developers cultural positioning and development rhythm. Combined with the development of the project proposed solutions to the above problems, To provide reference for the development and operation of other cultural real estate projects in Zhengzhou International Cultural and Creative Industry Park. This paper mainly uses comparative analysis and qualitative analysis to study the development and operation of Zhengzhou Film Culture Town. Quantitative analysis method. In the study of the project's passenger flow, the first stage development volume and the development rhythm, the comparative analysis method was used to select the typical case of the project for the target. The values also refer to the parameters of the standard case. The qualitative analysis method is adopted in the analysis of the cultural orientation of the project. The quantitative analysis method is used in the investment estimation of the project. The purpose of the scientific research method is to make the analysis result of the movie culture town more rigorous. Through the research on the development and operation of Zhengzhou Film Culture Town Project, this paper summarizes the conflict of interests between the developer and the government. Considering the maximization of their own interests, the two sides will eventually choose the following game strategy combination: the government reduces the land transfer price and gives land and policy compensation to the developers. Developers will complete cultural tourism real estate projects in accordance with the requirements of urban planning, quality and quantity. When developers encounter problems with the pace of land development of projects, they should proceed from the actual situation and consider the relationship between supply and demand in the market. Choose the best development strategy. At the same time, developers must pay attention to the excavation of culture. Only by enhancing the historical and cultural soft power of the project can the project have a place in the fierce market competition. In order to maximize the interests of developers and the government, the innovation of this paper lies in: first, the use of the latest official data has greatly enhanced the authenticity of theoretical research; second, the research topic is new. At present, such projects in Zhengzhou City are in a blank period. At the same time, the project has explored a lot of cultural labels that can be used in such aspects as local humanities, history, traditional folklore, intangible cultural heritage, and so on. It has provided experience and lessons for the development of other cultural tourism real estate projects in the Cultural and Creative Industry Park. The deficiency lies in: at present, Zhengzhou Movie Culture Town is in the first stage of construction and has not yet been completed and operated. The analysis of product development and operation mode in this paper refers to similar cases in the past, but deviation may occur in actual operation.
【学位授予单位】：河南财经政法大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J943;F299.27

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