星美国际广场项目的运营方案设计

发布时间：2018-05-29 15:22

本文选题：星美国际广场 + 城市综合体　；参考：《兰州理工大学》2017年硕士论文

【摘要】：进入二十一世纪以来,随着我国市场经济的稳步发展,房地产行业已经成为我国国民经济的重要组成部分。房地产业不仅能解决大量工人的就业问题,其巨额投资对国民经济其他行业如钢铁、电力、家电、建筑材料等都有巨大的拉动作用。近几年来,随着中国经济增长速度放缓,房地产业出现了一些突出的问题,一是商品房住宅项目投资过度,开发商到处跑马圈地上项目,造成建成的商品房库存量太大,特别是三线和四线城市已经达到很高的水平,政府不得不开展了去库存行动;二是在住宅市场连续遭遇政府严厉调控的情况下,许多住宅开发商转型或多元化发展商业地产,城市综合体项目因为其档次较高,回报率高于一般商业地产,成为这些开发商的投资热点,大规模投资涌入后,随之出现的是项目招商困难、同质化严重、空置率过高等一系列难题。上述问题的出现是房地产开发热潮告一段落后的必然结果,其发展轨迹也符合市场经济的普遍规律,全国上下大搞房地产开发,投资的项目过多,而需求并未相应的扩大。尤其是我国相当一部分房地产开发企业投资决策流程不规范,在做出决策之前缺乏系统的可行性研究工作,为赶上房价的快速上涨阶段,盲目上项目,赶工期,使企业在国家实施调控时陷入了库存严重,资金缺乏的被动局面。房地产项目可行性研究是房地产开发决策过程中的重要步骤,是投资能否取得成功的前期关键,项目开发前详细的可行性研究可以避免盲目投资,提高开发企业的经济效益和投资回报率。本文根据房地产开发项目可行性研究与城市综合体开发相关理论,结合国内外相关参考文献和研究资料,对星美国际广场项目进行运营方案设计,以期有利于该项目的投资决策和合理开发。论文主要包括五个部分内容:首先是本文的绪论,然后是城市综合体运营的相关概念和理论基础,接着是对星美国际广场项目的市场环境进行分析,从区位优势、市场环境SWOT分析、市场定位等方面对星美国际广场的基本情况和项目可行性进行了分析,第四章是对该项目的运营方案设计、构建与实现过程进行了分析研究,给出了适应莲湖区商圈生态的业态组合、功能定位、建筑布局、融资规划、组织架构和初步的运营方案以及风险分析,第五章是结论和建议。研究结果表明,在全国经济放缓,房地产业低迷的情况下,借助西安市莲湖区优越的地理位置和商业环境,星美国际广场作为集商业、住宅、娱乐为一体的城市综合体项目,具有很强的市场竞争力。预期该项目有良好的经济效益、社会效益和环境效益,很强的抗风险能力和不错的投资回报,该项目的投资是切实可行的。
[Abstract]:Since the 21 century, with the steady development of the market economy in China, the real estate industry has become an important part of the national economy. The real estate industry can not only solve the employment problem of a large number of workers, its huge investment to other industries of the national economy such as steel, electricity, home appliances, building materials and so on has a huge pull role. In recent years, with China's economic growth slowing down, there have been some outstanding problems in the real estate industry. One is that commercial housing projects are overinvested, and developers are running around on projects, resulting in too large stock of commercial houses built up. In particular, the third-and fourth-tier cities have reached a very high level, and the government has had to carry out destocking operations; second, with the housing market continuously subject to severe government regulation and control, many residential developers have transformed or diversified their development of commercial real estate. Because of its high grade and higher rate of return than ordinary commercial real estate, urban complex projects have become the investment hotspots of these developers. After the large-scale investment has poured in, it has been difficult to attract investment for the projects, and the homogeneity is serious. A series of difficult problems such as high vacancy rate. The emergence of the above problems is the inevitable result after the upsurge of real estate development comes to an end, and its development track also accords with the general law of market economy. The whole country is engaged in real estate development with too many investment projects, but the demand has not been expanded accordingly. In particular, quite a number of real estate development enterprises in our country do not have standardized investment decision-making processes and lack systematic feasibility research work before making decisions. In order to catch up with the rapid rise in house prices, they blindly go to the project and rush the construction period. Enterprises in the implementation of national regulation and control into a serious inventory, lack of passive situation. The feasibility study of real estate project is an important step in the decision-making process of real estate development, and is the key to the success of investment. The detailed feasibility study before the project development can avoid blind investment. Improve the economic efficiency of development enterprises and the rate of return on investment. According to the feasibility study of real estate development project and the theory of urban complex development, combined with the relevant references and research materials at home and abroad, this paper designs the operation scheme of the Star American International Plaza Project. In order to benefit the investment decision and reasonable development of the project. The paper mainly includes five parts: first, the introduction of this paper, then the related concepts and theoretical basis of urban complex operation, and then the analysis of the market environment of the Star American International Plaza Project, from the location advantage. Market environment SWOT analysis, market positioning and other aspects of the basic situation and the feasibility of the project are analyzed. The fourth chapter is the operation of the project design, construction and implementation of the process of analysis and research. The paper gives the combination of business pattern, function orientation, architectural layout, financing planning, organization structure, preliminary operation plan and risk analysis. Chapter 5 is the conclusion and suggestion. The results show that, with the national economy slowing down and the real estate industry in the doldrums, with the favorable geographical location and commercial environment in Lianhu District of Xi'an City, Star International Plaza is a city complex project that integrates commerce, housing and entertainment. Strong market competitiveness. It is expected that the project has good economic, social and environmental benefits, strong anti-risk ability and good return on investment. The investment of the project is feasible.
【学位授予单位】：兰州理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F299.23

【参考文献】