石家庄安联公司商业地产开发运营模式研究

发布时间：2018-09-18 19:19

【摘要】：在经历了新一轮房地产市场宏观调控政策洗礼之后,住宅地产发展迅猛势头渐趋缓慢。不少地产企业为了规避风险,采取了多元化的投资组合策略,开始进军商业地产,向多元化发展战略转型,安联地产公司就是其中之一。在商业地产投资额增加的同时,地产商的主阵地也由北、上、广等一线城市向包括石家庄在内的二三线城市转移。区别于住宅地产与工业地产,商业地产包含的内容非常广泛。商业地产俗称“商铺地产”,简单地说,就是指一切用于服务业经营形式、为商业活动提供场所的物业形式。随着时代的不断发展,商业地产逐渐实现了形式的多样化和功能的复杂化:既有能够满足市民休闲、娱乐、购物、餐饮等需求的社会功能,又兼具满足商铺经营、市民投资、工作办公、商务活动等需要的经济功能。本文通过对商业地产开发运营模式国内外研究现状的分析,发现其中的研究空白点。以迈克尔·波特的价值链理论为基础,构建出适合安联公司商业地产开发的理论框架。商业地产的开发运营是一个完整的价值链运作过程,包含项目选址、融资与资金链管理、确立经营模式、市场定位、招商、市场推广及运营管理各个环节,本文对各个环节进行了详细设计与构想。本文紧扣时代背景和当前社会经济形势环境进行研究,结合供给侧结构性改革的时代热点和房地产行业去产能、去库存、去杠杆的环境背景提出安联集团石家庄分公司商业地产的开发经营模式。同时,本研究选取河北省省会城市石家庄为区域分析对象,对安联公司面临的内部外环境进行了详细分析,研究成果具有很强的应用性和实操性。
[Abstract]:After a new round of real estate market macro-control policy baptism, the rapid development of residential real estate is gradually slow. In order to avoid the risk, many real estate enterprises have adopted diversified portfolio strategy, and started to enter commercial real estate, and transformed to diversified development strategy, among which Allianz real estate company is one of them. With the increase of commercial real estate investment, the main position of the real estate developers is also transferred from the north, the upper and lower tier cities to the second and third tier cities, including Shijiazhuang. Different from residential real estate and industrial real estate, commercial real estate contains a wide range of content. Commercial real estate is commonly referred to as "commercial real estate", simply speaking, it refers to all forms of property used in service business and providing a place for commercial activities. With the continuous development of the times, commercial real estate has gradually realized the diversification of the form and the complexity of its functions: it has not only the social functions which can satisfy the needs of the citizens such as leisure, entertainment, shopping and catering, but also meets the needs of the shops and the investment of the citizens. Work, office, business activities and other necessary economic functions. Based on the analysis of domestic and international research status of commercial real estate development and operation mode, this paper finds out the blank spot. Based on Michael Porter's value chain theory, a theoretical framework suitable for Allianz's commercial real estate development is constructed. The development and operation of commercial real estate is a complete process of value chain operation, including project location, financing and fund chain management, establishment of business model, market positioning, investment promotion, market promotion and operation management. This article carries on the detailed design and the idea to each link. In this paper, the background of the times and the current social and economic environment are closely studied, combined with the era of supply-side structural reform hot spots and the real estate industry to production capacity, to inventory, Deleverage the environmental background of Allianz Group Shijiazhuang Branch commercial real estate development and management model. At the same time, this study selected Shijiazhuang, the capital city of Hebei Province, as the regional analysis object, and analyzed the internal and external environment faced by Allian Company in detail.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F299.23

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