鲁商凤凰城项目投资与开发策略研究

发布时间：2018-01-22 02:09

本文关键词： 城市综合体项目投资开发建议　出处：《山东大学》2013年硕士论文　论文类型：学位论文

【摘要】：城市综合体是房地产产业中一个较为特殊的产品品类,它将居住、商务办公、购物中心、休闲娱乐、立体化交通高度聚合在一起。它在我国的兴起主要依托于城镇化的快速发展和城市人口的快速聚集。具有持续繁荣、节约土地、功能全面、多样等优点,多位于城市传统商业中心区域或城郊结合部等城市新兴区域,它是城市现代化水平、城市区域价值的集中体现,是城市的标志性建筑或城市精神象征。城市综合体项目体量大,业态复杂,投资巨大,它的开发建设将会给城市的环境带来迅速的改变,同时也需要政府部门相关部门的鼎立支持才能实现项目的滚动开发和良性运作。本文在充分借鉴了国内外城市综合体相关理论文献的基础上,运用投资学、工程经济学、房地产项目管理、市场营销学等相关理论,采用理论方法与专案研究相结合、定性与定量分析相结合、以及比较和综合的方法,对鲁商凤凰城城市综合体项目的前期营销策划与产品研发、投资与筹资管理、施工组织规划与销售计划进行了研究分析,并对鲁商凤凰城项目的开发管理提出合理建议。
[Abstract]:Urban complex is a special product category in the real estate industry, it will live, business office, shopping center, leisure and entertainment. The rise of three-dimensional traffic in China mainly depends on the rapid development of urbanization and the rapid accumulation of urban population. It has the advantages of sustainable prosperity, land conservation, comprehensive function, diversity and so on. Most of them are located in the traditional commercial center of the city or the suburban junction and other urban emerging areas, it is the level of urban modernization, the concentration of the value of urban areas. It is the symbol of the city or the city spirit. The city complex project has the characteristics of large volume, complex form and huge investment. Its development and construction will bring rapid change to the environment of the city. At the same time, it also needs the support of relevant government departments to realize the rolling development and benign operation of the project. Engineering economics, real estate project management, marketing and other related theories, the use of theoretical methods and project research combined with qualitative and quantitative analysis, as well as comparative and comprehensive methods. The preliminary marketing planning and product research and development, investment and financing management, construction organization planning and sales plan of the city complex project in Phoenix City of Shandong Province are studied and analyzed. And put forward reasonable suggestion to the development management of Lu Shang Phoenix city project.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F299.233.4

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