河南省文化地产盈利模式研究

发布时间：2018-02-15 12:59

本文关键词： 文化地产盈利模式河南省　出处：《郑州大学》2014年硕士论文　论文类型：学位论文

【摘要】：伴随着经济发展的推动以及人们消费需求的提升,文化因素在房地产业中显得愈发重要,加之河南本身具有突出的文化资源优势,这就为河南文化地产的出现与发展提供了成长空间。文化地产的发展在为房地产企业提供新的发展机遇的同时,更为文化的发展传承指出了一条全新的道路。但是目前河南乃至全国现有文化地产项目的发展现状不容乐观,盈利状况较差,而且国内对于文化地产的研究大多集中于企业和媒体之间的讨论,学术界对其缺乏系统深入的研究。因此有必要对河南文化地产及其盈利模式进行深入的分析,以期为河南房地产业的新发展以及由文化大省向文化强省的大跨越做出贡献。本文以河南文化地产作为研究对象,在文化资本论这一理论基础下,总结当前国内外的相关研究成果,对文化地产进行了清晰的概念界定,并且对当前文化地产的盈利现状进行了分析,也为后续研究的深入提供了可能。除此之外,文章还对河南省现有文化地产盈利模式进行了具体分析,同时也对这些盈利模式的优缺点、经验借鉴、适用条件以及进行文化地产盈利模式创新的必要性进行了阐述,最后提出了河南文化地产创新的盈利模式,在对具体案例进行了应用分析后,也对该模式在河南省的最终运作进行了相关阐述。本文得出了以下三个结论： 1.文化地产的内涵可以从三个层次进行界定理解。根据对现有文献的整理研究以及对当前文化地产项目的总结可以发现,我国文化地产目前主要处于三个发展阶段,这几个发展阶段也是对文化地产概念的阐释。初级的文化地产代表了第一阶段的文化地产内涵,即在地产营销环节加入文化要素,文化与地产是完全分离的；中级阶段的文化地产内涵也是当前我国文化地产所直接体现出来的,发展对象主要为文化产业或地产文化,且两者发展不协调；本文的研究重点即第三阶段的文化地产,其内涵在于将地产与文化完美融合,最终达到项目盈利与文化传承的双赢效应。 2.按照盈利业态或要素的不同可以将河南省现有文化地产盈利模式划分为概念创新型、产业集聚型、复合发展型和品牌价值型四种。这四类盈利模式也是当前河南省文化地产项目的开发企业所主要选择的,但是在本文对四种盈利模式及相关项目进行深入研究的过程中,也总结出上述四类盈利模式的特点与不足,并对其进行了比较分析。研究结论表明上述四种盈利模式仍存在诸多不足之处,也因此为本文进行河南省文化地产盈利模式创新提供了创新必要性。 3.本研究提出的“文化资本运作型”盈利模式适宜河南省文化地产的发展需求。在研究过程中,首先对该模式的运作途径及路径模型进行了描述；其次运用系统动力学中的动态仿真方法对该模式进行了仿真分析,验证了该模式在文化地产项目中的可行性；随后对于该盈利模式在河南实践的适用性进行了分析；除此之外论文还构建了河南文化资本运作评价指标,并采用层次分析法对该指标体系进行评价分析,最终确定文化地产盈利过程中的相关指标的权重,为项目后期运作提供了可能。
[Abstract]:Along with the development of economy and the improvement of people's consumption demand, cultural factors become more and more important in the real estate industry, and Henan itself has prominent advantages of cultural resources, which provide growth space for the emergence and development of Henan cultural property. Real estate development in the culture provides new opportunities for the development of real estate enterprises at the same time, it points out a new path for the development of cultural heritage. But the current development of Henan and even the existing cultural real estate projects are not optimistic, poor profitability, and discuss the research for the production of culture are mostly concentrated in between the enterprise and the media, the academic circles on the lack of systematic studies. Therefore it is necessary to conduct in-depth analysis of Henan cultural property and profit model, in order for the new Henan real estate development and a big cultural province to strong province of culture A great leap forward to make a contribution.
This paper takes Henan cultural property as the research object, on the basis of this cultural capital theory, summarizes the related research results at home and abroad, makes a clear definition of the concept of cultural property, and the profit on the current situation of cultural property are analyzed, but also for the subsequent in-depth study may be provided. In addition, the also carried out a detailed analysis of the existing cultural real estate profit model in Henan Province, but also the advantages and disadvantages of these profit model experience, applicable conditions and the necessity of cultural real estate profit model innovation is discussed, finally put forward the culture of Henan real estate innovation profit model, in the case of. It also elaborated on the final mode of operation in Henan province.
This paper draws the following three conclusions:
The connotation of cultural property in 1. can be understood from the definition of three levels. According to the study of existing literature and a summary of current real estate project culture can be found in our country real estate culture is mainly in the three stages of development, it is also several stages of development on the concept of Cultural Interpretation. The primary culture of real estate real estate on behalf of the first stage the cultural connotation of real estate, adding cultural elements in real estate marketing, culture and real estate is completely separated; the intermediate stage of cultural connotation of real estate in China is also the cultural property directly reflected, mainly for the development of cultural industries and cultural property, and both non coordinated development; this research focuses on the third stage cultural property, its connotation is the perfect real estate and cultural integration, and ultimately achieve a win-win effect of project profitability and cultural heritage.
2. according to the profit formats or different elements can be established in Henan Province cultural real estate profit model is divided into the concept of innovation, industrial agglomeration, composite development and brand value of four. The four kinds of profit model is the current real estate development project in Henan Province cultural enterprises the main choice, but in the four kinds of profit model and related projects on the process of research, it summarizes the characteristics of the above four kinds of profit model and the insufficiency, and has carried on the comparative analysis. The conclusion of the study shows that many deficiencies still exist in the four kinds of profit model, it is the culture of Henan Province real estate profit model innovation provides the necessity of innovation.
3. the "cultural capital" profit model for Henan Province cultural real estate development needs. In the course of the study, first of all to the mode of operation way and path model are described; secondly by using the method of dynamic simulation of system dynamics in the simulation analysis of the model, verify the feasibility of the model in the culture of real estate projects; then for the profit pattern analysis of applicability in practice in Henan; in addition the paper also constructed the Henan cultural capital operation evaluation index, and use AHP to evaluate the index system analysis, and ultimately determine the weights of indexes related to profit in the process of cultural property, provided may be late in the project operation.

【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.23

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