亿丰时代广场项目选址的研究

发布时间：2018-02-28 08:32

本文关键词： 商业地产选址层次分析法　出处：《东华大学》2017年硕士论文　论文类型：学位论文

【摘要】：目前,在我国经济发展新常态下,商业地产开发已从粗放式的野蛮生长,逐步过渡到依靠科学化管理的平稳发展阶段。在这种状况下,选址的科学性和合理性直接关系到项目的盈利情况。因此选址的重要性更加凸显。上亿集团是我国国内的一家中型房地产开发企业,旗下有名为:“亿丰时代广场”的商业地产连锁品牌,并计划在未来数年内,在上海等一线城市逐步拓张该品牌连锁商场的数量。由于该企业在一线城市的案例不多,相关选址理论的应用又比较缺乏,所以项目选址成为了亟需解决的问题。本文针对行业情况,以解决亿丰时代广场选址问题为目标,以科学方法帮助其决策层进行项目选址工作。本文立足于实际工作中所遇到的困难,致力于利用所学理论知识结合工作经验,解决实际问题。本文共分六个章节,第一章为“绪论”部分,叙述了研究的背景、意义和内容概要,相关理论与技术路线等信息。第二章为“文献综述与理论概述”,主要引述国内外文献,介绍了目前商业地产选址研究的现状,并梗概地阐述了相应选址理论及相关概念。第三章为“亿丰时代广场项目及的发展环境及主要困难”,该章主要介绍了本项目及其所属公司的发展现状,并对其企业竞争力进行了分析。通过竞争力分析并结合行业发展情况,归纳总结出适合该企业的大致发展战略。为落实该发展战略,首先就必须制定与发展战略相适应的选址策略。而缺乏理论支撑及量化方法是企业选址策略所面临的问题。第四章为“项目选址分析及AHP法的应用”,该章根据国外相关选址理论,及上一章对企业经营情况以及竞争力的分析,结合国内尤其是上海地区的发展情况,提出了商业地产选址的考虑因素。然后邀请专家对该些因素的重要性进行评估,再利用“层次分析法”对这些因素进行权重计算分析。进而得出适合于该企业,的选址模型。第五章为“项目选址模型的应用计算”,该章主要依据前章所得出的选址模型,对三个候选地块进行指标数据采集及具体运算,并形成相关选址结论。第六章为“总结及展望”主要是总结本文结论以及对商业地产选址问题未来发展的展望。本文通过对商业购物中心相关理论的分析梳理,并结合目标企业现状及当下我国房地产行业发展形势,总结形成适合上亿集团的选址判断体系,为该企业的项目选址提供了具有操作性的科学方法。通过分析计算,本文认为对商业选址起到重大影响作用的因素分别为:消费者人口密度、消费者购买力以及交通因素。这也适用于与该企业情况类似的其他地产企业。希望地产企业在商业选址过程中应当予以高度重视,以确保合理的投资方向。
[Abstract]:At present, under the new normal economic development of our country, commercial real estate development has gradually transitioned from extensive barbaric growth to a stable development stage relying on scientific management. The scientific and reasonable selection of the site is directly related to the profitability of the project. Therefore, the importance of the location selection is even more prominent. Hundreds of millions of groups is a medium-sized real estate development enterprise in China. Its commercial real estate chain, known as "Yifeng Times Square," plans to expand the number of stores in first-tier cities such as Shanghai over the next few years, as the company has few cases in first-tier cities. The application of the related location theory is relatively lacking, so the project location has become a problem that needs to be solved urgently. This paper aims at solving the location problem of Yifeng Times Square, aiming at the situation of the industry. This paper, based on the difficulties encountered in practical work, is devoted to solving practical problems by combining theoretical knowledge with work experience. This paper is divided into six chapters. The first chapter is "introduction", which describes the background, significance and content of the research, relevant theory and technical route, etc. The second chapter is "Literature Review and theoretical Summary", which mainly refers to domestic and foreign literature. The present situation of commercial real estate site selection is introduced. The third chapter is "Yifeng Times Square Project and its development environment and main difficulties". This chapter mainly introduces the development status of the project and its company. Through the competitiveness analysis and combined with the development of the industry, summed up the general development strategy suitable for the enterprise. In order to implement the development strategy, First of all, it is necessary to formulate a location strategy suitable to the development strategy. However, the lack of theoretical support and quantitative method is the problem faced by the enterprise location strategy. Chapter 4th is "Project location Analysis and the Application of AHP method", which is based on the country. The theory of external correlation location, In the last chapter, the author analyzes the business situation and competitiveness of the enterprises, and puts forward the factors to consider the location of commercial real estate in China, especially in Shanghai. Then experts are invited to evaluate the importance of these factors. Then the weight of these factors is calculated and analyzed by "Analytic hierarchy process", and then the location model suitable for the enterprise is obtained. Chapter 5th is "Application calculation of Project location Model", which is mainly based on the location model obtained in the previous chapter. The index data collection and concrete operation are carried out on the three candidate plots. Chapter 6th is the conclusion of this paper and the prospect of the future development of commercial real estate location. Combined with the current situation of the target enterprise and the development situation of the real estate industry in our country, this paper summarizes and forms a site selection judgment system suitable for the hundred million group, which provides an operable scientific method for the project location of the enterprise. The factors that play a significant role in commercial location are: consumer population density. Consumer purchasing power and transportation factors. This also applies to other real estate companies similar to the business situation. It is hoped that real estate companies should attach great importance to the business location process in order to ensure a reasonable investment direction.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F299.23;F224

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