G公司珠江新城商业地产项目建设定位与开发研究

发布时间：2018-05-13 03:04

本文选题：商业地产 + SWOT分析　；参考：《广东商学院》2013年硕士论文

【摘要】：本文以G公司珠江新城商业地产项目建设定位与开发过程为研究对象，采用案例研究的形式对项目进行客观陈述和综合分析。基于市场研究公司提供的部分数据以及原始资料，，阐述项目开发、招商以及经营运作的流程。在研究过程中运用五力模型并借助SWOT工具分析了项目所在地的房地产竞争环境、项目的定位，如宏观调控政策、所在地的经济发展情况等因素分析，客户、功能、档次、形象和经营方式等定位分析。运用市场研究数据预测项目的平均租金，估算出项目的未来租金收入，对其进行财务分析，由此估算出投资回收期、内部收益率等指标，并通过敏感性分析得出影响项目运行的是开发成本和租金收入两项因素。通过数据得出本项目的优势是现金收入具有持续性，能提供较为充沛的现金流。本文分析了政策风险、市场风险和运营风险，围绕招商服务、团队建设、商业布局和运营等方面提出具体的风险控制，目的是保持项目良好的运营能力，降低潜在风险。从G公司珠江新城商业地产项目建设定位与开发过程客观得出开发成本和租金收入对项目的经济效益影响较大，须严控质量、降低开发成本，并对招租工作重点关注。“只租不售”的经营方式有利于商业氛围、内部管理和营销推广的统一。本项目对其他同类型项目在经营决策上有一定的借鉴意义。
[Abstract]:This paper takes the construction orientation and development process of commercial real estate project in Zhujiang New Town of G Company as the research object, and adopts the form of case study to make objective statement and comprehensive analysis of the project. Based on some data and original data provided by market research company, this paper describes the process of project development, investment and operation. In the course of the research, the paper analyzes the real estate competition environment of the project location, the location of the project, such as macro-control policy, local economic development and other factors analysis, customer, function, grade, with the help of the five-force model and SWOT tools. Image and business methods and other positioning analysis. Using the market research data to predict the average rent of the project, estimate the future rental income of the project, carry on the financial analysis to it, thus estimate the investment payback period, the internal rate of return and other indicators, Through sensitivity analysis, it is concluded that the development cost and rental income are the two factors that affect the project operation. The advantage of this project is that cash income is sustainable and can provide abundant cash flow. This paper analyzes the policy risk, market risk and operational risk, and puts forward specific risk control around investment service, team building, business layout and operation, in order to maintain the good operation ability of the project and reduce the potential risk. From the construction orientation and development process of the commercial real estate project in Zhujiang New Town of G Company, it is objectively concluded that the development cost and rental income have a great impact on the economic benefit of the project, so it is necessary to strictly control the quality, reduce the development cost, and pay attention to the work of inviting for rent. "only rent, not sell" management is conducive to the business atmosphere, internal management and marketing promotion unity. This project has certain reference significance to other similar projects in the management decision.
【学位授予单位】：广东商学院
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F299.233.4

【参考文献】