沈阳WD商业地产运营策略改善研究

发布时间：2018-06-25 12:59

本文选题：商业地产 + 地产运营　；参考：《吉林大学》2014年硕士论文

【摘要】：我国近年来经济发展态势一直呈现较好的状态，在各项财政和货币政策的调控和支持下，各经济指标表现平稳，各个经济行业的表现得到明显提升，国民收入大大提高，人均GDP也有了显著提升。这样良好的经济发展形势为商业地产的推广开发提供了良好的环境，使商业地产能够在较快的发展时间内取得明显进步。本文主要研究对象是商业地产，不同于工业园区开发和住宅开发，商业地产是对商业集中区的升级重构，主要是以提供办公用途以及商业销售用途为主的地产形态，是经济基础高度发展后产生的新型房地产形式。从商业地产的定义来看，商业地产是能为所有者带来经济利益，具备商业功能或者是用于商业用途的地产。如商铺、购物中心、娱乐休闲广场和批发市场等，这些都属于商业地产。这些地产都能在商业活动中体现经济价值，为所有者和使用者带来经济收益。商业地产的运营策略、用途和功能都与其他地产有明显的区别。国内的写字楼和商业街的策略在我国的一、二线城市有非常广泛的市场推广。目前针对商业地产的研究更多的指的是狭义策略上的商业地产，特别是零售类商业地产，这也是本文的研究主要内容。沈阳历经几百年的发展历史，中街地区、太原街地区、北市地区三个具有百年历史的商业旺地，对于沈阳商业发展的影响至今犹存。截至2006年底，沈阳市的商业面积总量约为1100万平方米，折合人均拥有商业零售网点面积约为0.8平方米，人均拥有服务业网点面积约为0.7平方米。WD商业地产正是在沈阳商业地产高速发展的情景下孕育而生的。本文通过对WD商业地产个案的研究分析，，为我国商业地产运营策略的发展提供一些参考及建议。本文主要通过分析与比较国内商业地产的运营策略，探索我国商业地产现状及不足之处，并以沈阳WD为例，着重分析其运营策略及新策略构想。本文总共包括六章：第一章为引言，重在阐述文章的研究背景、意义，前人已做的研究成果，以及主要研究的问题和研究框架。第二章是商业地产及相关理论的概述，介绍商业地产的内涵、类型、特点，并对国内商业地产的发展状况进行梳理。第三章是对沈阳WD运营策略现状进行具体分析。第四章是对沈阳WD商业地产运营策略的发展提供一些改善建议，第五章是改善措施的保证体系，最后是对全文的总结。
[Abstract]:In recent years, China's economic development has been in a good state. With the control and support of various fiscal and monetary policies, the performance of various economic indicators has been stable, the performance of various economic sectors has been significantly improved, and the national income has been greatly increased. GDP per capita has also risen significantly. Such a good situation of economic development provides a good environment for the promotion and development of commercial real estate, so that commercial real estate can make obvious progress in the rapid development time. The main research object of this paper is commercial real estate, which is different from industrial park development and residential development. Commercial real estate is the upgrading and reconstructing of commercial concentration zone, which is mainly to provide office use and commercial sales. Is the economic base after the development of a new type of real estate form. According to the definition of commercial real estate, commercial real estate is property that can bring economic benefit to owner, have commercial function or be used for commercial purpose. Such as shops, shopping malls, entertainment and leisure square and wholesale markets, these are commercial real estate. These properties can reflect economic value in business activities and bring economic benefits to owners and users. The operation strategy, use and function of commercial real estate are obviously different from other real estate. Domestic office and commercial street strategy in our country, the second-tier cities have a very wide range of market promotion. At present, the research on commercial real estate refers to the narrow sense of commercial real estate, especially retail commercial real estate, which is also the main content of this paper. Shenyang has experienced hundreds of years of development history, the Central Street area, Taiyuan Street area, Bei City area with a hundred years of commercial prosperity, the impact on the commercial development of Shenyang still exists. By the end of 2006, the total commercial area in Shenyang was about 11 million square meters, equivalent to the average per capita commercial retail network area of about 0.8 square meters. The per capita service network area is about 0.7 square meters. WD commercial real estate is born under the situation of Shenyang commercial real estate developing rapidly. Through the research and analysis of WD commercial real estate case, this paper provides some references and suggestions for the development of commercial real estate operation strategy in China. By analyzing and comparing the operation strategies of domestic commercial real estate, this paper explores the present situation and shortcomings of commercial real estate in China, and takes Shenyang WD as an example to analyze its operation strategy and new strategy. This paper consists of six chapters: the first chapter is the introduction, focusing on the research background, significance, previous research results, as well as the main research issues and research framework. The second chapter is an overview of commercial real estate and related theories, introducing the connotation, types, characteristics of commercial real estate, and combing the development of domestic commercial real estate. The third chapter is to analyze the current situation of Shenyang WD operation strategy. The fourth chapter is to provide some suggestions for the development of Shenyang WD commercial real estate operation strategy, the fifth chapter is the guarantee system of the improvement measures, and the last part is the summary of the full text.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.27

【参考文献】