商业业态对某大型城市综合体项目综合效益的研究

发布时间：2018-05-05 09:16

本文选题：城市综合体 + 商业业态　；参考：《华南理工大学》2014年硕士论文

【摘要】：城市综合体项目的综合效益是衡量该项目开发是否成功的关键标准。在项目开发环境和开发条件既定的前提下，项目本身的商业业态就成为影响项目最为重要的因素之一，也是影响开发商项目决策的关键指标。目前，我国房地产开发过程中对于商业业态的确定尚没有系统性和标准性的准则，导致工程开发项目受到主观因素影响过多，常因为决策主体的意志而改变。因此，本文提出了商业业态对城市综合体项目综合效益的研究，通过建立完整的评价体系，为大型城市综合体项目的商业业态选择提供科学、合理的决策支持。本文对房地产评价相关理论与评价方法进行了评述，深入研究了房地产投资特点、投资组合及其常用的评价方法，以及城市综合体项目综合效益的一般内容，并对相关利益主体的特点和需求进行分析，为本文评价方法的提出提供了坚实的理论基础。文章结合模糊综合评价法和层次分析法的各自优势，选用模糊层次分析法，全面系统地构建了具有可操作性的2层评价体系。针对大型城市综合体项目的特点，通过对项目总投资、项目周期、销售收入与税金、项目的投资计划、项目财务评价、项目敏感性、促进城市发展、带动城市区域和相关行业的发展、促进社会安定与安全、推动社会精神文明发展、环境保护、节约集约等主要影响因素的代表指标分析，最终确定了经济效益、社会效益、环境效益3个方面影响因子中的17个评价指标，包括：经济效益方面的总投资收益率、财务内部收益率、投资回收期、项目融资能力、项目的资源利用情况、风险规避6个指标；社会方面的增加就业机会、提高城市化水平、促进国民经济增长、产业升级程度、对社会文化的适应性、服务配套完善度、项目的可改造性7个指标；以及环境方面的绿色材料及节能设施使用率、污染排放量/控制处理、城市景观、城市交通4个指标。在考虑项目收益以及项目对城市作用与影响的前提下，根据各类指标的研究报告和相关规范，对17个指标的评价数据范围划分为优、良、中、合格、不合格5类等级，，通过二级判断矩阵和一致性检验综合确定了17个指标的权重分配，最后对各项指标得分的权加计算最终获得综合效益的得分，从而构建了完整的商业业态综合效益评价体系。文章以QS国际中心项目为例，利用该评价体系对QS国际中心项目商业业态选择的综合效益进行了评价，对常规和投资性两个商业业态方案进行比选，选取10位经验丰富的专家对经济、社会、环境3大类17个评价指标进行打分，并根据综合评价得分的结果择优选取高分方案。根据方案评析，该评价方法的判断符合工程项目要求、具有较强的可行性，能为开发商在商业业态选择时提供全面、客观、科学、有效地决策支持。最后，文章对研究的主要结论进行了总结，并对未来可能的研究方向提出了展望。
[Abstract]:The comprehensive benefit of the urban complex project is the key criterion to measure the success of the project. Under the premise of the project development environment and development conditions, the commercial status of the project itself becomes one of the most important factors affecting the project, and it is also the key index to influence the decision of the developer project. At present, in the process of real estate development in our country, there is no systematic and standard criterion for the determination of commercial form, which results in the project being influenced by subjective factors too much, which is often changed by the will of the decision makers. Therefore, this paper puts forward the research on the comprehensive benefit of the commercial form to the urban complex project. By establishing a complete evaluation system, it can provide scientific and reasonable decision support for the choice of the commercial form of the large-scale urban complex project. In this paper, the related theories and methods of real estate evaluation are reviewed, and the characteristics of real estate investment, the investment portfolio and its commonly used evaluation methods, as well as the general contents of the comprehensive benefits of urban complex projects are studied in depth. The characteristics and requirements of the relevant stakeholders are analyzed, which provides a solid theoretical basis for this evaluation method. Combined with the respective advantages of the fuzzy comprehensive evaluation method and the analytic hierarchy process, a two-layer evaluation system with maneuverability is constructed by using the fuzzy analytic hierarchy process (FAHP). According to the characteristics of large-scale urban complex projects, through the total investment of the project, project cycle, sales income and tax, project investment plan, project financial evaluation, project sensitivity, promote urban development, To promote the development of urban areas and related industries, to promote social stability and safety, to promote the development of social spiritual civilization, to protect the environment, to economize on intensive factors, and to analyze the representative indicators, and finally to determine the economic and social benefits. There are 17 evaluation indexes in three factors of environmental benefit, including: total return rate of investment, internal financial rate of return, investment payback period, project financing ability, resource utilization of the project, etc. Six indexes of risk aversion, 7 indexes of increasing employment opportunities, improving urbanization level, promoting national economic growth, upgrading degree of industry, adaptability to social culture, perfect degree of service supporting, remolding of project; And environmental aspects of green materials and energy conservation facilities utilization rate, pollution emissions / control treatment, urban landscape, urban traffic four indicators. On the premise of considering the benefit of the project as well as the effect and influence of the project on the city, according to the research report of all kinds of indicators and related norms, the evaluation data range of 17 indexes is classified as excellent, good, medium, qualified and unqualified. The weight distribution of 17 indexes is determined synthetically through the two-level judgment matrix and consistency test. Finally, the comprehensive benefit score is obtained by calculating the weight addition of each index score, and a complete comprehensive benefit evaluation system is constructed. Taking the QS international center project as an example, this paper uses the evaluation system to evaluate the comprehensive benefit of the selection of the commercial form of the QS international center project. Ten experienced experts were selected to score 17 evaluation indexes of economic, social and environmental categories, and the high score scheme was selected according to the results of comprehensive evaluation. According to the evaluation of the project, the judgment of the evaluation method accords with the requirements of the engineering project, and has strong feasibility, and can provide comprehensive, objective, scientific and effective decision support for the developer in the selection of the commercial form. Finally, the main conclusions of the study are summarized, and the possible research directions in the future are prospected.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.23;F721

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