贵阳A公司商业地产项目定位规划研究
发布时间：2018-10-10 14:59
【摘要】：本论文以贵阳A公司商业地产M项目定位规划为主线，采用案例研究的形式对项目进行客观陈述和综合分析，基于国内外知名顾问公司提供的部分数据以及原始资料，阐述商业地产项目定位规划的思路和操作流程。 本论文运用波特“五力模型”并借助SWOT工具分析了贵阳的商业地产竞争环境和A公司商业地产M项目的前期定位规划，包含但不仅限于对项目所在城市的经济发展现状、城市空间发展规划、城市商业地产发展现状等因素的分析，以及对项目的功能、形象、档次、客群、业态等要素的分析定位。 在研究过程中，本论文更多的采用了商业地产行业内的模型和经验，并根据商业地产项目一般性建筑需求对贵阳A公司商业地产M项目的工程改造提出了常规性的建议。 同时，本论文分析了贵阳A公司商业地产M项目在后期将面临的各项风险，并提出了针对性的风险防控措施，，如政策风险、市场风险、规划风险、运营风险等；目的是为了给贵阳A公司商业地产M项目良好有序的推进工作提供一定的思路，降低项目潜在风险，并为贵阳A公司其他商业地产项目前期定位规划工作提供一定的思路和支持。 通过对贵阳A公司商业地产M项目的前期定位规划研究，可以看出公司高管层对商业地产的认知以及商业地产项目前期定位规划的专业团队将是制约三四线城市商业地产发展的重要因素；未来，随着中国城镇化工作的推进，新城或城市新区商业地产项目难免会遇到同样的问题，本论文希望通过对贵阳A公司商业地产M项目前期定位规划研究，梳理出三四线城市商业地产项目的主流操盘思路及规律，并能够为城市商业地产发展规划和行业的发展提供一定的借鉴意义。
[Abstract]:This paper takes Guiyang A company commercial real estate M project orientation planning as the main line, uses the case study form carries on the objective statement and the synthesis analysis to the project, based on the domestic and foreign well-known consultant company provides some data as well as the original data. This paper expounds the thinking and operation flow of positioning and planning of commercial real estate projects. This paper analyzes the competitive environment of commercial real estate in Guiyang and the pre-positioning plan of M project of Commercial Real Estate of Company A by using Porter's "five Force Model" and SWOT tools, including but not limited to the economic development status of the city where the project is located. The analysis of urban space development planning, urban commercial real estate development and other factors, as well as the analysis of the project's function, image, grade, guest group, business form and so on. In the course of the research, this paper adopts more commercial real estate industry model and experience, and according to the general construction needs of commercial real estate projects, the paper puts forward the conventional suggestions on the engineering transformation of the commercial real estate M project of Guiyang A Company. At the same time, this paper analyzes the risk of the commercial real estate M project of Guiyang A company in the later period, and puts forward the targeted risk prevention and control measures, such as policy risk, market risk, planning risk, operational risk and so on. The purpose is to provide some ideas for the good and orderly promotion of the commercial real estate M project of Guiyang A Company, and to reduce the potential risk of the project. And for Guiyang A company other commercial real estate projects early positioning planning work to provide certain ideas and support. Through the pre-positioning planning of the commercial real estate M project of Guiyang A Company, It can be seen that the understanding of commercial real estate by company executives and the professional team of pre-stage positioning planning of commercial real estate projects will be important factors restricting the development of commercial real estate in third-and fourth-tier cities. In the future, with the development of urbanization in China, Commercial real estate projects in new towns or new urban areas will inevitably encounter the same problems. This paper hopes to study the pre-positioning planning of commercial real estate M projects in Guiyang A Company. Carding out the main ideas and rules of commercial real estate projects in the third and fourth tier cities, and can provide certain reference significance for the development planning of urban commercial real estate and the development of the industry.
【学位授予单位】：广东财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.233.4
本文编号：2262216
[Abstract]:This paper takes Guiyang A company commercial real estate M project orientation planning as the main line, uses the case study form carries on the objective statement and the synthesis analysis to the project, based on the domestic and foreign well-known consultant company provides some data as well as the original data. This paper expounds the thinking and operation flow of positioning and planning of commercial real estate projects. This paper analyzes the competitive environment of commercial real estate in Guiyang and the pre-positioning plan of M project of Commercial Real Estate of Company A by using Porter's "five Force Model" and SWOT tools, including but not limited to the economic development status of the city where the project is located. The analysis of urban space development planning, urban commercial real estate development and other factors, as well as the analysis of the project's function, image, grade, guest group, business form and so on. In the course of the research, this paper adopts more commercial real estate industry model and experience, and according to the general construction needs of commercial real estate projects, the paper puts forward the conventional suggestions on the engineering transformation of the commercial real estate M project of Guiyang A Company. At the same time, this paper analyzes the risk of the commercial real estate M project of Guiyang A company in the later period, and puts forward the targeted risk prevention and control measures, such as policy risk, market risk, planning risk, operational risk and so on. The purpose is to provide some ideas for the good and orderly promotion of the commercial real estate M project of Guiyang A Company, and to reduce the potential risk of the project. And for Guiyang A company other commercial real estate projects early positioning planning work to provide certain ideas and support. Through the pre-positioning planning of the commercial real estate M project of Guiyang A Company, It can be seen that the understanding of commercial real estate by company executives and the professional team of pre-stage positioning planning of commercial real estate projects will be important factors restricting the development of commercial real estate in third-and fourth-tier cities. In the future, with the development of urbanization in China, Commercial real estate projects in new towns or new urban areas will inevitably encounter the same problems. This paper hopes to study the pre-positioning planning of commercial real estate M projects in Guiyang A Company. Carding out the main ideas and rules of commercial real estate projects in the third and fourth tier cities, and can provide certain reference significance for the development planning of urban commercial real estate and the development of the industry.
【学位授予单位】：广东财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.233.4
【参考文献】
相关期刊论文 前1条
1 ;商业地产中的证券化门道[J];安家;2008年05期
本文编号：2262216
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