商业地产的项目定位与区位选择研究

发布时间：2018-03-18 22:32

本文选题：商业地产　切入点：项目定位　出处：《福州大学》2014年硕士论文　论文类型：学位论文

【摘要】：商业地产是用作商业用途的地产,对现代服务业及对整个城市经济的发展产生着越来越重要的作用。由于受到国家房地产宏观调控政策的影响,加上商业地产投资率高、回报率高的吸引,促使不少社会资金以及一些房地产开发商由住宅投资转向商业地产投资,形成当前商业地产开发热。然而在商业项目的发展过程中,很多开发商因为对项目分析或者区位选择失误,导致商业地产项目开发失败或出现资金链断裂的情况。因此,深入探讨商业地产项目定位和区位选择的内在规律,制定正确的公司发展战略,对商业地产企业在激烈市场竞争中利于不败之地具有重要的现实意义。本文首先借鉴SWOT分析相关方法,探讨我国商业地产的发展现状以及面临的机遇与挑战,并从发展战略的高度,研究商业地产的项目定位与区位选择的地位、作用及其相互关系。同时,从消费者定位、商家定位和投资者定位三维视角,分析商业地产项目定位中的业态定位和档次定位。并在分析区位选择影响要素基础上,构建数量模型,分析采用“04”分析法,定量探讨各种因素对商业地产区位选择影响与确定区位选择的主要路径。最后以福州东二环“泰禾广场”项目为案例,对上述理论进行实证分析,力图揭示商业地产项目开发成功的内在规律。
[Abstract]:Commercial real estate is a real estate used for commercial purposes, which plays an increasingly important role in the development of modern service industry and the whole urban economy. Due to the influence of the national real estate macro-control policy and the high investment rate of commercial real estate, The attraction of high returns has prompted many social funds and some real estate developers to switch from residential investment to commercial real estate investment, creating a current boom in commercial real estate development. However, in the process of development of commercial projects, Many developers fail to develop commercial real estate projects or break the capital chain because of the failure of project analysis or location selection. Therefore, the inherent law of the location and location selection of commercial real estate projects is deeply discussed. It is of great practical significance for the commercial real estate enterprises to make the correct development strategy for the commercial real estate enterprises in the fierce market competition. Firstly, this paper draws lessons from the relevant methods of SWOT analysis. This paper discusses the present situation, opportunities and challenges of the development of commercial real estate in China, and from the height of development strategy, studies the position, function and relationship between the project positioning and location selection of commercial real estate. This paper analyzes the positioning of commercial real estate projects from the perspective of three-dimensional positioning of merchants and investors. Based on the analysis of the influencing factors of location selection, the quantitative model is constructed, and the "04" analysis method is used to analyze the positioning of commercial real estate projects. This paper quantitatively discusses the influence of various factors on the location choice of commercial real estate and determines the main path of location choice. Finally, taking the "Taihe Square" project of Fuzhou East second Ring Road as an example, the above theories are empirically analyzed. Try to reveal the commercial real estate project development success of the inherent law.
【学位授予单位】：福州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.23

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