保定市汇博广场项目定位及规划研究

发布时间：2018-07-11 13:56

本文选题：商住综合项目 + 开发定位　；参考：《天津大学》2014年硕士论文

【摘要】：在保定城市化进程的基础上，京津冀一体化政策的逐步推进给保定的商业地产市场带来了新的发展机遇。保定汇博广场项目所处的高开区未来将建设成为区域产业转型发展的孵化器、创新驱动发展的示范区、高新技术人才的聚集区和低碳文明生态的新城区，深受政府和高新企业关注，拥有巨大发展潜力。本文以保定汇博广场项目为案例，结合实际情况对项目的整体及各个部分进行准确定位及详细规划。首先对宏观环境、商业市场特点等方面进行了分析研究。由于此为商住综合项目，特别针对商业环境进行了消费者调查和商户访谈，并针对项目的销售类物业进行了投资者调研，从而得出本项目的基本定位规划构想。本项目包含集中商业、商铺、写字楼、公寓，针对不同的销售型物业市场供求与客户特征分析。在项目整体定位规划的基础上，分别以集中商业、商铺、写字楼、公寓为主体进行档次和主题定位、业态规划或产品规划。在分析研究过程中采用了定量分析与定性分析相结合的方法，广泛采用市场调查法和案例分析法。通过对数据的统计分析，以及对不同特征的比较，得出对本项目有指导意义的调研分析结果。同时，通过对相关案例的分析而对本项目具有借鉴作用。对于项目本身而言，本课题研究有助于本项目抓住政策的机遇期，做出更为合理的定位规划；同时也有助于避免由于新政策刺激下涌动的市场热情造成的冲动，，避免盲目的高档定位和投资规划。本案例分析也可以作为商业地产项目投资规划分析的实际案例，在相关理论的提炼抽象过程中，有助于理论的进一步完善和丰富，因而是具有实践意义的课题。
[Abstract]:On the basis of the urbanization process of Baoding, the gradual promotion of the Beijing Tianjin Hebei integration policy has brought new development opportunities to the commercial real estate market of Baoding. The future of the high open area of Baoding Hui Bo square project will be built into an incubator for the development of regional industrial transformation, innovation driven demonstration area, the gathering area of high and new technology talents and The new city with low carbon civilization and ecology is deeply concerned by the government and high-tech enterprises and has great potential for development.
Taking the project of Hui Bo square in Baoding as a case, this paper makes an accurate positioning and detailed planning of the whole and various parts of the project in combination with the actual situation. Firstly, the macro environment and the characteristics of the commercial market are analyzed. This project includes business, shops, offices, apartments, and the analysis of the supply and demand of different sales property market and customer characteristics. On the basis of the overall positioning of the project, the project is focused on business, shop and office building, respectively. The apartment is the main body for grades and theme positioning, format planning or product planning.
In the process of analysis, the method of combination of quantitative analysis and qualitative analysis is adopted, and market investigation and case analysis are widely adopted. Through statistical analysis of the data and comparison of different characteristics, the results of research and analysis that have guiding significance to the project are obtained. It can be used for reference.
For the project itself, this project will help the project seize the opportunity of the policy and make more reasonable positioning planning; at the same time, it also helps to avoid the impulse caused by the surge of market enthusiasm under the stimulus of the new policy, and avoid blind high-end positioning and investment planning. This case analysis can also be used as a commercial real estate project. The actual case of the capital planning analysis is helpful to the further perfection and enrichment of the theory in the abstract process of the related theories, so it is a practical subject.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.233.4

【共引文献】