商业地产项目定位影响因素的评价研究

发布时间：2017-12-31 21:20

本文关键词：商业地产项目定位影响因素的评价研究　出处：《南京工业大学》2013年硕士论文　论文类型：学位论文

【摘要】：在房地产市场经历了一系列政策调控和打压后，住宅市场的投资热潮趋于回归冷淡，，商业地产的优势渐渐显露出来，并且随着经济增长和城乡一体化建设的加快，政策上对其发展并未进行明确地抑制，加上其自身具有投资收益高这一显著优点，投资客、开发商等纷纷将目光锁定在商业地产身上。然而正是由于这种投资热潮，引发了商业地产盲目立项开发的现状，导致大量土地被用于非必需的商业用途，商业项目频繁的复制也导致了同质化的现象越来越严重。这不仅是对土地资源的浪费，更是对人民生活、国家财产以及商业地产市场发展的不负责任。本文正是在这样的背景下，运用文献分析、问卷调查、建立评价模型等方法，对国内外有关商业地产及项目定位的理论及文献进行梳理分析，在结合商业项目价值链的基础上，综合分析影响商业地产项目定位的众多因素，并对这些因素进行重新分类，建立了商业地产项目定位影响因素的评价体系，通过综合评价体系得到各因素对具体商业地产项目定位的影响权重，为商业地产项目定位提供依据，使各因素的影响程度更具区分性，以便能够准确的指导商业地产项目的定位，能够有效地避免商业地产盲目无序地开发，降低开发风险。同时，本文将层次分析法和TOPSIS方法进行综合运用，结合具体商业项目进行评分排名，对商业地产项目定位影响因素评价体系的有效性进行了验证。
[Abstract]:After a series of policy regulation and suppression in the real estate market, the investment boom in the residential market tends to return to indifference, and the advantages of commercial real estate gradually emerge. And with the acceleration of economic growth and urban-rural integration, the development of the policy has not been clearly suppressed, plus its own high investment income this significant advantage, investors. Developers have been focusing on commercial real estate. However, it is precisely because of this investment boom, triggered the status quo of blind development of commercial real estate, leading to a large number of land is used for non-essential commercial purposes. The frequent duplication of commercial projects also leads to the phenomenon of homogeneity, which is not only a waste of land resources, but also irresponsibility for the development of people's life, national property and commercial real estate market. In this context, this paper uses literature analysis, questionnaire survey, evaluation model and other methods to analyze the domestic and foreign commercial real estate and project positioning theory and literature. On the basis of commercial project value chain, this paper comprehensively analyzes the many factors that affect the positioning of commercial real estate project, and reclassifies these factors, and establishes the evaluation system of the influencing factors of commercial real estate project positioning. Through the comprehensive evaluation system to obtain the impact of each factor on the specific commercial real estate project positioning weight, for the commercial real estate project positioning to provide the basis, so that the impact of each factor more differentiated. In order to accurately guide the positioning of commercial real estate projects, can effectively avoid the blind development of commercial real estate, reduce the risk of development. In this paper, the AHP and TOPSIS methods are comprehensively applied to evaluate the effectiveness of the evaluation system of the factors affecting the positioning of commercial real estate projects.
【学位授予单位】：南京工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F299.23

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