临沂市万兴都商业地产项目策划运营研究

发布时间：2018-02-03 23:16

本文关键词： 商业地产策划资源整合运营管理　出处：《西安科技大学》2013年硕士论文　论文类型：学位论文

【摘要】：近几年的中国商业地产市场如股市般跌宕起伏。国家频繁的调控政策出台和2013年中国政界的全面交接，让大多数房地产开发商保持前所未有的观望。我国的商业地产之所以迅猛发展，是因为商业地产的高利润、市场需求强劲和地方政府的推动。但是，临沂市万兴都商业地产项目的投资开发方---威海东龙建设集团，作为首次进入临沂市场的外资企业，其在投资方式、获利方向、公共资源、与当地政府关于城市布局、产业布局、商业布局等方面的沟通环节等，存在着定位体系不完整、方案布局不合理的情况。为此，入市前制定切实可行的策划运营方案将对万兴都商业地产项目的风险控制和健康运营具有重要的理论与现实指导意义。本文运用问卷调查法、SWOT分析法及比较分析法，从分析山东省临沂市的地理背景、整体发展规划、宏观经济发展状况（国民生产总值、人均可支配收入及全社会固定资产投资）、城市商业发展规划、大商业及重点商圈等入手，结合国内外商业发展历程、趋势和国内类似项目的实际研究状况，并根据项目地块、地理区位，对万兴都商业地产项目的开发设想、业态定位、体量测算、产品设计、平面建议、招商推广和运营管理方案等进行了深入分析和研究。主要研究结论为：一是入市前，，针对投资开发方威海东龙建设集团目标市场前期调研不足、项目定位模糊、投资盲目性大等现状，提出了定位体系的两个关键。二是本项目在开发建设中的商业经营与地产开发并重，谨防开发与经营脱节，文中为其制定的策划与运营方案从根本上就注重了商业地产的资产运营，注重万兴都项目商业物业的增值和二次、三次投资的附加值提升。三是为本项目定制的集吃、住、行、游、购、娱于一体的综合性商业模式将是未来山东省临沂市商业地产发展的主要趋势，对本项目及临沂市商业地产市场的其他开发建设项目的成功实施具有一定的指导价值。
[Abstract]:In recent years, China's commercial real estate market has fluctuated like the stock market. The country's frequent regulation and control policies and the overall transition of Chinese politics in 2013. The reason for the rapid development of commercial real estate in China is the high profit of commercial real estate, strong market demand and the promotion of local government. Linyi Wanxingdu commercial real estate project investment and development-Weihai Donglong construction group, as the first time into the market of Linyi foreign enterprises, its investment mode, profit direction, public resources. With the local government on the urban layout, industrial layout, commercial layout and other aspects of communication links, there is a positioning system is not complete, the plan layout is unreasonable. For this reason. It is of great theoretical and practical significance for the risk control and healthy operation of commercial real estate project of Wanxingdu to make a feasible plan and operation plan before entering the market. This paper analyzes the geographical background, overall development planning and macro-economic development (GNP) of Linyi City, Shandong Province by means of SWOT analysis and comparative analysis. Per capita disposable income and investment in fixed assets of the whole society, urban commercial development planning, large business and key business circles, combined with the development of domestic and foreign business history, trends and the actual research situation of similar projects in China. And according to the project land, geographical location, Wanxingdu commercial real estate development ideas, positioning, volume measurement, product design, plane suggestions. The main conclusions are as follows: first, before entering the market, the target market research of Weihai Donglong Construction Group is insufficient, and the project positioning is vague. This paper puts forward two key points of the positioning system. Second, the commercial management and the real estate development in the development and construction of this project are equally emphasized, and the disconnection between the development and the management should be taken care of. In this paper, the planning and operation plan for the commercial real estate fundamentally focused on the operation of assets, pay attention to the value added and second time of commercial property of Wanxingdu project. The third is the integration of food, housing, travel, travel, shopping and entertainment, which will be the main trend of commercial real estate development in Linyi City, Shandong Province in the future. It has certain guiding value for the successful implementation of this project and other development and construction projects in Linyi commercial real estate market.
【学位授予单位】：西安科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F299.233.4

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