星河商业地产购物中心项目发展战略研究

发布时间：2018-06-03 18:50

本文选题：星河商业地产 + 购物中心　；参考：《天津大学》2013年硕士论文

【摘要】：自从2010年开始，国家对于房地产的调控就呈越来越严的趋势，同时保障房的供应也是大量增长，，因此中国的房地产行业受到不断的打压。在此情况下，如何实现新的增长，是一个严峻的问题，也是一个迫在眉睫的问题，而商业地产是房地产转型的一个重要方向。相比于住宅地产，商业地产的发展速度在短期内得到多方支持。尤其是从2010年以来，商业地产的增速已远远超过了住宅地产。可以预期，在未来的几年，随着住宅地产受政策方面的限制，商业地产的发展仍不会放缓脚步，商业地产的投资力度必将得到进一步的放大。而随着商业地产的蓬勃发展，大型的城市综合体又应运而生。城市综合体就是集合了写字楼、酒店、购物中心、商务公寓为一体的商业地产项目。其中，购物中心既为整个城市综合体带来人流，又很好地为其它几种业态的人群服务。在提升整个城市综合休的品牌方面可以说是举足轻重，是整个综合体中不可或缺的一部分。本论文主要以营销学、经济学、企业管理学等理论为基础，对星河商业地产购物中心项目战略发展进行研究。从招商、企划、工程、运营等各个方面分析了星河商业地产现有购物中心项目的优势与劣势，并在此基础上研究了适合现阶段星河商业地产发展的策略，最后制定了实现此战略目标的对策与具体措施。
[Abstract]:China's real estate industry has been under constant pressure since 2010, when China's real estate industry has become increasingly tightly regulated and the supply of indemnificatory apartment has been growing in large numbers. In this case, how to achieve new growth, is a serious problem, but also an urgent problem, and commercial real estate is an important direction of real estate transformation. Compared with residential real estate, the development of commercial real estate in the short term by many support. Especially since 2010, commercial real estate growth has far outpaced residential property. It is expected that the development of commercial real estate will not slow down in the coming years, and the investment of commercial real estate will be further magnified. With the vigorous development of commercial real estate, large-scale urban complex emerged as the times require. Urban complex is a collection of office buildings, hotels, shopping centers, business apartments as one of the commercial real estate projects. The shopping center not only brings people to the whole city complex, but also serves other kinds of people. In promoting the brand of the whole city comprehensive rest is important, is an integral part of the whole complex. Based on the theories of marketing, economics and enterprise management, this paper studies the strategic development of Xinghe Commercial Real Estate Shopping Center. This paper analyzes the advantages and disadvantages of the existing shopping center projects in Xinghe commercial real estate from the aspects of investment, planning, engineering and operation, and on this basis studies the strategies suitable for the development of the commercial real estate of Xinghe at the present stage. Finally, the countermeasures and specific measures to achieve this strategic goal are worked out.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F721;F272

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