万达集团商业地产开发运营模式探索

发布时间：2018-08-23 09:32

【摘要】：中国地产开发运营模式发展到今天已经出现了非常多的形态,不同的发展商根据自身的特点及优势发展不同形态的开发运营模式,比如有住宅地产、教育地产、体育地产、旅游地产、工业地产等等。而商业地产是城市发展、社会需求的必然产物。商业地产与其他地产开发模式本质区别在于其商业性,而商业性质发展要取得良好及持续盈利就在于其综合性,实践证明单一的商业模式很难迎合现代人民的生活需求,在有限的土地资源上合理规划、有效组合把各种商业形态经过科学化的管理整合在一起形成一个商业综合体,使人民的生活更加舒适,使城市风景更加靓丽,这样的商业开发模式才是目前社会的主流。商业地产的成功取决于开发和运营两个方面的因素,这两个因素必须都要成功,否则任何一方面存在问题,这个商业地产项目是不会成功的。本文通过分析研究论证万达集团开发及运营模式,对其取得的成就进行总结分析,得出其成功的经验,比如如何迎合社会需求,如何迎合政府政策,如何创造就业,如何与建造商、供应商、商户之间实现互利共赢。本人认为,万达集团商业综合体发展无疑是成功的,有其与其他开发商之间开发运营有诸多不同的地方,值得研究和学习。但本人也认为,尽管万达的商业开发运营是一流的,有其他发展商不可替代和逾越的优势,但并不代表是完美的、无懈可击、不存在任何风险的。万达集团要继续做大做强还有诸多不利及潜在的风险需要规避,比如最大的风险是国家政策风险;政策的风险同时也伴随着资金的风险；资金的风险也同时伴随着成本的风险；再有就是万达要继续向多元化、规模化、国际化发展,人才是瓶颈。本文根据万达集团开发运营的模式及存在的风险展开论证,总结成功的经验,吸取失败的教训,并根据可能预见到的风险进行有效的论证,最大化的规避。
[Abstract]:China's real estate development and operation mode has developed into many forms today. According to their own characteristics and advantages, different developers have developed different forms of development and operation models, such as residential real estate, educational real estate, sports real estate, Tourist real estate, industrial property, etc. Commercial real estate is the inevitable outcome of urban development and social needs. The essential difference between commercial real estate and other real estate development models lies in its commercial nature, and the commercial property development in order to obtain good and sustainable profits lies in its comprehensiveness. Practice has proved that a single business model is difficult to meet the needs of modern people. Rational planning on limited land resources, effective combination of various business forms through scientific management to form a commercial complex, making people's lives more comfortable and making the city more beautiful. Such a commercial development model is the current mainstream of society. The success of commercial real estate depends on the development and operation of two factors, both of which must be successful, otherwise there is a problem in any aspect, the commercial real estate project will not succeed. This paper analyzes and demonstrates the development and operation model of Wanda Group, summarizes and analyzes its achievements, and obtains its successful experiences, such as how to meet the needs of the society, how to meet the government policies, how to create jobs. How to achieve mutual benefit with builders, suppliers and merchants. In my opinion, the development of Wanda Group's commercial complex is undoubtedly successful, and there are many differences between Wanda Group and other developers, so it is worth studying and learning. But I also believe that, although Wanda's commercial development and operation is first-class, with other developers irreplaceable and surmounted advantages, but does not mean is perfect, impeccable, there is no risk. There are many disadvantages and potential risks to be avoided, such as the biggest risk is the risk of national policy, the risk of policy is accompanied by the risk of capital, the risk of capital is also accompanied by the risk of cost. Another is Wanda to continue to diversify, scale, international development, talent is the bottleneck. Based on the model of Wanda Group's development and operation and the existing risks, this paper summarizes the successful experience, learns the lessons of failure, and proves effectively according to the risks that may be foreseen, and maximizes the circumvention.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F299.23

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