本文選題：星美國際廣場 + 城市綜合體　； 參考：《蘭州理工大學(xué)》2017年碩士論文

【摘要】：進入二十一世紀(jì)以來,隨著我國市場經(jīng)濟的穩(wěn)步發(fā)展,房地產(chǎn)行業(yè)已經(jīng)成為我國國民經(jīng)濟的重要組成部分。房地產(chǎn)業(yè)不僅能解決大量工人的就業(yè)問題,其巨額投資對國民經(jīng)濟其他行業(yè)如鋼鐵、電力、家電、建筑材料等都有巨大的拉動作用。近幾年來,隨著中國經(jīng)濟增長速度放緩,房地產(chǎn)業(yè)出現(xiàn)了一些突出的問題,一是商品房住宅項目投資過度,開發(fā)商到處跑馬圈地上項目,造成建成的商品房庫存量太大,特別是三線和四線城市已經(jīng)達(dá)到很高的水平,政府不得不開展了去庫存行動;二是在住宅市場連續(xù)遭遇政府嚴(yán)厲調(diào)控的情況下,許多住宅開發(fā)商轉(zhuǎn)型或多元化發(fā)展商業(yè)地產(chǎn),城市綜合體項目因為其檔次較高,回報率高于一般商業(yè)地產(chǎn),成為這些開發(fā)商的投資熱點,大規(guī)模投資涌入后,隨之出現(xiàn)的是項目招商困難、同質(zhì)化嚴(yán)重、空置率過高等一系列難題。上述問題的出現(xiàn)是房地產(chǎn)開發(fā)熱潮告一段落后的必然結(jié)果,其發(fā)展軌跡也符合市場經(jīng)濟的普遍規(guī)律,全國上下大搞房地產(chǎn)開發(fā),投資的項目過多,而需求并未相應(yīng)的擴大。尤其是我國相當(dāng)一部分房地產(chǎn)開發(fā)企業(yè)投資決策流程不規(guī)范,在做出決策之前缺乏系統(tǒng)的可行性研究工作,為趕上房價的快速上漲階段,盲目上項目,趕工期,使企業(yè)在國家實施調(diào)控時陷入了庫存嚴(yán)重,資金缺乏的被動局面。房地產(chǎn)項目可行性研究是房地產(chǎn)開發(fā)決策過程中的重要步驟,是投資能否取得成功的前期關(guān)鍵,項目開發(fā)前詳細(xì)的可行性研究可以避免盲目投資,提高開發(fā)企業(yè)的經(jīng)濟效益和投資回報率。本文根據(jù)房地產(chǎn)開發(fā)項目可行性研究與城市綜合體開發(fā)相關(guān)理論,結(jié)合國內(nèi)外相關(guān)參考文獻(xiàn)和研究資料,對星美國際廣場項目進行運營方案設(shè)計,以期有利于該項目的投資決策和合理開發(fā)。論文主要包括五個部分內(nèi)容:首先是本文的緒論,然后是城市綜合體運營的相關(guān)概念和理論基礎(chǔ),接著是對星美國際廣場項目的市場環(huán)境進行分析,從區(qū)位優(yōu)勢、市場環(huán)境SWOT分析、市場定位等方面對星美國際廣場的基本情況和項目可行性進行了分析,第四章是對該項目的運營方案設(shè)計、構(gòu)建與實現(xiàn)過程進行了分析研究,給出了適應(yīng)蓮湖區(qū)商圈生態(tài)的業(yè)態(tài)組合、功能定位、建筑布局、融資規(guī)劃、組織架構(gòu)和初步的運營方案以及風(fēng)險分析,第五章是結(jié)論和建議。研究結(jié)果表明,在全國經(jīng)濟放緩,房地產(chǎn)業(yè)低迷的情況下,借助西安市蓮湖區(qū)優(yōu)越的地理位置和商業(yè)環(huán)境,星美國際廣場作為集商業(yè)、住宅、娛樂為一體的城市綜合體項目,具有很強的市場競爭力。預(yù)期該項目有良好的經(jīng)濟效益、社會效益和環(huán)境效益,很強的抗風(fēng)險能力和不錯的投資回報,該項目的投資是切實可行的。
[Abstract]:Since the 21 century, with the steady development of the market economy in China, the real estate industry has become an important part of the national economy. The real estate industry can not only solve the employment problem of a large number of workers, its huge investment to other industries of the national economy such as steel, electricity, home appliances, building materials and so on has a huge pull role. In recent years, with China's economic growth slowing down, there have been some outstanding problems in the real estate industry. One is that commercial housing projects are overinvested, and developers are running around on projects, resulting in too large stock of commercial houses built up. In particular, the third-and fourth-tier cities have reached a very high level, and the government has had to carry out destocking operations; second, with the housing market continuously subject to severe government regulation and control, many residential developers have transformed or diversified their development of commercial real estate. Because of its high grade and higher rate of return than ordinary commercial real estate, urban complex projects have become the investment hotspots of these developers. After the large-scale investment has poured in, it has been difficult to attract investment for the projects, and the homogeneity is serious. A series of difficult problems such as high vacancy rate. The emergence of the above problems is the inevitable result after the upsurge of real estate development comes to an end, and its development track also accords with the general law of market economy. The whole country is engaged in real estate development with too many investment projects, but the demand has not been expanded accordingly. In particular, quite a number of real estate development enterprises in our country do not have standardized investment decision-making processes and lack systematic feasibility research work before making decisions. In order to catch up with the rapid rise in house prices, they blindly go to the project and rush the construction period. Enterprises in the implementation of national regulation and control into a serious inventory, lack of passive situation. The feasibility study of real estate project is an important step in the decision-making process of real estate development, and is the key to the success of investment. The detailed feasibility study before the project development can avoid blind investment. Improve the economic efficiency of development enterprises and the rate of return on investment. According to the feasibility study of real estate development project and the theory of urban complex development, combined with the relevant references and research materials at home and abroad, this paper designs the operation scheme of the Star American International Plaza Project. In order to benefit the investment decision and reasonable development of the project. The paper mainly includes five parts: first, the introduction of this paper, then the related concepts and theoretical basis of urban complex operation, and then the analysis of the market environment of the Star American International Plaza Project, from the location advantage. Market environment SWOT analysis, market positioning and other aspects of the basic situation and the feasibility of the project are analyzed. The fourth chapter is the operation of the project design, construction and implementation of the process of analysis and research. The paper gives the combination of business pattern, function orientation, architectural layout, financing planning, organization structure, preliminary operation plan and risk analysis. Chapter 5 is the conclusion and suggestion. The results show that, with the national economy slowing down and the real estate industry in the doldrums, with the favorable geographical location and commercial environment in Lianhu District of Xi'an City, Star International Plaza is a city complex project that integrates commerce, housing and entertainment. Strong market competitiveness. It is expected that the project has good economic, social and environmental benefits, strong anti-risk ability and good return on investment. The investment of the project is feasible.
【學(xué)位授予單位】：蘭州理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F299.23

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