本文選題：商業(yè)地產(chǎn) + SWOT分析��； 參考：《廣東商學(xué)院》2013年碩士論文

【摘要】：本文以G公司珠江新城商業(yè)地產(chǎn)項(xiàng)目建設(shè)定位與開發(fā)過程為研究對(duì)象，采用案例研究的形式對(duì)項(xiàng)目進(jìn)行客觀陳述和綜合分析�；谑袌�(chǎng)研究公司提供的部分?jǐn)?shù)據(jù)以及原始資料，，闡述項(xiàng)目開發(fā)、招商以及經(jīng)營運(yùn)作的流程。 在研究過程中運(yùn)用五力模型并借助SWOT工具分析了項(xiàng)目所在地的房地產(chǎn)競(jìng)爭(zhēng)環(huán)境、項(xiàng)目的定位，如宏觀調(diào)控政策、所在地的經(jīng)濟(jì)發(fā)展情況等因素分析，客戶、功能、檔次、形象和經(jīng)營方式等定位分析。運(yùn)用市場(chǎng)研究數(shù)據(jù)預(yù)測(cè)項(xiàng)目的平均租金，估算出項(xiàng)目的未來租金收入，對(duì)其進(jìn)行財(cái)務(wù)分析，由此估算出投資回收期、內(nèi)部收益率等指標(biāo)，并通過敏感性分析得出影響項(xiàng)目運(yùn)行的是開發(fā)成本和租金收入兩項(xiàng)因素。通過數(shù)據(jù)得出本項(xiàng)目的優(yōu)勢(shì)是現(xiàn)金收入具有持續(xù)性，能提供較為充沛的現(xiàn)金流。 本文分析了政策風(fēng)險(xiǎn)、市場(chǎng)風(fēng)險(xiǎn)和運(yùn)營風(fēng)險(xiǎn)，圍繞招商服務(wù)、團(tuán)隊(duì)建設(shè)、商業(yè)布局和運(yùn)營等方面提出具體的風(fēng)險(xiǎn)控制，目的是保持項(xiàng)目良好的運(yùn)營能力，降低潛在風(fēng)險(xiǎn)。 從G公司珠江新城商業(yè)地產(chǎn)項(xiàng)目建設(shè)定位與開發(fā)過程客觀得出開發(fā)成本和租金收入對(duì)項(xiàng)目的經(jīng)濟(jì)效益影響較大，須嚴(yán)控質(zhì)量、降低開發(fā)成本，并對(duì)招租工作重點(diǎn)關(guān)注�！爸蛔獠皇邸钡慕�(jīng)營方式有利于商業(yè)氛圍、內(nèi)部管理和營銷推廣的統(tǒng)一。本項(xiàng)目對(duì)其他同類型項(xiàng)目在經(jīng)營決策上有一定的借鑒意義。
[Abstract]:This paper takes the construction orientation and development process of commercial real estate project in Zhujiang New Town of G Company as the research object, and adopts the form of case study to make objective statement and comprehensive analysis of the project. Based on some data and original data provided by market research company, this paper describes the process of project development, investment and operation. In the course of the research, the paper analyzes the real estate competition environment of the project location, the location of the project, such as macro-control policy, local economic development and other factors analysis, customer, function, grade, with the help of the five-force model and SWOT tools. Image and business methods and other positioning analysis. Using the market research data to predict the average rent of the project, estimate the future rental income of the project, carry on the financial analysis to it, thus estimate the investment payback period, the internal rate of return and other indicators, Through sensitivity analysis, it is concluded that the development cost and rental income are the two factors that affect the project operation. The advantage of this project is that cash income is sustainable and can provide abundant cash flow. This paper analyzes the policy risk, market risk and operational risk, and puts forward specific risk control around investment service, team building, business layout and operation, in order to maintain the good operation ability of the project and reduce the potential risk. From the construction orientation and development process of the commercial real estate project in Zhujiang New Town of G Company, it is objectively concluded that the development cost and rental income have a great impact on the economic benefit of the project, so it is necessary to strictly control the quality, reduce the development cost, and pay attention to the work of inviting for rent. "only rent, not sell" management is conducive to the business atmosphere, internal management and marketing promotion unity. This project has certain reference significance to other similar projects in the management decision.
【學(xué)位授予單位】：廣東商學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F299.233.4

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