本文選題：房地產 + 商業(yè)地產　； 參考：《河北工業(yè)大學》2014年碩士論文

【摘要】：隨著我國經濟的發(fā)展和城市化進程的不斷加速，商業(yè)地產項目如雨后春筍般出現在祖國的大江南北。然而伴隨著大批項目的盲目上馬，各種問題日益顯現。大部分城市商業(yè)地產項目盲目扎堆、總量過大，造成了開發(fā)難、銷售難、招商難、開業(yè)難、運營難等等問題；相當數量的開發(fā)商沒有商業(yè)項目的開發(fā)經驗，以住宅開發(fā)模式操作商業(yè)項目是造成商業(yè)地產項目種種問題的根源。愛尚街項目在自身硬件條件不佳，開發(fā)企業(yè)實力與經驗均處于劣勢的情況下，要與石家莊眾多商業(yè)地產項目競爭，確立行之有效的開發(fā)模式至關重要。 結合項目基本特征，綜合分析項目的優(yōu)劣勢及所處的環(huán)境特點，將發(fā)揮項目的優(yōu)勢作為基礎；同時針對競爭對手及消費者需求弱化或規(guī)避項目的劣勢；在行業(yè)環(huán)境及區(qū)域商圈結構均利好的情況下，設計順應市場的可持續(xù)開發(fā)模式是本文的設計方向。 從結構上看，文章由以下部分構成：在緒論中,首先對研究的背景和對象進行了界定,提出了研究的意義；第二章介紹了商業(yè)地產現有的開發(fā)模式和開發(fā)現狀，并對招商、定位、規(guī)劃、運營進行了說明；在第三章對項目所處環(huán)境和項目特征進行了深入的分析,第四章對項目所處城市的典型商業(yè)地產案例進行了深入分析，總結典型案例對本項目的借鑒意義；尤其針對商業(yè)業(yè)態(tài)構成、租賃模式、發(fā)展趨勢進行了分析及預判；第五章是文章的重點,提出了本項目的開發(fā)模式，即四方共贏的開發(fā)模式，以及此種開發(fā)模式下的業(yè)態(tài)定位、自持比例、招商與銷售、推廣營銷，四方面如何實施及配合；最后一部分是總結和進一步研究的展望。 文章旨在為本商業(yè)地產項目提供可行的開發(fā)模式，實現公司、社會、經營方、業(yè)主利益的四方共贏，并希望能為中小開發(fā)企業(yè)提供一些有益的參考和借鑒。
[Abstract]:With the development of China's economy and the acceleration of urbanization, commercial real estate projects are springing up in the north and south of the motherland. However, with the blind start of a large number of projects, various problems become increasingly apparent. Most of the urban commercial real estate projects are blindly piled up and the total amount is too large, resulting in difficulties in development, sales, investment, opening, operation and so on. A considerable number of developers have no development experience in commercial projects. The operation of commercial projects in the mode of residential development is the root cause of various problems in commercial real estate projects. The Aichang Street project is very important to compete with many commercial real estate projects in Shijiazhuang when its own hardware condition is not good and the strength and experience of the development enterprise are at a disadvantage so it is very important to establish an effective development model. Combined with the basic characteristics of the project, the advantages and disadvantages of the project and the environmental characteristics of the project are comprehensively analyzed, and the advantages of the project are taken as the basis, while the weakness of the project is weakened or circumvented by the competition and consumer demand. Under the condition that the industry environment and the structure of regional business circle are favorable, the design of sustainable development model which conforms to the market is the design direction of this paper. From the structure point of view, the article is composed of the following parts: in the introduction, the background and object of the research are defined, and the significance of the research is put forward. In the third chapter, the environment and characteristics of the project are deeply analyzed, and the fourth chapter analyzes the typical commercial real estate cases of the city in which the project is located. The paper summarizes the significance of the typical cases to this project, especially analyzes and predicts the business pattern, leasing model and development trend. Chapter 5 is the focus of the article, and puts forward the development model of the project. That is, the development model of the Quartet win-win, as well as the positioning of the development model, self-sustaining ratio, investment and sales, promotion and marketing, four aspects of implementation and coordination; the last part is a summary and further research prospects. The purpose of this paper is to provide a feasible development model for the commercial real estate project, and to realize the win-win situation of the company, society, operator and owner, and hope to provide some useful reference for the small and medium-sized development enterprises.
【學位授予單位】：河北工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F299.233.4

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