本文關(guān)鍵詞：商業(yè)地產(chǎn)項(xiàng)目定位影響因素的評(píng)價(jià)研究　出處：《南京工業(yè)大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

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【摘要】：在房地產(chǎn)市場(chǎng)經(jīng)歷了一系列政策調(diào)控和打壓后，住宅市場(chǎng)的投資熱潮趨于回歸冷淡，，商業(yè)地產(chǎn)的優(yōu)勢(shì)漸漸顯露出來(lái)，并且隨著經(jīng)濟(jì)增長(zhǎng)和城鄉(xiāng)一體化建設(shè)的加快，政策上對(duì)其發(fā)展并未進(jìn)行明確地抑制，加上其自身具有投資收益高這一顯著優(yōu)點(diǎn)，投資客、開(kāi)發(fā)商等紛紛將目光鎖定在商業(yè)地產(chǎn)身上。然而正是由于這種投資熱潮，引發(fā)了商業(yè)地產(chǎn)盲目立項(xiàng)開(kāi)發(fā)的現(xiàn)狀，導(dǎo)致大量土地被用于非必需的商業(yè)用途，商業(yè)項(xiàng)目頻繁的復(fù)制也導(dǎo)致了同質(zhì)化的現(xiàn)象越來(lái)越嚴(yán)重。這不僅是對(duì)土地資源的浪費(fèi)，更是對(duì)人民生活、國(guó)家財(cái)產(chǎn)以及商業(yè)地產(chǎn)市場(chǎng)發(fā)展的不負(fù)責(zé)任。 本文正是在這樣的背景下，運(yùn)用文獻(xiàn)分析、問(wèn)卷調(diào)查、建立評(píng)價(jià)模型等方法，對(duì)國(guó)內(nèi)外有關(guān)商業(yè)地產(chǎn)及項(xiàng)目定位的理論及文獻(xiàn)進(jìn)行梳理分析，在結(jié)合商業(yè)項(xiàng)目?jī)r(jià)值鏈的基礎(chǔ)上，綜合分析影響商業(yè)地產(chǎn)項(xiàng)目定位的眾多因素，并對(duì)這些因素進(jìn)行重新分類，建立了商業(yè)地產(chǎn)項(xiàng)目定位影響因素的評(píng)價(jià)體系，通過(guò)綜合評(píng)價(jià)體系得到各因素對(duì)具體商業(yè)地產(chǎn)項(xiàng)目定位的影響權(quán)重，為商業(yè)地產(chǎn)項(xiàng)目定位提供依據(jù)，使各因素的影響程度更具區(qū)分性，以便能夠準(zhǔn)確的指導(dǎo)商業(yè)地產(chǎn)項(xiàng)目的定位，能夠有效地避免商業(yè)地產(chǎn)盲目無(wú)序地開(kāi)發(fā)，降低開(kāi)發(fā)風(fēng)險(xiǎn)。同時(shí)，本文將層次分析法和TOPSIS方法進(jìn)行綜合運(yùn)用，結(jié)合具體商業(yè)項(xiàng)目進(jìn)行評(píng)分排名，對(duì)商業(yè)地產(chǎn)項(xiàng)目定位影響因素評(píng)價(jià)體系的有效性進(jìn)行了驗(yàn)證。
[Abstract]:After a series of policy regulation and suppression in the real estate market, the investment boom in the residential market tends to return to indifference, and the advantages of commercial real estate gradually emerge. And with the acceleration of economic growth and urban-rural integration, the development of the policy has not been clearly suppressed, plus its own high investment income this significant advantage, investors. Developers have been focusing on commercial real estate. However, it is precisely because of this investment boom, triggered the status quo of blind development of commercial real estate, leading to a large number of land is used for non-essential commercial purposes. The frequent duplication of commercial projects also leads to the phenomenon of homogeneity, which is not only a waste of land resources, but also irresponsibility for the development of people's life, national property and commercial real estate market. In this context, this paper uses literature analysis, questionnaire survey, evaluation model and other methods to analyze the domestic and foreign commercial real estate and project positioning theory and literature. On the basis of commercial project value chain, this paper comprehensively analyzes the many factors that affect the positioning of commercial real estate project, and reclassifies these factors, and establishes the evaluation system of the influencing factors of commercial real estate project positioning. Through the comprehensive evaluation system to obtain the impact of each factor on the specific commercial real estate project positioning weight, for the commercial real estate project positioning to provide the basis, so that the impact of each factor more differentiated. In order to accurately guide the positioning of commercial real estate projects, can effectively avoid the blind development of commercial real estate, reduce the risk of development. In this paper, the AHP and TOPSIS methods are comprehensively applied to evaluate the effectiveness of the evaluation system of the factors affecting the positioning of commercial real estate projects.
【學(xué)位授予單位】：南京工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F299.23

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