本文選題：商業(yè)地產(chǎn) + 定位��； 參考：《華南理工大學(xué)》2011年碩士論文

【摘要】：商業(yè)地產(chǎn),是指用于商業(yè)經(jīng)營(yíng)活動(dòng)的房地產(chǎn)類型,主要形式包括商鋪、商場(chǎng)、會(huì)展中心、工業(yè)廠房等。近十幾年來(lái),隨著我國(guó)經(jīng)濟(jì)的發(fā)展和城市化進(jìn)程的加快,我國(guó)的大中城市興起了商業(yè)地產(chǎn)開發(fā)的熱潮。商業(yè)地產(chǎn)在我國(guó)的實(shí)踐中,既有成功的經(jīng)驗(yàn),亦有失敗的教訓(xùn),對(duì)該問(wèn)題的研究具有實(shí)際指導(dǎo)意義。 因此,本文以南海黃岐金太陽(yáng)廣場(chǎng)項(xiàng)目為研究對(duì)象,采用案例研究的形式,把客觀陳述與綜合分析相結(jié)合。在案例正文部分,筆者憑借本人從事該行業(yè)的多年工作經(jīng)驗(yàn),同時(shí)基于專業(yè)調(diào)查公司提供的行業(yè)數(shù)據(jù)、企業(yè)經(jīng)過(guò)多年發(fā)展所積累的經(jīng)驗(yàn)以及原始資料等作客觀陳述,闡述金太陽(yáng)廣場(chǎng)項(xiàng)目的整個(gè)開發(fā)、招商以及經(jīng)營(yíng)運(yùn)作流程,包括金太陽(yáng)廣場(chǎng)項(xiàng)目的前期準(zhǔn)備工作、廣場(chǎng)的建設(shè)、招商引資以及運(yùn)營(yíng)管理等環(huán)節(jié)。從客觀上回顧金太陽(yáng)廣場(chǎng)的歷史,梳理項(xiàng)目完整的開發(fā)流程。使讀者從整體上把握金太陽(yáng)廣場(chǎng)項(xiàng)目的開發(fā)與運(yùn)營(yíng),并為后文的綜合分析作鋪墊。 在客觀地對(duì)案例進(jìn)行陳述之后,筆者深入分析了金太陽(yáng)廣場(chǎng)項(xiàng)目從前期準(zhǔn)備工作到經(jīng)營(yíng)管理的整個(gè)過(guò)程。對(duì)金太陽(yáng)廣場(chǎng)的選擇和定位工作、招商工作以及運(yùn)營(yíng)管理工作進(jìn)行分析,總結(jié)了金太陽(yáng)廣場(chǎng)項(xiàng)目成功的實(shí)踐經(jīng)驗(yàn),并概括出商業(yè)地產(chǎn)項(xiàng)目開發(fā)運(yùn)營(yíng)的基本規(guī)律和客觀原則。金太陽(yáng)廣場(chǎng)項(xiàng)目在開發(fā)與運(yùn)營(yíng)過(guò)程中根據(jù)消費(fèi)者的消費(fèi)特性對(duì)自身進(jìn)行定位、依照自身定位從而制定和執(zhí)行招商策略、“四個(gè)統(tǒng)一”的運(yùn)營(yíng)管理等實(shí)踐經(jīng)驗(yàn)是項(xiàng)目成功的關(guān)鍵因素。在取得階段性成功后,金太陽(yáng)廣場(chǎng)將更加努力地踐行以消費(fèi)者為導(dǎo)向的核心理念,對(duì)廣場(chǎng)進(jìn)行動(dòng)態(tài)的管理,保持金太陽(yáng)廣場(chǎng)長(zhǎng)久的活力。
[Abstract]:Commercial real estate refers to the type of real estate used for commercial activities, mainly in the form of shops, shopping malls, convention and exhibition centers, industrial buildings and so on. In the past ten years, with the development of economy and the acceleration of urbanization, the commercial real estate development in large and medium-sized cities of our country is on the rise. In the practice of commercial real estate in our country, there are both successful experience and failure lesson, so the research on this problem has practical guiding significance. Therefore, this paper takes the Huangqi gold solar square project in the South China Sea as the research object, adopts the case study form, unifies the objective statement and the synthesis analysis. In the main part of the case, the author makes an objective statement based on the industry data provided by the professional investigation company, the experience accumulated by the enterprise through many years of development and the original data, and so on. This paper expounds the whole development, investment invitation and operation flow of the Golden Sun Square project, including the preparatory work of the Golden Sun Square Project, the construction of the square, the investment attraction and the operation management and so on. From the objective review of the history of the Golden Sun Square, combing the project complete development process. So that readers can grasp the development and operation of the Golden Sun Square project as a whole, and pave the way for the following comprehensive analysis. After presenting the case objectively, the author deeply analyzes the whole process from the preparatory work to the operation and management of the Golden Sun Square Project. This paper analyzes the selection and location of Jinyang Square, the work of attracting investment and operation management, summarizes the successful practical experience of the project, and generalizes the basic laws and objective principles of the development and operation of commercial real estate projects. In the course of development and operation, the Golden Sun Square Project locates itself according to the consumer's consumption characteristics, and formulates and executes the investment strategy according to its own position. The practical experience of "four unified" operation management is the key factor to the success of the project. After the stage success, the Golden Sun Square will practice the core idea of taking the consumer as the direction more diligently, carry on the dynamic management to the square, keep the lasting vitality of the Golden Sun Square.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：F293.3

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