本文關(guān)鍵詞： 文化地產(chǎn) 盈利模式 河南省　出處：《鄭州大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：伴隨著經(jīng)濟(jì)發(fā)展的推動以及人們消費需求的提升,文化因素在房地產(chǎn)業(yè)中顯得愈發(fā)重要,加之河南本身具有突出的文化資源優(yōu)勢,這就為河南文化地產(chǎn)的出現(xiàn)與發(fā)展提供了成長空間。文化地產(chǎn)的發(fā)展在為房地產(chǎn)企業(yè)提供新的發(fā)展機(jī)遇的同時,更為文化的發(fā)展傳承指出了一條全新的道路。但是目前河南乃至全國現(xiàn)有文化地產(chǎn)項目的發(fā)展現(xiàn)狀不容樂觀,盈利狀況較差,而且國內(nèi)對于文化地產(chǎn)的研究大多集中于企業(yè)和媒體之間的討論,學(xué)術(shù)界對其缺乏系統(tǒng)深入的研究。因此有必要對河南文化地產(chǎn)及其盈利模式進(jìn)行深入的分析,以期為河南房地產(chǎn)業(yè)的新發(fā)展以及由文化大省向文化強(qiáng)省的大跨越做出貢獻(xiàn)。 本文以河南文化地產(chǎn)作為研究對象,在文化資本論這一理論基礎(chǔ)下,總結(jié)當(dāng)前國內(nèi)外的相關(guān)研究成果,對文化地產(chǎn)進(jìn)行了清晰的概念界定,并且對當(dāng)前文化地產(chǎn)的盈利現(xiàn)狀進(jìn)行了分析,也為后續(xù)研究的深入提供了可能。除此之外,文章還對河南省現(xiàn)有文化地產(chǎn)盈利模式進(jìn)行了具體分析,同時也對這些盈利模式的優(yōu)缺點、經(jīng)驗借鑒、適用條件以及進(jìn)行文化地產(chǎn)盈利模式創(chuàng)新的必要性進(jìn)行了闡述,最后提出了河南文化地產(chǎn)創(chuàng)新的盈利模式,在對具體案例進(jìn)行了應(yīng)用分析后,也對該模式在河南省的最終運作進(jìn)行了相關(guān)闡述。 本文得出了以下三個結(jié)論： 1.文化地產(chǎn)的內(nèi)涵可以從三個層次進(jìn)行界定理解。根據(jù)對現(xiàn)有文獻(xiàn)的整理研究以及對當(dāng)前文化地產(chǎn)項目的總結(jié)可以發(fā)現(xiàn),我國文化地產(chǎn)目前主要處于三個發(fā)展階段,這幾個發(fā)展階段也是對文化地產(chǎn)概念的闡釋。初級的文化地產(chǎn)代表了第一階段的文化地產(chǎn)內(nèi)涵,即在地產(chǎn)營銷環(huán)節(jié)加入文化要素,文化與地產(chǎn)是完全分離的；中級階段的文化地產(chǎn)內(nèi)涵也是當(dāng)前我國文化地產(chǎn)所直接體現(xiàn)出來的,發(fā)展對象主要為文化產(chǎn)業(yè)或地產(chǎn)文化,且兩者發(fā)展不協(xié)調(diào)；本文的研究重點即第三階段的文化地產(chǎn),其內(nèi)涵在于將地產(chǎn)與文化完美融合,最終達(dá)到項目盈利與文化傳承的雙贏效應(yīng)。 2.按照盈利業(yè)態(tài)或要素的不同可以將河南省現(xiàn)有文化地產(chǎn)盈利模式劃分為概念創(chuàng)新型、產(chǎn)業(yè)集聚型、復(fù)合發(fā)展型和品牌價值型四種。這四類盈利模式也是當(dāng)前河南省文化地產(chǎn)項目的開發(fā)企業(yè)所主要選擇的,但是在本文對四種盈利模式及相關(guān)項目進(jìn)行深入研究的過程中,也總結(jié)出上述四類盈利模式的特點與不足,并對其進(jìn)行了比較分析。研究結(jié)論表明上述四種盈利模式仍存在諸多不足之處,也因此為本文進(jìn)行河南省文化地產(chǎn)盈利模式創(chuàng)新提供了創(chuàng)新必要性。 3.本研究提出的“文化資本運作型”盈利模式適宜河南省文化地產(chǎn)的發(fā)展需求。在研究過程中,首先對該模式的運作途徑及路徑模型進(jìn)行了描述；其次運用系統(tǒng)動力學(xué)中的動態(tài)仿真方法對該模式進(jìn)行了仿真分析,驗證了該模式在文化地產(chǎn)項目中的可行性；隨后對于該盈利模式在河南實踐的適用性進(jìn)行了分析；除此之外論文還構(gòu)建了河南文化資本運作評價指標(biāo),并采用層次分析法對該指標(biāo)體系進(jìn)行評價分析,最終確定文化地產(chǎn)盈利過程中的相關(guān)指標(biāo)的權(quán)重,為項目后期運作提供了可能。
[Abstract]:Along with the development of economy and the improvement of people's consumption demand, cultural factors become more and more important in the real estate industry, and Henan itself has prominent advantages of cultural resources, which provide growth space for the emergence and development of Henan cultural property. Real estate development in the culture provides new opportunities for the development of real estate enterprises at the same time, it points out a new path for the development of cultural heritage. But the current development of Henan and even the existing cultural real estate projects are not optimistic, poor profitability, and discuss the research for the production of culture are mostly concentrated in between the enterprise and the media, the academic circles on the lack of systematic studies. Therefore it is necessary to conduct in-depth analysis of Henan cultural property and profit model, in order for the new Henan real estate development and a big cultural province to strong province of culture A great leap forward to make a contribution.
This paper takes Henan cultural property as the research object, on the basis of this cultural capital theory, summarizes the related research results at home and abroad, makes a clear definition of the concept of cultural property, and the profit on the current situation of cultural property are analyzed, but also for the subsequent in-depth study may be provided. In addition, the also carried out a detailed analysis of the existing cultural real estate profit model in Henan Province, but also the advantages and disadvantages of these profit model experience, applicable conditions and the necessity of cultural real estate profit model innovation is discussed, finally put forward the culture of Henan real estate innovation profit model, in the case of. It also elaborated on the final mode of operation in Henan province.
This paper draws the following three conclusions:
The connotation of cultural property in 1. can be understood from the definition of three levels. According to the study of existing literature and a summary of current real estate project culture can be found in our country real estate culture is mainly in the three stages of development, it is also several stages of development on the concept of Cultural Interpretation. The primary culture of real estate real estate on behalf of the first stage the cultural connotation of real estate, adding cultural elements in real estate marketing, culture and real estate is completely separated; the intermediate stage of cultural connotation of real estate in China is also the cultural property directly reflected, mainly for the development of cultural industries and cultural property, and both non coordinated development; this research focuses on the third stage cultural property, its connotation is the perfect real estate and cultural integration, and ultimately achieve a win-win effect of project profitability and cultural heritage.
2. according to the profit formats or different elements can be established in Henan Province cultural real estate profit model is divided into the concept of innovation, industrial agglomeration, composite development and brand value of four. The four kinds of profit model is the current real estate development project in Henan Province cultural enterprises the main choice, but in the four kinds of profit model and related projects on the process of research, it summarizes the characteristics of the above four kinds of profit model and the insufficiency, and has carried on the comparative analysis. The conclusion of the study shows that many deficiencies still exist in the four kinds of profit model, it is the culture of Henan Province real estate profit model innovation provides the necessity of innovation.
3. the "cultural capital" profit model for Henan Province cultural real estate development needs. In the course of the study, first of all to the mode of operation way and path model are described; secondly by using the method of dynamic simulation of system dynamics in the simulation analysis of the model, verify the feasibility of the model in the culture of real estate projects; then for the profit pattern analysis of applicability in practice in Henan; in addition the paper also constructed the Henan cultural capital operation evaluation index, and use AHP to evaluate the index system analysis, and ultimately determine the weights of indexes related to profit in the process of cultural property, provided may be late in the project operation.

【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F299.23

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