本文選題：商業(yè)地產(chǎn) + 項(xiàng)目競爭力�。� 參考：《西安建筑科技大學(xué)》2013年碩士論文

【摘要】：近年來，隨著國家對住宅市場調(diào)控力度的不斷加強(qiáng)以及城鎮(zhèn)化的快速發(fā)展，房地產(chǎn)行業(yè)的資本大量地涌入到商業(yè)地產(chǎn)項(xiàng)目的建設(shè)中去。但是由于空置率高、同質(zhì)化現(xiàn)象嚴(yán)重等諸多問題的出現(xiàn)顯露出了商業(yè)地產(chǎn)項(xiàng)目的競爭劣勢，特別是忽視商業(yè)地產(chǎn)項(xiàng)目的后期運(yùn)營，導(dǎo)致了商業(yè)地產(chǎn)項(xiàng)目缺乏較強(qiáng)的競爭力，項(xiàng)目運(yùn)營失敗的情形不斷地在增多。因此如何構(gòu)建一種符合商業(yè)地產(chǎn)特點(diǎn)的項(xiàng)目競爭力評價指標(biāo)體系已成為學(xué)術(shù)界和商業(yè)地產(chǎn)界共同致力于解決的熱點(diǎn)問題。 論文針對商業(yè)地產(chǎn)項(xiàng)目的特點(diǎn)和實(shí)際情況，在深入研究項(xiàng)目競爭力理論的基礎(chǔ)上，提出了商業(yè)地產(chǎn)項(xiàng)目競爭力的概念和特點(diǎn)，結(jié)合鉆石模型理論并對其進(jìn)行修正分析了商業(yè)地產(chǎn)項(xiàng)目競爭力的影響因素，構(gòu)建了商業(yè)地產(chǎn)項(xiàng)目競爭力評價指標(biāo)體系。采用模糊綜合評價法和層次分析法建立了商業(yè)地產(chǎn)項(xiàng)目競爭力評價模型，找到了最能影響商業(yè)地產(chǎn)項(xiàng)目競爭力的五個指標(biāo)，，同時將該評價模型具體運(yùn)用到兩個在建項(xiàng)目并進(jìn)行對比分析，得出益田假日廣場項(xiàng)目較華聯(lián)萬柳項(xiàng)目更具競爭力，結(jié)合項(xiàng)目相關(guān)的數(shù)據(jù)調(diào)查研究，證明了兩個項(xiàng)目的結(jié)果分析較符合實(shí)際情況，驗(yàn)證了該模型的可操作性。 結(jié)果表明，在鉆石模型理論視角下，對商業(yè)地產(chǎn)項(xiàng)目競爭力進(jìn)行系統(tǒng)有效地分析，有利于開發(fā)商更為全面準(zhǔn)確地把握該項(xiàng)目的競爭優(yōu)劣勢，進(jìn)而揚(yáng)長避短做出合理正確的修改方案。此外，研究成果更進(jìn)一步豐富完善了項(xiàng)目競爭力的理論，同時也提升了尋找項(xiàng)目競爭力影響因素的理論效度。
[Abstract]:In recent years, with the continuous strengthening of the regulation of the housing market and the rapid development of the urbanization, the capital of the real estate industry has poured into the construction of commercial real estate projects. However, many problems, such as high vacancy rate and serious homogeneity, have revealed the competitive disadvantage of the commercial real estate projects, especially the neglect. The late operation of commercial real estate projects leads to the lack of strong competitiveness of commercial real estate projects and the increase in the failure of the project operation. Therefore, how to build a project competitiveness evaluation index system which is in line with the characteristics of commercial real estate has become a hot issue in the academic and commercial field.
In view of the characteristics and actual situation of commercial real estate projects, this paper puts forward the concept and characteristics of the competitiveness of commercial real estate projects on the basis of the in-depth study of the theory of project competitiveness. It combines the diamond model theory and modifies the influence factors of the competitiveness of commercial real estate projects, and constructs the competitiveness evaluation of commercial real estate projects. The evaluation model of commercial real estate project competitiveness is established by fuzzy comprehensive evaluation and analytic hierarchy process (AHP), and five indexes that can most influence the competitiveness of commercial real estate projects are found. At the same time, the evaluation model is applied to two construction projects and is compared and analyzed, and the Yitian holiday Plaza project is more than China Federation of willow items. The results of the two projects are more consistent with the actual situation, and the operability of the model is verified.
The results show that, in the perspective of diamond model theory, the systematic and effective analysis of the competitiveness of commercial real estate projects is beneficial to the developers to grasp the competitive advantages and disadvantages of the project more comprehensively and accurately, and then develop a reasonable and correct modification plan. In addition, the research results further enrich the theory of the competitiveness of the project. At the same time, it also improves the theoretical validity of influencing factors of project competitiveness.

【學(xué)位授予單位】：西安建筑科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F299.23

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