本文選題：商業(yè)地產(chǎn) + 地產(chǎn)運(yùn)營(yíng)�。� 參考：《吉林大學(xué)》2014年碩士論文

【摘要】：我國(guó)近年來(lái)經(jīng)濟(jì)發(fā)展態(tài)勢(shì)一直呈現(xiàn)較好的狀態(tài)，在各項(xiàng)財(cái)政和貨幣政策的調(diào)控和支持下，各經(jīng)濟(jì)指標(biāo)表現(xiàn)平穩(wěn)，各個(gè)經(jīng)濟(jì)行業(yè)的表現(xiàn)得到明顯提升，國(guó)民收入大大提高，人均GDP也有了顯著提升。這樣良好的經(jīng)濟(jì)發(fā)展形勢(shì)為商業(yè)地產(chǎn)的推廣開發(fā)提供了良好的環(huán)境，使商業(yè)地產(chǎn)能夠在較快的發(fā)展時(shí)間內(nèi)取得明顯進(jìn)步。本文主要研究對(duì)象是商業(yè)地產(chǎn)，不同于工業(yè)園區(qū)開發(fā)和住宅開發(fā)，商業(yè)地產(chǎn)是對(duì)商業(yè)集中區(qū)的升級(jí)重構(gòu)，主要是以提供辦公用途以及商業(yè)銷售用途為主的地產(chǎn)形態(tài)，是經(jīng)濟(jì)基礎(chǔ)高度發(fā)展后產(chǎn)生的新型房地產(chǎn)形式。從商業(yè)地產(chǎn)的定義來(lái)看，商業(yè)地產(chǎn)是能為所有者帶來(lái)經(jīng)濟(jì)利益，具備商業(yè)功能或者是用于商業(yè)用途的地產(chǎn)。如商鋪、購(gòu)物中心、娛樂(lè)休閑廣場(chǎng)和批發(fā)市場(chǎng)等，這些都屬于商業(yè)地產(chǎn)。這些地產(chǎn)都能在商業(yè)活動(dòng)中體現(xiàn)經(jīng)濟(jì)價(jià)值，為所有者和使用者帶來(lái)經(jīng)濟(jì)收益。商業(yè)地產(chǎn)的運(yùn)營(yíng)策略、用途和功能都與其他地產(chǎn)有明顯的區(qū)別。國(guó)內(nèi)的寫字樓和商業(yè)街的策略在我國(guó)的一、二線城市有非常廣泛的市場(chǎng)推廣。目前針對(duì)商業(yè)地產(chǎn)的研究更多的指的是狹義策略上的商業(yè)地產(chǎn)，特別是零售類商業(yè)地產(chǎn)，這也是本文的研究主要內(nèi)容。 沈陽(yáng)歷經(jīng)幾百年的發(fā)展歷史，中街地區(qū)、太原街地區(qū)、北市地區(qū)三個(gè)具有百年歷史的商業(yè)旺地，對(duì)于沈陽(yáng)商業(yè)發(fā)展的影響至今猶存。截至2006年底，沈陽(yáng)市的商業(yè)面積總量約為1100萬(wàn)平方米，折合人均擁有商業(yè)零售網(wǎng)點(diǎn)面積約為0.8平方米，人均擁有服務(wù)業(yè)網(wǎng)點(diǎn)面積約為0.7平方米。WD商業(yè)地產(chǎn)正是在沈陽(yáng)商業(yè)地產(chǎn)高速發(fā)展的情景下孕育而生的。本文通過(guò)對(duì)WD商業(yè)地產(chǎn)個(gè)案的研究分析，，為我國(guó)商業(yè)地產(chǎn)運(yùn)營(yíng)策略的發(fā)展提供一些參考及建議。 本文主要通過(guò)分析與比較國(guó)內(nèi)商業(yè)地產(chǎn)的運(yùn)營(yíng)策略，探索我國(guó)商業(yè)地產(chǎn)現(xiàn)狀及不足之處，并以沈陽(yáng)WD為例，著重分析其運(yùn)營(yíng)策略及新策略構(gòu)想。本文總共包括六章：第一章為引言，重在闡述文章的研究背景、意義，前人已做的研究成果，以及主要研究的問(wèn)題和研究框架。第二章是商業(yè)地產(chǎn)及相關(guān)理論的概述，介紹商業(yè)地產(chǎn)的內(nèi)涵、類型、特點(diǎn)，并對(duì)國(guó)內(nèi)商業(yè)地產(chǎn)的發(fā)展?fàn)顩r進(jìn)行梳理。第三章是對(duì)沈陽(yáng)WD運(yùn)營(yíng)策略現(xiàn)狀進(jìn)行具體分析。第四章是對(duì)沈陽(yáng)WD商業(yè)地產(chǎn)運(yùn)營(yíng)策略的發(fā)展提供一些改善建議，第五章是改善措施的保證體系，最后是對(duì)全文的總結(jié)。
[Abstract]:In recent years, China's economic development has been in a good state. With the control and support of various fiscal and monetary policies, the performance of various economic indicators has been stable, the performance of various economic sectors has been significantly improved, and the national income has been greatly increased. GDP per capita has also risen significantly. Such a good situation of economic development provides a good environment for the promotion and development of commercial real estate, so that commercial real estate can make obvious progress in the rapid development time. The main research object of this paper is commercial real estate, which is different from industrial park development and residential development. Commercial real estate is the upgrading and reconstructing of commercial concentration zone, which is mainly to provide office use and commercial sales. Is the economic base after the development of a new type of real estate form. According to the definition of commercial real estate, commercial real estate is property that can bring economic benefit to owner, have commercial function or be used for commercial purpose. Such as shops, shopping malls, entertainment and leisure square and wholesale markets, these are commercial real estate. These properties can reflect economic value in business activities and bring economic benefits to owners and users. The operation strategy, use and function of commercial real estate are obviously different from other real estate. Domestic office and commercial street strategy in our country, the second-tier cities have a very wide range of market promotion. At present, the research on commercial real estate refers to the narrow sense of commercial real estate, especially retail commercial real estate, which is also the main content of this paper. Shenyang has experienced hundreds of years of development history, the Central Street area, Taiyuan Street area, Bei City area with a hundred years of commercial prosperity, the impact on the commercial development of Shenyang still exists. By the end of 2006, the total commercial area in Shenyang was about 11 million square meters, equivalent to the average per capita commercial retail network area of about 0.8 square meters. The per capita service network area is about 0.7 square meters. WD commercial real estate is born under the situation of Shenyang commercial real estate developing rapidly. Through the research and analysis of WD commercial real estate case, this paper provides some references and suggestions for the development of commercial real estate operation strategy in China. By analyzing and comparing the operation strategies of domestic commercial real estate, this paper explores the present situation and shortcomings of commercial real estate in China, and takes Shenyang WD as an example to analyze its operation strategy and new strategy. This paper consists of six chapters: the first chapter is the introduction, focusing on the research background, significance, previous research results, as well as the main research issues and research framework. The second chapter is an overview of commercial real estate and related theories, introducing the connotation, types, characteristics of commercial real estate, and combing the development of domestic commercial real estate. The third chapter is to analyze the current situation of Shenyang WD operation strategy. The fourth chapter is to provide some suggestions for the development of Shenyang WD commercial real estate operation strategy, the fifth chapter is the guarantee system of the improvement measures, and the last part is the summary of the full text.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F299.27

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