【摘要】：本論文以貴陽A公司商業(yè)地產(chǎn)M項目定位規(guī)劃為主線，采用案例研究的形式對項目進行客觀陳述和綜合分析，基于國內外知名顧問公司提供的部分數(shù)據(jù)以及原始資料，闡述商業(yè)地產(chǎn)項目定位規(guī)劃的思路和操作流程。 本論文運用波特“五力模型”并借助SWOT工具分析了貴陽的商業(yè)地產(chǎn)競爭環(huán)境和A公司商業(yè)地產(chǎn)M項目的前期定位規(guī)劃，包含但不僅限于對項目所在城市的經(jīng)濟發(fā)展現(xiàn)狀、城市空間發(fā)展規(guī)劃、城市商業(yè)地產(chǎn)發(fā)展現(xiàn)狀等因素的分析，以及對項目的功能、形象、檔次、客群、業(yè)態(tài)等要素的分析定位。 在研究過程中，本論文更多的采用了商業(yè)地產(chǎn)行業(yè)內的模型和經(jīng)驗，并根據(jù)商業(yè)地產(chǎn)項目一般性建筑需求對貴陽A公司商業(yè)地產(chǎn)M項目的工程改造提出了常規(guī)性的建議。 同時，本論文分析了貴陽A公司商業(yè)地產(chǎn)M項目在后期將面臨的各項風險，并提出了針對性的風險防控措施，，如政策風險、市場風險、規(guī)劃風險、運營風險等；目的是為了給貴陽A公司商業(yè)地產(chǎn)M項目良好有序的推進工作提供一定的思路，降低項目潛在風險，并為貴陽A公司其他商業(yè)地產(chǎn)項目前期定位規(guī)劃工作提供一定的思路和支持。 通過對貴陽A公司商業(yè)地產(chǎn)M項目的前期定位規(guī)劃研究，可以看出公司高管層對商業(yè)地產(chǎn)的認知以及商業(yè)地產(chǎn)項目前期定位規(guī)劃的專業(yè)團隊將是制約三四線城市商業(yè)地產(chǎn)發(fā)展的重要因素；未來，隨著中國城鎮(zhèn)化工作的推進，新城或城市新區(qū)商業(yè)地產(chǎn)項目難免會遇到同樣的問題，本論文希望通過對貴陽A公司商業(yè)地產(chǎn)M項目前期定位規(guī)劃研究，梳理出三四線城市商業(yè)地產(chǎn)項目的主流操盤思路及規(guī)律，并能夠為城市商業(yè)地產(chǎn)發(fā)展規(guī)劃和行業(yè)的發(fā)展提供一定的借鑒意義。
[Abstract]:This paper takes Guiyang A company commercial real estate M project orientation planning as the main line, uses the case study form carries on the objective statement and the synthesis analysis to the project, based on the domestic and foreign well-known consultant company provides some data as well as the original data. This paper expounds the thinking and operation flow of positioning and planning of commercial real estate projects. This paper analyzes the competitive environment of commercial real estate in Guiyang and the pre-positioning plan of M project of Commercial Real Estate of Company A by using Porter's "five Force Model" and SWOT tools, including but not limited to the economic development status of the city where the project is located. The analysis of urban space development planning, urban commercial real estate development and other factors, as well as the analysis of the project's function, image, grade, guest group, business form and so on. In the course of the research, this paper adopts more commercial real estate industry model and experience, and according to the general construction needs of commercial real estate projects, the paper puts forward the conventional suggestions on the engineering transformation of the commercial real estate M project of Guiyang A Company. At the same time, this paper analyzes the risk of the commercial real estate M project of Guiyang A company in the later period, and puts forward the targeted risk prevention and control measures, such as policy risk, market risk, planning risk, operational risk and so on. The purpose is to provide some ideas for the good and orderly promotion of the commercial real estate M project of Guiyang A Company, and to reduce the potential risk of the project. And for Guiyang A company other commercial real estate projects early positioning planning work to provide certain ideas and support. Through the pre-positioning planning of the commercial real estate M project of Guiyang A Company, It can be seen that the understanding of commercial real estate by company executives and the professional team of pre-stage positioning planning of commercial real estate projects will be important factors restricting the development of commercial real estate in third-and fourth-tier cities. In the future, with the development of urbanization in China, Commercial real estate projects in new towns or new urban areas will inevitably encounter the same problems. This paper hopes to study the pre-positioning planning of commercial real estate M projects in Guiyang A Company. Carding out the main ideas and rules of commercial real estate projects in the third and fourth tier cities, and can provide certain reference significance for the development planning of urban commercial real estate and the development of the industry.
【學位授予單位】：廣東財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F299.233.4

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相關期刊論文 前1條

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本文編號：2262216