本文關(guān)鍵詞： 商業(yè)地產(chǎn) 策劃 資源整合 運營管理　出處：《西安科技大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：近幾年的中國商業(yè)地產(chǎn)市場如股市般跌宕起伏。國家頻繁的調(diào)控政策出臺和2013年中國政界的全面交接，讓大多數(shù)房地產(chǎn)開發(fā)商保持前所未有的觀望。我國的商業(yè)地產(chǎn)之所以迅猛發(fā)展，是因為商業(yè)地產(chǎn)的高利潤、市場需求強勁和地方政府的推動。但是，臨沂市萬興都商業(yè)地產(chǎn)項目的投資開發(fā)方---威海東龍建設(shè)集團，作為首次進入臨沂市場的外資企業(yè)，其在投資方式、獲利方向、公共資源、與當(dāng)?shù)卣P(guān)于城市布局、產(chǎn)業(yè)布局、商業(yè)布局等方面的溝通環(huán)節(jié)等，存在著定位體系不完整、方案布局不合理的情況。為此，入市前制定切實可行的策劃運營方案將對萬興都商業(yè)地產(chǎn)項目的風(fēng)險控制和健康運營具有重要的理論與現(xiàn)實指導(dǎo)意義。 本文運用問卷調(diào)查法、SWOT分析法及比較分析法，從分析山東省臨沂市的地理背景、整體發(fā)展規(guī)劃、宏觀經(jīng)濟發(fā)展?fàn)顩r（國民生產(chǎn)總值、人均可支配收入及全社會固定資產(chǎn)投資）、城市商業(yè)發(fā)展規(guī)劃、大商業(yè)及重點商圈等入手，結(jié)合國內(nèi)外商業(yè)發(fā)展歷程、趨勢和國內(nèi)類似項目的實際研究狀況，并根據(jù)項目地塊、地理區(qū)位，對萬興都商業(yè)地產(chǎn)項目的開發(fā)設(shè)想、業(yè)態(tài)定位、體量測算、產(chǎn)品設(shè)計、平面建議、招商推廣和運營管理方案等進行了深入分析和研究。主要研究結(jié)論為：一是入市前，，針對投資開發(fā)方威海東龍建設(shè)集團目標(biāo)市場前期調(diào)研不足、項目定位模糊、投資盲目性大等現(xiàn)狀，提出了定位體系的兩個關(guān)鍵。二是本項目在開發(fā)建設(shè)中的商業(yè)經(jīng)營與地產(chǎn)開發(fā)并重，謹(jǐn)防開發(fā)與經(jīng)營脫節(jié)，文中為其制定的策劃與運營方案從根本上就注重了商業(yè)地產(chǎn)的資產(chǎn)運營，注重萬興都項目商業(yè)物業(yè)的增值和二次、三次投資的附加值提升。三是為本項目定制的集吃、住、行、游、購、娛于一體的綜合性商業(yè)模式將是未來山東省臨沂市商業(yè)地產(chǎn)發(fā)展的主要趨勢，對本項目及臨沂市商業(yè)地產(chǎn)市場的其他開發(fā)建設(shè)項目的成功實施具有一定的指導(dǎo)價值。
[Abstract]:In recent years, China's commercial real estate market has fluctuated like the stock market. The country's frequent regulation and control policies and the overall transition of Chinese politics in 2013. The reason for the rapid development of commercial real estate in China is the high profit of commercial real estate, strong market demand and the promotion of local government. Linyi Wanxingdu commercial real estate project investment and development-Weihai Donglong construction group, as the first time into the market of Linyi foreign enterprises, its investment mode, profit direction, public resources. With the local government on the urban layout, industrial layout, commercial layout and other aspects of communication links, there is a positioning system is not complete, the plan layout is unreasonable. For this reason. It is of great theoretical and practical significance for the risk control and healthy operation of commercial real estate project of Wanxingdu to make a feasible plan and operation plan before entering the market. This paper analyzes the geographical background, overall development planning and macro-economic development (GNP) of Linyi City, Shandong Province by means of SWOT analysis and comparative analysis. Per capita disposable income and investment in fixed assets of the whole society, urban commercial development planning, large business and key business circles, combined with the development of domestic and foreign business history, trends and the actual research situation of similar projects in China. And according to the project land, geographical location, Wanxingdu commercial real estate development ideas, positioning, volume measurement, product design, plane suggestions. The main conclusions are as follows: first, before entering the market, the target market research of Weihai Donglong Construction Group is insufficient, and the project positioning is vague. This paper puts forward two key points of the positioning system. Second, the commercial management and the real estate development in the development and construction of this project are equally emphasized, and the disconnection between the development and the management should be taken care of. In this paper, the planning and operation plan for the commercial real estate fundamentally focused on the operation of assets, pay attention to the value added and second time of commercial property of Wanxingdu project. The third is the integration of food, housing, travel, travel, shopping and entertainment, which will be the main trend of commercial real estate development in Linyi City, Shandong Province in the future. It has certain guiding value for the successful implementation of this project and other development and construction projects in Linyi commercial real estate market.
【學(xué)位授予單位】：西安科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F299.233.4

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