本文選題：星河商業(yè)地產(chǎn) + 購(gòu)物中心　； 參考：《天津大學(xué)》2013年碩士論文

【摘要】：自從2010年開(kāi)始，國(guó)家對(duì)于房地產(chǎn)的調(diào)控就呈越來(lái)越嚴(yán)的趨勢(shì)，同時(shí)保障房的供應(yīng)也是大量增長(zhǎng)，，因此中國(guó)的房地產(chǎn)行業(yè)受到不斷的打壓。在此情況下，如何實(shí)現(xiàn)新的增長(zhǎng)，是一個(gè)嚴(yán)峻的問(wèn)題，也是一個(gè)迫在眉睫的問(wèn)題，而商業(yè)地產(chǎn)是房地產(chǎn)轉(zhuǎn)型的一個(gè)重要方向。相比于住宅地產(chǎn)，商業(yè)地產(chǎn)的發(fā)展速度在短期內(nèi)得到多方支持。尤其是從2010年以來(lái)，商業(yè)地產(chǎn)的增速已遠(yuǎn)遠(yuǎn)超過(guò)了住宅地產(chǎn)�？梢灶A(yù)期，在未來(lái)的幾年，隨著住宅地產(chǎn)受政策方面的限制，商業(yè)地產(chǎn)的發(fā)展仍不會(huì)放緩腳步，商業(yè)地產(chǎn)的投資力度必將得到進(jìn)一步的放大。 而隨著商業(yè)地產(chǎn)的蓬勃發(fā)展，大型的城市綜合體又應(yīng)運(yùn)而生。城市綜合體就是集合了寫(xiě)字樓、酒店、購(gòu)物中心、商務(wù)公寓為一體的商業(yè)地產(chǎn)項(xiàng)目。其中，購(gòu)物中心既為整個(gè)城市綜合體帶來(lái)人流，又很好地為其它幾種業(yè)態(tài)的人群服務(wù)。在提升整個(gè)城市綜合休的品牌方面可以說(shuō)是舉足輕重，是整個(gè)綜合體中不可或缺的一部分。 本論文主要以營(yíng)銷學(xué)、經(jīng)濟(jì)學(xué)、企業(yè)管理學(xué)等理論為基礎(chǔ)，對(duì)星河商業(yè)地產(chǎn)購(gòu)物中心項(xiàng)目戰(zhàn)略發(fā)展進(jìn)行研究。從招商、企劃、工程、運(yùn)營(yíng)等各個(gè)方面分析了星河商業(yè)地產(chǎn)現(xiàn)有購(gòu)物中心項(xiàng)目的優(yōu)勢(shì)與劣勢(shì)，并在此基礎(chǔ)上研究了適合現(xiàn)階段星河商業(yè)地產(chǎn)發(fā)展的策略，最后制定了實(shí)現(xiàn)此戰(zhàn)略目標(biāo)的對(duì)策與具體措施。
[Abstract]:China's real estate industry has been under constant pressure since 2010, when China's real estate industry has become increasingly tightly regulated and the supply of indemnificatory apartment has been growing in large numbers. In this case, how to achieve new growth, is a serious problem, but also an urgent problem, and commercial real estate is an important direction of real estate transformation. Compared with residential real estate, the development of commercial real estate in the short term by many support. Especially since 2010, commercial real estate growth has far outpaced residential property. It is expected that the development of commercial real estate will not slow down in the coming years, and the investment of commercial real estate will be further magnified. With the vigorous development of commercial real estate, large-scale urban complex emerged as the times require. Urban complex is a collection of office buildings, hotels, shopping centers, business apartments as one of the commercial real estate projects. The shopping center not only brings people to the whole city complex, but also serves other kinds of people. In promoting the brand of the whole city comprehensive rest is important, is an integral part of the whole complex. Based on the theories of marketing, economics and enterprise management, this paper studies the strategic development of Xinghe Commercial Real Estate Shopping Center. This paper analyzes the advantages and disadvantages of the existing shopping center projects in Xinghe commercial real estate from the aspects of investment, planning, engineering and operation, and on this basis studies the strategies suitable for the development of the commercial real estate of Xinghe at the present stage. Finally, the countermeasures and specific measures to achieve this strategic goal are worked out.
【學(xué)位授予單位】：天津大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F721;F272

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