文档介绍：硕士专业学位论文
论文题目商业房地产开发运营的研究
研究生姓名武能尧
指导教师姓名孙永正
专业学位名称工商管理
研究方向运营管理
论文提交日期 2010 年 9 月
商业房地产开发运营的思路和模式研究中文摘要
商业房地产开发运营的研究
一以无锡某商业项目成功开发为例
中文摘要
随着地产开发快速发展,商业地产投资的不断升温,商业地产越来
越被广大群众关注,由于商业地产这个概念提出的比较晚,很多群众对
此比较陌生,相关的研究和著作也比较有限,目前理论研究的滞后和投
资的盲目性是行业发展的最大障碍。商业地产实际上是商业和房产的结
合,通过商业经营使地产升值,对地产实施再生产和深加工从而实现盈
利。目前,我国的商业地产大多经营效率低下,规模和结构有偏差,专
业化程度比较低,追求短期营业模式和资金压力使商业地产屡受挫折。
研究我国商业地产的相关问题刻不容缓,具有深刻的现实意义。
本文通过研究商业房地产发展和趋势,分析其影响因素和存在的问
题,根据国内相关的研究经验和理论支撑,通过一系列的运营流程操作,
提高商业物业核心竞争力,把松散的经营单位和多样的消费形态统一到
一个经营主体和信息平台上去,为达到项目永续良性经营,提出的一套
切实可行的系统的商业房地产运营管理解决方案。在以上分析的基础上,
选择一个大型综合体商业房地产项目,结合其实际运作经营进行了验证。
关键词:商业房地产;市场定位;项目运营模式
作者:武能尧
指导教师:孙永正
I
Abstract The research for thoughts and models mercial real estate development and operation
The research for thoughts and models mercial real
estate development and operation
Abstract
With the rapid development of real estate and the escalating investments
mercial real estate, the masses has been increasingly concerned about
commercial real estate. Because the proposal for the concept mercial
real estate is relatively late, many people are unfamiliar and the related
researches and writings are also limited. At present, the lagging theoretical
research and the blindness investment are the biggest obstacles to the
development mercial real estate. Actually, commercial real estate is a
combination mercial and real estate, then by the business operations to
ensure the appreciation of that property and to achieve a profit by the
reproduction and deep processing of the real estate. Nowadays, the overall
situation of mercial real estate is still stuck in unefficient
operation, size and structure deviation and relatively low degree of
specialization.
The short-term business model and the financial pressures frustrate
commercial real estate. It is urgent and significant to study Chinese
commercial real estate issues.
This paper analyze the facto