文档介绍：金陵东路商业街整体规划和商业结构调整研究 THE RESEARCH OF OVERALL BUSINESS PLANING AND MARKET STRUCTURE ADJUSTMENT OF JINLING EAST ROAD 学校: 上海交通大学学院: 安泰经济与管理学院专业: 工商管理(MBA) 作者: 周宵导师: 顾孟迪学号: 1101209412 班级: M1012099 答辩日期:2012年12月23日万方数据万方数据万方数据金陵东路商业街整体规划和商业结构调整研究摘要本文的研究对象为上海市黄浦区内的金陵东路商业街区的整体规划开发。基于上海市以往类似商业地块的整体开发案例的经验,以政府商务部门代位商业街区管委会为主导部门,协同区属地产企业、市场开发、运营、招商、中介企业等市场力量,将整个商业街区作为一个主体,通过战略管理的理念进行整体规划开发的行业操作模式已经成为了行业的发展趋势。而本文就是从政府商务部门角度出发,以战略管理的研究工具和理论框架,对金陵东路商业街区的整体规划开发进行研究,并给出了战略规划建议与战略实际推进措施的建议。关键词:商业地产、战略管理、整体开发,产权整合,分段定位万方数据 THE RESEARCH OF OVERALL BUSINESS PLANING AND MARKET STRUCTURE ADJUSTMENT OF JINLING EAST ROAD bined with the pastexperience and theoretical knowledge of business administration, this article focuses on the strategic direction of the overall planning of the JinlingEast Roadand discusses the overall strategic planning of the business street. This articlefirstlyintroduces Jinling East Road’s resources and endowments. Then tried to quantify the market capacityby the qualitative research and quantitative research. Based on the information gained from the above two channels, a detailed SWOT analysisis posted to conclude an overall development strategy for the Jinling East Road. KEY WORDS : overall planning, property rights integration, separatedpositioning 万方数据目录前言???????????????????????????????????????1 第1章绪论???????????????????????????????????2 ???????????????????????????????????2 ???????????????????????????????????3 ???????????????????????????????????3 第2章金陵东路商业街区的外部环境分析??????????????????????5 宏观环境的PEST分析????????????????????????????5 CBD商业街区整体开发行业分析?????????????????????????9 第3章金陵东路商业街区的内部环境分析??????????????????????14 金陵东路商业街区的资源禀赋分析???????????????????????14 ????????????????????????21 ???????????????????21 第4章金陵东路商业街的战略规划与选择??????????????????????30 ??????????????????????????????????30 政府既定宏观目标??????????????????????????????32 战略选择???????????