【作者】 张鹏；

【导师】 吴柏钧；

【作者基本信息】 华东理工大学 ， 高级工商管理（EMBA）（专业学位）， 2014， 硕士

【摘要】 本文将商业地产形态之一城市综合体作为研究对象,基于城市综合体商业地产项目的价值提升和竞争力提高的目的,通过理论分析和案例研究,对此类型商业地产项目的竞争环境进行了分析,提出了相应的竞争策略。本文的研究运用了价值工程和项目全生命周期的理论,剖析了项目定位、设计建造、招商营销、物业管理和商业运营中影响价值提升的诸种因素,提出了提升商业综合体项目价值的策略及实施措施。在项目前期决策阶段,提出的主要策略包括产品功能定位与规划设计、项目投资计划的编制及动态控制；在项目实施阶段,主要措施包括限额设计与设计变更的管理、招标采购与合同价款的确定、进度计划的保证、竣工决算与审计,围绕着成本有效控制的策略进行；在项目的销售与招商阶段,主要策略包括多渠道合作、订单商业、定价策略等。同时,论文从企业战略管理的角度,研究了提升综合体商业地产项目价值的重要措施,其中包括对公司和项目的组织管理结构进行重构、对项目的商业模式进行创新,缩短公司决策与项目管理的流程,建立高效管理团队,实现了项目价值的最大化、和公司品牌价值的提升。本文为商业地产项目的开发和运营提供了具有参考价值的策略和实践案例。更多还原

【Abstract】 The research objective of this paper is urban complex combination network as one form of commercial real estate, and the research aim is the promotion of values and competition of urban complex combination network real estate projects. Both strategy analysis and case studies will be discussed in this paper in order to provide useful reference resources to the readers.The whole life cycle of commercial urban complex combination network, including a project’s preliminary decisions, design, sales, business cooperation, and later-stage operation and management, will be studied for proposing methods and strategies of promoting commercial real estate values of urban complex combination network, as well as their successful implementations on certain project cases. During the research process, many well-known cases, effective strategies and methods for cost control, and dynamic control models will be shared to increase the maneuverability of these strategies during practice.The last paragraph of this paper discusses how to analyze problems using the five-force framework model no longer restricted to the current project management mode. Various project value promotion methods implemented by industry pioneers with international view are summarized at the height of strategic management. During the case implementation, we first of all build project management team and construct the effective organization and flow from the angel of strategic management, and then gradually push the project process according to the pre-determined aims and strategies, until the expected indexes are achieved successfully. With these methods, a project in inferior environment can be transferred into a new landmark commercial project which will greatly improve the values of both this project and its surrounding areas, and lead the economics and environment of its surrounding areas to a fast-developing stage.更多还原