【作者】 刘飞；

【导师】 于旭；

【作者基本信息】 吉林大学 ， 高级管理人员工商管理硕士（EMBA）（专业学位）， 2018， 硕士

【摘要】 随着城市功能定位的明确,商务综合体项目市场刮起了一股投资热潮,商业综合体是当今地产的最优形式,随着城市的综合化、大型化、空间与流线组织复合化而形成的复合地产。商务综合体概念的引入,从单个字面理解,HOPSCA由酒店(Hotel)、写字楼(Office Building)、公园(Park)、购物中心(Shopping mall)、会议中心(Convention)、公寓(Apartment)等的首个单词的首个字母构成。商业综合体必须至少组合上述功能中的三种,并在各部分间建立一种相互联系、相互依存、相互助益、相互制约的能动关系。目前,地产对于商业综合体比较常见的通常说法有三种,建筑综合体,商业综合体或城市综合体。在商业综合体的整体定位问题上,也存在比较突出的几个点。其主要表现在,商业综合体需要相对便利的交通条件,有大型的新型交通设施聚集地,需要迎合整个城市的CBD规划,或者开发区或者新的城市的中心,商务综合体最好能够形成城市商业街区以及商业集群的地,集休闲设施、会展设施,大型的商业集会设施等于一体。近年,不管是中央还是地方都出台关于房地产的相关政策,有效的推进和刺激着房地产市场的需求,市场的强力需求导致HY商务综合体地产项目市场宏观大环境持续增高。面对具有机遇和挑战的大市场环境,一份合理、周密、详尽的商务综合体实施计划书对当地政府对项目的决策及企业投资决策和实施具有重要的指导意义。我国一线城市经济的发展尤为迅速,城市规模的扩大,人们的文化程度也会随之增长,预测未来的发展,本市已逐渐从单核中心城市向多核中心城市发展,在大环境下,商务综合体开始逐步形成,并且越来越多。商务综合体的前期定位,发展模式、后期经营、管理方面的控制程度,财务分析,风险评价,可行性研究决定了商务综合体的成败。考虑到整体全面的发展,本文对商务综合体项目进行专门的研究,不是单一的从市场的需求及客户的需求等简单方面考虑,而是从商务综合体的形式,城市发展的角度,区域定位以及商务综合体中各个板块相互联系、相互依存的角度全面考虑。本论文对商务综合体的相关理论进行了归纳总结,对商务综合体的区域环境不同,所呈现的不同特点进行分析,在商务综合体的功能组成和商务综合体各板块相互作用进行研究,对商务综合体规划的核心,功能定位和组织进行研究。从长远发展上,本论文具体研究制约和影响商务综合体功能定位的因素,及其适用情况。具体提出功能定位的调整和优化方法,对商务综合体的总体功能、市场分析的适应性进行研究。本文以HY商务综合体项目的前期调研及分析为研究依据,用相关经济效力及评价指标,结合商务综合体项目的具体要求,对HY商务综合体项目进行了全面系统的研究分析,本论文主要内容包括五大部分。HY商务综合体项目的研究背景及意义、相关理论、技术路线、研究方法和整体思路、研究内容及结构进行了描述;对项目概况、地理位置、区域配套和开发公司简介及各方面环境条件进行分析;从宏观环境、市场分析、区域规划发展、财务分析等层面分析项目所处的环境;根据研究分析,确定本项目的功能规划和市场定位;制订项目整体规划策略;在此基础上,用财务评价,财务数据测算,研究分析HY商务综合体项目的整体财务状况和未来可能的风险,并制定应对相关风险的可行措施。通过研究分析,得出HY商务综合体项目的开发投资是可行的,也将在城市的发展、政府利税、市民生活与就业、等方面助力,更能为投资企业创造较高的经济和社会效益,为我国商务综合体发展模式创新。更多还原

【Abstract】 With the definite orientation of urban functions,the market of commercial complex projects has witnessed an upsurge of investment.Commercial complex is the best form of real estate nowadays.With the integration,large-scale city,and the combination of space and streamline organization,it forms a complex real estate.The introduction of the concept of business complex,from a single literal understanding,HOPSCA consists of hotel,office building,park,shopping mall,convention,apartment,etc.the first letter of the first word.Business complexes must combine at least three of the above functions and establish a dynamic relationship among the parts that are interrelated,interdependent,mutually beneficial and mutually restrictive.At present,there are three common terms for commercial complexes: building complexes,commercial complexes or urban complexes.There are also some prominent points in the overall positioning of the commercial complex.Its main manifestation is that the commercial complex needs relatively convenient traffic conditions,has large-scale new-type transportation facilities gathering places,needs to cater to the CBD planning of the whole city,or development zones or the center of a new city,and the commercial complex is best able to form urban commercial blocks and commercial clusters,gathering leisure facilities and meetings.Exhibition facilities,large business gathering facilities are one.In recent years,both central and local governments have issued relevant policies on real estate,which effectively promote and stimulate the demand of the real estate market.The strong demand of the market leads to the continuous increase of the macro environment of the real estate project market of the HY commercial complex.Facing the big market environment with opportunities and challenges,a reasonable,thorough and detailed implementation plan of the business complex has important guiding significance for the local government’s decision-making on projects and enterprise investment decision-making and implementation.The economic development of the first-tier cities in our country is particularly rapid.With the expansion of the city scale,people’s educational level will also increase.It is predicted that the future development of our city has gradually changed from a single-core central city to a multi-core central city.Under the environment,business complexes aregradually taking shape,and more and more.The success or failure of the business complex is determined by its pre-positioning,development mode,post-management control,financial analysis,risk assessment and feasibility study.Considering the overall and comprehensive development,this paper conducts a special research on the business complex project,not only from the simple aspects of market demand and customer demand,but also from the form of business complex,the perspective of urban development,regional positioning and the interdependence of various parts in the business complex.The angle is fully considered.This paper summarizes the relevant theories of business complexes,analyses the different regional environment and characteristics of business complexes,studies the functional composition of business complexes and the interaction of various parts of business complexes,and studies the core,function orientation and organization of business complexes planning.Research.In the long-term development,this paper studies the factors that restrict and affect the functional positioning of business complexes,and their application.The adjustment and optimization methods of function orientation are put forward in detail,and the overall function of business complex and the adaptability of market analysis are studied.Based on the preliminary investigation and analysis of the HY Business Complex project,this paper makes a comprehensive and systematic study and analysis of the HY Business Complex project with the relevant economic effectiveness and evaluation indicators,combined with the specific requirements of the business complex project.The main contents of this paper include five parts.The research background and significance,relevant theories,technical route,research methods and overall ideas,research content and structure of the HY Business Complex project are described;the project overview,geographical location,regional supporting and development company profile and various environmental conditions are analyzed;the macro environment,market analysis,regional planning are analyzed.Analyse the environment of the project at the level of development and financial analysis;determine the functional planning and market positioning of the project according to the research and analysis;formulate the overall planning strategy of the project;on this basis,use financial evaluation and financial data to calculate and analyze the overall financial situation and possible future risks of the HY business complex project.And formulate feasible measures to deal with relevant risks.Through research and analysis,it is concluded that the development and investment of the HY business complex project is feasible.It will also contribute to urban development,government interest and taxation,citizen life and employment,etc.It will create higher economic and social benefits forinvestment enterprises and innovate the development mode of the business complex in China.更多还原