【作者】 安巍；

【导师】 黄磊；

【作者基本信息】 北京交通大学 ， 工商管理， 2009， 硕士

【摘要】 商用物业在房地产发展和开发中占据非常重要的位置,未来势必将成为我国房地产开发的一个重要方向;目前,已经有很多的投资商和房地产公司都开始重视并涉足这一领域。但是商用物业涉及的行业多、开发难度大、占用资金多,对开发商各方面的能力都是很大的考验,而项目的前期定位工作,则是关系到商用物业成功和盈利程度的重要一步。本文从介绍商用物业的发展、特点开始,逐一对影响商用物业项目定位四个方面的重要因素进行了分析,并深入讨论了定位的方法和程序。同时,通过笔者亲自参与的一个商用物业项目的定位案例,对商用物业项目的定位过程和方法进行较为深入的阐述。本文将商用物业划分为单一功能项目、均衡型项目以及核心主体项目三大类,根据综合研究宏观市场情况、微观竞争市场情况以及消费者的需求情况,以及结合项目的自身条件,并充分考虑企业的战略目标及资源能力来确定各个部分的确切定位。通过上述研究,本文的目的在于找到一套行之有效的操作手法,建立一套适合我国商用物业项目的定位模式。更多还原

【Abstract】 Commercial real estate plays a critical role in real estate development and will inevitably become a leading edge in China’s real estate development.Currently,many investors and real estate developers have increasingly noticed this trend and are starting to enter this field.However,commercial real estate development projects cover a wide range of industry channels,present a high degree of difficulty in developing phase,and require large capital inputs.Such a project usually significantly challenges developers’ various capabilities while the early-phase project-positioning directly determines its successfulness and profitability.This article starts with introducing evolution and characteristics of commercial real estate,proceeds with the analysis of four important factors that impact the project-positioning of commercial real estate development,and discusses the methods and processes of the project-positioning in detail.Furthermore,the methods and processes of project-positioning will be illustrated in depth through a commercial real estate project-positioning case that the author was personally involved in.This article will divide commercial real estate projects into three categories: single-function projects,balancing projects,and core projects.The project-positioning of each project category will be determined through a comprehensive research of macro-market condition,micro-market competition,and consumer demands and full considerations of the projects’ own characteristics and the company’s resources and strategic goal.Through the study stated above,the goal of this article is to find a set of effective practices and to establish a project-positioning model that suits China’s commercial real estate market.更多还原