摘要
I
摘要
在经历了新一轮房地产市场宏观调控政策洗礼之后，住宅地产发展迅猛势头渐趋缓
慢。不少地产企业为了规避风险，采取了多元化的投资组合策略，开始进军商业地产，
向多元化发展战略转型，安联地产公司就是其中之一。在商业地产投资额增加的同时，
地产商的主阵地也由北、上、广等一线城市向包括石家庄在内的二三线城市转移

区别于住宅地产与工业地产，商业地产包含的内容非常广泛。商业地产俗称“商铺
地产”，简单地说，就是指一切用于服务业经营形式、为商业活动提供场所的物业形式

随着时代的不断发展，商业地产逐渐实现了形式的多样化和功能的复杂化：既有能够满
足市民休闲、娱乐、购物、餐饮等需求的社会功能，又兼具满足商铺经营、市民投资、
工作办公、商务活动等需要的经济功能

本文通过对商业地产开发运营模式国内外研究现状的分析，发现其中的研究空白
点。以迈克尔·波特的价值链理论为基础，构建出适合安联公司商业地产开发的理论框
架。商业地产的开发运营是一个完整的价值链运作过程，包含项目选址、融资与资金链
管理、确立经营模式、市场定位、招商、市场推广及运营管理各个环节，本文对各个环
节进行了详细设计与构想

本文紧扣时代背景和当前社会经济形势环境进行研究，结合供给侧结构性改革的时
代热点和房地产行业去产能、去库存、去杠杆的环境背景提出安联集团石家庄分公司商
业地产的开发经营模式。同时，本研究选取河北省省会城市石家庄为区域分析对象，对
安联公司面临的内部外环境进行了详细分析，研究成果具有很强的应用性和实操性

关键词 石家庄安联公司 商业地产 开发运营模式Abstract
II
Abstract
After a new round of macroeconomic regulation and control policy of the real estate
market, the rapid development of residential real estate is becoming slow.In order to avoid the
risk，many real estate companies take the portfolio diversification strategy. They began to
enter the commercial real estate and transfer to a diversified development strategy, Allianz
real estate company is involved. When the amount of investment in commercial real estate is
increasing, the main position of the real estate transfers from the first tier cities, such as
Beijing, Shanghai, Guangzhou, to two or three cities , including Shijiazhuang.
Different from residential real estate and industrial real estate, commercial real estate
contains a very wide range of content. Commercial real estate, commonly known as retail
real estate, simply speaking, means a property form which provide sites for service
industry and business activities.With the continuous development of the times, commercial
real estate gradually realized the diversification of form and complication of function. It not
only can meet the citizens&39; leisure and entertainment, shopping, dining and other needs, but
also can meet the economic function of shops operating, public investment, office work,
business activities and other needs.
In this paper, through the analysis of the current situation of the research and
development of the commercial real estate development and operation mode, we find that the
research gaps. Based on Michael Porter&39;s value chain theory, this paper constructs a
theoretical framework for the development of commercial real estate. The development and
operation of commercial real estate is a complete value chain operation process, including
project selection, financing and capital chain management, established the development
business model, market positioning, marketing and investment, operation and management of
all aspects, this article has carried on the detailed design and construction of various links.
Focused on the background and current situation of social and economic environment,Abstract
III
environmental background, the author conducted the researchbined with the supply side
structural reform era and hot real estate industry to production, to the inventory, to leverage
the proposed Allianz Group, Shijiazhuang branch of the commercial real estate development
business model. At the same time, this paper selects the provincial capital city of Shijiazhuang
Province as the object of analysis, and analyzes the internal and external environment of the
company, which has a strong application and practical operation of.
Key words Allianz in ShijiazhuangCommercial real estateDevelopment and operation
mode目 录
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目 录
第一章 绪论1
1.1 研究背景及意义 ·· 1
1.1.1 研究背景 · 1
1.1.2 研究意义 · 4
1.2 国内外研究现状 ·· 5
1.2.1 国外研究现状 ·· 5
1.2.2 国内研究现状 ·· 6
1.3 研究内容·· 7
1.4 研究方法·· 8
1.5 创新点 9
第二章 概念界定及相关理论概述 ·10
2.1 商业地产概述 · 10
2.1.1 商业地产概念界定 · 10
2.1.2 商业地产的特性 ·· 10
2.1.3 商业地产的分类 ·· 12
2.2 商业地产开发运营模式概述 · 13
2.2.1 开发运营模式概念界定 ·· 13
2.2.2 国内商业地产开发运营模式现状分析14
2.3 商业地产开发运营模式的理论基础——价值链理论 · 15
第三章 石家庄安联公司投资商业地产的内外部环境分析·18
3.1 石家庄安联地产公司概况 ·· 18
3.2 石家庄安联公司投资商业地产的内部环境 ·· 18
3.2.1 企业资源和能力分析19
3.2.2 企业产品线及服务分析 ·· 20
3.2.3 企业竞争力分析 ·· 20
3.3 石家庄安联公司投资商业地产的外部环境 ·· 21目 录
V
3.3.1 政府政策的引导和支持 ··
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