中文摘要

中国地产开发运营模式发展到今天已经出现了非常多的形态,不同的发展商

根据自身的特点及优势发展不同形态的开发运营模式,比如有住宅地产、教育地

产、体育地产、旅游地产、工业地产等等。而商业地产是城市发展、社会需求的

必然产物。商业地产与其他地产开发模式本质区别在于其商业性,而商业性质发

展要取得良好及持续盈利就在于其综合性,实践证明单一的商业模式很难迎合现

代人民的生活需求,在有限的土地资源上合理规划、有效组合把各种商业形态经

过科学化的管理整合在一起形成一个商业综合体,使人民的生活更加舒适,使城

市风景更加靓丽,这样的商业幵发模式才是目前社会的主流。

商业地产的成功取决于幵发和运营两个方面的因素,这两个因素必须都要成

功,否则任何一方面存在问题,这个商业地产项目是不会成功的。

本文通过分析研究论证万达集团幵发及运营模式,对其取得的成就进行总结

分析,得出其成功的经验,比如如何迎合社会需求,如何迎合政府政策,如何创

造就业,如何与建造商、供应商、商户之间实现互利共赢。本人认为,万达集团

商业综合体发展无疑是成功的,有其与其他幵发商之间开发运营有诸多不同的地

方,值得研究和学习。但本人也认为,尽管万达的商业开发运营是一流的,有其

他发展商不可替代和逾越的优势,但并不代表是完美的、无懈可击、不存在任何

风险的。万达集团要继续做大做强还有诸多不利及潜在的风险需要规避,比如最

大的风险是国家政策风险;政策的风险同时也伴随着资金的风险;资金的风险也

同时伴随着成本的风险;再有就是万达要继续向多元化、规模化、国际化发展,

人才是瓶颈。本文根据万达集团开发运营的模式及存在的风险展开论证,总结成

功的经验,吸取失败的教训,并根据可能预见到的风险进行有效的论证,最大化

的规避。

关键词:商业地产,幵发运营,成功,风险

MBA学位论文作者:丨:永皓
万达?团商业地产幵发运竹模忒探索

Abstract

Today China real estate development & operation pattern has been to many kinds of format.

Different company creates different type of development & operation pattern as per their own

specialty, character and strengthens, such as residential estate, education estate, sport estate, travel

estate, industry estate. While commercial real estate is the inevitable product of the city's

development and the social demand. The essential difference between the development pattern of

commercial real estate and others is commercialized, and commercial development should be

made good and consistent profitability lies in its comprehensive. A single business model is

proved that it's difficult to meet the needs of modern life, on limited land resources reasonable

planning, effective combination of various commercial form after the formation of integrated with

the scientific management of a commercial complex, make people's lives more comfortable,

making the city more beautiful.

The success of Commercial real estate relies on two factors: development and operation.

Both factors must be successful, or it will leads to failure of the commercial real estate project.

This article is aim to make analytic demonstration for the development & operation pattern of

Wanda group commercial real estate, do analysis and brief for the achievement, comes to the

successful experience such as how to meet social requirement, how to meet government policy,

how to create/boost employment, how to realize win-win among builder, supplier and merchant.

From my point of view, it's no doubt that Wanda group commercial complex is successful. It's

worth to do research and study the places which different with other developer. The same time,

although Wanda's commercial development and operation the first rate, and has irreplaceable

advantage and crossed with other developers, but it doesn't mean perfect, unimpeachable, and

no-risk existing. It's necessary to avoid so many unfavorable and pote ntial risk if Wanda is pursue

to stronger. For example, the biggest possibly risk is government policy risk; Policy risk also

accompanied the financial risks; the funds risk always accompanied cost risk at the same time.

Another, if Wanda continues to develop to diversify, large-scale, international, talent is the

bottleneck. This article is do analytic demonstration for the Wanda Group's development and

operation mode and existing risks, to sum up the successful experience, learn from the lessons of

failed and effectively analysis the may see risk, maximize evasion.

Key words: commercial real estate, development and operation, successful, risk