目前我国商业地产发展势头迅猛,住宅地产受到国家宏观政策的调控影响,开

发商纷纷加入了商业地产的行列。但是商业地产不同于住宅地产,其具有开发周期

长、投资大的特点,又会受到经济发展和政策的影响,故投资商业地产具有较高的

风险。在商业地产项目的实际开发过程中,多数开发商由于缺乏准确有效的项目分

析和商业地产开发的相关经验,导致项目投资失败或处于收不回投资的尴尬局面,

故开发商不能沿用住宅地产的经验来开发商业地产。在选择商业地产的模式时,需

要高度谨慎。通过实际项目总结发现在众多影响项目成败的因素当中,如何结合企

业自身条件选择与之相匹配的开发运营模式,成为业内关注的核心问题。行业内对

商业地产项目开发的研究己经有不少成果,但很多都局限于把地产开发和商业运营

割裂开来研究,或者偏重于地产开发阶段,或者偏重于建筑规划,或者偏重于招商

管理等方面的研究,缺乏对商业地产项目开发运营模式整体选择上的研究,同时普

遍缺乏通过对具体案例进行分析的实证研究。本论文正是以武汉光谷世界城项目为

例,对商业地产的开发运营模式作了探索性研究。

本论文首先介绍了商业地产及其开发运营模式的概念和分类。接着,对武汉光

谷世界城项目进行了研究,重点讨论了武汉光谷世界城项目现在的开发运营模式及

存在问题。对后期项目的定位及运营模式的选择进行了建议和探讨。期望在一定程

度上为我国商业地产未来的发展和光谷世界城项目后期的运营管理提供理论依据。

关键词:武汉光谷世界城;商业地产;开发运营模式;项目定位

Abstract

In current, the develop of residential real estate is affected by state macro-control,

and the commercial real estate is developing rapid in our country. Developers are getting

in on the act Commercial real estate is distinctly different from residential real estate. It

has characteristic of long time development and high capital, which is influenced by

development of economic and policy. Commercial real estate development project has

high investment risk. In the actual development process of commercial real estate

projects,it is possible that the project investment would be terminated or failed for the

lack of experience in commercial real estate. And therefore, developers can not continue

to use the residential real estate experience to the development of commercial real estate

projects. It requires highly cautious, when selecting the mode of commercial real estate,

By summing found at many factors which affect the success of the project, how to

combine their own choice to match the conditions of the development model has become

the core issue of the industry. There is a lot of researches about project development in

commercial real estate industry, but many researches are confined to the real estate

development and commercial operations in isolation from research. Research emphasis

on real estate development stage, or emphasis on the study of architectural planning, or

emphasis on the study of investment management. It is lack of research on development

and operation mode selection of commercial real estate projects. Meanwhile, it is lack of

empirical research on the analysis of specific cases. In this paper, I chose the project of

Wuhan optics valley world city as an example and discuss the development and operation

mode of commercial real estate.

This paper firstly introduces the definition and classification of the commercial real

estate,including its development and operation mode,then studies the project of Wuhan

optics valley world city. It's focus on the development and operation mode of Wuhan

optics valley world city, and its existing problems. The paper discusses the development

and operation mode about Wuhan optical valley world city, then give some suggestions

to it.

I expect that this paper can provide the theoretical basis to the operation and

management of China's commercial real estate in the future

Keywords:Wuhan optical valley world city; commercial real estate; development

and operation mode; project orientation