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MBA论文_基于商业生态角度的商业地产开发运营模式研究

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文本描述
摘要
我国自改革开放以来,经济实现了快速发展,在这样的时代背景中,商业地
产应运而生并取得了高额的回报,也吸引了大量开发商的涌入,但很多没有经验
的开发商给商业地产市场带来了各种各样的运营弊端。商业地产由于身处复杂的
商业生态环境之内,简单单一的运营是无法满足其多元发展的要求的,如何在特
定的商业生态环境下进行合理的运营是运营商是否能成功运作的关键

本文从商业生态学的角度出发,对现代商业地产的开发和运营模式进行了讨
论通过对商业地产运营过程中所涉及到的各种元素,将其放置到商业生态系统理
论中进行精准定位,并且进行各个元素之间的交叉分析,从而得出各个元素之间
价值链和生态链之间的联系,从而反推其各个元素对整个商业地产生态系统的影
响,从理论层面对其建立一个可用的模型,然后通过对杭州金沙天街的具体案例
分析,将之前得到的理论结果放入实际案例进行分析,并且通过实际的运营来进
行阶段性和局部的验证,通过运营效果对之前得到的理论体系加以验证

最后得出的结论为:在整个商业地产开发系统中,供应原点是产品和服务,
供应终点是消费者,自然界就处在供应原点和供应终点之间;信息流的循环则在
自然界中完成;资金流则随着服务和产品的流动从消费者终点流向供应原点。系
统中各节点间成员的增值主要是在相互交换供需信息的基础上通过物质流动来
完成,并且在此过程中还存在反向资金流,此外,整个系统的功能要比其他部分
相加的功能总和高。所以说这是一个由企业和消费者、企业和企业、自然资源和
企业共同组成的相互联系、相互依靠的商业生态系统

关键字:商业地产,商业生态系统,协同进化,生态位浙江工业大学
Abstract
With the rapid development of China's economy and the continuous progress of
urbanization, the rapid development of commercial real estate. Its characteristics
determine its high returns. Which led to the influx of a large number of developers,
and many developers do not have the experience and ready to the commercial real
estate market has brought a variety of operational drawbacks. Commercial real estate
due to living in the complex business environment, the simple operation is unable to
meet the diversified development of the requirements of, how to in the specific
business environment were reasonable operation is key to the success of the operation
of the operators.
From the business point of view of ecology of modern commercial real estate
development and business model were discussed by commercial real estate operations
involved in the process to the various elements, placing the business ecosystem theory
for accurate positioning, and cross analysis between various elements to arrive at the
links between the various elements of the value chain and the ecological chains, thus
affecting its individual elements thrust reversers for the entire ecosystem of
commercial real estate, from a theoretical level to establish its available model, and
then through the streets of Hangzhou Jinsha day analysis of specific cases, theoretical
results previously obtained into the analysis of actual cases and actual operations for
phased and partial validation of the theoretical system through the operation effect
obtained before be verified.
Finally concluded : commercial real estate development in the whole system, is the
origin of the supply of products and services, the supply end consumers, it is in the
nature and origin of supply between the supply end; circulating flow of information is
done in nature; cash flow along with the flow of services and products from the
consumer end of the supply flow origin. Value systems between nodes members
primarily on the basis of mutual exchange of information on supply and demand
through the material flow to complete, and there is also a reverse flow of funds in this
process, in addition, the function of the whole system than the rest of the sum function
high sum. So this is a mutual contact by the enterprise and consumers, businesses and
enterprises, natural resources and enterprises composed of interdependent business
ecosystem.
Key words: commercial real estate, commercial ecosystem, co evolution, niche
目 录
摘要.......... I
ABSTRACT. III
1 绪论......... 1
1.1 问题提出和研究背景1
1.2 文献综述.........2
1.3 研究框架与方法.........6
2 商业地产及其开发运营模式概述...........9
2.1 商业地产的概念及分类........9
2.1.1 商业地产的概念9
2.1.2 商业地产的分类9
2.2 商业地产的特点...... 13
2.3 商业地产的开发运营模式..15
2.3.1 我国商业地产主要运营模式.15
2.3.2 国外商业地产主要开发运营模式.....16
2.3.3 国内外商业地产运营模式比较.........18
3 我国商业地产开发运营现状及问题分析.........21
3.1 我国商业地产发展现状......21
3.2 我国商业地产开发运营遇到的问题及趋势........25
3.2.1 商业地产开发运营存在的问题.........25
3.2.2 发展趋势...........26
3.3 商业地产运营案例分析......27
3.3.1 失败案例...........27
3.3.2 成功案例...........29
4 商业生态环境下商业地产开发运营模式分析.33
4.1 商业生态环境理论综述......33
4.2 商业生态下商业地产各元素分析.35
4.2.1 投资方定位...... 35
4.2.2 开发商定位...... 36
4.2.3 运营商定位...... 37
4.2.4 经营商定位...... 38
4.2.5 消费者定位...... 38
4.2.6 政府定位...........38
4.3 商业生态环境下商业地产开发运营的分析........39
4.3.1 商业地产生态系统影响因素分析.....39
4.3.2 商业地产生态系统中各生态位协同进化分析....... 41
4.4 商业地产价值生态系统中价值链研究.....45
4.4.1 商业地产价值链管理原则.....46
4.4.2 基于商业生态系统的商业地产价值链管理48
4.5 商业地产在商业生态环境下运营分析模式设计49
4.5.1 商业生态系统业务过程描述.49
4.5.2 商业生态系统组织层次.........49
4.5.3 具体合作形式..49
4.6 本章小结.......50
5 案例分析-以杭州龙湖天街为例.......... 52
5.1 项目概况.......53
5.1.1 项目综述...........53
5.1.2 项目发展...........54
5.1.3 杭州龙湖金沙天街......54
5.2 龙湖天街项目生态位分析..54
5.2.1 生态位各方分析..........54
5.2.2 商业系统中各生态位互相作用分析63
5.3 运营效果分析...........65
5.3.1 招商成果分析..65
5.3.2 运营数据分析..68
5.4 成功与不足分析...... 69
5.4.1 成功的方面...... 69
5.4.2 失败的方面...... 70
5.5 商业生态系统进一步优化建议.....71
6 结论与展望........72
6.1 研究结论...72
6.2 研究展望...72
参考文献....74
致 谢....... 78
图表目录
图 1.1 论文框架... 7
图 2.1 REITs 运营模式..17
图 4.1 商业生态系统结构.........33
图 4.2 商业地产各主体协同进化模式........... 39
图 5.1 杭州龙湖金沙天街规划图........53
图 5.2 龙湖品牌宣传力度.........57
图 5.3 龙湖媒体宣传力度.........57
图 5.4 杭州金沙天街建筑区位图........59
图 5.5 龙湖金沙天街运营业态分布....60
图 5.6 龙湖金沙天街楼层分布图........61
图 5.7 龙湖金沙天街业态规划比例....61
图 5.8 商业生态系统中的商业地产各元素影响关系..........63
图 5.9 龙湖金沙天街开业时商家情况........... 66
表 2.1 商业地产分类表.11
表 2.2 国内外运营模式对比....19
表 5.1 龙湖金沙天街发展里程表........54
表 5.2 开业运营数据.....68
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