根据商务部在 2018 年 8 月 3 日发布的第二季《中国购物中心发展指数报告》，都市 型物业指数为 66.3，同比上升 2.3，表明市场对都市型物业的租赁需求保持旺盛。在都 市型物业租赁利好的形势下，致力于奥特莱斯建设运营的 A 公司，计划把握机遇，在合 肥市开设奥特莱斯商业街。随着经济的发展，奥特莱斯等商业体不断增加，如何提高奥 特莱斯商业项目运营效率，是奥特莱斯等商业项目中重要的话题。考虑到奥特莱斯商业 项目具有一定的特殊性，在中国发展时间较短，成功案例较少。因此，本文将基于 A 公 司在合肥市提出的 H 奥特莱斯商业街项目为研究对象，编制商业计划书，以期在一定程 度上丰富奥特莱斯商业项目的研究内容，为其他企业提供案例参考和借鉴。 本研究主要解决合肥市 H 奥特莱斯商业街项目的三大问题，项目所处环境如何、项 目定位及运营方案如何选择、项目的投资风险如何。由此，本文的主要内容包括五大部 分，一是文献综述，以“商业地产”、“奥特莱斯”、“商业计划书”为关键词，梳理研究现 状，并以此为基础撰写本项目计划书。二是项目环境分析，环境分析主要是通过分析宏 观环境、分析行业环境、分析项目内部环境，并最终整理 SWOT 模型。三是项目定位 及运营方案选择，先从经典案例中归纳总结奥特莱斯项目成功的关键要素，以供本项目 制定策略借鉴；然后，根据市场调研结果分析，确定本项目的目标市场；再根据确定的 目标市场定位，制定相应的营销策略；并制定相应的组织与管理制度。四是财务分析， 基于项目的收益与利润估算，编制现金流量表，并分析项目的盈利能力。五是风险分析， 分别对项目的市场风险、运营风险和社会风险进行分析，并制定针对性对策。 经过研究分析，本研究认为，合肥市 H 奥特莱斯商业街项目地块位于王咀湖畔，自 然资源卓越，与周边项目形成小型集群，项目所处地理位置优越，交通便捷。该项目以 中青年消费客群为目标客户，打造一个集合奥特莱斯集中商业街、公寓、精品酒店多种 物业类型，适合购物娱乐与旅游休闲的商业街，综合运用多种营销策略，保障项目销售 任务的完成。该项目具有较强的盈利能力，尽管可能面临一定的市场、运营和社会风险， 但风险均可防范。项目有较高的可操作性，经济效益和社会效益。 关键词，商业计划书、商业地产、商业街、奥特莱斯II Abstract According to the second quarter of China shopping center development index report, the urban property index is 66.3.It indicates that the market demand for rental of urban property remains strong. Under the positive situation of urban property rental, A company has committed to the construction and operation of outlets, plans to seize the opportunity to open outlets commercial street in hefei. With the development of economy, business entities like outlets keep increasing. How to improve the operational efficiency of outlets business projects is an important topic in outlets and other business projects. Considering the particularity of outlets business projects, the development time in China is short and there are few successful cases. Therefore, based on the H outlets commercial street project proposed by A company in hefei, this paper will compile the business plan to enrich the research content of outlets business project for other enterprises. This study mainly solves three major problems of H outlets commercial street project in hefei city: what’s the environment of the project, how to choose the project positioning and operation scheme, and which degree of the investment risk of the project. Therefore, the main content of this paper includes five parts: first, literature review, taking commercial real estate, outlets and business plan as keywords, sorting out the current research status, and writing the project plan based on this. Second, project environment analysis. Environmental analysis mainly analyzes the macro environment, industrial environment and internal environment of the project, and finally sorts out the SWOT model. Thirdly, project positioning and operation plan selection. Firstly, the key elements of success of the project of outlets are summarized from the classic cases for the strategic reference of this project. Then, according to the analysis of market research results, determine the target market of the project; Then according to the determined target market positioning, develop the corresponding marketing strategy. And we establish corresponding organization and management system. Fourth, financial analysis.We prepare the cash flow statement based on the project income and profit estimation, and analyze the profitability of the project. Fifth, risk analysis.We analyze the market risk, operation risk and social risk of the project, and formulate targeted countermeasures. Through research and analysis, this study believes that the H outlets commercial street project site in hefei city is located by the lake of wangju, with excellent natural resources, forms a small cluster with surrounding projects, and the project is located in a superior geographical location and convenient transportation. The projet is targeting at young andIII middle-aged customers.This project aims to build a business street, apartment and boutique hotel with a variety of property types, suitable for shopping entertainment and tourism leisure business street, and comprehensively apply a variety of marketing strategies to ensure the completion of project sales tasks. This project has strong profitability, although it may face certain market, operation and social risks, but risks can be prevented. The project has high operability, economic benefit and social benefit. Key words: business plan, commercial real estate, commercial street，OutletIV 目录 摘要...........................................................................................................................................I Abstract .................................................................................................................................... II 第一章绪论................................................................................................................................1 1.1 研究背景与意义 ..............................................................................................................1 1.2 文献综述 ..........................................................................................................................2 1.3 研究内容与研究方法 ......................................................................................................7 第二章合肥 H 奥特莱斯商业街项目概况.............................................................................10 2.1 项目投资方介绍 ............................................................................................................10 2.2 项目概况 ........................................................................................................................12 2.2.1 总体设想..................................................................................................................12 2.2.2 总体经营思路..........................................................................................................13 2.3 本章小结 ........................................................................................................................14 第三章项目环境分析..............................................................................................................15 3.1 宏观环境分析................................................................................................................15 3.1.1 政治环境分析.........................................................................................................15 3.1.2 经济环境分析.........................................................................................................17 3.1.3 社会环境分析.........................................................................................................19 3.1.4 技术环境分析..........................................................................................................22 3.2 行业环境分析................................................................................................................22 3.2.1 潜在进入者的威胁.................................................................................................22 3.2.2 供应商讨价还价的权利.......................................................................