联系我们

论文查询结果	返回搜索

论文编号：	11361
作者编号：	2320170565
上传时间：	2019/12/12 22:30:05
中文题目：	天津万象城商业地产公司营采合一运营模式研究
英文题目：	A Study on The Operation& Procurement Integration Pattern of Tianjin the Mixc Commercial Real Estate Company
指导老师：	卿志琼
中文关键字：	营采合一；商业地产；购物中心；运营模式；营运管理
英文关键字：	Operation& Procurement Integration; Commercial Real Estate; Shopping Mall; Operation Pattern; Operation Management
中文摘要：	伴随我国经济新常态下城市化发展进程加速，加上互联网+，大数据等新兴技术的出现。商业地产作为新兴服务业的典型表现形式，不仅承载着传统零售形式的全新变革，也对我国宏观经济的发展起到至关重要的作用。商业地产作为朝阳行业，在经营业态上除涵盖传统百货，商超，零售，餐饮等，为迎合顾客对消费体验及个性化的服务需求，更加入如健身，书店，手工制作，医美等强调体验感的消费场景。鉴于商业地产行业的高速发展，行业竞争日趋激烈，且高速发展下，行业缺乏权威可借鉴的成熟管理案例，那么如何在准确把握供需平衡的前提下做到精细化运营，完善项目内部商业生态，使之具有可持续发展的能力与行业竞争力就成为每一位商业地产从业者的课题。随着单一职能发展中出现的问题以及同业竞争的白热化，营采合一的运营模式为行业提供了新的发展思路。 论文以商业地产运营模式做为研究切入点，以天津万象城商业地产公司为例，深入分析天津万象城现有营运模式当中营运及采购职能的特征以及现有运营模式中存在的弊端，从营运管理、服务管理、直接采购、间接采购、供应商管理五个方面，阐述了以上五个方面对商业地产项目运营管理体系的影响，以及如何有效设计整合以上职能，建立完善的运营模式，帮助天津万象城从需求端分析市场需求，进行精准项目定位与业态规划，为企业硬性实力打下基础。在项目进入正常运营后，配合持续有效的营运管理与服务管理，强化企业软性实力。由于商业地产行业面对的利益相关者众多，尤其是直接为企业创造集客力与收益的供应商，在企业内外部优势的集成下，运营工作应持续关注供应商管理，科学的打造商业地产项目品牌及商圈影响力，从而得到全面价值提升。 论文以构建适合的商业地产项目运营体系为分析视角，以天津万象城的实际问题和解决方案为例，对商业地产项目如何建立合理的运营体系提供了新的思路。论文研究为商业地产行业如何完善其运营体系以提升管理水平，达到全面提升项目竞争力提供了一定的理论与实践价值，同时，为相关企业构建与实施营采合一的运营模式具有一定的指导和参考价值。
英文摘要：	Along with the rapid process of urbanization in the stage of the new normal of China’s economy, in addition as the emergence and development of the new technologies, for instance, Internet Plus and Big Data initiatives; Commercial Real Estate as the typical expression of the Rising Service Industry, it not only carries the revolution of traditional retail trade but also plays a significant role to promote the economic growth. The Commercial Real Estate Industry takes an emerging sunrise industry in China, there are different forms include department store, supermarket, retail shop, catering and etc. Moreover, it involves more consumption scenarios that lay stress on customer's?perception?experience?and?feeling?experience, such as gym, bookstore, handicraft making shop, cosmetic medicine, to fulfill the needs of consumer experiences and personalized?services. In view of the high-speed development of Commercial Real Estate Industry, the?competition grows ultra-fast and?becomes?increasingly?fierce. With the prerequisite of controlling the balance?of?supply and?demand accurately, how to make delicacy management and enrich the whole business environment to have the?sustainable?development?capacity?and competitive?ability, in the lack of mature management cases which could be used as reference with authoritative, becomes a critical problem for every practitioner in Commercial Real Estate Industry. With the external fierce competition and various internal issues caused by the single function department, the operation model, which combines operation function and procurement function together, provides new ideas and new methods for industrial development. The study takes the operation model of Commercial Real Estate as the breakthrough point, uses Tianjin The Mixc as the example, makes deep analysis on the characteristics of the operation and procurement functions, also the drawbacks of the existing operation model. The essay summarizes the impacts of operation management, service management, direct purchasing, indirect purchasing and supplier management, on the operation model in the commercial real estate project. It discusses how to integrate the above functions effectively and establish the impeccable operation model to help Tianjin Mixc analyze the requirements from the demand side, accurate project positioning and identify the commercial format planning, thereby consolidating the ground of the enterprise?strength. After the project moves to operation stage, the enterprise should strengthen the soft power with persistent,?efficient operation management and service management. Since there are a lot of stakeholders in commercial real estate industry, especially the suppliers which directly generate benefits for the enterprises, the operations need to keep focus on supplier management in the integration of both internal and external advantages. Building the project brand and influence to gain the comprehensive enhancement. The thesis, based on how to establish a suitable operation system for the commercial real estate project, takes the practical problems and solutions of Tianjin The Mixc for instance, gives new ideas and methods for organizing the appropriate operation system. It provides theoretical and practical value to perfect operation system and improve the management power, in order to enhance competitiveness in Commercial Real Estate Industry. Furthermore, it offers reference value and promotional?value for the Commercial Real Estate Industry of our country.
查看全文：	预览  下载(下载需要进行登录)