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论文编号：	2973
作者编号：	2220081009
上传时间：	2011/3/28 15:43:37
中文题目：	新型工业地产及其项目定位研究——以天津HT“商务花园”为例
英文题目：	The Research on New Industrial Real Estate and Project Positioning ——Take Tianjin HT“Business Park”for an Example
指导老师：	许晖
中文关键字：	关键词：工业地产 工业园 商务花园 项目定位
英文关键字：	Key Words: Industrial Real Estate; Industrial Park; Business Park; Project Positioning;
中文摘要：	摘 要 从20世纪90年代创建高新技术开发区开始，国内工业园区的建设围绕着如何吸引和集中企业而进行。由于政府的精力和能力有限，其所谓的规划也只能局限于土地一级开发，将高新区划好圈，修好路，通上电就算完成任务开始招商，后期的土地开发和企业建设完全交给入园的企业自己完成。造成园区甚至是城市规划建设的两大弊端：一方面是土地、资金的极大浪费；另一方面是建筑、景观问题。厂房、办公楼等的建设不是高新技术企业的专长，导致整个园区景观不协调，建筑形式不统一。更为严重的弊端是，全国各个园区的唯一竞争手段只有优惠的企业税收政策、优惠的价格和更优惠的土地政策。由于模式单一，在经过了初期繁荣后，高新区的成长变得越来越困难，为了争夺有限的资源，工业区进入了恶性循环中。在此背景下，本研究提出了一种新型的工业地产模式——商务花园，并对其项目定位进行深入研究。 本论文第一章介绍了本研究的背景、目的和意义，以及研究的主要内容与方法；第二章对工业地产理论、工业园区相关理论，以及定位理论和STP战略进行了详细地回顾。本论文第三章系统地分析了我国工业园发展现状、问题与趋势，并对天津市工业园发展状况进行简要的回顾，阐释了新型工业地产开发的必要性和可行性，提出了有别于传统工业地产项目的新型工业地产形态；探讨了商务花园的内涵、特征与演进趋势，并对国外成功的商务花园案例进行综合分析。 随后，本论文第四章以天津HT“商务花园”为例，对在天津地区形成新型商务花园的项目可行性进行了研究和讨论；第五章基于STP战略对HT商务花园的项目定位进行深入研究；主要内容包括对HT商务花园的定位背景和市场机会进行分析，最后对项目进行定位研究。
英文摘要：	Abstract Since the 20th century 90s, creating high-tech development zone, the domestic construction of industrial parks focused around how to attract and conducted business. As the Government's energy and capacity is limited, its so-called planning can only be limited to land development, zoning would be a good high-tech circles, fix roads, pass on the power even if the investment to complete the task started, the late construction of land development and business entirely to business park yourself. Causing by the park and even urban planning and construction of two major drawbacks: one is the land, a great waste of funds; the other hand, architecture and landscape issues. Factories, office buildings and other construction expertise is not high-tech enterprises, resulting in lack of coordination throughout the park landscape, architectural forms is not uniform. More serious drawbacks is the only national competition means each park is only favorable corporate tax policies, prices and more favorable land policy. The model of a single, after the initial boom, the growth of high-tech zones have become increasingly difficult to compete for limited resources, industrial area into a vicious cycle. Admittedly, the early industrial park has been basically completed the start-up phase of the task, laid the basis for high-tech industries, but to complete from the "industry-led phase" to the "breakthrough innovation stage" of change, it must be the second business. The so-called "second pioneering" means the State high-tech zones and preferential policies from the extension of investment-oriented type development to rely mainly on the development of scientific and technological innovation changes the content type; environment from a focus on hard science and technology to optimize the allocation of resources and focus to provide quality services changes in the soft environment, creating an easy-to enterprises to enter the "technical, financial, update technology, more capital" of such a virtuous circle of development environment. This paper basing on the industrial real estate theory and the theory of industrial parks and industrial parks in China Current Situation and Problems of the review, explains the need for new industrial real estate development and feasibility. Finally, Tianjin HT "Business Garden," for example, analysis of internal and external resources for new industrial estate and the environment, and the positioning of the comprehensive project.
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