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论文编号：	7453
作者编号：	2120122938
上传时间：	2015/6/10 0:02:46
中文题目：	北京鸿坤房地产公司商业地产发展策略与风险规避研究
英文题目：	Beijing Hongkun Real Estate Company Commercial Real Estate Development Strategy and Risk Aversion Research
指导老师：	牛建波
中文关键字：	商业地产，发展策略，鸿坤地产，万达地产
英文关键字：	Commercial Real Estate, Development Strategy, Hung Kun Estate, Wanda Estate
中文摘要：	中国商业地产的发展到今天，大型综合购物中心已经迅速成为不少城市商业零售市场的主力军，而传统的商业物业已经很难满足它们对硬件和软件的要求，这给房地产行业留下了巨大的市场空白，于是融合传统流通业与地产业的商业地产企业就应运而生。近年来鸿坤集团扩张之势明显，鸿坤的商业地产布局已经初成体系，从商业综合体、社区商街、商务产品到产业园区，这四大板块成为鸿坤三驾马车战略的重要驱动。鸿坤集团从住宅地产开发起步到转型商业地产的变革。回顾和对比中国成熟的主流商业地产开发商及其商业地产开发策略仍然存在一定的差距。 本论文正是针对以上问题，以鸿坤集团的商业地产开发策略为主要的研究样本，通过较为深入的分析中国商业地产中主流开发商的开发策略基础上，对鸿坤商业地产开发策略中存在的发展风险和自身问题作出创新性和探索性的研究。本论文主要内容为： 第一章，介绍选题的背景和研究方法；第二章，房地产企业的发展战略和可持续发展战略的相关理论回顾；第三章，对中国成熟的商业地产开发策略进行简要分析，总结出商业地产发展策略的共性和个性，梳理出中国优秀商业地产项目的评判标准和原则，为鸿坤商业地产在未来的商业地产开发中探索和研究提供有益的经验参考和借鉴；第四章, 通过对鸿坤地产历史回顾、现状介绍以及开发模式的总结，再较为深入地对鸿坤地产目前的学习标杆——万达地产的开发策略进行研究，并通过鸿坤与万达的商业地产发展策略进行对比分析，为鸿坤提出未来发展的建议。第五章提出鸿坤房地产公司商业地产在未来发展中如何规避风险。最终在第六章总结出适合鸿坤地产未来商业地产发展的开发策略。对鸿坤地产未来的商业地产开发策略进行有效的探索。 本论文的创新性体现在，第一次系统地对北京鸿坤商业地产的发展进行回顾和总结，并进一步利用各类分析工具进行较为深入的分析和研究。同时与万达地产等优秀商业地产企业进行对标，对鸿坤地产商业项目开发策略的合理性进行分析和总结。首次总结分析出鸿坤地产目前的商业地产开发策略，并结合未来发展预期和风险预测，探索出适合鸿坤地产发展的商业地产开发新策略。从而在未来五到十年的复杂多变的商业地产开发环境下,寻找到适合鸿坤地产项目开发和商业地产运营方法。
英文摘要：	Chinese commercial real estate development today, large-scale comprehensive shopping center has become a lot of city commercial retail market main force, while the traditional commercial property has been difficult to meet their requirements for hardware and software, which left a huge gap in the market for the real estate industry, so the integration of traditional retail and commercial real estate industry. Enterprises came into being. Hung Kun group in recent years, the expansion trend is obvious, hung Kun commercial real estate layout has become a system, from the commercial complex, community business street, business products to industrial park, the four sector has become an important driving technology three carriages strategy. Hung Kun group from residential real estate development started to change the transformation of commercial real estate. There is still a certain gap between the review and compare China mature mainstream developers of commercial real estate and commercial real estate development strategy. This thesis is to solve the above problems, the development strategy of commercial real estate, hung Kun group as the research sample mainly, through the in-depth analysis of the development strategy of the mainstream developers China in commercial real estate, an innovative and exploratory study on the development of risk and its problems in commercial real estate development strategy of technology. The main contents of this paper: The first chapter, introduces the background of the selected topic and research methods; the second chapter, reviewing the related theories of real estate enterprise development strategy and the strategy of sustainable development; the third chapter, a brief analysis of the Chinese mature commercial real estate development strategy, summed up the commercial real estate development strategy of the common and personality, to tease out the Chinese outstanding commercial real estate project study on the evaluation criteria and principles, to provide useful experience and reference for the exploration and development in Hongkun commercial real estate commercial real estate in the future; the fourth chapter, through the review of the historical introduction of the status quo, hung Kun estate and development model summary, further research is the development strategy of the current benchmark study -- hung Kun estate Wanda real estate deeply then, through the analysis and comparison of the development strategy of commercial real estate Wanda and Hongkun, put forward suggestions for the future development of technology. The fifth chapter puts forward how to avoid the risk of Real Estate Company Hongkun commercial real estate development in the future. Finally in the sixth chapter summed up the future development strategy of hung Kun estate commercial real estate development. The effective exploration of the future hung Kun estate commercial real estate development strategy. The innovation of this paper lies in, first introduced the development of commercial real estate in Beijing technology is reviewed and summarized, and the further use of various analysis tools are analyzed and studied. At the same time benchmark and outstanding commercial real estate companies Wanda real estate, the rationality of the development strategy of commercial real estate project technology analysis and summary. The first analysis of the current commercial real estate, hung Kun estate development strategy, combined with the expected future development and risk prediction, and explore a new strategy for the development of commercial real estate development, hung Kun estate. So in the next five to ten years of complex commercial real estate development environment, to find suitable for Hong Kun real estate project development and operation of commercial real estate.
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