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论文编号：	7765
作者编号：	2120132542
上传时间：	2015/12/5 8:29:53
中文题目：	青岛海都集团商业地产招商运营变革及部门协同的策略研究
英文题目：	Qingdao HAI Du group commercial real estate investment operation change and department coordination strategy research
指导老师：	张金成
中文关键字：	商业地产；招商进程；运营变革；核心部门协同
英文关键字：	Commercial real estate；Investment promotion process；
中文摘要：	摘 要商业地产在我国起步比较晚，还处于不成熟阶段，很多地产商开发商业地产的思路容易受到住宅地产开发思路的影响。商业地产与住宅地产开发最显著的不同就在于，住宅地产一旦方案确定便可义无反顾地按图施工，变更量很少。而商业地产却截然相反，似乎从整个前期策划到竣工验收都存在各种不确定，随着招商进程的推进，由于大量新增客户源源不断的新的需求导致整个项目施工建设阶段时时刻刻都充斥着变化。在这样一种不断变化的开发过程当中，招商运营的流程和制度的规范化、合理化以及核心部门之间的协同配合就显得尤为重要。行之有效的招商运营流程和先进的制度体系更多涉及的往往就是部门之间的协同，部门之间协同配合程度的高低直接影响着整个项目的开发进程及资源投入量。如果部门之间沟通不畅，缺乏有效的配合，就会造成大量改造甚至返工成本的增加，往往给开发商带来巨额损失，同时也给商业地产项目的招商运营工作造成严重困扰。本文特意选择这一领域，通过青岛海都集团商业地产招商运营过程中所呈现的各种弊端，深入研究招商运营的变革及核心部门之间的协同问题，并给出相应的策略及实施保障。论文结合文献分析法、案例分析法与经验总结法进行研究。在文献分析中，确定了商业地产开发与招商的相关理论；比较系统地对有关理论书籍、行业期刊、学术报告及专业论文做了深入研究，为本论文所要研究的主要问题打下了坚实的理论基础。在案例分析和经验总结中，本文以青岛海都集团商业地产开发为研究对象，全面的分析了商业地产招商运营及核心部门之间的协同问题，结合理论知识与作者多年工程施工所积累的实践经验，进行了较为系统全面的梳理，最终为商业地产行业提出了具有一定可操作性的建议，具有一定的理论借鉴作用。 关键词：商业地产；招商进程；运营变革；核心部门协同
英文摘要：	Abstract Commercial real estate in our country started late, still in the immature stage, many developers of commercial real estate development train of thought easily affected by the residential real estate development train of thought. Commercial real estate and residential real estate development is the most significant difference is that the residential real estate will resolutely determined once the plan according to the figure construction, change very little quantity, and the commercial real estate is the opposite, seems to be from the pre-planning to completion inspection and acceptance there are all kinds of uncertainty, with the advancement of merchants, due to a large number of new customers a steady stream of new requirements throughout the project construction phase always full of change. In such a changing of the development process, China merchants operating process and system standardization, rationalization and synergy between core department cooperation is particularly important. Effective investment operating processes and advanced system involves more often is the synergy between departments, between departments in harmony degree directly influences the whole project development process and resource inputs. If communication between departments, lack of effective coordination, can cause a lot of modification or the increased cost of rework, often bring huge losses to developers, but also for commercial real estate project investment operations cause serious problems. Deliberately choose this field, this paper through Qingdao sea group in the process of commercial real estate investment operations of all sorts of malpractices, further study of investment operational changes and coordination problems between the core department, and give the corresponding strategy and implementation of security. Based on the literature analysis, case analysis and experience summary method were studied. In the literature analysis, determine the relevant theories of commercial real estate development and investment; Systematically to the related theory books, trade journals, academic reports and professional papers done in-depth research, as the main problem of this paper is to study laid a solid theoretical basis. In case analysis and experience summary, this paper takes Qingdao sea group commercial real estate development as the research object, a comprehensive analysis of the commercial real estate investment operations and the coordination problems between core sector, combined with years of accumulated construction theory knowledge and the author's practical experience, a systematic comprehensive combing, finally put forward has certain operability for commercial real estate industry's advice, has certain theory reference. Keywords: Commercial real estate；Investment promotion process； Operation change；Core department together
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