大学学位论文-佳源集团新市镇商业综合体战略研究工商管理类.docVIP

佳源集团新市镇商业综合体战略研究 ——XXXXXX 10级工商管理 姓名: 杭蔚 学号: 1016063 指导老师: 周洁 【摘要】我国商业地产当下的主流发展形态毋庸置疑是商业综合体，尽管房地产业在国家宏观政策调控下受到了严重的冲击，然而商业地产却一枝独秀，仍保持快速发展的稳健态势。然而，眼下国内大中城市的商业综合体这一发展形态的市场空间日趋饱和。正因于此，包括佳源集团在内的商业地产开发商们开始将新市镇作为新的投资重点。然而新市镇商业地产的开发模式在国内并没有成熟的经验可供借鉴，于是佳源集团在全国范围内率先开始了城镇商业项目的积极探索，并首创了新市镇商业综合体的开发模式。本文正是通过说明佳源集团的新市镇商业综合体战略，分析了新市镇商业综合体战略的环境，并在此基础上研究了新市镇商业综合体战略的策略，希望 促进新市镇商业综合体这一全新模式能够在全国新市镇区域内得到更为全面更加良好的发展。 【关键词】佳源集团；新市镇；商业综合体 The New Town Commercial Complex Strategic of Jia Yuan Group Study 10 Business Administration Name: Hang Wei Student ID: 1016063 Supervisor: Zhou Jie 【Abstract】There is no doubt that the mainstream development patterns of Chinas commercial real estate is the commercial complex at the moment. Although the real estate industry has been seriously impacted under the macro-control policy of Chinese government, commercial real estate outshines it and remains steady momentum of rapid development. However, the development of commercial complex in the form of large and medium-sized city has been increasingly saturated at present and the development space also are limited at the same time. Because of this background, many commercial real estate developers including Jia Yuan group are beginning focus on new town which is a new development area. However, there is not mature experience about the new town commercial real estate development model for reference in China. Therefore, Jia Yuan group first begins to actively explore the new town commercial real estate project in the nationwide and pioneeres the new town commercial complex development model. In this paper, through the description about the new town commercial complex strategy of Jia Yuan group, analysis of the new town commercial complex strategic environment and on the basis of a study of the new town commercial complex strategy tactics, so that Jia Yuan group could promote this new mode of the new town commercial complex in the new town area to be more comprehensive and better development. 【Keywor