商业地产成功的影响因素研究——以杭州下沙宝龙城市广场为例.docVIP

PAGE PAGE 20 商业地产成功的影响因素研究——以杭州下沙宝龙城市广场为例 摘要： 由于商业地产发展起步比较晚，发展又迅速，就出现了很多问题。商业地产是最近几年才开始迅速地发展，因此其发展理论不够成熟，开发商缺乏丰富的经验，开发商大部分借鉴国外的成熟模式，从而导致成功的商业地产项目比较少，失败的例子屡屡可见。笔者认为，一个商业地产项目获得成功，需要整个项目建设的各个阶段都能综合考量，使得价值链上各相关价值主体都能实现“利益”最大化，即各方都赢的状态。但是纵观当前商业地产的发展，影响其成功的影响因素有很多。只有综合考虑各方面的因素，才能减少项目的支出成本、降低项目的风险，成为一个成功的项目。本文按照商业地产项目的运营阶段就影响商业地产项目成功的影响因素进行研究分析。 关键词：商业地产；经济利益；影响因素 Study on the influencing factors of the success of commercial real estate -- Taking Hangzhou Xiasha Baolong city square as an example Abstract: Due to the commercial real estate development started relatively late, and rapid development, has been a lot of problems. Commercial real estate is began to rapid development in recent years, so its development theory is not mature enough, developers lack of experience, most developers to draw lessons from foreign mature mode, resulting in less successful commercial real estate project, failure is often visible. The author believes that a successful commercial real estate project, need all the stages of the construction of the project can comprehensive consideration, relative value subject makes up the value chain can maximize the interest, namely all parties win. But in the current commercial real estate development, there are many factors that can affect its success. Only considering various factors, can reduce the cost of project spending, reduce the risk of the project, to become a successful project. In this paper, according to the operation of commercial real estate project phase can affect the commercial real estate project through analyzing the influence factors of success. Keywords: Commercial real estate; economic benefit; influence factor; 一、引言 （一）研究的背景 2010年之后，房地产宏观调控越来越严格，各种限购、限贷的政策陆续出台，为了抑制房地产价格过快上涨，国家共同使用了经济和行政手段。房地产的利润变得越来越少，大部分开发商纷纷转向商业地产。国内很多地产商都公布了商业地产的开发战略。商业地产的比重越来越大，数量越来越多。近年来，我国居民的收入呈现增长很快的趋势，国民消费水平提升，房地产又受宏观调控的影响，商业地产的可投资价值也越来越明显。 据统计，我国2001年商业地产建设开发面积达到了5600万㎡，比去年增长了26%。新建设开工的面积有20670万㎡，比去年增长18%。开发建设投资达到了7370亿元之多，同比去年增长30.5%。销售额突破了6700亿元！销售均价同