摘  要：近年来，我国商业地产市场发展迅猛，即使受全球经济持续低迷的影响，商业地产的开发、投资也始终保持着较快增长。另一方面，由于我国商业地产起步较晚，缺乏相关理论和实践的指导，导致市场盲目发展，欠缺合理的规划、科学的运营以及整体运作经验，造成了项目同质化情况严重等诸多问题的出现。本文以地产招商、运营管理等相关模式为研究对象，从商业地产招商模式及运营模式规律入手，通过对国内成熟招商运营经验和成果的比较研究，结合国情因地制宜，利用分析案例以及价值链分析方法设计出适合我国商业地产全程招商运营管理的模式。在结合万达“武汉中央文化区”商业地产项目进行案例研究与分析的基础上，根据商业地产全程招商运营模式在实践中的应用，设计出新的理论模式，使它的适用性得到很好地体现。65629

毕业论文关 键 词：商业地产，招商模式，运营管理模式，万达集团

Abstract: In recent years, China's commercial real estate market is developing rapidly, although affected by the global economic downturn, investment in commercial real estate development, has always maintained a rapid growth. On the other hand, because of the commercial real estate in China started late, the lack of The lack of related theory and practice guidance, lead to the blind development of the market, the lack of reasonable planning, scientific operation and the whole Operation experience, resulting in many problems such as the serious homogenization of the project. Based on the real estate investment, operation and management and other related model as a guide, starting from the commercial real estate investment model and operation pattern, through a comparative study of domestic and foreign merchants operating experience and achievements, combined with the situation of our country according to local conditions, use case analysis and value chain analysis method to design a suitable investment operation and management of commercial real estate throughout the mode in our country. Based on the combination of case study and analysis of "Shanghai Wanda Plaza, Wanda Commercial real estate projects, according to the application of commercial real estate throughout the investment mode of operation in practice, design a new theoretical model, the applicability of its better embodiment.

Keywords: commercial real estate, business model, management model, Wanda Group

目  录

1  设计选题说明 4

1.1  选题原因说明 4

1.2  数据资料的获得 4

1.3  设计的难度 4

1.4  设计实现的可能性 4

2  设计依据 4

2.1  理论与方法 4

2.2  规范标准 5

2.3  参考文献的选用 5

3  设计的技术路线 5

3.1  主要方法 5

3.2  设计成果 6

4  设计成果分析 6

4.1  设计结论分析 6

4.2  设计可行性分析 7

5  设计的价值 7

5.1  对专业学习的作用 7

5.2  对社会工作的作用