AB產業園發展戰略的研究

Abstract

隨著經濟的發展，我國經濟結構在被動的和主動的進行調整與升級，許多產業從經濟發達地區向欠發達地區外延，造成部分工業地產的閒置，這些閒置的地產如何適應當地新的產業結構，創造更大的土地單位面積的產出，獲得新生，這是業主與政府的共同課題。 AB產業園是由一家光機電企業的生產基地轉型而來的產業園.產業園的運營與企業經營有很大不同，產業園集政府聯絡，企業招商，房產開發，物業管理，生態營造，資源對接等工作。AB產業園具有面積小、單體運營等特點，在運營中主要存在如下困境：首先是產業園建設投入資金大，固定費用占比高，回報週期長；其次，地產資源有限，持續發展能力遇到瓶頸；另外，沒有對入住客戶進行精准選擇，無法聚焦產品差異和物業特色，招商工作如大海撈針；再有，近期國際經濟動盪，國內經濟放緩，產業結構調整加速，影響了企業的發展，同時也加大了產業園發展的複雜性和不確定性。 本文為AB產業園走出困境，保持其生存與持續發展，對其發展戰略進行研究。首先，對AB產業園現狀進行分析，然後針對AB產業園所處於宏觀環境採取PEST法進行研究，也就是說剖析政治（P）和經濟（E）與社會（S）以及技術（T）這四個層面的環境；接著對市場競爭狀況進行了五力分析，採取SWOT法對AB產業園存在的優勢、劣勢、機遇以及威脅進行了分析，制定了SWOT矩陣圖, 最後提出如何運用好本產業園優勢，抓住機遇，化解挑戰；規避劣勢；結合AB產業園發展戰略制定原則確立了AB產業園的發展戰略,即“營造適合中小技術創新企業發展的生態環境，通過共用空間，智慧管理提升企業價值，成為專業化、智能化的工業地產運營商”,並制定了發展戰略實施的保障措施，確保戰略得以實施。 本文研究希望能夠有效運營好在經濟結構調整升級中產生的閒置工業地產，打破僅靠地產出租獲利的思維，精准定位，對接產業資源，打造產業生態，尋找到有利於產業園長期發展的發展戰略。

With the development of economy, the structure in our country is adjusted and upgraded in both passive and active way, many industries are extending from the economic developed region to undeveloped region that leaves some unoccupied industrial real estate. This is a joint project of the owners and the government about how these idle real estate is going to adapt the new industrial structure so a higher marginal profit can be create on the land. AB industrial Park is transformed from a production based, optical-mechanical enterprise. The operation of the industrial park is very different from that of enterprises. It integrates government liaison, enterprise investment attraction, real estate development, property management, ecological construction, resource docking and so on. AB industrial park has the characteristics of small area and single operation, and its operation mainly has the following difficulties: First, the industrial park requires a large investment with a high proportion of fixed costs and a long return cycle; Secondly, the real estate resources are limited, possibly causing the ability of sustainable development meets the bottleneck. In addition, there is no accurate selection of check-in customers, so it is unable to focus on product differentiations and property characteristics. It makes attracting business like looking for a needle in a haystack; In addition, the developments of enterprises are significantly affected by the recent international economic turmoil, domestic economic slowdown and accelerated industrial restructuring. It will magnifies the complexity and uncertainty of the development of industrial parks. The aim of this paper is to investigate the strategic development of AB industrial park, so it can getting out of the dilemma and maintain its survival and sustainable development. Firstly, the current situation of AB industrial park is analyzed, and then PEST method is adopted to study the macro environment of AB industrial park, to be more specific, the four levels of environment including politics (P), economy (E), society (S) and technology (T). Then the market competition situation is analyzed by five forces, SWOT method was adopted to analyze the advantages, disadvantages, opportunities and threats of AB industrial park, and SWOT matrix was obtained. Then, it concludes the solution of making good use of the advantages of the industrial park, seizing opportunities and solving challenges. Also how to avoid disadvantages and make good use of opportunities. The development strategy is then being created based on the objective of the AB park which is 'Create suitable ecological environment for the development of small and medium-sized enterprise in high-tech industry. By using the sharing space and intelligent management to improve enterprise value. And become a professional, intelligent, industrial real estate operators'. Finally, the implementation of safeguards is formulated according to the development strategy. The paper can hopefully make the idle industrial real estate to be effectively operated in the process of economic restructuring and upgrading. It is necessary to break the ordinary thoughts that rents is the only profit real estate can generate, making precise positioning, connecting industrial resources, creating industrial ecology, and find the development strategy conducive to the long-term development of the industrial park.