複合型房地產的開發模式研究 —基於傑成集團的案例分析

Abstract

本文從當前的政策背景和市場發展趨勢等角度，通過對複合型房地產開發模式、房地產市場特性等內容的研究，結合傑成集團的基本條件和競爭能力、傑成集團開發蕪湖中央城專案的成功經驗，以及複合型房地產開發所需的基本能力保障等幾方面，研究討論複合型房地產專案的開發模式。 傑成公司十多年來的發展過程，就是複合型房地產的產業整合能力不斷積累和提升的過程，尤其是商業運營領域和商業地產、商住複合型房地產專案，以及優質教育主題的複合型房地產的開發運營，已成為傑成公司投資開發房地產專案的基本模式。而拿地能力、融資能力、生產管理能力構建了房地產企業項目運營的基本能力，而貫穿這三大要素的是房地產企業的綜合成本控制能力，傑成公司的多年來的發展經驗，印證了成本優勢是提升企業或專案競爭力的重要作用。 複合型房地產的開發，是以房地產開發為載體，整合了多種產業的房地產開發模式，這種整合，至少包括兩種以上與房地產可以或直接高度關聯的產業，既可能是一對一的兩種產業整合，也可以是兩種以上多種產業的有效整合。因此，根據專案開發的需要，以及所整合的產業類型的不同，複合型房地產的開發也是可以區分為不同的開發模式，大致可以歸納為基本模式、主題模式、區域造城模式等，不同的開發模式所渋及的產業類型、開發規模、產品定位、行銷策略、贏利模式等方面既都存在一些共同點，但又都各具特色，充分體現了複合型房地產開發的多樣性和豐富性。

From current angles and so on policy background and market development tendency, the comparative external analysis multi-skill real estate, and through to multi-skill content and so on property development pattern, real estate market characteristic research, unifies becomes the group outstanding the basic condition and competitive ability, the research proves becomes the group outstanding development multi-skill real estate project concrete strategy and the feasibility。 The review is obvious, outstanding becomes the company more than ten for year developing processes, is multi-skill real estate industrial conformity ability accumulates and the promotion process unceasingly, in particular the commercial operation domain and the commercial real estate, business live the multi-skill real estate project, as well as the high quality education subject multi-skill real estate development operation, has become becomes the corporate investment development real estate project outstanding the basic pattern. Took ability, financing ability, production management ability has constructed the real estate enterprise project operation basic capability, but passed through these three big essential factors is real estate enterprise's comprehensive cost control ability, has become the company outstanding the for many years development experience, has verified the cost superiority is promotes the enterprise or the project competitive power vital role. The multi-skill property development, was take the property development as the carrier, the conformity many kinds of industry property development pattern, this kind of conformity, included above two kinds and the real estate at least may or the direct height dependence industry, also was possibly a pair of two industrial conformity, also might be two above many kinds of industrial effective conformity.Therefore, according to the project development need, as well as the conformity industrial type difference, the multi-skill real estate development also is may differentiate for the different development pattern, may induce approximately into the basic pattern, the subject pattern, the region makes the city pattern and so on, different development pattern and aspects and so on industrial type, development scale, product localization, marketing strategy, profit pattern both all have some common grounds, but and all unique, has fully manifested the multi-skill property development multiplicity and rich.