商业房地产开发与管理

1、38/38HYPERLINK / Commercial Real Estate Development & Management PracticeSecond EditionYang Baomin Jiang HeTsinghua University PressFirst Edition in September 2006 Second Edition on June 1st, 2008ContentsChapter Innovative Operation of Commercial Real Estate Business in 21st CenturyChapter Talents M

2、anagement and Corporation Administrative Mechanism1. Talents Management Theory and Commercial Real Estate Entrepreneur Evolution2. Optimal Mechanism of Corporation Management and Its Application in Private Department StoresChapter Strategic Considerations on Real Estate Group Company and Commercial

3、Real Estate 1. Consulting Research on Development Strategy of Real Estate and Retail Group 2. Organizational Structure Design of Commercial Real Estate CorporationChapter Market Investigation and Construction Planning of Commercial Real Estate 1.Innovative Model and Case of Market Investigation on C

4、ommercial Property and Retail 2. Construction Planning Concept Innovation and Shopping Mall Example 3. Investigation on England Birmingham Burling Shopping Mall and its Inspirations for Local Shopping MallsChapter Commercial Real Estate Investment Decision Making and Development Planning 1. Research

5、 on Decision Making of Knowledge Innovation-Based Commercial Real Estate Investment 2. All Process Planning and Development of Shopping Mall 3. Design Exploration of Large MallCases of China and US 4. Global View of Outlets Development in ChinaChapter Modern General Merchandise Trade and Commercial

6、Real Estate 1. Research on Modern General Merchandise Trade Chain Business Innovation and Famous Brand Output 2. Business Innovation of Department Store for the White-collar Group on Commercial Pedestrian Mall or Shopping Mall 3. Study on General Merchandise Trade Chain Business of SAKS 5th Avenue I

7、n New York USChapter Commercial Real Estate Investment Attraction1. Investment Attraction Planning and Its Implementation of Large Mall and Commercial Pedestrian MallChapter Profit-Making Model Design of Shopping Mall 1. Profit-Making Process of Shopping Mall 2.Making Optimal Profit Via Theme Shoppi

8、ng MallCase of Venice Theme Shopping MallChapter Development and Operation of Urban Building Complex 1. Analysis and Comparison on Large Urban Building Complexes Between China and Japan 2. Planning and Operation of Pivotal Rail Transit Urban ComplexCase of Planning of Shanghai Songjiang Rail Transit

9、 Property 3. Development and Operation of Commercial Property in High Speed Railway Station 4. Planning and Complex Study on Shanghai Hongqiao Traffic Pivotal Commercial Network 5. Study on Urban Complex Development of Prefecture-Level CitiesCases of Quanzhou City and Xuzhou City 6. Optimal Profit-M

10、aking Model and Development Strategy of Urban Complex of Listed CompanyChapter Visual Merchandise Display Planning and Commercial Operation of Shopping Mall 1. Visual Merchandise Display System of Shopping MallCases of Europe, US, Japan and ROK. 2. Operational Management of Shopping Malls in Shenzhe

11、n CBDCase Study on Huaren Wanxiang MansionChapter Development and Operation of Commercial Pedestrian Mall1. Investment Planning and Operational Innovation of Commercial Pedestrian Mall2. Study on Quanzhou Song Dynasty Commercial Development and Song Dynasty Commercial Block RecoveryChapter Developme

12、nt and Operation of Large Wholesale Markets1. Development and Operation Planning of Theme Clothing Wholesale Market2. Urban Complex Development of Large Leather Market and Professional MallChapter Study on Capital Structure and Operation of Commercial Real Estate Corporation1. Study on Optimal Capit

13、al Structure of Real Estate Enterprise2. Analysis on intangibleasset Operational Theory and Practice of Real Estate EnterpriseChapter Value Chain Management and Marketing Practical Innovation of Commercial Real Estate1. Systematic Application of Client Marketing Theory in Commercial Property Marketi

14、ng2. Value Chain Theory and Its Application in Commercial Property DevelopmentChapter Commercial Property Project Management Innovation and Case Study Chapter Large-Scale Real Estate Project Operation and Community Commercial Planning Practice 1. Large-Scale Real Estate Project Operation and Plannin

15、g Practice2. Mistakes Concerning Community Commercial Activity and SolutionChapter Commercial Property and Urban Operation1. Interaction Between Commercial Property and Urban OperationCases of Dalian City and Xiamen City2. Comparison Study on Internationalization of Songjiang District As Satellite C

16、ity of Shanghai Municipality3. Quanzhou Citys Sustainable Development Strategy and Commercial Planning for Next Fifty Years 4. Study on Provincial Commercial Circle DevelopmentCase of Changsha CityChapter Study on leading Power of Commercial Real Estate CorporationCD Supplements:Report on Investigat

17、ion of Japan Roppongi Hills Urban ComplexReports on Investigation of Las Vegas Theme Hotels and Shopping MallsReports on Investigation of ROK Shopping Malls and Commercial Property4. Training Textbooks on Large Commercial Complexes and US Department Stores by Mr. Yang BaominForewordSteps for Progres

18、s of Commercial Real Estate Professional ManagerUndergraduates need lots of basic skill training prior to being common professional managers, but transformation from a common professional manager to an excellent commercial property professional manager is as difficult as climbing Tower of Babel in a

19、ncient Babylon. Over two decades, more than ten billions yuan RMB has been invested in Chinese real estate, about one tenth of which has been failure or not perfect. We have paid much for mistakes caused by shortage of knowledge and stubbornness which can not be repeated by the current young people.

20、 Thanks to lots of practices of Chinese commercial property, sufficient provision of environment that incubates commercial property theory in combination with practices, the advanced text book for training commercial property professional manager has emerged as the times demand.Domestic enterprises

21、have paid much for mistakes in the filed of real estate business. For example, in 1992, a number of enterprises suffered great loss from projects in Hainan and Beihai. Many real estate enterprises were established after the national comprehensive treatment in 1993. To date, China has ranked 1st in t

22、erms of the number of real estate enterprise while its management level is lower and development scale is smaller. Commercial real estate development, an open and complicated system, is much more difficult than residential one.Management of real estate enterprise needs extensive knowledge. Training

23、of excellent real estate Entrepreneurs could help to facilitate the sector. Because commercial real estate management is much more difficult than residential one, cultivation of many experts on commercial real estate development and management could promote sustainable development of the sector. Com

24、pared with US and other developed countries, China has lagged behind in the commercial property operation, especially in the efficiency, so Chinese professional managers shall make much efforts to catch up with ones of developed countries. In the practices of property development and Shopping mall o

25、peration, we were eager to benefit from textbooks of real estate and retail trade with aim to achieving mastery through practical operations. However, retail textbooks written by US famous professors cover little about shopping mall and urban complex, or just touch on brand-new business lightly, and

26、 details are old and have little link with the practices of commercial property development and operation. Some books about commercial property marketing focus on practices rather than complicated theory, though they are of help for our practices. Since 1998, we have been focusing all spare time on

27、commercial property theory study and its practice summing-up in order to achieve deeper understanding and mastery of commercial property. We have been attaching much attention to learning from real estate study of advanced countries like US, UK, Japan and ROK. Since 2004, the author has been to the

28、above-mentioned countries to have overseas investigation and written dozens of investigation reports on commercial property projects. The author has benefited lot from systematic study on urban complexes, shopping malls and department stores in these countries.Each chapter of the book refers to abou

29、t five doctor degree thesis or works in combination with investigating cases of US, Japan, ROK and etc. The book was used to train directors and professional managers on several occasions, for example, commercial property CEO seminars at Tsinghua University. Taking 2 of Chapter for example, we not o

30、nly refer to key textbooks and doctor degree thesis on mechanism of corporation management, but combine the theory with practices as well. Additionally, we participated in consulting study on strategy and management of real estate and retail group companies.Through the practices involved in billion-

31、yuan property projects, New Mall Commercial Management Team has not only summarized successful experiences out of such projects as Shenzhen Oriental Times Plaza, Shenzhen Eastern Gate Commercial Pedestrian Mall, Shanghai Zhengda Plaza, Taiwan Taoyuan TESCO Shopping Mall and Seoul Doota Clothing Whol

32、esale Market, but learned lessons from several projects which caused loss of hundreds of million yuan, including Wuhan Shopping Mall of Beyond Times Plaza, Chendu Rome Holiday Plaza and Shandong Lantian Commercial Pedestrian Mall of one listed company. Failure of these projects arose from shortages

33、of knowledge, integration of expert talents, careless investigation and insufficient preparation. The enterprises shared weak enterprise culture, less team solidarity and little attention to knowledge management and innovation. Since 2005, Shenzhen New Mall of Singapore StarUnion International, with

34、 its focus on top urban complexes, has benefited lot from investigation on Las Vegas and Japan Roppongi Hills Urban Complexes and achieved the serial research results of rail traffic pivotal urban complex which have been widely used by property development departments of subway and rail traffic comp

35、anies all across China. Our achievements have been applied in commercial programming, construction planning and investment attraction regarding such projects as Traffic Pivotal Complex of Shanghai Songjiang University City, Changsha Olympic Complex, Urban Complexes of Quanzhou City and Xuzhou City,

36、which has resulted in the significant increase of complex property value. The book can also serve as training textbook for commercial real estate development and operation. The book, as slide show, was used in several seminars like International Commercial Property Operation and CEOs of Tsinghua Uni

37、versity, Commercial Property Peking of Peking University, answering questions from high-level participants and providing solutions to many projects. So the book is very popular with many clients.Many cases cited in the book are from field study and training. A number of domestic famous enterprises o

38、ffered good opportunities for our research, including Suzhou Sipud Group, Xuzhou Central Department Store, Shanghai Mingjie Real-Estate & Development Company, Shanghai FORTE LAND CO., LTD, Jujian Western Strait Company, Beijing Yinxin Investment Development Company, Beijing Guotai Hengshen Group, Qi

39、ngdao Etsong Group, Henan Shuanghui Real Estate Company, Henan Luohe Huadong Real Estate Group, SHUM YIP HOLDINGS, Nanfang Real Estate CO, LTD, Shenzhen FuTong Real Estate Group, SHENZHEN CATIC REAL ESTATE CO., LTD, Shenzhen Centaline Consulting Company, New World Realty Ltd, Shenzhen Cheungkei Grou

40、p, Hong Kong Coastal Group, Idea Times Real Estate Planning Company created by Mr. Zhang Yiping, Xuzhou Pengyun Real Estate Group, Henan Taiji Real Estate Company, Hainan Changxin Real Estate Company and etc.The author pursues the initiative spirit in the process of writing. For example, the layout

41、model of commercial pedestrian mall is created and the design concept and way concerning the new business are put forward, which is the first of its kind. It is of much help for practices that the overall strategy of investment attraction for shopping mall and commercial pedestrian mall, integration

42、 with global commercial resource, especially European, American and Asian resources, is proposed. New Mall has so far attached much importance to knowledge management and innovation and created its own management system regarding operation of shopping mall and commercial pedestrian mall. The book no

43、t only explores overall management of commerce and property, but operational interaction between key department store and overall commercial property as well. New Mall is one of companies that have IPR of general merchandise targeting white-collar group in China. As of the developing process of larg

44、e commercial real estate projects, we have created the standard process, innovating commercial property division theory, suggesting that knowledge extraction and sharing can decrease developing cost of commercial property projects by summing up many large-scale projects, which went beyond the tradit

45、ional project management.We have surpassed the technical limitation, putting forward the viewpoint that retail trade shall be one strategic one and systematically introducing the interacting relationship between urban management and commercial property. The chapters concerning commercial property fe

46、ature the following writing steps: readingdigestionextractionoverseas investigationpractical planning and management cases. The author attempts to combine theory with practice in each chapter. Taking large shopping mall investment decision-making and planning for example, the author engaged in marke

47、ting planning work at Shenzhen Maoye Department Store, accumulated much experiences ranging from market investigation and business design, construction planning, investment attraction planning agency to commercial operation, and made breakthrough in commercial property operation via participation in

48、 Oriental Times Plaza, Shenzhen Metro Coastal Shopping Mall and Changsha Olympic Complex. New Mall was independently in charge of projects like community commerce of SHUM YIP HOLDINGS, Nanfang Real Estate CO, LTD, Traffic Pivotal Complex of Shanghai Songjiang University City, Changsha Olympic Comple

49、x, Quanzhou Eastern City Complex and sixty-thousand- square meter shopping mall of Henan Zhonghui Plaza. Additionally, it provided commercial planning services for such projects as 120,000- square meter shopping mall of Chengdu SM City Plaza, 150,000- square meter Shenyang Wuzhou Commercial Plaza, c

50、ommercial property projects in Fujian Province, Liaoning Lu Etsong Shopping Mall (138000 square metre).The author carried out a serial oversea investigation on shopping malls, including Japan Roppongi Hills Urban Complex, Premium Outlet, Osaka Nanba City, Kyoto Railway Station Shopping Mall, Tokyo V

51、enusfort, Ginza Tokyo, Osaka Shinsaibashi Commercial Block, shopping mall of ROK Lotte, COEX Shopping Mall and Doota Clothing Wholesale Market.Experts from New Mall investigated Japan ISETAN Department Store, Mitsukoshi department store, Seibu Department Stores, Lotte and Hyundai Department Stores,

52、shinsegae Department Store.In 2007, experts undertook overseas investigation on Rockefeller Center, SAKS Fifth Avenue, New Jersey Garden Shopping Mall (outlets), Westfield San Francisco Centre, Fashion Outlets of Las Vegas, Venetian Hotel, casino besides European key cities and classic commercial pr

53、operty projects, and they put forward dozens of investigation reports.In 2007, New Mall organized experts to make full use of investigation results on European and American shopping malls, focusing the application of foreign cultures like France in Quanzhou, Changsha and Xuzhou projects. We made eff

54、orts to have innovation in conjunction with regional cultures like Culture of South Fujian and Huxiang culture. We systematically innovated in commercial construction planning by integrating overseas top models with local commercial conditions, so the planning reached the world advanced level.We com

55、piled case reports about Beijing Hua Mao Center, Shenzhen HuaRun WanXiang City, COCO Park, Shenzhen KingGlory Plaza and Guangzhou Grandview Plaza with an eye to studying from commercial property project management and operation.New Mall has significantly innovated in Market Positioning, business des

56、ign and goods display, commercial facility planning, store division and marketing model. The projects, including Xuzhou Central International Plaza, Changsha Olympic Shopping Mall and Hotel, Quanzhou Eastern Commercial Plaza, Shenzhen Oriental Times Plaza and Etsong Shopping Mall, totaled investment

57、 of ten billion yuan and their successes have proved that the commercial property theory is worthwhile.Most chapters of the book were released in China Real Estate Daily, MALLCHINA, Real Estate Professional Manager Column of and Wang Zhigang Studio Planning column. You could make much profit through

58、 the flexible application in commercial property planning projects. The articles were revised on basis of feedback from real estate experts.Chen Dai Sun, one of economics masters, said that economics is the practical knowledge. We think that real estate enterprise and commercial property management

59、integrates economics and management science. Our goal is to save readers from one year efforts on condition that they spend 100 hrs on reading the book in different phases of commercial property development. It is of much help for us to have different working and research backgrounds like IT, real e

60、state and commerce. The book can save newcomers of the real estate field from one- year exploration and help experienced property managers obtain more professional knowledge via combining theory with practice. Our goal is to mount the summit of commercial property development, become top management