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Jingdong book

商业地产策划与投资运营

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Jingdong book

商业地产策划与投资运营

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是在系统总结国内商业地产开发和营销实践经验的基础上，融价值链基础理论和典型案例为一体的商业地产运营指导力作。该书兼具理论性、创新性和实操性，系统解析了商业地产投资策划和运营过程中的价值链构建、价值策划、价值创造。作者在书中提出了诸如街区生命有机体理论、存量商业物业运营等不少新观点、新方法、新思路，广泛适合业内人士、理论研究工作者、学生阅读学习。
《商业地产策划与投资运营》编著者董金社实操运作经验丰富，积极进行理性探索。同时他也十分重视和集纳丰富的商业地产实践，不乏专家学者的真知灼见，兼具特色案例的睿智，深人浅出，创造性地构建了商业地产投资策划和运营的价值模式，是商业地产开发的良师益友。
鉴于该著作扎根于中国商业地产发展实践，是实践和理论的有机凝练，对促进商业地产发展有裨益，谨此，中国商业地产联盟向商业地产各界人士重点推荐这一读物。
Content Description

以价值链分析为主线，围绕着商业地产开发商和运营商如何创造价值、构建商业地产价值链、实现商业地产的价值等主题展开。书中分析厂商业地产的类型、营销策划的价值链分析方法、商业地产的建筑策划、市场定位、市场推广等。对存量商业地产运营进行了研究论述。最后以国内比较典型的商业地产策划运营案例为背景系统整合《商业地产策划与投资运营》的知识，让读者有融会贯通之感。
《商业地产策划与投资运营》是商业地产理论和实践紧密结合的产物，不但是“兵法”，理论性强，而且是“剑法”，可以指导营销实践。
《商业地产策划与投资运营》广泛适合商业地产开发商、营销策划研究人员阅读，也适合高校教师、青年学生作为专业学习参考用书。
Author Description

董金社，毕业于华东师范大学西欧北美地理研究所，高级经济师，民进会员，现任北京金社智海房地产投资顾问有限公司总经理。长期从事房地产营销策划和市场调查工作，积累了丰富的房地产营销策划和代理经验，操作的商业地产项目多达15个，范围涵盖小城镇的商业街、大城市的写字楼和商场，对商业地产的营销有广泛而深入的理解和认识。发表各类论文20余篇，翻译出版《人事成难题，怎么办?》、参与编写《物业管理》 等书籍。积极参政议政，四份议案被政府采纳，并产生了较大影响。
Catalogue

前言
第一章 商业地产及策划透视
第一节 商业地产及其特征
第二节 商业地产类型
第三节 商业地产价值策划
第二章 商业地产市场调查与分析
第一节 商业地产调查及内容
第二节 商业地产市场调查方法
第三节 商业地产项目市场分析
第三章 商业地产价值律与价值链策划
第一节 商业地产价值律
第二节 商业地产价值链分析
第三节 商业地产价值链策划
第四章 商业地产定位
第一节 商业地产定位概述
第二节 商业地产功能定位
第三节 商业地产客户定位
第四节 商业物业的价格定位
第五节 市场形象定位
第六节 定位评价和比较决策
第五章 商业建筑空间策划
第一节 商业建筑空间解读
第二节 商业建筑策划内容
第三节 商业建筑策划与设计
第四节 建筑策划和设计方案评价
第六章 商业地产的招商与推广
第一节 商业地产招商
第二节 商业地产整合推广
第七章 商业地产投资与资产运营
第一节 商业地产投资运营
第二节 商业地产融资
第三节 商业地产投资信托融资模式
第四节 商业地产资产运营
第八章 商业地产策划与运营案例分析
案例一 订单式商业地产，双赢模式
案例二 定位与市场错位
参考文献
Book Abstract

商业活动分为两种形式：一是有实物交易的买卖活动。例如顾客到商场
购物，顾客选择商品后付钱，售货员把商品交给顾客，各得其所，交易完成
。在商铺、商场、购物中心、批发市场、饭店等完成的交易活动即属此类；
另一种是以实物贸易为基础的服务类商业活动。例如，合作双方在办公室里
谈生意、签订合同，但合同签订双方并没有见到货物；再如，律师为了一辆
车的归属在办公室里与客户分析案情，律师并没有接触实物，他提供的是基
于实物的服务。这类活动一般在办公室、写字楼、酒店内进行，我们称之为
商务活动。甚至有的人称之为“静商”，取安静之意，但安静只是表面的，
双方为了各自的利益争斗得比实物交易更剧烈、成交量更大，所以说是更高
档次的商业活动。因此，在商业地产策划的实践中，人们常把写字楼、宾馆
集中的区域称为高级商务区。
商业与商务的区分在CBD的演化中得以反映。CBD即Central Business
District，意思是“中央商业区”，或者“中央商务区”。图1—1显示，在
城市发展初期，两者是重叠的，商业与商务不分家。当城市发展到高级阶段
时，两者空间分离开来，形成商业中心区和商务中心区。例如，北京西单商
业中心区和以国贸为中心的商务中心区；上海南京路商业中心区和陆家嘴商
务中心区。

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