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万达商业地产运营模式的分析研究摘要：商业地产作为城市发展的必然产物，依据城市的发展趋势，将有限的土地资源进行合理的整合规划，融合多种商业形态并进行科学开发和管理，形成了长期稳定的现金流收益模式。影响商业地产快速发展与成熟的因素有很多，其中，最主要因素是商业地产的运营模式。商业地产的运营模式渗透在地产项目的各个方面，无论在前期的招商还是后期的开发，都对项目的发展起着很大的影响。目前国内商业地产的运营模式主要有只售不租、只租不售和租售结合。而作为商业地产行业领导者的万达集团采用的主要是租售结合的模式，在租售结合运营模式的创新上，万达不断开拓发展，始终走在行业的前列。其创新的订单地产、城市综合体、紧密合作等运营模式特色在国内可以称得上是最为典型的代表，对商业地产行业内的其他企业有很大的借鉴价值。当然，万达商业地产的运营模式同样存在着问题和不完善的地方，需要不断进行探索和改善。本文主要对万达商业地产的发展概况进行了阐述，对万达商业地产运营模式及特点做了详细的介绍，并且提出了万达商业地产运营模式存在的问题和应对策略。32697
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毕业论文关键词：万达商业地产 运营模式 风险 策略
Research on Wanda Commercial Real Estate Operating Model
Abstract:Commercial real estate as the inevitable outcome of the development of urban, according to the development trend of the city and the limited land resources of reasonable planning of integration, fusion of the various forms of commercial and scientific exploitation and management, formed a long-term stable cash flow revenue model. There are many factors that affect the fast development of commercial real estate, and the main factor is the operation model of commercial real estate.. Commercial real estate operation mode of penetration in all aspects of real estate projects, whether in the investment or later development, the development of the project plays a great influence. At present, the domestic commercial real estate operation mode has not only for rent, rent not for sale and rental combination. And employed as a commercial real estate industry leader of Wanda Group is mainly rental combination mode. In the video with operation mode innovation, Wanda and constantly open up the development, always walk in the forefront of the industry. The innovation of the orders real estate, urban complex, close cooperation and other operational mode characteristics in China can be called is the most typical representative of, the other enterprises in the commercial real estate industry has great reference value. Of course, Wanda Commercial real estate business model has the same problems and not perfect place and need to continue to explore and improve. In this paper, the main overview of development of Wanda Commercial real estate are described, has made the detailed introduction to the Wanda Commercial real estate operation model and characteristics, and Wanda Commercial real estate operation mode existing problems and coping strategies is proposed.
Key Words：Wanda Commercial real estate, business model, risk, strategy.
目录
一、万达商业地产 - 1 -
（一）商业地产概述 - 1 -
（二）万达商业地产简介 - 4 -
二、万达商业地产运营模式的概述 - 4 -
（一）商业地产运营模式 - 4 -
（二）万达商业地产运营模式的特点 - 5 -
三、万达商业地产运营模式存在的风险 - 9 -
（一）管理层的风险 - 9 -
（二）资金的风险 - 9 -
（三）创新模式的风险 - 10 -