| 摘要: | 近年來中國大陸的經濟持續不斷的增長，平均每年超過8%，人民可支配現金的增加，人民幣的升值，國際熱錢的流入，投資工具的不足，自住與投資兩者的需求都使得房地產成為熱門標的之一，造成房地產價格不斷的上漲，中國政府為了降低這一股經濟熱潮所帶來的過度投資，開始了新一輪的宏觀調控，運用各種手段、工具以期降溫，房地產產業及價格在這一波的調控中更成為調控的對象及調控成效的評估指標。
本研究以中國大陸的土地開發、房產開發、商業經營為研究主題，介紹中國政府相關法規、流程及房地產業的經營模式，闡述企業如何在中國大陸從事房地產開發的前期評估，並說明影響因素，並對開發後的地產如何進行商業經營、經營的種類及經營模式做研究。
本論文將以個案公司青島店的開發與經營為研究對象，個案公司在中國大陸從事連鎖電腦賣場，屬於電腦終端銷售通路中的專業市場，文章中並以波特五力分析說明個案公司在其產業的競爭策略。
;Along with the sustained economic growth (over 8 percents per year) of China, the increase of people’s disposable income, the revaluation of RMB, the incoming of international hot money, the insufficiency of investment organ, the high demand of both living and investment has made real estate a hot subject, followed by the the continuous rise of real estate price. To decrease the excessive investment arising from this economic fever and to cool down, Chinese government is adapting a new round of macro-control by taking various measures and approach, and among which, real estate industry is identified as the object of this round of control, and its price, the evaluation indicator of the control effectiveness.
Focusing on the land developing, real estate developing and land business management in the mainland, the paper is to introduce China’s related rules, regulations, flow and management model of real estate. It gives a sum of preceding evaluation for real estate developing in Mainland and an explanation of affecting factors, also does some research on management approach of developed real estate, management type and model.
This paper will take the Qingdao Storefront of a case company as the research subject. The case company is engaged in computer chain stores management, which is considered as professional market among computer terminal marketing channel. The paper illustrates the competition strategy of the case company in its industry with the analysis of Five Forces. |
