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1、商业房地产开发与管理（英文版）CommercialRealEstateDevelopment&ManagementPracticeSecondEditionYangBaominJiangHeTsinghuaUniversityPressFirstEditioninSeptember2006SecondEditiononJune1st,2008ContentsChapter I InnovativeOperationofCommercialRealEstateBusinessin21stCenturyChapter II TalentsManagementandCorporationAdmini
2、strativeMechanism1.TalentsManagementTheoryandCommercialRealEstateEntrepreneurEvolution2.OptimalMechanismofCorporationManagementandItsApplicationinPrivateDepartmentStoresChapter III StrategicConsiderationsonRealEstateGroupCompanyandCommercialRealEstate 1 ConsultingResearchonDevelopmentStrategyofRealE
3、stateandRetailGroup 2 OrganizationalStructureDesignofCommercialRealEstateCorporationChapter IV MarketInvestigationandConstructionPlanningofCommercialRealEstate 4.1 novativeModelandCaseofMarketInvestigationonCommercialPropertyandRetail 2 ConstructionPlanningConceptInnovationandShoppingMailExample 3 I
4、nvestigationonEnglandBirminghamBurlingShoppingMalianditsInspirationsforLocalShoppingMallsChapterV CommercialRealEstateInvestmentDecisionMakingandDevelopmentPlanning 1 ResearchonDecisionMakingofKnowledgeInnovation-BasedCommercialRealEstateInvestment 2 AllProcessPlanningandDevelopmentofShoppingMali 3
5、DesignExplorationofLargeMallCasesofChinaandUS 4 GlobalViewofOutletsDevelopmentinChinaChapterVI ModernGeneralMerchandiseTradeandCommercialRealEstate 1 ResearchonModernGeneralMerchandiseTradeChainBusinessInnovationandFamousBrandOutput 2 BusinessInnovationofDepartmentStorefortheWhite-collarGrouponComme
6、rcialPedestrianMailorShoppingMail 3 StudyonGeneralMerchandiseTradeChainBusinessofSAKS5thAvenueInNewYorkUSChapterVnCommercialRealEstateInvestmentAttraction1.InvestmentAttractionPlanningandItsImplementationofLargeMaliandCommercialPedestrianMailChapterVlllProfit-MakingModelDesignofShoppingMail 1 Profit
7、-MakingProcessofShoppingMali 2 MakingOptimalProfitViaThemeShoppingMallCaseofVeniceThemeShoppingMaliChapter IX DevelopmentandOperationofUrbanBuildingComplex 1 AnalysisandComparisononLargeUrbanBuildingComplexesBetweenChinaandJapan 2 PlanningandOperationofPivotalRailTransitUrbanComplex-CaseofPlanningof
8、ShanghaiSongjiangRailTransitProperty 3 DevelopmentandOperationofCommercialPropertyinHighSpeedRailwayStation 4 PlanningandComplexStudyonShanghaiHongqiaoTrafficPivotalCommercialNetwork 5 StudyonUrbanComplexDevelopmentofPrefecture-LevelCities-CasesofQuanzhouCityandXuzhouCity 6 OptimalProfit-MakingModel
9、andDevelopmentStrategyofUrbanComplexofListedCompanyChapter X VisualMerchandiseDisplayPlanningandCommercialOperationofShoppingMall 1 VisualMerchandiseDisplaySystemofShoppingMallCasesofEurope,USzJapanandROK. 2 OperationalManagementofShoppingMallsinShenzhenCBD-CaseStudyonHuarenWanxiangMansionChapter XI
10、 DevelopmentandOperationofCommercialPedestrianMail 1 InvestmentPlanningandOperationalInnovationofCommercialPedestrianMali 2 StudyonQuanzhouSongDynastyCommercialDevelopmentandSongDynastyCommercialBlockRecoveryChapterXDevelopmentandOperationofLargeWholesaleMarkets 3 DevelopmentandOperationPlanningofTh
11、emeClothingWholesaleMarket 4 UrbanComplexDevelopmentofLargeLeatherMarketandProfessionalMaliChapterXIIIStudyonCapitalStructureandOperationofCommercialRealEstateCorporation 1 StudyonOptimalCapitalStructureofRealEstateEnterprise 2 AnalysisonintangibleassetOperationalTheoryandPracticeofRealEstateEnterpr
12、iseChapterXIVValueChainManagementandMarketingPracticalInnovationofCommercialRealEstate 1 SystematicApplicationofClientMarketingTheoryinCommercialPropertyMarketing 2 ValueChainTheoryandItsApplicationinCommercialPropertyDevelopmentChapterXVCommercialPropertyProjectManagementInnovationandCaseStudyChapt
13、erXVILarge-ScaleRealEstateProjectOperationandCommunityCommercialPlanningPractice 1 Large-ScaleRealEstateProjectOperationandPlanningPractice 2 MistakesConcerningCommunityCommercialActivityandSolutionChapterXVCommercialPropertyandUrbanOperation 1 InteractionBetweenCommercialPropertyandUrbanOperationCa
14、sesofDalianCityandXiamenCity 2 ComparisonStudyonInternationalizationofSongjiangDistrictAsSatelliteCityofShanghaiMunicipality 3 QuanzhouCity*sSustainableDevelopmentStrategyandCommercialPlanningforNextFiftyYears 4 StudyonProvincialCommercialCircleDevelopmentCaseofChangshaCityChapterXVHIStudyonleadingP
15、owerofCommercialRealEstateCorporationCDSupplements:1. ReportonInvestigationofJapanRoppongiHillsUrbanComplex2. ReportsonInvestigationofLasVegasThemeHotelsandShoppingMalls3. ReportsonInvestigationofROKShoppingMallsandCommercialProperty4. TrainingTextbooksonLargeCommercialComplexesandUSDepartmentStores
16、byMr.YangBaominForewordStepsforProgressofCommercialRealEstateProfessionalManagerUndergraduatesneedlotsofbasicskilltrainingpriortobeingcommonprofessionalmanagers,buttransformationfromacommonprofessionalmanagertoanexcellentcommercialpropertyprofessionalmanagerisasdifficultasclimbingTowerofBabelinancie
17、ntBabylon.Overtwodecades,morethantenbillionsyuanRMBhasbeeninvestedinChineserealestate,aboutonetenthofwhichhasbeenfailureornotperfect.Wehavepaidmuchformistakescausedbyshortageofknowledgeandstubbornnesswhichcannotberepeatedbythecurrentyoungpeople.ThankstolotsofpracticesofChinesecommercialproperty,suff
18、icientprovisionofenvironmentthatincubatescommercialpropertytheoryincombinationwithpractices,theadvancedtextbookfortrainingcommercialpropertyprofessionalmanagerhasemergedasthetimesdemand.Domesticenterpriseshavepaidmuchformistakesinthefiledofrealestatebusiness.Forexample,in1992zanumberofenterprisessuf
19、feredgreatlossfromprojectsinHainanandBeihai.Manyrealestateenterpriseswereestablishedafterthenationalcomprehensivetreatmentin1993.Todate,ChinahasrankedIstintermsofthenumberofrealestateenterprisewhileitsmanagementlevelisloweranddevelopmentscaleissmaller.Commercialrealestatedevelopment,anopenandcomplic
20、atedsystem,ismuchmoredifficultthanresidentialone.Managementofrealestateenterpriseneedsextensiveknowledge.TrainingofexcellentrealestateEntrepreneurscouldhelptofacilitatethesector.Becausecommercialrealestatemanagementismuchmoredifficultthanresidentialone,cultivationofmanyexpertsoncommercialrealestated
21、evelopmentandmanagementcouldpromotesustainabledevelopmentofthesector.ComparedwithUSandotherdevelopedcountries,Chinahaslaggedbehindinthecommercialpropertyoperation,especiallyintheefficiency,soChineseprofessionalmanagersshallmakemucheffortstocatchupwithonesofdevelopedcountries.Inthepracticesofproperty
22、developmentandShoppingmalloperation,wewereeagertobenefitfromtetbksofrealestateandretailtradewithaimtoachievingmasterythroughpracticaloperations.However,retailtetbkswrittenbyUSfamousprofessorscoverlittleaboutshoppingmallandurbancomplex,orjusttouchonbrand-newbusinesslightly,anddetailsareoldandhavelitt
23、lelinkwiththepracticesofcommercialpropertydevelopmentandoperation.Somebooksaboutcommercialpropertymarketingfocusonpracticesratherthancomplicatedtheory,thoughtheyareofhelpforourpractices.Since1998zwehavebeenfocusingallsparetimeoncommercialpropertytheorystudyanditspracticesumming-upinordertoachievedee
24、perunderstandingandmasteryofcommercialproperty.WehavebeenattachingmuchattentiontolearningfromrealestatestudyofadvancedcountrieslikeUSzUKzJapanandROK.Since2004ztheauthorhasbeentotheabove-mentionedcountriestohaveoverseasinvestigationandwrittendozensofinvestigationreportsoncommercialpropertyprojects.Th
25、eauthorhasbenefitedlotfromsystematicstudyonurbancomplexes,shoppingmallsanddepartmentstoresinthesecountries.EachchapterofthebookreferstoaboutfivedoctordegreethesisorworksincombinationwithinvestigatingcasesofUSzJapan,ROKandetc.Thebkwasusedtotraindirectorsandprofessionalmanagersonseveraloccasions,forex
26、ample,commercialpropertyCEOseminarsatTsinghuaUniversity.Taking2ofChapterIlforexample,wenotonlyrefertokeytextbooksanddoctordegreethesisonmechanismofcorporationmanagement,butcombinethetheorywithpracticesaswell.Additionally,weparticipatedinconsultingstudyonstrategyandmanagementofrealestateandretailgrou
27、pcompanies.Throughthepracticesinvolvedinbillion-yuanpropertyprojects,NewMaliCommercialManagementTeamhasnotonlysummarizedsuccessfulexperiencesoutofsuchprojectsasShenzhenOrientalTimesPlazazShenzhenEasternGateCommercialPedestrianMallzShanghaiZhengdaPlazazTaiwanTaoyuanTESCOShoppingMaliandSeoulDootaCloth
28、ingWholesaleMarket,butlearnedlessonsfromseveralprojectswhichcausedlossofhundredsofmillionyuan,includingWuhanShoppingMaliofBeyondTimesPlazazChenduRomeHolidayPlazaandShandongLantianCommercialPedestrianMaliofonelistedcompany.Failureoftheseprojectsarosefromshortagesofknowledge,integrationofexperttalents
29、,carelessinvestigationandinsufficientpreparation.Theenterprisessharedweakenterpriseculture,lessteamsolidarityandlittleattentiontoknowledgemanagementandinnovation.Since2005zShenzhenNewMaliofSingaporeStarllnionInternational,withitsfocusontopurbancomplexes,hasbenefitedlotfrominvestigationonLasVegasandJ
30、apanRoppongiHillsUrbanComplexesandachievedtheserialresearchresultsofrailtrafficpivotalurbancomplexwhichhavebeenwidelyusedbypropertydevelopmentdepartmentsofsubwayandrailtrafficcompaniesallacrossChina.Ourachievementshavebeenappliedincommercialprogramming,constructionplanningandinvestmentattractionrega
31、rdingsuchprojectsasTrafficPivotalComplexofShanghaiSongjiangUniversityCity,ChangshaOlympicComplex,UrbanComplexesofQuanzhouCityandXuzhouCity,whichhasresultedinthesignificantincreaseofcomplexpropertyvalue.Thebookcanalsoserveastrainingtextbookforcommercialrealestatedevelopmentandoperation.Thebook,asslid
32、eshow,wasusedinseveralseminarslikeInternationalCommercialPropertyOperationandCEOsofTsinghuaUniversity,CommercialPropertyPekingofPekingUniversity,answeringquestionsfromhigh-levelparticipantsandprovidingsolutionstomanyprojects.Sothebookisverypopularwithmanyclients.Manycasescitedinthebookarefromfieldst
33、udyandtraining.Anumberofdomesticfamousenterprisesofferedgoodopportunitiesforourresearch,includingSuzhouSipudGroup,XuzhouCentralDepartmentStore,ShanghaiMingjieReal-Estate&DevelopmentCompany,ShanghaiFORTELANDCO.,LTD,JujianWesternStraitCompany,BeijingYinxinInvestmentDevelopmentCompany,BeijingGuotaiHeng
34、shenGroup,QingdaoEtsongGroup,HenanShuanghuiRealEstateCompany,HenanLuoheHuadongRealEstateGroupzSHUMYIPHOLDINGS,NanfangRealEstateCo,LTD,ShenzhenFuTongRealEstateGroup,SHENZHENCATICREALESTATEC0.zLTDzShenzhenCentalineConsultingCompany,NewWorldRealtyLtdzShenzhenCheungkeiGroup,HongKongCoastalGroup,IdeaTime
35、sRealEstatePlanningCompanycreatedbyMr.ZhangYipingzXuzhouPengyunRealEstateGroup,HenanTaijiRealEstateCompany,HainanChangxinRealEstateCompanyandetc.Theauthorpursuestheinitiativespiritintheprocessofwriting.Forexample,thelayoutmodelofcommercialpedestrianmalliscreatedandthedesignconceptandwayconcerningthe
36、newbusinessareputforward,whichisthefirstofitskind.Itisofmuchhelpforpracticesthattheoverallstrategyofinvestmentattractionforshoppingmallandcommercialpedestrianmallzintegrationwithglobalcommercialresource,especiallyEuropean,AmericanandAsianresources,isproposed.NewMailhassofarattachedmuchimportancetokn
37、owledgemanagementandinnovationandcreateditsownmanagementsystemregardingoperationofshoppingmallandcommercialpedestrianmall.Thebknotonlyexploresoverallmanagementofcommerceandproperty,butoperationalinteractionbetweenkeydepartmentstoreandoverallcommercialpropertyaswell.NewMaliisoneofcompaniesthathaveIPR
38、ofgeneralmerchandisetargetingwhite-collargroupinChina.Asofthedevelopingprocessoflargecommercialrealestateprojects,wehavecreatedthestandardprocess,innovatingcommercialpropertydivisiontheory,suggestingthatknowledgeextractionandsharingcandecreasedevelopingcostofcommercialpropertyprojectsbysummingupmany
39、large-scaleprojects,whichwentbeyondthetraditionalprojectmanagement.Wehavesurpassedthetechnicallimitation,puttingforwardtheviewpointthatretailtradeshallbeonestrategiconeandsystematicallyintroducingtheinteractingrelationshipbetweenurbanmanagementandcommercialproperty.Thechaptersconcerningcommercialpro
40、pertyfeaturethefollowingwritingsteps:reading-digestion-*extraction-overseasinvestigation-*practicalplanningandmanagementcases.Theauthorattemptstocombinetheorywithpracticeineachchapter.Takinglargeshoppingmallinvestmentdecision-makingandplanningforexample,theauthorengagedinmarketingplanningworkatShenz
41、henMaoyeDepartmentStore,accumulatedmuchexperiencesrangingfrommarketinvestigationandbusinessdesign,constructionplanning,investmentattractionplanningagencytocommercialoperation,andmadebreakthroughincommercialpropertyoperationviaparticipationinOrientalTimesPlazazShenzhenMetroCoastalShoppingMailandChang
42、shaOlympicComplex.NewMaliwasindependentlyinchargeofprojectslikecommunitycommerceofSHUMYIPHOLDINGS,NanfangRealEstateCo,LTD,TrafficPivotalComplexofShanghaiSongjiangUniversityCityzChangshaOlympicComplex,QuanzhouEasternCityComplexandsixty-thousand-squaremetershoppingmallofHenanZhonghuiPlaza.Additionally
43、,itprovidedcommercialplanningservicesforsuchprojectsas120z000-squaremetershoppingmallofChengduSMCityPlaza,150z000-squaremeterShenyangWuzhouCommercialPlazazcommercialpropertyprojectsinFujianProvince,LiaoningLuEtsongShoppingMail(138000squaremetre).Theauthorcarriedoutaserialoverseainvestigationonshoppi
44、ngmalls,includingJapanRoppongiHillsUrbanComplex,PremiumOutlet,OsakaNanbaCity,KyotoRailwayStationShoppingMallzTokyoVenusfortzGinzaTokyozOsakaShinsaibashiCommercialBlock,shoppingmallofROKLotte,COEXShoppingMaliandDootaClothingWholesaleMarket.ExpertsfromNewMaliinvestigatedJapanISETANDepartmentStore,Mits
45、ukoshidepartmentstore,SeibuDepartmentStores,LotteandHyundaiDepartmentStores,ShinsegaeDepartmentStore.In2007zexpertsundertookoverseasinvestigationonRockefellerCenter,SAKSFifthAvenue,NewJerseyGardenShoppingMail(outlets),WestfieldSanFranciscoCentre,FashionOutletsofLasVegaszVenetianHotel,casinobesidesEu
46、ropeankeycitiesandclassiccommercialpropertyprojects,andtheyputforwarddozensofinvestigationreports.In2007zNewMailorganizedexpertstomakefulluseofinvestigationresultsonEuropeanandAmericanshoppingmalls,focusingtheapplicationofforeigncultureslikeFranceinQuanzhouxChangshaandXuzhouprojects.Wemadeeffortstoh
47、aveinnovationinconjunctionwithregionalcultureslikeCultureofSouthFujianandHuxiangculture.Wesystematicallyinnovatedincommercialconstructionplanningbyintegratingoverseastopmodelswithlocalcommercialconditions,sotheplanningreachedtheworldadvancedlevel.WecompiledcasereportsaboutBeijingHuaMaoCenter,Shenzhe
48、nHuaRunWanXiangCityzCOCOPark,ShenzhenKingGIoryPlazaandGuangzhouGrandviewPlazawithaneyetostudyingfromcommercialpropertyprojectmanagementandoperation.NewMalihassignificantlyinnovatedinMarketPositioning,businessdesignandgoodsdisplayzcommercialfacilityplanning,storedivisionandmarketingmodel.Theprojects,
49、includingXuzhouCentralInternationalPlazazChangshaOlympicShoppingMaliandHotel,QuanzhouEasternCommercialPlazazShenzhenOrientalTimesPlazaandEtsongShoppingMallztotaledinvestmentoftenbillionyuanandtheirsuccesseshaveprovedthatthecommercialpropertytheoryisworthwhile.ChenDaiSun,oneofeconomicsmasters,saidthateconomicsisthepracticalknowledge.Wethinkthatreal
