Research On The Synergic Effect In Commercial Real Estate Between The Real Estate And Retail Business

On the one hand, commercial real estate, an important engine to stimulate consumption, has become a direct driving force of China's economic growth, on the other hand, traditionally, real estate developers and retailers operate independently of each other which led to conflict. In 2010 China Commercial Real Estate will specifically focus on the issue, the "retailers involved in the prospects of commercial real estate development model", and other topics to discuss collaborative issues. In this context, in order to establish synergy between the two operating modes, and promote a clear division of labor in order to play their respective advantages and achieve "win-win". Based on this study in the literature, the use of strategic coordination theory, value chain theory, game theory and system dynamics of positive feedback effect of the real estate developers and retailers, to research the formation mechanism, implementation mechanism and measurement models of synergy. Thesis is illustrated as following:Firstly, by defining the network concept of synergy between the two parties, together with the developers, retailers and the commercial real estate projects, the common interests produced by the formation mechanism of the collaborative network are developed. And positive feedback effect and the value chain theory will prove that the formation of collaborative networks can continue to expand and continue to increase value.Secondly, the paper constructs a dynamic cooperative game model, deciding whether the value increased by synergistic benefits can be reasonably distributed between the two sides. Shapley value analyses the two sides of the synergy interest-distribution mechanism. Synergies concluded from the theory illustrate that the income is a reasonable distribution between the two parties, revealing the real estate and retail business synergies in the formation mechanism.Thirdly, the synergy between the two parties involves four independent dimensions, namely, operational synergies, financial synergies, intangible assets synergies and management synergies, forming the pyramid model synergies between the two sides. The deduced intangible synergy is potential variable, "stimulating factor", and the other three conventional variables are a "hygiene factor". The pyramid with the endogenous mechanism can continuously self-develop.Finally, when the synergy produced by the pyramid model is greater than the real estate cheap rent charged to the retail giant's collaborative discount, collaborative networks can be established. The establishment of synergies is achieved, and the dynamic synergy between the two sides of the econometric model is established.Through this research, the paper reveals the formation mechanism of synergies between the real estate and retail business. Constructed to achieve synergies between the three pyramid structure model and the real estate business optimization model on the target retailers. Finally, establishing econometric models of dynamic synergy, and point out some practical business recommendations for the synergistic effect in the commercial real estate. Research methods, research perspective and the conclusions have a fixed innovation, which has certain theoretical and practical value for continuous development of commercial real estate.