Commercial Real Estate Operation And Management Model Innovation And Applied Research

With renovates along with the national macroscopic policy to the housing market vigorously regulation, the real estate capital massively wells up into the commercial real estate development domain. Along with the commercial real estate investment unceasing elevation of temperature, the question which the commercial real estate faces revealed day by day. Based on the present domestic real estate market situation, over 90% housing projects could obtain reasonable profits, but over 80% whole commercial projects met with huge operational problem. Actually, the core of commercial real estates is firstly commerce and then the real estate; its operational difficulties do not lie in the exploration stage but in the operational management which could be regarded as the result of commercial real estate characteristics. The finish of commercial real estate projects exploration stage is just the start point, while the following operation period is the key which the project succeeds, because all investors must realize the investment income come from the following period rent income. Only effectively solved consciousness and the specialized operation problems and grasped the commercial law and status, could the commercial projects enjoy success in the operational period. The commercial real estate operation period management must have the overall plan and the action design, only starting business on everything is not fine, and also only daily marketing and image regulation are not enough; but should still help the operators to coordinate with governmental relative departments, carry on massive operations contents which including unceasingly merchants attracting, customer service, scene management, industrial status management, quality control, brand establishment and promotion and so on.This paper takes the commercial real estate markets and the operation stage management as the research objects, analyzes thoroughly the existing problems in domestic present commercial real estate operation, utilizes commercial real estate profit value-chain analysis method conducting the research on commercial real estate systematic operational framework, carries on the commercial real estate operation management procedure design by using the service integrated design method and finally chooses the large-scale compound commercial real estate project which constructed recent years, unified its actual operation management to propose a brand-new commercial real estate management model: unified operation management model of commercial real estate. The commercial real estate unified operation management model observes, analyzes and solves problems though "resources integration, operation unification, multi win"; from a whole and overall angle, the ultimate objectives of unified operation management model are sustainable development and property increasing. Namely, taking the commercial real estate project entire value-chain as the core and beginning, through a series of operational flow design, enhances the commercial property core competitiveness, unifies the loose management unit and the diverse expense status into one management main body and information platform, and proposes a set of practical feasible systematic commercial real estate operation management solutions in order to achieve the sustainable management of commercial projects.