Optimization Research On Development And Operation Of Commercial Real Estate On YG Project

With the continuous urban progress and development, commercial real-estate, including business, office, residence and hotel is an important type of modern city development. The emergence of commercial real-estate helps to boost the economic growth of the city and satisfies inhabitant’s need for better culture and life. After 2008, the jump in commercial real estate projects nationwide started, and the business area had a rapid growth, while existing domestic scholars and practitioners conducted a study of problems and countermeasures existing in the development and operation model of commercial real-estate. Those problems include funding problem, disorder management, and shortage of talents, breakage of value chain. In this situation, this paper studies the domestic realities of commercial real estate research on YG project, summarizes the existing problems in commercial real estate and proposes corresponding creative measures, which is meaningful to the development of domestic commercial real estate.Based on literature review and commercial real estate development theories, the paper does summary and comparative analysis about development operations mode of domestic commercial real estate, at the same time, the existing problems and its causes is also introduced at this stage. Take YG project in Yantai city as example, this paper has detailed introduction of its background and development problems. The corresponding causes of these problems are analyzed. Through case study, this paper can have a better description of development operations management innovation mode of commercial real estate. At last, the author attempts to combine Chinese social economic development situation, current research status and the company’s successful experience, respectively, on the management philosophy of developers to make recommendations and provide the basis for the development of scientific operation mode, which includes four aspects of the project positioning, brand management, financing capacity and talent management.The thesis combines the theory and practice in order to enrich the results of current research in this field and to provide references for the urban commercial real estate development in second and third class cities.