摘 要
如何对一个商务综合体或者一个超大城市综合体进行投资决策综合体投资
决策的关键点是什么其与住宅投资决策的根本区别在哪对于商业地产投资领
域来说是一个急待研究的课题。
本文以郑州鹏城广场城市综合体项目为研究标的,详细分析了城市综合体项
目的投资决策过程,不仅回答了“郑州市是一个可深耕长驻的城市和“郑州鹏城
广场城市综合体值不值得投资 ”二个投资决策问题,更为重要是总结出城市综合
体投资决策的核心点。本文作者亲历投资决策的全过程,深切体味到城市综合体
投资决策是一个大的系统工程,对于刚刚步入商业地产领域的鹏城集团而言,不
亚于一次全新的革命。
鹏城集团开发住宅逾二十年,其成熟的产品线主导市场,以售为目的,追求
高周转、高收益,住宅投资决策的关键点在于项目收益指标是否达到投资标准。
与此鲜明不同的,一个商业综合体、一个超大城市综合体投资决策的关键点
在于定位是否准确,以持有为目的,倡导可持续发展。而构成综合体的各商业形
态的定位与组合协同及其在未来五年、十年、以至二十年的生存与发展决定城市
综合体的成败。用一句形象的话可以比喻“生孩子重要、更重要的是把孩子抚养成
人
同时,本文投资决策结论是:
1、郑州市宏观经济环境平稳健康,房地产市场态势发展良好,郑州市是一
个可深耕、可长期发展的城市,建议鹏城集团进驻郑州市。
2、本宗地是郑州市核心区域的稀缺资源,适宜打造高品质的城市级综合体,
是展现鹏城品牌的极佳载体。宗地整体及各商业形态定位符合市场实际,且收益
指标超过鹏城集团投资标准,建议鹏城集团投资郑州鹏城广场城市综合体项目。
关键词:城市综合体;鹏城广场;投资决策;
西南交通大学硕士研究生学位论文
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Abstract
How about a business combination or a large urban context for investment
decisions Complex investaient decision-making of key point is what Its fundamental
difference with residential investment decisionsFor commercial real estate
investment is an. urgent issue。
Taking zhengzhou city PengCheng square complex project as the research target, a
detailed analysis of the urban complex project investment decision-making process,
not only to answer the “ zhengzhou city is a deep in the city,,And “ zhengzhou city
PengCheng square complex is worth investing,,Two investment decision problem,
more important is summed up the emphasis of urban complex investment decisions。In
this paper, the author through the whole process of investment decision, deeply
appreciate to urban complex investment decision is a huge systematic project,for just
enter PengCheng group in the field of commercial real estate, as a new revolution。
PengCheng group development housing more than 20 years, the mature product
line dominate the marketfor the purpose of sale,the pursuit of high flow、high yield,
residential investment decision point is whether the project income index reach the
standard investment o
Unlike the sharp, a commercial complex、 a large city complex investment
decision-making is the key point positioning is accurate, to hold’ for the purpose of
advocating sustainable development o And constitute a complex commercial positioning
with combination of tiie form and in the next five years、 ten years、even twenty years
to the survival and development of decision success or failure of urban complex o
Children can use an image analogy “ important, more important is to bring up their
children 0
At the same time this paper investment decision conclusion is:
1、 stable macroeconomic environment health, zhengzhou city,the real estate
market development is good,zhengzhou is a deep、long-term development of cities,
suggest PengCheng group in zhengzhou city。
2、this parcel is the core of zhengzhou area of scarce resources,suitable for
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