wee-宝库
Commercial Real
Estate Development & Management
Practice
Second
Edition
Yang Baomin
Jiang He
Tsinghua
University Press
First
Edition in September 2006
Second Edition on June 1st, 2008
Contents
Chapter
Ⅰ
Innovative Operation of
Commercial Real Estate Business in 21st
Century
Chapter
Ⅱ
Talents Management and Corporation
Administrative Mechanism
§
1.
Talents Management Theory and Commercial Real
Estate Entrepreneur Evolution
§
2.
Optimal
Mechanism
of
Corporation
Management
and
Its
Application
in
Private
Department Stores
Chapter
Ⅲ
Strategic
Considerations
on
Real
Estate
Group
Company
and
Commercial Real Estate
§
1. Consulting Research on
Development Strategy of Real Estate and Retail
Group
§
2. Organizational Structure
Design of Commercial Real Estate Corporation
Chapter
Ⅳ
Market
Investigation
and
Construction
Planning
of
Commercial
Real Estate
§
tive Model and Case of
Market Investigation on
Commercial Property and
Retail
§
2.
Construction Planning Concept Innovation and
Shopping Mall Example
§
3.
Investigation on England Birmingham Burling
Shopping Mall and its Inspirations
for
Local Shopping Malls
Chapter
Ⅴ
Commercial
Real
Estate
Investment
Decision
Making
and
Development
Planning
§
1. Research on Decision
Making of Knowledge Innovation-Based Commercial
Real
Estate Investment
§
2.
All Process Planning and Development of
Shopping Mall
§
3.
Design Exploration of Large
Mall
—
Cases of China and US
§
4.
Global View of Outlets Development in
China
Chapter
Ⅵ
Modern General
Merchandise Trade and Commercial Real
Estate
§
1.
Research on Modern General Merchandise Trade Chain
Business Innovation and
Famous Brand
Output
§
2. Business Innovation of
Department Store for the White-collar Group on
Commercial
Pedestrian Mall or Shopping
Mall
§
3.
Study on General
Merchandise Trade Chain Business of SAKS 5th
Avenue In New
York US
Chapter
Ⅶ
Commercial Real Estate Investment
Attraction
§
1.
Investment
Attraction
Planning
and
Its
Implementation
of
Large
Mall
and
Commercial Pedestrian Mall
Chapter
Ⅷ
Profit-Making Model Design of Shopping
Mall
§
1. Profit-Making Process of
Shopping Mall
§
Optimal Profit Via Theme
Shopping Mall
—
Case of Venice
Theme Shopping
Mall
Chapter
Ⅸ
Development and
Operation of Urban Building Complex
§
1. Analysis and
Comparison on Large Urban Building Complexes
Between China and
Japan
§
2.
Planning and Operation of Pivotal Rail Transit
Urban Complex---Case of Planning
of
Shanghai Songjiang Rail Transit Property
§
3.
Development
and
Operation
of
Commercial
Property
in
High
Speed
Railway
Station
§
4.
Planning and Complex Study on Shanghai
Hongqiao Traffic Pivotal Commercial
Network
§
5.
Study
on
Urban
Complex
Development
of
Prefecture-Level
Cities
—
Cases
of
Quanzhou City and Xuzhou
City
§
6. Optimal Profit-Making
Model and Development Strategy of Urban Complex of
Listed Company
Chapter
Ⅹ
Visual Merchandise Display Planning and
Commercial Operation of
Shopping Mall
§
1. Visual
Merchandise Display System of Shopping
Mall
—
Cases of Europe, US,
Japan
and ROK.
§
2.
Operational Management of Shopping
Malls in Shenzhen CBD
—
Case
Study on
Huaren Wanxiang Mansion
Chapter
Ⅺ
Development and
Operation of Commercial Pedestrian Mall
§
1. Investment Planning and
Operational Innovation of Commercial Pedestrian
Mall
§
2. Study on Quanzhou
Song Dynasty Commercial Development and Song
Dynasty
Commercial Block Recovery
Chapter
Ⅻ
Development and
Operation of Large Wholesale Markets
§
1. Development and
Operation Planning of Theme Clothing Wholesale
Market
§
2.
Urban Complex Development of Large
Leather Market and Professional Mall
Chapter
ⅩⅢ
Study on Capital Structure and
Operation of Commercial Real
Estate
Corporation
§
1. Study on
Optimal Capital Structure of Real Estate
Enterprise
§
2.
Analysis
on
intangible asset
Operational
Theory
and
Practice
of
Real
Estate
Enterprise
Chapter
ⅩⅣ
Value Chain
Management and Marketing Practical Innovation of
Commercial Real Estate
§
1.
Systematic
Application
of
Client
Marketing
Theory
in
Commercial
Property
Marketing
§
2.
Value Chain Theory and Its Application in
Commercial Property Development
Chapter
ⅩⅤ
Commercial Property Project Management
Innovation and Case
Study
Chapter
ⅩⅥ
Large-Scale
Real
Estate
Project
Operation
and
Community
Commercial
Planning Practice
§
1.
Large-Scale Real Estate Project Operation and
Planning Practice
§
2.
Mistakes Concerning Community Commercial Activity
and Solution
Chapter
ⅩⅦ
Commercial
Property and Urban Operation
§
1. Interaction Between
Commercial Property and Urban
Operation
—
Cases of Dalian
City and Xiamen City
§
2. Comparison Study on
Internationalization of Songjiang District As
Satellite City of
Shanghai Municipality
§
3. Quanzhou
City
’
s Sustainable
Development Strategy and Commercial Planning for
Next Fifty Years
§
4. Study on Provincial
Commercial Circle
Development
—
Case of Changsha
City
Chapter
ⅩⅧ
Study on
leading Power of Commercial Real Estate
Corporation
CD Supplements:
1.
Report on
Investigation of Japan Roppongi Hills Urban
Complex
2.
Reports
on
Investigation
of
Las
Vegas
Theme
Hotels
and
Shopping Malls
3.
Reports
on
Investigation
of
ROK
Shopping
Malls
and
Commercial Property
4.
Training
Textbooks
on
Large
Commercial
Complexes
and
US
Department
Stores by Mr
. Yang Baomin
Foreword
Steps for Progress
of Commercial Real Estate Professional Manager
Undergraduates
need
lots
of
basic
skill
training
prior
to
being
common
professional
managers,
but
transformation
from
a
common
professional
manager
to
an
excellent
commercial
property
professional
manager
is
as
difficult
as
climbing
Tower
of
Babel
in
ancient Babylon. Over two decades, more
than ten billions yuan RMB has been invested in
Chinese real estate, about one tenth of
which has been failure or not perfect. We have
paid
much for mistakes caused by
shortage of knowledge and stubbornness which can
not be
repeated by the current young
people. Thanks to lots of practices of Chinese
commercial
property, sufficient
provision of environment that incubates commercial
property theory in
combination
with
practices,
the
advanced
text
book
for
training
commercial
property
professional manager has emerged as the
times demand.
Domestic enterprises have
paid much for mistakes in the filed of real estate
business. For
example, in 1992, a
number of enterprises suffered great loss from
projects in Hainan and
Beihai. Many
real
estate enterprises
were
established
after
the
national comprehensive
treatment in 1993. To date, China has
ranked 1
st
in terms of the
number of real estate
enterprise
while
its
management
level
is
lower
and
development
scale
is
smaller
.
Commercial
real
estate
development,
an
open
and
complicated
system,
is
much
more
difficult than residential one.
Management of real estate enterprise
needs extensive knowledge. Training of excellent
real estate Entrepreneurs could help to
facilitate the sector
. Because
commercial real estate
management is
much more difficult than residential one,
cultivation of many experts on
commercial
real
estate
development
and
management
could
promote
sustainable
development of
the sector
. Compared with US and other
developed countries, China has
lagged
behind in the commercial property operation,
especially in the efficiency, so Chinese
professional
managers
shall
make
much
efforts
to
catch
up
with
ones
of
developed
countries.
In
the practices of property development and Shopping
mall operation, we were eager
to
benefit from textbooks of real estate and retail
trade with aim to
achieving mastery
through practical operations.
However
, retail textbooks written by US
famous professors
cover little about
shopping mall and urban complex, or just touch on
brand-new business
lightly, and details
are old and have little link with the practices of
commercial property
development and
operation. Some books about commercial property
marketing focus on
practices rather
than complicated theory, though they are of help
for our practices.
Since
1998, we have been focusing all spare time on
commercial property theory study
and
its practice
summing-up
in order
to
achieve deeper understanding
and
mastery
of
commercial property.
We have been attaching much attention
to learning from real estate study of advanced
countries
like
US,
UK,
Japan
and
ROK.
Since
2004,
the
author
has
been
to
the
above-mentioned
countries
to
have
overseas
investigation
and
written
dozens
of
investigation reports on commercial
property projects. The author has benefited lot
from
systematic
study
on
urban
complexes,
shopping
malls
and
department
stores
in
these
countries.
Each
chapter
of
the
book
refers
to
about
five
doctor
degree
thesis
or
works
in
combination with investigating cases of
US, Japan, ROK and etc. The book was used to train
directors
and
professional
managers
on
several
occasions,
for
example,
commercial
property CEO seminars at Tsinghua
University.
Taking
§
2 of
Chapter
Ⅱ
for
example, we
not only refer to
key
textbooks and doctor
degree thesis on mechanism of corporation
management, but combine the theory with
practices as well. Additionally, we participated
in
consulting study on strategy and
management of real estate and retail group
companies.