世博会与黄浦区房地产业发展战略研究

上海交通大学硕士学位论文世博会与黄浦区房地产业发展战略研究姓名：蔡宏宇申请学位级别：硕士专业：工商管理（MBA）指导教师：屠梅曾2004011120109032010719922010CBDSWOT2010SWOT5THESTRATEGICRESEARCHOFWORLDEXPOANDHUANGPUDISTRICT’SREALESTATEINDUSTRYDEVELOPMENTABSTRACTTheWorldExpo2010willbeheldinShanghaiChina,whichisanotherhistoricopportunityforShanghaiaftertheopening-upanddevelopmentofPudongNewAreain1992.TheExpoShanghaiwillboostthedevelopmentofShanghaiCityrapidlyandhealthily.HuangpuDistrictisthedowntowndistrictofShanghaiandoneofthethreedistrictsrelatedtotheExpoShanghaiVenues,thepredominantgeographicallocationsuppliesHuangpuDistrict’srealestateindustryagooddevelopmentchance.Thesevenyearsfromnowto2010isastrategicopportunityperiodforHuangpuDistrict’srealestateindustry,itisveryimportanttoestablishadevelopmentstrategyforthisperiod.Firstly,thisthesisreviewsthedevelopmentcourseofHuangpuDistrict’srealestateindustryintheperiodfromShanghai’sorigintonow,especiallytherapiddevelopmentafterthereformoflandutilizationsystemandresidentialhousedistributionsystem.Then,thisthesisintroducesthehistoryofworldexpo,andtheeconomicinfluenceiteffectstheformerhostingcountriesandcities.Inthischapter,theconceptionalplanningandfinancingoftheExpo2010Shanghaiisalsodescribedbriefly.Inthethirdchapter,LocationTheory,CBDTheoryandSWOTanalysisareusedtoanalyzetheHuangpuDistrict’srealestateindustry.TheconclusionisthattheExpo2010Shanghaiwillboostrapiddevelopmentofinfrastructureandurbanconstruction,impelthecomprehensiveconstructionofHuangpuRiver,furtheroptimizethedistrict’sfunctionandinternalstructureofthetertiaryindustry.ThoughtheHuangpuDistrict’srealestateindustryisbeingfacedwiththekeencompetitionfromotherdistricts,andthereareuncertainfactorsinrealestatemarket,thedevelopmentchanceexceedsthechallengeonthewhole.HuangpuDistrictshouldtakefulluseoftheadvantagesitowns,suchasthepowerfuleconomy,thesuperiorgeographicallocationandtheabundanthumaneandhistoricalresources;andoptimizethelandutilizationstructure,therealestatefunctionallayoutandtherealestatedevelopmentmechanism.Inthefourthchapter,theHuangpuDistrict’srealestateindustrydevelopmentstrategyfortheExpoShanghaipreparationperiodisestablishedbasedontheSWOTanalysis,andtherealestatedevelopmentinHuangpuDistrict’sfivefunctionalareas(theBund,theNanjingRoad,thePeople’sSquare,theYuGardenandthemodernresidentialarea)isplannedespecially.InthelastsectorofthischaptersomeindexesrelatedtoHuangpuDistrict’srealestateindustryareforecasted.Inthelastchapter,somemeasuresconcernedwiththeHuangpuDistrict’srealestateindustrydevelopmentstrategyaresuggested.Thesuggestionsareasfollows:(1)Adjustthelandutilizationstructure,improvelanduseefficiency;(2)Boosturbanconstruction,optimizetherealestatefunctionallayout;(3)Activatetheareanearbytheriver,promotetheBundconstruction;(4)Continuethecity’shistoricalspirit,strengthenthereuseoflatter-daybuildings;(5)Improvetheurbaninfrastructure,optimizethedistrict’sfunctionandenvironment;(6)Reformtherealestatedevelopmentmechanism,improveefficiencyofgovernment;(7)Innovatedevelopmentideas,improveenterprise’scorecompetitivestrength.KEYWORDS:worldexpo,HuangpuDistrict,realestateindustry,strategy200411118511522010902010340020107CBDMBA1119820007200212.4711.1251.345963.2151.1.11843184519002020301949519781992MBA2200071.1.21CBDCentralBusinessDistrictCBD584.8CBD2CCDCentralCommerceDistrict19999CCD34512M8MBA31.1.3121.2.1199218452020301932193719561958801.2.219921992MBA419921199219931997533619965520/9600/19971995119952000634.305916644.3052219939.5519954.6019961999200071-1199520028473.1619926200212.112002765.65238.5531.2%1-1MBA5FIGURE1-1ConstructionofResidentialHouseinHuangpuDistrictfrom1995to2002:765.651.293.05451.3433.27238.552.6935.4731917191819341933187319011906192919921992719941143.5961.4964.4047.8052.2066.2266.3071.160102030405060708019951996199719981999200020012002MBA6CBD2002145.7110.4%452.1116%419921996199719992000119961999200020021-21-219921-2199520021995199619971998199920002001200281.20105.0989.2876.7667.4962.8766.0074.5038.0573.8857.9148.2939.2343.5952.6360.3846.86%70.31%64.86%62.90%58.12%69.34%79.75%81.04%2001200220031-219952002FIGURE1-2InvestmentinCapitalAssetsandRealEstateofHuangpuDistrictfrom1995to2002120021995200202040608010012019951996199719981999200020012002MBA7200069.34%200281.04%1-3200011.94%200213.69%10.9%20021-3199520021995199619971998199920002001200244.4251.0758.3462.9065.5367.6872.5177.696.818.348.358.878.328.089.6010.6415.34%16.33%14.32%14.10%12.70%11.94%13.24%13.69%19981999199720023.51.61.10.720.480.471999(1-3)20012002FIGURE1-3AverageSellingPriceofResidentialHouseinHuangpuDistrictfrom2001to200202000400060008000100001480747735009571959557616715489952001Q12001Q22001Q32001Q42002Q12002Q22002Q32002Q4MBA82010212.1.15181791191851GreatExhibition450030170010010160630185113241851186718761219992.1.2MBA91851201015211521471851189319001958197018551862187318761851188919701019931201893196719921998503141811800MBA10221999128BIEBureauofInternationalExhibitionsBIE126201032002123BIE132520102010Expo2010ShanghaiChina2010511031184BetterCity,BetterLifeFIGURE2-1BluePrintofExpo2010Shanghai