摘要：近年来，我国城市化进程的加速带动了大型商业企业的迅速发展，商业地产的需求也随之上升。对于商业地产而言，物业交付只是整个运营部分的正式开始，能否健康地运营才是决定项目成功与否的关键。招商工作作为商业地产运营的重要部分，是整个商业地产招商租赁营销策略的重要环节，更是商业综合体的灵魂所在，决定着整个项目的层次，具有举足轻重的地位。本文以徐州苏宁广场为例，介绍徐州的总体环境，结合对项目的定位、外部环境以及竞争对手的分析，从而制定适合广场的招商策划书。91342

毕业论文关键词：商业地产，招商运营，租赁营销

Abstract：In recent years, the rapid development of China's urbanization has led to the rapid development of large-scale commercial enterprises, the demand for commercial real estate has also increased。 For commercial real estate, the property is only part of the entire operation of

the official start, the ability to operate is the key to determine the success of the project。 As an important part of investment in commercial real estate operations, is an important part of the commercial real estate leasing marketing strategy, more commercial complex is the soul, determines the whole project level, has a very important position。 In this paper, Suning Plaza in Xuzhou as an example, the introduction of the overall environment of Xuzhou, combined with the positioning of the project, the external environment and the analysis of competitors, in order to develop investment plans for the square。

Keywords：commercial real estate, china merchants operation, lease marketing

目 录

1 项目的选题与依据 4

1。1 选题条件 4

1。2 选题依据 4

1。3 设计项目概况 4

2 设计的性质与目的 5

2。1 设计的性质 5

2。2 设计的要求 5

3 设计内容 5

3。1 招商策划方案的步骤 5

3。2 毕业设计研究方法 7

3。3 参考文献的选取 7

4 设计可行性分析 8

4。1 设计实现的可能性 8

4。2 设计的难点与重点 8

4。3 设计成果分析 8

5 设计的价值 8

5。1 设计的作用 8

5。2 对专业学习的作用 9

5。3 对社会工作的作用 9

结论 10

参考文献