导　　师： 唐丽春;叶艳

学科专业： 1201

授予学位： 硕士

作　　者： ;

机构地区： 华南理工大学

摘　　要： 近年来，以购物中心为代表的商业地产项目在中国各大城市遍地开花，而广州自亚运会以后，购物中心的发展也进入一个扎堆开业的黄金时期。作为一项综合性、专业性和技术性很强的投资活动，商业地产项目在投资开发过程中不可避免地存在着众多风险。面对高风险高回报的商业地产项目，如何能够增大成功机会并减少失败可能，已经成为中国商业地产行业亟待解决的现实问题。 为了更好地控制大型商业地产项目投资中的风险，本文以广州HV购物中心为研究对象，抓住该购物中心的两大特点：一是项目位于广州珠江新城这一特殊商业环境，二是项目的开发商没有开发和营运购物中心的经验，且HV购物中心的知名度近乎为零。从而以对HV购物中心作为以风险识别——风险评估——风险控制及应对的风险管理过程为逻辑思路，对大型商业地产开发项目风险管理问题进行研究。本文研究的主要内容是从购物中心立项到购物中心开业这一过程所涉及的风险，进行分析与评价研究，由项目风险管理进而深入到大型商业地产开发项目管理的风险识别、风险评价和风险应对方面，系统总结了广州HV购物中心在投资风险管理过程中所涉及各种风险的识别过程，通过定性和定量分析相结合的方法对上述风险进行评价，根据评价结果针对性地提出应对建议。 In recent years, the shopping mall as a commercial real estate project in China's majorcities everywhere, Guangzhou since the Asian Games after the shopping mall developmenthas also entered a get together and opened the golden age. As a comprehensive, professionaland highly technical investment activity, commercial real estate projects in the investment anddevelopment process inevitably there are a number of risks. The face of high risk and highreturn on commercial real estate projects, how we can increase the chance of success andreduce failure may be, has become a real problem solved by the commercial real estateindustry. In order to better control the risk of investment in large-scale commercial real estateprojects, Guangzhou HV shopping mall as the research object, to seize the two maincharacteristics of the Mall: First, the project is located in ZhuJiang New Town CentralBusiness District Guangzhou, the second is a project the developers are not developing andoperating shopping experience, and the reputation of Guangzhou HV shopping mall is nearlynothing. Thus theGuangzhou HV Shopping Mall as risk control and deal with the riskmanagement process for logical thinking, risk identification-Risk Assessment-to study thelarge-scale commercial real estate development project risk management issues. The maincontent of the research in this article from the shopping mall project begin to shopping mallopening of the risks involved in this process, the analysis and evaluation of research, projectmanagement of large-scale commercial real estate development project risk managementdepth to risk identification, risk assessment and risk response aspects, the system summarizesGuangzhou HV Shopping Mall identify various risks involved in the investment riskmanagement process, the evaluation of these risks through a combination of qualitative andquantitative analysis, and response to recommendations proposed based on evaluation results.

关 键 词： 购物中心 风险评价 风险识别 风险量化 风险应对

分 类 号： [F293.3]

领　　域： [经济管理]