房地产业是国民经济的基础性产业。经过二十多年的发展之后,以卖方市场为传统

发展路线的房地产业正在经历着供大于求、需求升级、房地产金融创新、宏观调控等阶

段,房地产新时代的迎来对房地产谋求新发展思路及路径来说既是挑战也是机遇。

本文以中国房地产市场发展现状为出发点,重点研究中国房地产的转型需要,中小

城市房地产迎来的发展新契机,并在归纳前人主题地产思路下重点研究了四种目前较流

行的主题地产模式,而后,选取Pu'er市主题地产进行重点研究,并提出地产+多主题

复合模式。本文的主要研究内容及结论如下:

近几年来,随着人们对房地产主题功能性需求的不断提升,主题地产逐渐成为人们

追求的目标,主题地产以丰富的文化内涵、先进的生活理念、鲜明的主题、全新的个性

化服务和极大的科技含量赢得了市场,成为今后房地产开发的方向。

在伴随一二线大城市商业地产开发过度、无节制的复制式造城导致鬼城现象不断频

出情况下,三四线中小城市或城镇以其独特的优势资源吸引着城市人对旅游、休闲、养

生、文化体验等新生活的追求;与此同时,城市化进程的不断推进,城市与小城镇的融

合,使“地产+主题”的发展模式在不仅满足市场竞争需求、人们消费需求、城镇化发展

需求上成为二者相互依托,协同发展的新方向。

结合HG公司Pu’er市大茶都主题地产项目,通过对Pu'er市房地产发展现状及主题

资源进行挖掘的前提下,提出“地产+旅游+茶产业+物流金融”的多主题复合地产模式,

以期为HG公司主题地产发展提供理论指导及策划建议。

关键词:主题地产,PuW市,开发模式

I

Abstract

Real estate is a basic industry of national economy, Chinese real estate industry into a

new era after 20 years. The seller's Real estate market encounter a Nirvana phase, which is

facing oversupply, consumption upgrading, financial innovation, macro-control.

Staring with Real estate's rapid development, this article focuses on transformation of

Real estate and the opportunity of small and medium-sized cities estate market.At the same

time, the paper concludes four modes of theme-real estate,then choosing Pu'er city as the

focus and propose “real estate +multi-theme”mode.

In recent years, composite theme estate gradually become the goal for people to live,

they with abundant cultural connotation, advanced concept of life,a distinct theme, new

individualized service and great technology content, win the market for the future real estate

development direction.

With the over-developed of big cities,small and medium-sized cities will be the new

pursuit for tourists ,leisure, regimen, cultural, experience and so on. In the meanwhile the

urbanization process, real estate +theme”mode” will be the mainstream direction witch is

satisfy demand of market competition, consumption, urbanization process.

The paper combines with the HG Company's program, through analyzing the current

situation of Puer real estate industry and excavating advantage resources in the hope of

providing the oretical guidance and suggestions for HG company.

Key words: theme-real estate, Pu'er city, development model