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On Scheming And Marketing Of Commercilal Properties

Posted on:2004-04-18Degree:MasterType:Thesis
Country:ChinaCandidate:K WangFull Text:PDF
GTID:2156360125456866Subject:Business Administration
Abstract/Summary:PDF Full Text Request
In present years, commercial properties business is becoming more and more popular. It has already become the career of great interest for which real-estate developers investors and managers are pursuing. Here, commercial properties refer to the fixed place for running business activities. In order to satisfy different consumption needs and target customers, commercial enterprises have formed different management conception and running patterns that are called retail forms. The features of commercial properties business characterizes in its commercial nature and fixedness nature as well as its extensive nature. These characteristics determine that the market need of commercial properties business is a kind of conduced need, which is closely related to those elements such as economic development, population density and transportation condition and etc.According to different retail forms, commercial properties business can be divided into following nine types: shopping center/shopping mall, department store, general merchandise, warehousing store, supermarket, convenience store, monopoly of sales, specialized store and exclusive agency/exclusive shop. According to different area level and covering scope, commercial properties business can be divided into following eight categories: trading area, shopping center of city, regional trade and commerce, community shopping center, mercantile street, wholesale market district, the commercial-districts of the focal, major and central towns and at last the commercial districts of general towns. The national commercial properties business is in good situation, while the market in Wuhan is just at the very beginning step. However, we can find that such business in Wuhan is in a gradual but steady rising situation. The main reasons for this include several points such as: the increasing need for commercial properties business, the high investment requital, the flexible running patterns, the main investors' diverting to this and at last, the efficient supply from real-estate developers. At the same time, there exists some drawbacks in the course of developing commercial properties. For example, real-estate developer mechanically copy the rules of residences developing, over-pursuing for large scale, to build as an "image project", even sometimes the government's interference and etc.Commercial sphere refers to the available space or field for enterprise management and service range, which includes core commercial sphere, subordinate sphere and marginal sphere. Two methods can be adopted to judge the supply-and-demand condition, one is retail attraction, the other is commercial sphere saturation point model. Properties Rent Theory demonstrates that the rent for different commercial properties in different district varies according to the selling profits difference caused by different places. Rural Commercial Place Theory explains that it's proper to assign commercial properties according to the difference in function and grading of differentrural commercial place. Ocean Current Theory indicates that it's necessary to design some "whirl-pool" in the commercial properties which means to attract the attention of customers and thus extend the lingering and consuming time of customers.As for scheming, following important strategies should be particularly paid attention to. First, the whole course of scheming (including market research, minute market analysis and market orientation) should be totally steered by market Second, scheming and architecture design should present the concept that human is the center. Third, in terms of management conception, target market, price strategy, running pattern and as well as architecture design, the malposition management should be formed in order to avoid competition in the same trade. Last, to set up a brand on the basis of different stage since brand is vital important to commercial properties developing and management.The marketing strategy of commercial properties business includes products strategy, price fixing strategy, promotion...
Keywords/Search Tags:Commercial Properties, Retail Forms, Commercial Sphere, Scheming, Marketing
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