| In line with the rapid development of Chinese economy and urbanization, realestate becomes one of the leading industries. It becomes more evident entering thenew century that real estate in china attracts attention from various trades. While thedebates about the proper location of Commercial real estate and its sustainable growthwith commerce involve more and more people concerned .The fact is that thetheoretical studies in this respect relatively lags behind, especially the location andmanagement of commercial real estate. For the location and management ofCommercial real estate to be successful, the author undertakes the subject to study. Though developed rapidly, the real estate in Jinan is badly handicapped without thedirect of relevant theories. Problems like the improper location and marketpositioning , quite popular among the commercial real estate in Jinan, greatly delay itsfurther development. The present study, a pioneering work in this area, will in thefuture contribute much to the fast and healthy development of Commercial real estate inJinan. The thesis consists of six parts: Chapter one is a preliminary study of the subject underhand, giving a retrospectiveglimpse on the development of Chinese Commercial real estate and the existingproblems. Concluded are some regrets in the study that the author will try to improvelater. Chapter two is given to the analysis of the theoretical basis of the present study,tackling problems such as the definition of Commercial real estate, its characters andclassifications. a premature study of the large-scale Commercial real estate in Jinanbased on the survey made by the author and an introduction of some relevant foreigntheories are also given full attention. The important theories involved are: the renttheory, market location theory, central place theory, trading area theory and marketpositioning theory.Chapter three is focused on the study of the market capacity for Commercial realestate, covering questions like the definition of market capacity and its application inCommercial real estate, the affecting elements and their calculating methods, as well asthe estimation of the market capacity in Jinan for Commercial real estate.Chapter four is designed to deal with the location of commercial real estates,making some introductory researches on the principles and affecting elements of thelocation of commercial real estates, as well as some methods and their applications tosolve the location problem. The affecting elements of the Commercial real estate are:natural elements, social and economic elements, and environmental elements.Chapter five is the study of market positioning of Commercial real estate, involvingthe definition, significance and types of market positioning, together with several casestudies on the market positioning of Commercial real estate. in Jinan and the author'sproposals on how to cope with the existing problems therein. The commonest types ofmarket positioning are: competitive position, filling-in position and feature-orientedposition.Chapter six is the conclusion of the thesis. The author summarizes the primaryconclusion of whole paper. |
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