| In recent years, Commercial real estate , which is taking on hot trend in china, gets great concern of the market, Not only the international and domestic institutional funds invested in commercial real estate continue to increase, Some residential developers have turned to commercial real estate development too,the real state market of China's coastal areas and the relatively well-developed inland areas has come into an unprecedented rapid development period。But in the rapid development of the Commercial real state, whether the health of the Commercial real state market can be sustained or not depends on the ability of the Commercial real estate developers'project position. The ability of project position is often reflected on the evaluation of position affect factors, Considering Commercial real estate projects with its own characteristics of large cash investment, the study on the assessment of position on Commercial real estate project has very important significance.In this paper, first of all, introduced the positioning theory, Clearly defined the meaning of Commercial real estate, on the basis of reading large number of home and abroad scholars'research about project position of Commercial real estate, and then raised finding factors from the positioning process of Commercial real estate, By induction finally confirmed primary indicator system, They are the location factors, the expectations of consumers'shopping environment and shopping content, the developers'ability factors, functional planning factors, local factors; secondary indicator system include eighteen indexes, they are effective demand within the region, the level of business district, the expected position within the shopping district, architectural images, architectural volume, commodity coverage, developers'investment ability, developers'funds and financing ability, effective combination of format, parking conditions, functional distinction, visibility , the layer size and shape, traffic organization, public space, street conditions, volume of people stream, transport accessibility. And then by the means of questionnaire collected the insiders'comparison score about indicators, derived weight of each index from analyzing data by using AHP, besides finded six indicators which influence position of commercial real estate projects most.In addition, using the fuzzy math method and expert advice method composed a fuzzy comprehensive evaluation model. Finally, I take Hangzhou Wanxiang city project as an example for an empirical research of the model, and get the result of its position belonging to be well. |
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