| Our country is now in the process of industrialization and urbanization, economic development continues to make urbanization process faster. Along with the wave of unbanization, commercial real estate gradually rise these years, many real estate developers turn from residential development to residential and commercial real estate joint development. However, compared with the developed countries in Europe and America, our country's commercial real estate began very late. It existes many problems such as no accurate positioning, blind and disordered development, lack of professionals and funds link to fracture, and so on. There are significances of doing researches on effects and interact mechanism of city commercal real estate cycle have on comercial targeting and positioning, and advocating positioning methods related to it. It helps to solve blind launched, unclear targerting, with planning instead of positioning, positioning after building problems exist in current real estate development.This article combined with commercial real estate development status, use comprehensive research and case analysis, expounde basic theory of trade area, developments, problems and trends of domestic and international commercial real estate. Focus on positioning of commercial real estate projects, and advocates that a scientific and reasonable commercial real estate must meet the requests of operational, comprehensive and characteristics and driven needs, and also analyze the current problems exsits in commercial real estate positioning. On this basis, proposing procedures and positioning system of commerial real estate projects, explaining a four-dimensional positioning method and establishment of project targeted comprehensive evaluable model. At last, Huasheng centurial city is on the case for the theory studies of the the paper.The innovation of this article is based on the trade area perspective on commercial real estate projects targeting problems, put forward trade area living organisms theroy which based on the trade area therory; innovativley introduced the fuzzy comprehensie evaluation method to conduct commercial real estate projects targeting evaluation, established evalusation model according to commercial real estate projects targeting requirements. These points innovatively provided new perspectives and ideas for improving accurancy of real estate project positioning. |
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