Research On Method Of City Complex Preliminary Positioning

The rapid economic growth in China has created great opportunities for the nation's real estate industry. The booming real estate market results in rise of land price, housing price and supply. The types of development also become more diversified, ranging from single residential project to commercial project and even city complex, which is far more complicated compared with residential development in terms of composition and procurement, with different spaces, circulation systems and multiple functions.Project positioning is the most important step in the project development process, whereas the traditional positioning pattern for residential project can not meet the need of city complex, therefore, hereafter, with a case study of positioning process in a city complex, the essay modifies the traditional positioning methodology to find out the market-oriented positioning solutions for such complexes. This study includes the following aspects:Study several urban mix-use complexes both domestic and abroad, discuss their project positioning theories, and analyze the procedures and methodologies to find out the problems and limitations. Then work on the procedure and methodology, which can meet the need of the present China market.Detail research and study on the two crucial steps of positioning Procedure of city complex—overall positioning and subdivision. Basing on the different developing levels of cities in China, investigate the existing conditions of the city, and evaluate the feasibility of the project the study of overall positioning starts from the analysis of the whole city and the project region, to the regional core value and the project core value. The analysis of property subdivision adopts foreign theories, with both quality analysis and quantity analysis, analyze the area distribution of anchor properties and other properties. So that the property scale and subdivisions proportion can be determined. Use a case study of the positioning process of an city complex to test the proposed positioning procedure, methodology and crucial steps. At the same time, based on the shortcomings incomplete part of this research, find out the directions for further study.such as the subdivision of urban mix-use complex and the quantity analysis of the interaction among these properties.