| In this paper, the theoretical study of the shopping and commercial real estate projects targeting the significance of, as well as commercial real estate projects at this stage positioning problems, and proposed a theory based on the district's commercial real estate projects as well as the positioning method of evaluation system. Thailand and China was also in Beijing Real Estate Development Group Longcheer Square project as an example, the specific demonstration of the commercial real estate projects targeting methods and evaluation methods.By 2008, China's commercial real estate development projects showed a large increase, there has been a structural phenomenon of excess. In order to project a large number of commercial real estate stand out, developers have to do a good job of positioning the work of the project. National study on the project less-targeted, foreign study in this regard a number of relatively mature, the main shopping district of the theory is the theory. District is a specific spatial scale, in this space within the scope of all business enterprises are used respectively, with the ability to attract consumers. Within this framework, acts of business enterprises for sale, at the same time consumers in the buying behavior framework. Sales of commercial enterprises and consumers the ability to radiate the centripetal force to buy space in the framework of this interaction, and ultimately the formation of a"commercial market."District-based research targeted to commercial real estate projects is a more common method, the study district, the commercial real estate projects on content-targeted, that is, the size of positioning, the subject of positioning, functions and format industry-targeted species.Application of these theories and methods of Longcheer positioning Plaza. First of all research projects the situation where the district, through market research, analysis of the district's population status, traffic conditions, consumption and commercial real estate market, in addition to the square of Longcheer done a SWOT analysis of the project. On this basis, combined with the vision of developers, given two square Longcheer programs targeted projects. The use of fuzzy comprehensive evaluation method for these two programs are compared, and ultimately determine the optimal program.Through the above-mentioned studies have found that a commercial real estate projects in the development of pre-positioning of their research, can help developers get a clear understanding of current market forms, a full analysis of market competitors, the analysis of consumer shopping behavior to psychological and, Analysis of the objectives of the project customers, and accurately grasp the needs of these groups in the maximum extent to meet their needs. This is in fierce competition to win a key role to play especially. |
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