Research On The Commercial Positioning Of JD Mall

Commercial real estate develops along with urbanized development step. But many domestic real estate developers know a little about the theory of commercial real estate. The commercial real estate develops these years, but the defeated Malls are not rare. We can find many reasons. Unsuitable commercial positioning is one of the fundamental reasons. The special of the commercial real estate lies in the attribute to cross over real estate, consumer behavior and marketing etc. To accurately position the commercial real estate, we need to not only research the theories, but also investigate the market.After enough market investigation, this paper applies trading area theories, positioning theories and STP theories to position the JD Mall. About trading area positioning, the paper applies Huff theory to get a radiation radius of JD Mall is 10.90 KMs. About the function positioning, the paper takes full advantage of the customer flow to arrange the stores by STP theory. The leasehold customers and terminal customers are positioned respectively. Market comparison method is used to the price positioning. The last part focus on the measures in the management position, such as unify management etc.This paper try to find a effective method to position the JD Mall accurately. Then the company would arrange the suitable stores in the mall, obtains the biggest performance.