Study On Commercial Real Estate Positioning

Commercial real estate plays a critical role in real estate development and will inevitably become a leading edge in China's real estate development.Currently,many investors and real estate developers have increasingly noticed this trend and are starting to enter this field.However,commercial real estate development projects cover a wide range of industry channels,present a high degree of difficulty in developing phase,and require large capital inputs.Such a project usually significantly challenges developers' various capabilities while the early-phase project-positioning directly determines its successfulness and profitability.This article starts with introducing evolution and characteristics of commercial real estate,proceeds with the analysis of four important factors that impact the project-positioning of commercial real estate development,and discusses the methods and processes of the project-positioning in detail.Furthermore,the methods and processes of project-positioning will be illustrated in depth through a commercial real estate project-positioning case that the author was personally involved in.This article will divide commercial real estate projects into three categories: single-function projects,balancing projects,and core projects.The project-positioning of each project category will be determined through a comprehensive research of macro-market condition,micro-market competition,and consumer demands and full considerations of the projects' own characteristics and the company's resources and strategic goal.Through the study stated above,the goal of this article is to find a set of effective practices and to establish a project-positioning model that suits China's commercial real estate market.