| With the domestic residential real estate development risks increasing, government regulation of commercial real estate by the little influence and the advantage of relatively stable earnings have been recognized by many real estate development companies. More and more enterprises begin to participate in the residential development of commercial real estate and even business operations.Luneng Elite City project which is attached to Luneng Group is a development of a 4.2 million square meters of a super large real estate projects in Jinan, which focus on the planning for nearly 300,000 square meters of commercial space and shoulder 100,000 of the population within the project business integrated service functions, and the radiation surrounding areas may be 300,000-500,000 people. For the purpose of project planning, design and development to make scientific orientation, this article will discuss the several aspects as follows:First of all, the paper describes the situation and status of domestic commercial real estate, analyzes the reasons for the rapid development of domestic commercial real estate, models and features are introduced,business strategies are compared, and the development of domestic commercial real estate trends show analysis.Secondly, through the Dalian Wanda, Panshiyi SOHO, China Vanke domestic commercial real estate and real estate development models describes the main business and commercial real estate cases of domestic success, and obtains the operation of Luneng Elite city commercial real estate inspiration.Finally, through the macro-economic forms of Jinan, commercial real estate development survey, the southern regional shopping district, target consumer group analysis of Luneng Elite city commercial real estate, and by using of SWOT analysis of the Elite city commercial real estate projects to conduct feasibility studies, so as to determine the Elite city commercial project location, business subject, the combination of features and modes of operation.Through the research, this paper analyzes the problems of operating commercial projects existed in Luneng real estate and makes proposals. And to provide accurate market intelligence information and scientific decision making for the company's leadership to do strategic planning. |
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