Changsha Brilliance Oriental Plaza Project Positioning

At present, it is necessary for the theoretical study of commercial real estate and experience accumulation to further explore; there are no positioning models for commercial real estate projects. Many commercial real estate projects resulting in a huge amount of investment failure because of the miss- positioning. The authors propose Changsha BaiLian-Oriental Plaza project positioning research, building a multi-dimensional model using multidimensional positioning method. In order to make a more scientific positioning for Changsha BaiLian-Oriental Plaza and form a whole commercial real estate positioning cases. It is helpful, for the new development of commercial real estate projects.The paper first study the background and significance of the project research, Related literatures also reviewed. Then, through the study of theory, of current commercial real estate projects positioning and the cases, proposes multidimensional model of commercial real estate projects positioning. Then, According to the multi-dimensional positioning and basic model, the author analysis three aspect of Changsha BaiLian Oriental Plaza project Positioning: the analysis of positioning scope, the analysis of positioning content and the analysis of positioning method. Finally, apply all the analysis for Changsha BaiLian Oriental Plaza project in three levels of positioning: positioning of the identity and overall architectural design, the positioning of project proprietary model and project management position, and the positioning of operating model. Then, evaluate the project's positioning, he performance of the project shows that the model and the method of the multi-dimensional positioning can effectively Serviced for the commercial development project.