The Research On Preliminary Planning And Risk Of City Complex Project

In recent years, the city which owns one central region begins to develop towardsthe metropolis that have more than one central region, while the city complex is one ofthe important way to realize this transformation. In the context, the research on the earlystages of the urban complex planning is of practical significance.This paper is on the basis of preliminary planning theory of the urban complex,expounding the market positioning theory,which includes the connotation of the marketorientation,market segmentation,the choice of target market, product differentiationstrategies and price position method.Firstly,this paper used the analytic hierarchy process to determine the weights ofsix evaluation indexes(economic, policy, location, traffic, gathered and market),thenbased on the regional environment of the project, evaluating five kinds of functionpositionning of the complex (Equilibrium development-oriented,Commercialleading,Office leading,The hotel leading,Live leading)based on the Group fuzzyevaluation of Extension evaluation. Finally synthesis the result,the value of the functionpositionning of the city complex will be turned out. Secondly, this paper has analyzedand studied the risk factors in the stage of investment decision,establishing theinvestment risk extension recognition level model,using extension evaluation method tomeasure and evaluate the risks, and has constructed risk evaluation model.Through thebinary comparison method and the expert panel allocation,make sure the riskassessment of each layer. Finally using extension hierarchical synthesis to judge therisks of each layer and the entire project.This paper takes the Yinchuan Huacheng International Square as an example, using the preliminary planning system, Target customers, Unique products, Scheme selection,Each layer of property attribute positioning, Area segmentation, Price position, Functionmode selection and risk analysis. In the aspect of product unique, it puts forward the“Small room big function” concept, which is very suitable for the small city complexprojects.