Commercial Real Estate Projects Positioning Strategy Research In Business Circles

In recent years, because there are huge profits in investment of residential real estate, a lot ofpeople are keen to invest in real estate, so there are a lot of bubble economies existing in housingindustry. China has adopted several policies to strengthen macro-control efforts on the housingindustry. That made the residential real estate profits gradually reduced, and investors turned intothe commercial real estate which was influenced lighter by the national macro-control efforts topursuit of higher profit. Commercial real estate in China started relatively late, but because of therapid economic development has contributed to the acceleration of the commercial real estate,and created a good condition. Commercial real estate has played a pivotal role in driving theurban economy and enhances the image of the city, which is considered to be the materialcarriers of urban commercial development; commercial real estate industry therefore got a rapiddevelopment. At the same time of the rapid development of commercial real estate, we also sawa lot of problems, especially in the commercial real estate positioning research. China does nothave a perfect study theory available for reference, and such as the blind development, lack ofprofessional market adequacy ratio problems still exist in the actual operation of the projectlocation. Project pre-positioning is not accurate and the project stopped and causing seriouslosses could be seen everywhere in China’s commercial real estate markets. Therefore, theaccurate positioning of the project early in the project decision-making is a prerequisite to ensurethat the project can proceed smoothly and sustained profitability. This article is based on suchpurpose of study, through the inductive analysis of basic theory on positioning of commercialreal estate and projects, carefully studied the district theoretical and district content andapplication of theoretical analysis, combined with the business I worked specific real estateproject, try to use the district theoretical analysis, SWOT analysis and other scientific analysismethods, combined macro and micro, domestic and foreign contrast, linking theory with practiceand other means of research to establish a commercial real estate positioning method which fixesmodern market fact, and apply it into specific cases.This article is composed by six parts. The first part is introduction, which describes thebackground, meaning, purpose and methods of research, and analysis the theoretical studies of the domestic and international aspects of commercial real estate. The second part is the overviewof commercial real estate and project positioning. In these part commercial real estate concepts,classifications and the differences from the characteristics of the residential real estate aredescribed. The development process of the commercial real estate and development trends werealso researched, and it pointed out that China’s commercial real estate development processproblems. At the same time it describes the commercial real estate projects targeted content,processes, requirements, and development status.The third part of the district theory, summarizedand analyzed the main contents of the district’s connotation theory, classification, level and factsimpact the district distribution. The last chapter describes some relative contents such as areaanalysis, meaning requirements and influencing factors. The fourth part introduces the projectprofiles and market analysis, through specific cases, analysis local development, project profiles,and analysis the projects from several aspects. The fifth past is Positioning and strategy, thissection use the shopping district theoretical analysis, SWOT analysis and theory on projectlocation method described, and pointed out that the development of projects andrecommendations proposed project marketing and investment strategy. Part six is conclusion itsummarized and pointing out that the lack of raised expectations.