| Taking Tianjin COFCO Avenue City shopping center as the research object, through the early commercial positioning research, find out a set of effective commercial real estate shopping center commercial positioning research method, help the project accurate positioning. The main content of this paper includes three aspects.First, analysis of Tianjin city commercial real estate development present situation and the project’s market conditions, including Tianjin city integrated commercial real estate development present situation research, investigation and analysis of professional values distribution, market distribution and characteristics of Tianjin city, shopping center development and project comparable properties investigation. Through the study, can from macroscopically and microcosmic two respects hold Tianjin commercial real estate and shopping center development, the project business orientation to lay the foundation.Secondly, through to Tianjin city commercial real estate development present situation and the project market research, make the project SWOT analysis. Through the project, inferior position, opportunity, threat advantage analysis and research, to help the project accurate positioning.Once again, the project business location, including trade circle positioning, customer orientation, and project management position.This paper uses three methods, including document research, market research and summarize. Among them, the literature material law is based on the theory of literature search and research, the commercial real estate and shopping center location theory to in-depth knowledge and understanding. Market research method is based on the current situation of Tianjin city commercial real estate and the surrounding market research, this paper to provide research support. The summary induction is based on Tianjin COFCO Avenue City shopping center commercial positioning research, summed up a set of suitable for the project effective shopping center commercial positioning method.In of all kinds on the basis of the study, finally obtains the conclusion of this paper. The project business should meet the basic consumer demand at the same time, prominent business characteristics, to provide consumers with exquisite, comfortable consumption space and high-quality services to enhance business competitiveness; commercial in design, space layout and other aspects to fully consider the future several years of business development, business promotion space reserved for a certain project in advance to avoid; development of large volume of business, the region has a certain commercial business atmosphere is the best opportunity to enter the market; to avoid in the format combination and commercial functions directly with the rival opposition, we should rely on the difference and the opportunity to enter the market better advantage; the project business should attract stronger business into the main event, will effectively promote the overall business investment. |
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