Research Of Commercial Real Estate Project Positioning Based On Order Model

In recent years, commercial real estate has become new research focus in the realestate in our country. However, due to the commercial real estate development inChina lags behind the residential real estate, there are still many shortcomings ofcommercial real estate in positioning, design, operation and other aspects. A particularembarrassing phenomenon appears: on the one hand, a large number of idlecommercial properties have developed, and on the other hand businesses can not findsuitable for investment.On the basis of systemic research in order model and some related theories incommercial real estate, combined experience in business planning these years, thispaper analyses the impact and role of development model in commercial projectorientation, then proposes commercial real estate on location procedure, positioningmethods and location evaluation based on order model. The case named HangzhouLinping Century Avenue project, gives an applied research in commercial market,market segments, commercial activities selection, target customers location, qualityand function orientation and so on.Significance of this study, one is to provide a commercial real estate projectpositioned as the order-oriented development model for the commercial real estatedevelopment companies to guide project development and operation; the second is toprovide references and pre-positioning for planning consultants in commercial realestate positioning.