| Along with China’s economic developing, people’s consumption level getsconstantly improved. The need for commercial facilities grows with each passing day,such as shopping malls, department stores, commercial streets and so on. This directlypromoted the development of commercial real estates. In addition to the higher profit ofcommercial real estate, therefore, many development enterprises have turned tocommercial real estate development. These led to the widespread rise of commercialreal estate projects, and the commercial real estate’s construction increasing a lot.However, the development of commercial real estate projects has their own peculiarities.Compare to the development of residential project, the development of commercial realestate project has a series of links, and these positioning, design, investment,construction, management work are very complicated. China’s real estate developerlacks a mature experience in commercial real estate development. When they face thehigh profit of commercial real estate, they develop the project according to hissubjective ideas completely: they don’t research much at the early stage of the project,project positioning is not accurate, development process is not scientific enough,architecture design is not reasonable, operation management is not appropriate, etc.,thus leading to the failure of the project. In addition, with the intensification ofcompetition in commercial real estate project, when the individual project was verysuccessful, other developers and project follow their example, which made the serioushomogeneity phenomenon on the commercial market, and the repetition rate is high inthe various aspects of project positioning, design, brand and so on. Ultimately thesewould affect the developers’ profits, resulting in a waste of resources.The theory basis of the article is mainly about STP theory, trading area theory iscomplementary. First of all, the article analyzed the current situation of China’scommercial real estate, summarized the problems in commercial real estatedevelopment in our country. And then it concluded and extracted the influence factors ofcommercial real estate development combine with related literature. After that, it refinedproject multidimensional positioning, and detailed the multidimensional positioning.Based on the influence factors, the analysis content in the market segmentation phase ofproject multidimensional positioning is confirmed, then the article established a clearand feasible project positioning process, with the use of AHP and fuzzy comprehensive evaluation method established a comprehensive evaluation model of project positioning.Finally, it uses the Shengshihuacheng project as a case to study the project positioningand comprehensive evaluation.Through the above content, the study found that, at the early stage of thecommercial real estate development, the full analysis of trading area where the projectlocates could help the reasonable project positioning job. Through the analysis of themarket, we could find out the target market and consumers and make the systematicallymultidimensional positioning combine with the scientific and feasible projectpositioning progress, and then use the evaluation model which has the quantitativeanalysis of evaluation index to evaluate the project, in order to make a adjustment intime. |
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