The Research Of Commercial Real Estate Project Development And Operation Strategy

Since the global financial tsunami of 2008, the world economy has not completely recovered. In the same time, however, the Chinese commercial real estate market has grown rapidly. The development of commercial real estates and the amount of investments have enjoyed high-speed growth, which is partially benefited from the increasingly fierce competition in the residential real estate market. Despite of the easing restriction of residential purchase in 2014, the macro-control policy still applies light negative impact on residential real estate developers. To differentiate from other competitors in the saturating residential real estate market, large developers choose to reassign their resources in complex and commercial real estate programs.This thesis is based on my five-year on-site work experience in Nanjing Unipark developing program. The article analyses Nanjing Unipark from aspects including siting, positioning, leasing and operating, and draws following conclusions:To design Unipark as a regional-sized shopping mall in the Hexi region based on the business circle theory.To position Unipark as a middle-to-high level shopping mall that provides various services of dinning, entertaining, shopping and business meeting based on positioning and consumer behavior research along with SWOT analysis.To create an atmosphere of leisure and vogue for young generations and families around.The importance of this thesis is both personal and social. Personally, I distill my five-year on-site work experience and knowledge into this article. Socially, in the coming future, Unipark would become the new benchmark of shopping mall in Nanjing. Therefore, the case of its designing and developing process could provide great use of reference.