Research On The Positioning Decision-making Of The Commercial Real Estate Project

The higher rate of failure of the operation of the projects implies the lack ofaccurate positioning the project is one of the main reasons that lead to theabove-mentioned problems. The positioning of the commercial real estate project is todetermine the direction of commercial real estate business, and it is also a necessarymeans to explore the value of commercial real estate. The accurate positioning of theproject is key to the successful development of commercial real estate and scientificdecision-making tool is a strong guarantee for accurate positioning of commercial realestate projects. To solve these problems, this paper conducts the positioningevaluation index of commercial real estate projects and then improves and optimizesthe positioning decision-making methods. In the end the method is applied to the casewhich confirmed its feasibility.The main contents of this paper includes as follows: conduct positioningdecision-making index system of commercial real estate projects and create ahierarchical model of decision-making of the commercial real estate projectorientation, build commercial real estate projects of the commercial real estate projectpositioning decision model; improved positioning decision-making method based onthe Analytic Hierarchy Process commercial real estate projects, the establishment of ascientific and feasible positioning decision mathematical model; commercial realestate projects targeting decision-making model applied to actual projects the SeaWorld project as example, established index system and decision-making model toanalyze the project’s positioning decisions.The results confirmed: commercial real estate project positioning system mainlyincludes strategic positioning, business positioning, market positioning, businessplanning and positioning; the criterion level of decision-making index system ofcommercial real estate projects positioning includes strategic positioning, businesspositioning, market positioning, business planning and positioning, specific indexlayer includes development goals, development strategy, business district positioning,commercial grade image positioning, consumer groups positioning, positioningbusiness functions, business competitive positioning, positioning consumption anddemand, commercial zoning plan positioning, construction planning and positioning, format plan position indicator; the AHP positioning decision-making method can bedeveloped by the ANP decision-making method which can widen its scope ofapplication; the AHP positioning decision-making method can be developed by theG-1modeling method which can ensure the only sequential relationship; the AHPpositioning decision-making method can be developed by taking the unique reference;taking the Sea World as example, the decision-making system includingdecision-making step scoring criteria is of scientific designed and the newdecision-making method is proved reasonable and scientific...