Research On Development And Operation Strategy Of City Complex

In recent years, the central government has increased the intensity ofmacroeconomic regulation and control of real estate market, resulting in the residentialreal estate market sales slump. A growing number of real estate developers to thedevelopment of commercial real estate as a new business growth point. But with thedevelopment of city and city region development process in-depth, single function,construction scattered disorderly development mode has already can’t satisfy people’sneeds. In order to better meet the need of city development, highly achieve theintegration of the resources, complex concepts emerge as the times require, citycomplex commercial real estate development is the evolution of the higher level of newproducts, as a new development model, not only realizes the function complete, theeffects of population, but also created a new development model. City complex is acombination of different functional areas, accomplished by the multifunctional unified,efficient building body. The use of land resources reasonably and efficiently citycomplex, make our life more comfortable and convenient, at the same time, thedevelopment of city complex in city planning, design more reasonable, can alleviate thelimited city space and city population growing contradiction, help to improve the imageof the city, city competitiveness increase, thus becoming the local government advocatepull the main engine of the local economy."Urban complex" of the commercial realestate development type, also because of its spatial continuity, function complex,long-term continuous operation characteristics favored by the developers.At present, urban complex as the highest mode of commercial real estatedevelopment, the comprehensive strength of the real estate developers and long-termbusiness capital operation ability have certain requirements. In the project predevelopment should do well feasibility study, some developers eager to profit, blindconstruction of urban complex, not only accords with the characteristics of regionaldevelopment, not to consumers bring convenience, also caused the urban land resourcesand waste of funds, bring negative influence to the city development. So to build asuccessful city complex projects, research and development and management problemsis particularly important.In this paper, the theory related to urban complex were discussed, at the same timethrough to Wanda urban complex as an example, the basic location in the commercialreal estate development and positioning theory, the combination of management,marketing theory and method, from the two aspects of development strategy andoperation strategy on research and analysis, to Wanda modes are summarized and thegeneral situation of the the all-round, systematic, and points out the defects anddisadvantages of Wanda mode, and puts forward to City complex future sustainable development suggestion.