Research On Market Positioning Of LC Commercial Plaza

By entering the new century, the rapid development of industrialization and urbanization has became the main fulcrum of the real estate. Especially since2003, the speed of commercial real estate development came as a shock. Reviews the commercial real estate development history of China, both the develop land and building size are the biggest in the world, such as shops, commercial street, shopping center, office buildings, hotels and so on. Compared with the development of commercial real estate in foreign countries, it started later and has big difference in each area in China, what’s more, most of the developers in China are not professional, all of these make the investment of commercial real estate became higher and the recovery period are longer, which makes the commercial real estate in the aspect of cost control, and high risk of operation. To some extent, a project in the early period is reasonable or not is directly related to success. China’s commercial real estate is still in a initial stage, it’s not match the development remand, and restrict the development.This article is empirical; focus on tackling the current theory and practice of commercial real estate. Through an overview of the commercial real estate and business circle theory, dwell on the positioning theory and the content of the program, and the problems that exist in the commercial real estate in the localization process. This article introduce the LC program and analysis it with PEST and SWOT, dwell on the scale, the customer, the function and image of LC project, and the factors to be considered by an formats combination, for LC square project positioning is fully discussed. Based on some uncertain factors in the process, and those factors which may bring risk, I analyzed too, this paper also hope to be able to help the commercial real estate developers in the early stage of the project in China.