Study On Choice Of Commercial Real Estate Forms Based On Comsumer Preferences

Commercial real estate projects in China began in the early 20 th century, on the recent 10 years, it has experienced a kind of irrational development. With many shopping center and commercial complex projects being built, limited number of consumer groups are segmented, how can success in the competitive commercial real estate market, is a topic that each project developers should think about.Commercial real estate project has a long investment payback period with large capital inflow, in order to ensure the operation of the project, many developers hold part or all of the property, that increases the risk of the project. To make the project be developed and operated successfully, ensure the effective management, we need to consider consumer demand fully in pre-planning, understand the demand of consumer by surveying and analysizing. Only when we consider consumer preferences as an important factor in Early forms choice and make the commercial real estate project meet the demands of target customers, we can ensure the success of the project.The paper reviewes the related theories firstly, defines some concept such as consumer preferences, commercial real estate,and study how consumer preferences influence consumer decision-making. Putting forward the view that choice of commercial real estate project forms play a very important role in the success of the operation of the entire project,the paper research content is made more targeted. Secondly, analysising present situation of commercial real estate in our country, the paper points out that many problems in the development of commercial real estate are caused by a lack of previous planning, and one of the common problems is unreasonable formats choice. Through analysis of the commercial real estate forms choice, the paper finds that most reasons of the unreasonable forms choice is that the project developers don’t care about consumer’s point of view, developing blindly before understanding the preference of target customers, it caused the failure of the late operation.In this case, this paper puts forward the choice theory of commercial real estate forms based on consumer preferences, collects first-hand data through the questionnaire survey and researches the data by the method of conjoint analysis, then builds a model to quantify target consumer’s needs and preferences, so as to provide certain guiding significance in the choice of the formats for project developers. In order to verify the theoretical model, the paper selects the "urban fashion" gens as research object in Chongqing, draw such people consumer preferences through the analysis of the questionnaire, and contrast with the real forms of choice in the commercial real estate projects in Chongqing, demonstrates the feasibility and validity of the model. Finally, for shortcomings of the this study, the paper puts forward the outlook, hopes to be able to provide certain reference for further research and reference.