A Study On Commercial Real Estate Project Positioning Based On Trading Area Theories

At present, with the steady development of China’s economy and the advancement of urbanization, city business especially the retail business obtained a good develop opportunity, and further promoted the demand of commercial real estate. Because of the shrinking profits in residential development, many real estate developers turn to invest in commercial real estate, some of them have formed their own commercial real estate brand. Although the commercial real estate industry faces a good market prospects and brings huge profits to developers, but not all real estate developers can successfully develop commercial real estate. Compared with the residential real estate, commercial real estate needs to bear bigger market risks and higher demand of investment ability. Therefore, an accurate positioning of commercial real estate is particularly important.In recent years, domestic commercial real estate ushers in a period of rapid development. However, the experiences and related research in commercial real estate positioning is still insufficient. Commercial real estate has a long development history in foreign countries, so the research in related to business development position is relatively matured, especially in trading area theories. This article starts from the review of the trading area theories, and then analyses the urban commercial and the trading area demands for development, proposed that to find the key factors in affecting commercial real estate positioning must based on the trading area feature、the supplies and the consumer demands. And through a detailed analysis of commercial real estate positioning content, including the scale of the project, the target customers, the functions, the image and quality, the format portfolio, and the relationship between them, use comprehensive research formed the processes and methods of these five positioning content. At last, Tongliang impression commerce positioning is on the case for the theory studies of this paper.Through the above research, found that an accurate commercial real estate positioning can help developers to effectively understand the situation of the trading area, grasp the regional consumers’ psychology and behavior, by satisfying the needs from market and consumers, can achieve the success of the project operation.