Research On The Planning And Evaluation Of The Investment Project Of Shenyang Shengjing Cultural And Commercial Plaza Project

Excess of commercial real estate development is an important issue facing Shenyang and even the whole country. In the next few years of the development process, the development of commercial real estate will continue. Nowadays the traditional forms of business ownership have excess, the homogenization of serious,the public aesthetic fatigue, the city as a whole, the lack of commercial characteristics,as the lack of culture. And the entity bookstore as a member of the traditional business,after experiencing the impact of electronic business network, fragmented reading and other factors impact, is also facing a bitter experience, needs upgrading in order to seek a new way of situation.In this environment, in books as the main line, a variety of cultural products of cross-border portfolio and emphasizes the experience of consumer type "cultural complex commercial real estate development model will become the mainstream.Based on Shenyang's first large volume "cultural and commercial complex" Shengjing Cultural Plaza project investment analysis, discusses the significance and of regional economy produce positive, obtains the value of the "cultural and commercial complex" the new real estate investment mode, the integration with culture as the core,commercial estate development of a new model of extension, is bound to out of the predicament of traditional commercial real estate indicates a new way.In this paper, it bases on the theory of strategic management theory and the location selection and uses the business planning method as a tool. It first analyzes the environment Shengjing culture commercial plaza project comprehensively. Secondly,through the field investigation of the consumers and target master, it gains the first-hand data and the preferences of the consumers and operators. By analyzing the results, it is able to provide the foundations to the selection of strategies and locations of the project, thus it can ensure the scientific of the project. Finally, it processes the overall planning like the design of the target market and the rent and analyzes the related investment and risk.