Research On Tenant Mix Positioning Of Hoding Shopping Center Project

With the development of China's economy and the growth of people's income,shopping center begin shows up in the second and third tier cities.Shopping center has many characteristics,such as large scale,diverse services,complete range of goods and so on.It can provide customers one-stop consumer experience,so it can be willingly accepted by general public.Comparing with western developed countries,the time of development of shopping center is not long in China,research on it is less and not mature,and some shopping centers after the opening are failed.which is beause lack of tenant mix positioning,especially for holders of shopping centers,the investment income entirely rely on renting,so the research of tenant mix positioning has giant practical and theoretical significance.Based on the related theory of domestic and international and the actual characteristics of holding shopping centers,this paper analyzes the present situation of holding shopping centers in China and finds that there are many problems in the shopping malls,such as oversupply,excessive structural excess,Qualified competition and other serious issues.Analyzed and determined the influential elements of the tenant mix positoning of holding shopping center,summarized the content of the tenant mix positoning,determined the first and second level indicators through the analytic hierarchy process,finally through the fuzzy evaluation method and the expert scoring method,established established the tenant mix positoning integrated evaluation model of holding shopping center.By financial evaluation methods and a real project,validated the practical application of the evaluation model.