Orientation And Implementation Analysis Of Hengyang City Commercial Pedestrian Street Project

Commercial real estate, as a characteristic of a certain commodity, developing positioning accuracy directly affect its sales and management. Accurate and scientific orientation is the guarantee of success of the project. Hengyang City commercial pedestrian street contradictions and problems in the project in advance. Root causes of conflict and the focus point to two aspects: first, product positioning and market needs and development goals do not match, the second is the developer as a traditional residential real estate developers, developed commercial real estate there is misunderstanding of the idea of transformation and strategic error. Based on the theory of STP and customer value theory as a guide, positioning of Hengyang City commercial pedestrian street items from theory and practice, strategy and implementation of the four dimensions is analyzed and studied. Research focus is commercial Street project products positioning of two big theme----planning positioning and function positioning; through analysis Hengyang commercial Street project of positioning conditions, and actual positioning situation, proposed project reasonable of positioning programme, compared analysis project actual positioning programme and in implementation process in the exposed of problem and dilemma; combined on million up commercial real estate development success mode of discusses comments on, briefly proposed has project positioning correction and follow-up remedy measures recommends. From the market segmentation, target market, positioning the three aspects of Hengyang pedestrian orientation of the project findings, summarized the current situation and the cause of the problem.