The Study On Market Positioning Strategy Of Commercial Real Estate Project Of A Company

The vigorous development of commercial real estate(CRE) industry is one of the important embodiments of the national economy. With the rapid development of the urbanization and the strengthening of liquidity, increasing numbers of non-professional investors and developers enter into the commercial real estate industry for profits. The excessive total amount of the projects and architecture scales leads to the high vacancy rate of retail shops. Besides, the aging of business format and the crash from Internet could not be ignored. More and more companies of commercial real estate industry have to adjust the original project market positioning and business model to face the new challenge.By analyzing the commercial real estate project B of A Company in Haizhu district of Guangzhou, this paper aims at studying the market positioning of B Project with the help of classical theories of STP strategy and customer-perceived value, analysis tools of marketing research and knowledge of project management. Especially, the scale,function and the theme of the architecture for public welfare has already been positioned by the municipal government. And the paper is to explore the positioning of theme and image, target customer, grade and business format of the project.The paper consists of five chapters. The first chapter is introduction. It mainly introduces the background, objectives and significance and research methodology of this paper. The second chapter is literature review in which the definitions, classical theories used in this paper will be illustrated in detail. The third chapter is case description which introduces A Company, the value, functions, location, environment and subsidiary infrastructure of B Project and the challenges and threats the project confronts with. Then with the detail research and analysis of investment environment,trading areas in Guangzhou,competition situation in trading area, target customer in trading area, and the project self situation, the undetermined positioning of theme and image, target customer, grade and business format will be revealed after that.Moreover, the author will refer from the successful cases home and abroad in order to provide specific principles and route for the market positioning execution. The principles include the integration of commerce and nature, integration of commerce and history, integration of commerce and Internet, diversification of business format,and creation of scenery experimental consumption. The execution route is a tour route for customers designed based on the market positioning and execution principles.Finally, the fifth chapter is the conclusions of this paper, managerial implications,further research direction and limitations of research.The main findings of this paper is that B Project has the ability to face the market challenge by focusing on utilization of self advantage, breaking the limitation of the scale and functions, increasing the experimental consumption business and commercial facilities, as well as reducing the retail business proportion.