The Development And Positioning Of Shouxin And Macalline Plaza Project In Chengdu

With the growth of post-80 s and post-90 s,more and more consumer demand has been proposed,and previous commercial real estate has been difficult to meet consumer demand due to the limitations of time technology.HOPSCA comes into being,and it has the advantage of integration of shopping,leisure and experience.The development of urban complex is large,with a large amount of capital injection,long development cycle and long-term holding of heavy assets,which makes it more difficult than normal development projects.The failure of a HOPSCA will not only damage the interests of developers,but also bring negative impact on the development of the city.From the whole development cycle of HOPSCA,the early positioning planning will have a serious impact on the later operation,thus affecting the development of the whole project.Therefore,it is of great significance to study the development and positioning of HOPSCA in the early stage of the project.Based on this,this paper explores the development and orientation of the HOPSCA in the research object of Hongxing International Plaza project.Firstly,this paper makes a summary and summary of the domestic and foreign research literature of HOPSCA,and gives an understanding of the present situation.Then to PEST theory to the Hongxing International Plaza project macroscopic environment,the real estate industry and urban development environment such as external objective environment are analyzed,and the internal objective environment are studied,including the site,the competitive landscape,business circle into,can through the SWOT methods,analysis of the project internal strengths and weaknesses,external opportunities and threats.On the basis of fully study the project environment,combined with the ability of developers on the project put forward the target customers and the grade of positioning,brand positioning and the orientation of development scale,product form and the orientation of image as a whole,the combination of the formats and the feature localization.In the planning and design,the planning and design details can be further implemented to attract consumers and become the target of landmark urban complex.It is hoped that the research results of this paper can provide reference value for the future development of red star international plaza project and the similar enterprises.