| In recent years,with China's rapid economic development and steady improvement in national income and living standards,China's real estate industry has also entered a fast track of rapid development since 2005,especially commercial real estate projects have not been affected by the government's introduction of a series of macro-control policies on real estate,realizing a spurt of development.Many real estate developers not only in the first and second-tier cities,but also in the third and fourth-tier cities and counties have set off a commercial real estate development boom.Developers are keen on commercial real estate development because compared with residential real estate,commercial real estate can bring higher profits to developers.However,compared with residential real estate,commercial real estate has many risks,such as high development cost,slow return of funds,large investment risks and unstable returns.Often many developers just saw the temptation of profits,did not carry out accurate and effective positioning analysis on the project in the early stage,and blindly invested in development,which eventually led to problems such as poor management,overstock of shops,and capital breakage,and finally brought huge economic losses to commercial real estate developers.With the continuous emergence of commercial real estate in the third and fourth-tier cities and the increasing competitive pressure,only through careful and systematic analysis and research on the regional development of guanxian Jian 'an Trade City project and scientific and systematic positioning of Jian 'an Trade City project can guanxian Jian 'an Trade City project be in an invincible position.Firstly,this paper summarizes the theory of commercial real estate and commercial real estate project positioning,analyzes the concept,characteristics,classification and current situation of commercial real estate in China,and analyzes the content and requirements of commercial real estate project positioning.Secondly,it analyzes the positioning of commercial real estate projects in the context of county economy,introduces the process of positioning of commercial real estate projects,positioning strategies of commercial real estate projects,analysis of the impact of county economy on the positioning of commercial real estate projects,and evaluation of commercial real estate project positioning based on fuzzy comprehensive model.On this basis,this paper analyzes the project of Jian'an Trade City in Guanxian county.Starting from the project of Jian'an Trade City,it focuses on the investigation and analysis of the project positioning of Jian'an Trade City,including PEST analysis,customer demand analysis,peer competition analysis and SWOT analysis.On this basis,the project positioning of Jian'an trade city is carried out: target customer positioning,business type combination positioning,business strategy positioning,project price positioning,and the fuzzy comprehensive model is used to evaluate and analyze the project positioning.Finally,the main contents of this paper are summarized,the conclusion is drawn,and the prospect for the future is put forward. |
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