Research On The Commercial Real Estate Positioning Of Project A In Nanjing YANZIJI

With the improvement of China’s economic,the consumption forms and ideas of residents have changed,which promotes the rapid development of China’s commercial real estate.However,there are still some problems such as lack of effective theoretical guidance and inaccurate commercial positioning because of short time.After fully analyzing the market,a scientific and feasible positioning process are established,different methods and indicators are selected.Multidimensional positioning content is deeply researched in a qualitative and quantitative way,which is evaluated by quantitative evaluation model finally,then the content is rectified and adjusted timely by the evaluation results,which ensure the accuracy of commercial positioning.The main contents are as follows:(1)The positioning model of radiation range of commercial real estate is established quantitatively.The radiative range of business circle is determined by traffic influence factor method.Then the business circle is defined by the Compass theory and Raleigh’s rule.The problem of business circle scope of project A is solved,and reliable support for accurate positioning is provided.(2)The detailed process of targeting target consumers,renters,and store investors is constructed through the customer relationship chain and commercial real estate capital flow chain trend.The customer positioning problem of project A is solved from the perspective of customer needs.Comprehensive positioning content is laid the foundation.(3)STP method is adopted to determine the main business forms of commercial projects and conduct market segmentation and target selection.Retailing form process is established to achieve consumer demand and guide consumer consumption.The business form positioning of project A was solved,and A reasonable process was planned,which laid a foundation for the scale positioning of project.(4)Scale positioning is modeled qualitatively and quantitatively.The saturation index is used to determine the business circle capacity,the index method and the market research method are used to determine the maximum acceptable amount of the project,and the commercial realization method is used to complete the quantitative calculation of the project size.(5)Price positioning is determined based on market orientation.The pricing model is established from the price positioning preparation,the establishment of correction coefficient,the determination of correction price and the determination of the final price.And the analytic hierarchy process is used to improve the correction coefficient.The price of project A is positioned unfinished.The integrity of the positioning content is guaranteed.(6)Post-evaluation of commercial real estate xpositioning is established.Four main evaluation indexes and 12 secondary indexes are constructed.The weights of factor sets are determined quantitatively.The membership matrix and the fuzzy converter are used to complete the fuzzy transformation from the index to the comment set.Multidimensional positioning is adjusted dynamically to reverse thinking.There are 51 pictures,43 tables and 97 references in this paper.