Research On The Positioning Adjustment Of JKLF Shopping Mall

With the continuous development of the commercial real estate industry,commercial projects across the country are gradually saturated,and the needs of contemporary consumers are constantly evolving,and the single functional commercial body can no longer meet the market demand;In this case,the major developers want to occupy a place in this field,and the model of constantly copying projects and blindly pursuing the number of projects is obviously no longer desirable.It is necessary to pay attention to the diversified needs of consumers,and then transform it into a complex integrating retail,catering,leisure and entertainment.However,after determining the general direction of the diversified complex,we can find some obvious problems in the investment attraction and operation of domestic commercial real estate projects,such as homogeneity,brand positioning,consumer demand,etc.The root cause is that most project developers are transformed from real estate companies and know little about the commercial real estate industry.The JKLF shopping mall project is one of many examples of failed projects that have been blindly developed without a clear understanding of the industry shape and the strengths and weaknesses of their own projects.JK Group originated from real estate.Before 2019,its main business was real estate,so it knew little about commercial sector.Under such circumstances,the development and management of commercial projects are blindly started,resulting in the economic performance of the projects far below the normal level of the market.In-depth study of failure cases,we can find that although the reasons for the failure of each project are not the same,but the problem of inaccurate positioning is particularly prominent,can also be said to be one of the most important common reasons;Therefore,if the JKLF project wants to operate and develop stably,the precise positioning problem must be attached great importance and implemented quickly,which may solve the problem of poor operation of the project.Based on the study and reference of domestic and foreign literature,this paper firstly defines the four dimensions of commercial real estate project positioning,namely,customer,market,theme and product.Delphi method and in-depth interview method are used to find out the positioning problems of JKLF shopping center project and analyze the reasons,and then put forward targeted adjustment schemes for the positioning problems.At the same time,in order to ensure the smooth implementation of corresponding adjustment strategies,a special adjustment team is established before the implementation of the plan,and guarantee measures are given in four aspects:project personnel,project cost,investment attraction execution and operation management.The research results of this paper have certain enlightenment and practical significance for the improvement of economic performance of JKLF shopping center project after positioning adjustment,and provide ideas for the accurate positioning of other commercial real estate projects.