Positioning Research On The Market Strategy Optimization Of NY Commercial Plaza

With the continuous advancement of urbanization,commercial real estate project has developed rapidly.With the rapid influx of population into the new urban development areas,new requirements are put forward for the living facilities in the new development areas.The new demand gives rise to the new market.In order to improve the maturity of the area and thus enhance the product value,real estate developers shift from the simple residential development to the simultaneous development of residential and commercial real estate.Different from the traditional residential real estate development mode,commercial real estate development in the process of large amount of capital precipitation,long payback period.But because the research of commercial real estate market positioning problem is still in its infancy,it lacks some scientific theories to guide it.In the actual operation process,some developers ignore the important role of market positioning in the early stage,which leads to the serious imbalance in the structure of commercial real estate projects in the later stage,resulting in a large number of homogeneous competition,resulting in a large number of vacancies,which makes the bubble risk of commercial real estate become more serious.Therefore,accurate market positioning is the foundation of the development of late marketing strategy,but also the key to the success of a project.The NY commercial plaza involved in this paper is a modern commercial plaza integrating retail,leisure,entertainment,catering,exhibition,maternal and child,tourism and business.Compared with the experience of large-scale commercial real estate development at home and abroad,the development of NY commercial square started late and differs greatly from that of other regions,so it is not familiar with the development and construction rules of commercial real estate development projects.In most specific cases,there is no way to refer to and combine the existing experience for market positioning.Based on the review and reference of existing studies and the operation situation of NY Business Square project,this paper studies the positioning theories at home and abroad,lays a good foundation for the research of this project,and analyzes the external marketing environment of NY Business Square with"PEST" and other analytical tools.By means of literature review and questionnaire,the paper analyzes the problems in the market positioning of NY commercial Square,and probes into the causes of the problems.Finally,the paper puts forward some suggestions on the optimization of market positioning strategy of NY commercial square.Through the research summarized:first,the importance of market positioning of commercial square;Secondly,according to the model,the paper inversely deduces the key issues that need to be considered in the market positioning of Chinese commercial property.Third,market positioning is no longer fixed,the dynamic change of market positioning has been a trend,market positioning should be timely adjusted,so as to get rid of the high vacancy rate and homogeneous competition and other problems.Based on the above research results,on the basis of the planning of the project,the paper gives specific planning and countermeasures,describes the defects in the paper,gives improvement plans,and finally gives the corresponding countermeasures and suggestions,in order to improve the core competitiveness of the enterprise in the future development of NY commercial square.