The Research Of Commercial-Real Estate Based On The Value Chain Analysis

In recent years, accompanied by a large-scale residential real estate development, Commercial real estate has also been selected by developers, investors and operators as the favor, because many cities are building some large commercial real estate projects. However, behind the increasing hot of the commercial real estate development, there are high vacancy rates increasing phenomenon happening, which is largely because many commercial real estate developers make the experience of residential development experience as the commercial real estate development, have not fully been aware of both commercial real estate and commercial real estate features of the commercial real restate. Therefore, it is very important to make some research on commercial real estate positioning.Due to the all kinds of factors being considered when positioning the commercial real estate, it is necessary to find a systematic study way to be a guidance of positioning commercial real estate. Therefore, The paper, for the first time, making commercial real estate value chain as the main study line and using consumer behavior theory, market area theory, Urban Land Economics, and other disciplines into the right commercial real estate research, studies the positioning of commercial real estate systematically.Against the commercial property development in the status quo, the paper presents the research as to the issue, and afterwards, the relevant domestic and international research is also summarized. Firstly, the paper summarize up some of the domestic and foreign research results on commercial real estate positioning and introduces the thesis of routes, that is the location positioning, customer orientation positioning, business mode positioning, business operation positioning to be followed scale study. Secondly, the paper has studied the commercial real estate value chain, focusing on the components of the commercial real estate value chain, which are government value chain, developer value chain, investor value chain, business operator chain and consumer value chain and the mutual ties and mutual influence of five parts. Thirdly, commercial real estate value chain analysis is made as the main line of analyzing the commercial real estate site positioning, customer orientation positioning, business operation positioning, business location and size positioning of commercial real estate. On basis of qualitative research, a commercial real estate positioning system of evaluation criteria is built. In the part of examples of analysis, AHP is applied to analyze the positioning of a TH Shopping Mall project of a southern city in China.