Factors And Evaluation Of Commercial Real Estate Market Positioning

In order to control the hight house price, series of restrictive polices of china government cause that investment changes to commercial real estate, which has caused the commercial real estate investment heats up and arouses people, scholars'attention. Under the business investment upsurge, we should notice the questions in the commercial real estate. This requires that scientific, specialized market localization before commercial real estate development, to enhance the validity of the commercial real estate market localization and reduce the development risk.In the foundation of combing the results of domestic and foreign commercial real estate research, this article based on comsumer theory, business circle theory, etc, seeks for the factors which influence commercial real estate market localization from the route of commercial real estate market locate, including business circle factors, the consumer factors, the land factors and other factors. And using the analytic hierarchy process, the expert evaluation methord and the fuzzy comprehensive evaluation method to appraise each factor, try to provide basis for commercial real estate market localization, in order to reduce or avoide development risk. The results showed:(1) Commercial real estate market positioning needs to consider many factors. The most important factor is the consumer factors, then followed by business cicle factors, other factors, land factors. The greatest indicator's stream of people, then followed by consumer preferences, the situation of business circle where the land is, the situation of competition business circle, these 4 factors'weight were greater than the average weight.(2) The consumer is the core of commercial real estate market positioning factors that affect the weight of 0.58, accounting for 58%of the weight. Therefore, need to focus on the consumer research, basised on consumer demand for commercial real estate market positioning.(3) Business factors are also the main factors of commercial real estate market positioning. In the results, business cirle factors'weight is 0.24, accounting for 24%of the weight, just behind the consumer factors. Differentiate positioning is required in market positioning for survival and development, while also expanding the commercial radiation.(4) Other factors and land factors were the minimum factors, the weight of these two factors are 0.06 and 0.12, respectively, accounted for only 18%of the whole weight.This paper argues that the commercial real estate market positioning must be clear about the market positioning route firstly, consider the affects of market positioning fully, conducts the investigation comprehensively and concretely, so can carry on the market positioning objectively and accurately.