| With the rapid development of our country’s economic society and urbanization,shopping mall in the great cities of the momentum of development have mushroomed,becoming a hotspot and foucs in the field of commercial real estate development.However, for numerous shopping mall projects,there’re many problems in thestipulation of preliminary planning, such as unscientific site selection, repeatedbusiness types, mechanically imitating residential projects development mode, etc,result in the high vacancy rate, or even later business failure. At present, the lag indomestic relevant theories of shopping mall preliminary planning are obvious. It isurgent need to address the problem that how to effectively grasp preliminary planningso as to guide the investment and development of shopping mall.The train of research thought in this paper as follows: first, proposing researchbackground, pointing out the problems in the shopping mall project preliminaryplanning. then, studying and understanding the current research situation of shoppingmall through literature at home and abroad. And reviewing the basic theory of theshopping center， probing into the application of business circle theory andcomprehensive evaluation in shopping mall siting, the process of psychology andbehavior in customers’ consumption, the application of positioning theory in themarket localization process and the contents of planning design and so on; tosystematic grasp the whole process of shopping mall preliminary planning, and makeseveral related proposals combining with practice. Finally, this paper take a shoppingmall project in Guangzhou for example, according to the theory of shopping mallpreliminary planning to guide practice, carring on the comprehensive market research,detailed analysing the key business circle, designing questionnaire in allusion to thetarget customers, combining with the SWOT analysis, and determining thepositioning of project at last, for providing effective suggestions to the developmentof the project. |
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