The Positioning Strategic Study Of Aux-plaza

HOPSCA is the result of the rapid development of the metropolis and theurbanization. The variety of function synergizing on top of non-renewable of land, anintegrated property giant for the downtown and sub-centers stimulate consumption andsave resources.HOPSCA is such an integrated property with the superiority of hugecapacity, nice business environment, good facades effect and facilities that becomes thelandmark and populated area.Compared with residential, HOPSCA has ultra-highvolume rate which improves the land value. HOPSCA originated from developedwestern countries. With the development of economics, it has been expending from thefirst-tier cities such as Beijing, Shanghai, Guangzhou to second and third tier cities.As the landmark of a city, HOPSCA improve the value and image of a city. Itsmultiple composite and social function make it to become the engine driving theregional economy. Chengdu AUX plaza, as a pilot of HOPSCA, with a capacity of560000m2, take the mission of driving consumption and facilitating the prosperity ofChengdu Tianfu NewArea.This thesis is to address the common problems emerging in HOPSCA’s positioningand take Chengdu AUX Plaza as study case. Based on in-depth analysis of AUX Plaza,this thesis took Literature, survey and case study to analyze AUX Plaza’s positioning.Take the successful experience of HOPSCAabroad and analyzing the external factors ofcommercial and surrounding environment and the internal factors of AUX Plaza’scurrent situation with SWOT, this thesis come up with the problems targeting andproposals. Finally the strategies of positioning was studied. This thesis may be thereferential to other HOPSCA’s position and future operation.