| In recent years, with the increasingly fierce competition in the residential realestate and gradual strengthening of national macro-control efforts, their profit marginsbecome smaller, in order to find new points of interest, developers and investorgradually focus into commercial real estate. But in commercial real estate developmentbehind the getting hotter appeared a range of issues, housing vacancy rate also appearedincreasingly high, homogenization of competition is getting worse, effective consumerneeds are not met Etc. Resulting in a lot of cities appeared "on schedule" commercialreal estate projects, caused waste of social wealth. The root causes of these problems isthat many existing commercial real estate developer with past experience in residentialreal estate development orientation, do not realize that commercial real estate has dualproperties and commercial real estate, blind positioning for commercial real estateprojects, there are no effective evaluation project location. Project location directlyaffects the quality of the project running, we study how to evaluate commercial realestate projects targeted evaluation, is the beginning of commercial real estate projectsrunning, is a commercial real estate project management theory supplemented with acommercial real estate project management theory significance and practical value.In this paper, commercial real estate project positioning as the research object, withthe positioning theory and value chain as the theoretical support. Using value chainanalysis, analyzed the main value of the behaviors and values of demand point ofinterest in the commercial real estate value chain, finding content and factors of theproject positioning. Based the factors of project positioning, building a projectpositioning evaluation index system, and comprehensive evaluation of the projectpositioning program, selecting preferably positioning approaches.Firstly, on the basis of the commercial real estate development process analysis,constructed commercial real estate value chain, clearly the value of the body in thecommercial real estate value chain, there are government, developers, investors,operators, prosecution, consumers. From the point of view of value creation, analyzedthe main value of the behaviors and values of demand point of interest; Using House ofQuality, established correlation matrix of the value of each body selling point of interestand project positioning content, obtained the project positioning content, there are thepositioning of operating mode, consumer, image, formats and price; According to the factors that affect the value of subject, from the four dimensions of regionalenvironment, developers strength, project their own factors and efficiency factors,comprehensive analysis the five influencing factors positioning content.Secondly, on the basis of influencing factors of five position content, establishedthe commercial real estate projects positioning evaluation system, one indicators withthe five positioning content,14sub-factors for the two indicators. Using AHP and fuzzycomprehensive analysis, comprehensive evaluation the project positioning program.Finally, with Chongqing JH Industries Limited Liability Company in theChongqing Jiang bei tip of commercial real estate projects as an example,comprehensive evaluation the two comprehensive positioning program of theCommercial real estate projects, selecting preferably positioning approaches. Illustratethe scientific and operational of the projects positioning evaluation index systemestablished in this paper. |
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