Huzhou JR Building Project Positioning

With the ceaseless process of China’s urbanization, city commercial real estate is growing rapidly, and many real estate developers are transferring from residential development to commercial real estate development. Since every commercial real estate is unique and un-repeatable, there exist many kinds of human factors during the project constructions and planning process, thus resulting in great challenge for the positioning study of every project.This paper will start from the history of city commercial development and retail development, review the domestic and foreign research results on the classical theory of retail business and retail evolution, and provide a theoretical preparation for Huzhou JR building project positioning.Through the Huzhou consumer survey, onsite investigation and internal discussion of the owner, this paper masters a large number of real detailed first-hand information. Based on the analysis of previous research and data, this paper proposed the project overall positioning and were refined, summarized the influence factors for the project floor business layout, and put forward two sets of scheme for customer’s choice.This paper composed of five chapters. The first part mainly studies the research background, research contents, research significance and research methods. The second part is based on a summary of the related research of retail industry, retail formats, mainly analysis the economic environment, population, business development and competition situation of JR building, as well as basic conditions of the project and the district characteristics. The third part will use statistical analysis method to analyze the contents of questionnaire respondents, includes the basic information, consumer behavior, consumer expectations of the respondents. The fourth part in the review of commercial project researches, distinct the commercial positioning of JR build from four areas, include project consumer group positioning, project commercial type positioning, project theme concept positioning and commercial project grade positioning. The fifth part is in the basis of the positioning, carries on the analysis for the impact factors for project floor layouts, and proposed the business layout scheme of each floor. The last part will summarize and outlook the future researches.