The Research Of Kebeishangcheng Project’s Market Positioning

With the rapid development of China’s market economy, people’s living standards and purchasing power improve continuously, people’s demands of the commercial centers that including shopping, entertainment, office, accommodationbecomes increasingly prominent. Commercial center and business district is the centre of the city ’s economic development, they can produce industrial cluster effect, improve the urban space structure, and become the most dynamic cities and modern urban landscape.Currently, Xinyi overall business spending is still in the development stage department, has not reached the stage of synthesis stage and the city shopping center, Xinyi’s existing commercial showed a。single core。development characteristics, namely Nanjing Road(municipal district)and Wu Zhong Road(district-level district)in the old city commercial center, and it lack commercial projects that can satisfy people’s the shopping, entertainment, office, accommodation and other needs simultaneously. Kebeishangcheng project is located in the south of Xinyi City, according to the plan, the region is the new municipal government office, it will become main focus area of the administrative, cultural, educational and other builds, build a New city for live, and create a good living environment at the same time. Currently, the south region where the project is located in is filled of scattered professional market, commercial atmosphere is not enough, commercial infrastructure is weak. Kebeishangchegn project is eyes to make up the blank of xinyi commercial real estate, improve the whole level of business, and meet the needs of urban consumption. Therefore, the study of Kebeishangcheng project’s marketing strategis has great practical significance.Based on the theories of trade areas and commercial real estate business district location, this paper uses field trips, literature research, questionnaires, in-depth interviews and other methods to analyze and research Kebeishangcheng project’s commercial positioning. On the basis of analyzing and combing trade area theory, commercial real estate theory and its location, this paper presents the theory of trade area based commercial real estate projects positioning system. Basicon the preliminary work on discrimination issues and market and trade area surveys, the commercial real estate positioning system establishthree-level positioning analysis system of macro, meso and micro, and obtain precise positioning conclusion of the project about.Theanalysis of kebeishangcheng commercial real estate projects’ positioning in this paperuse this trade area commercial real estate positioning systems to analyze the city (such as urban development, urban planning and the status quo of consumer demand, etc.) and the trade area (such as the scope of radiation, the radiation of the population, business climate, traffic conditions, etc.) which the project located in, and do surveys on market demand of operators, investors, consumers. The project is posited from the whole as a neighborhood center that services for residents in surrounding communities, and determine the theme of the project, customer orientation, the size and formats positioning, and summed up several major highlights of the neighborhood center positioning.