Research On The Problems And Countermeasures Of Postoperation Management About Commercial Real Estate

In recent years,the economy of our state has entered a "new normal" stage with medium and high speed development,and the economic structure has changed from manufacturing industry to the service industry.As the carrier of the service industry,over rapid growth of commercial real estate projects lead to excessive commercial volume and serious homogenization.Because of the impact of electricity providers and the increased consumer demand,the managements have to seek transformation in the latter part of the commercial real estate operation and management process,hoping to combine O2 O and experiential format to reverse the decline trends in of business profits.In this paper,Wanda Plaza as example,the problems in the operation and management of the transition process was analyzed,and FM theory was used to build efficient operation and management model,for putting forward coping strategies.The research progress of commercial real estate operation and management at home and abroad was introduced at the beginning of this paper.Combining with the background of the development of commercial real estate and the development of Wanda Plaza,we found that there have been problems in operation and management in Wanda Plaza,for example customers churn,performance decline,Merchants withdraw cabinet,and so on.According to the theory of customer relationship management,space management,performance and assessment management in FM theory,the efficient operation and management model was designed based on O2 O data platform.BP neural network algorithm,experiential marketing method and matrix method was used to improve customer management system,construction experience mall,precision business management strategy.This model could build a linkage management focused on the requirements of customers,containing customers,space,business,and form the formation of efficient operation and management of closed-loop.Construction of efficient operation and management model not only can solve problems in the management of commercial real estate operations,but also could provide efficient operation and management ideas to the traditional commercial real estate transformation,ensures the sustainable operation of commercial real estate,improves the core competitiveness of commercial real estate.