Y Company Commercial Complex Project Market Analysis And Positioning Research

At present,commercial real estate in china,especially shopping consumption sector,presents a serious high inventories and homogeneity phenomenon,commercial market once in "bad"situation,the causes of this phenomenon are many,such as with the rapid development of market economy,the standard of living of ordinary people has been greatly improved,and the consumption demand and mode have changed greatly;the blind development of companies that pursue short-term interests,and lack rational decisions and non-professional;new technologies,new views are proposed and widely used;the lack of business management personnel,etc.In the process of continuous adjustment and shuffle in the commercial market,the developers are actively seeking a new transformation and breakthrough to ensure their market position.For Y Company,it's very important to make a market analysis?understand current situation?focus on and forecast the market development trend and make a comprehensive measure to its feasibility before the new project being developed.Give priority to market analysis and positioning while making a corresponding strategy according to the market feedback can maximize to reduce the risk of the project and increase the success probability.Research starts from the market environment analysis by the use of PEST analysis,including the factors of the city background?macro economy?business development?transportation?consumption and so on,all the studies provide objective reference for the project,which can make an induction to the analysis on the strengths,weaknesses,opportunities and threats of our project.From the study of market environment,we can basically determine that the project is in the core atmosphere of science and culture education,customer class is medium,traffic is convenient,regional commercial atmosphere is weak.Second,some researches are made on consumer demand tendency,such as the detailed division to the consumers in the core radiation circles,targeted sample survey and depth interviews.It is concluded that consumers are keener to theme experience products and innovative things.According to the data of market environment analysis and consumer demand research,I make a prediction and determine the project location for family shopping center,the main target customers for regional small family of quality,the urban middle class group,the students and travel group.Business theme is "the first Comprehensive experience shopping center on ecology,energy,and experience in Xi'an".Finally,through commercial positioning reinforcement and the tenant screening interview method,the commercial form of the project is defined,and then the general floor formats according to the analysis on format properties.For the Mall part,first to sort out the problems frequently existing in operation management and make corresponding solutions;Secondly,Mall form is planned based on the principle of" keeping to the theme,meeting consumers' demand and making a balanced sorting,mainly using the technique of "1 + N" to develop a format planning with diversification and prominent themes.There are many values in the research,such as paying more attention to the long-term development,considering and seizing the regional commercial real estate development trend,focusing on business model innovation direction,following the scientific principle that Business Planning superior to Construction Planning;however,there are also many factors that hard to analyze accurately on the target market,which causing certain uncertainty and any change will affect the business market,what we need to do is to follow the market trends constantly and timely make adjustments.