Research On The Orientation Of ZJ Commercial Real Estate Project

For a long time,with the important guidance of the national development strategy plan in economic construction,the industrial scale of urban integration has been further improved,the residents’ living consumption concept has gradually improved,and the consumption pattern has gradually changed,and urban commercial real estate has also obtained a relatively favorable development.Opportunities,the development of a variety of integrated economic forms effectively promote the rapid development of commercial real estate projects.Especially in the real estate market,the profit margin of the industry has been declining year by year under a series of national policies,and a large number of real estate developers have changed the trend and began to invest in commercial real estate.The exploration of this transformation has accelerated the innovation and upgrading of enterprises in new fields.Later,there are also some problems in the operation and management of commercial real estate projects,which are mainly manifested in inaccurate positioning concepts of commercial projects,inappropriate positioning methods,incomplete positioning analysis,and unscientific positioning processes.The dissertation takes the positioning of ZJ commercial real estate projects as the research object,based on business district theory,STP theory,consumer behavior theory,and differentiated positioning theory,fully analyzes the market environment where the project is located,and clarifies the ZJ commercial real estate project.Market positioning and business type positioning,the positioning of ZJ commercial real estate project is comprehensively evaluated by means of fuzzy comprehensive evaluation method,the applicability of the project’s pre-positioning since its opening and operation is re-examined,and finally the commercial real estate positioning suggestion is put forward.The main contributions of this thesis:(1)Constructing the theoretical framework of commercial real estate project research.Based on the business district positioning theory,STP theory,and differentiated positioning theory,with the help of PEST and SWOT analysis methods,this paper develops a theoretical framework for the research on the positioning of commercial real estate projects,which enriches the relevant theoretical research on positioning.(2)Taking ZJ as an example,the case study method is used to scientifically and effectively carry out market segmentation and target selection of the business.Positioning lays the foundation.(3)Using the AHP-FCE comprehensive evaluation method,the positioning evaluation model of the ZJ commercial real estate project is established.11 second ary indicators and 3main evaluation indicators are formed,the weight of the factor set is determined under the inductive statistics of quantitative data,and the membership matrix and fuzzy converter are used to complete the fuzzy transformation from indicators to comment sets,and then the evaluation indicators are realized.Quantification of results.As one of the important factors to ensure the sound development of business,commercial project positioning helps to enhance the competitiveness of project business districts,enhance consumption stickiness and drive project performance growth.The article demonstrates from the perspective of review and verification of commercial project positioning,which not only enriches the relevant commercial positioning theories to a certain extent,but also has important guidance and reference significance for the market positioning practice of China’s commercial real estate projects.