摘要
目前,我国经济不断发展,城镇化建设不断加快。房地产业和零售业也随着城镇化的
进程不断发展,经济发展和零售业的发展推动了商业地产行业需求的发展。尤其在国家推
出新政策后,许多房地产幵发商转而投资商业地产,虽然商业地产能够给开发商带来丰厚
的利润,但是商业地产中存在的投资巨大、风险极高、专业性极强的许多特征也是不容忽
视的
虽然国内有对商业地产方面的研究,但是与国外相比,对商业地产的定位的研究还处
在探索阶段,没有形成一套成熟的理论体系。商业地产项目有自身的特点与发展规律,对商
业地产项目的定位进行研究,对项目幵发、运营的成败都有着十分重要的作用。所以,对
商业地产项目定位进行系统的研究能把当前有关商业地产项目的定位研究联系起来,形成
相对完善的理论框架;对今后的学者及研究人员对商业地产或者零售地产进行进一步的分
析也有着一定的参考价值
本文结合商圈理论分析了一般商业地产项目定位的方法与流程,阐述了商圈理论与商
业地产的内涵,着重对商业地产项目如何定位进行了研究,提出了商业地产项目的五大定
位因素:业态定位、规模定位、功能定位、形象及档次定位和客户定位,并且说明了它们
之间的关系。最后以修水县宁红商贸城为例,结合前面的理论研究,从前期市场调研出发,
对项目所处的区域整体经济发展和商圈进行了细致的分析,运用精准定位法和一些理论模
型对本项目的定位进行了定性与定量的研究,最终确定了本项目的五大定位。在案例分析
中以修水县的实例进行了项目定位的研究,对商业地产开发企业如何进行小城镇的商业地
产项目定位有着一定的现实意义
关键词:商圈理论;商业地产;项目定位;案例分析
Abstract
At present, the economy of our country is continues to develop, the urbanization
construction is continues to accelerate. The real estate industry and retail industry are developing
with the process of urbanization retail development, economic development and the retail
industry to promote the development of the commercial real estate industry development.
Especially after the national launch of the new policy, many real estate developers turned to
invest in commercial real estate;although commercial real estate developers can bring huge profit
to developers, many of the features in commercial real estate such as huge investment, high risk
and highly professional can not be ignored.
Although China has to conducted research on commercial real estate, compared with foreign
countries, the positioning of the commercial real estate is still in the exploratory stage,did not
form a complete set of mature theory system. Commercial real estate project has its own
characteristics and rules of development, researching the positioning of commercial real estate
projects has a very important role in the develop to the project, the success or failure of the
operation.Therefore, the system research of the positioning of commercial real estate projects can
connect the relevant commercial real estate project positioning research and form a relatively
perfect theoretical framework.lt also have the certain reference value for the future scholars and
researchers to commercial real estate or retail real estate for flirther analysis.
This paper analyzes the general project of commercial real estate positioning method and
process with the business circle theory,and elaborates the business theory and connotation of the
commercial real estate, focusing on how to locate research of the positioning of commercial real
estate projects. Then,the five major location factors of commercial real estate project have been
put forward: business positioning,scale positioning, function orientation, image orientation and
customer orientation and illustrates the relationship between them.Finally,with the NingGong
trade city in XiuShui county as an example. Combined with the previous theoretical study,
starting from the pre-market research, conducted a detailed analysis of the overall regional
economic development and business circle, using precise positioning method and some
theoretical model and earring out the qualitativeand quantitative research on the positioning of
the project. Ultimately determined the five major location factors of the project.The instance of
Xiushui County have the certain practical significance to the commercial real estate development
enterprise how to carry on the position of the commercial real estate in the small town.
Keywords: business circle theory;commercial real estate;the positioning of project;case analysis
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