商业地产项目定位及影响因素分析

毕业论文

题目：商业地产项目定位及影响因素分析学生：

指导老师：

系别：

班级：

学号：

目录

摘要： (1)

1 引言 (3)

2 商业地产相关概述 (3)

2.1商业地产的概念 (3)

2.2商业地产的特点 (4)

3 商业地产项目定位分析 (4)

3.1商业地产项目定位概述 (4)

3.1.1商业地产项目定位意义 (4)

3.1.2商业地产项目定位要求 (5)

3.2商业地产项目定位影响因素分析 (6)

3.2.1经济环境因素分析 (6)

3.2.2政策环境因素分析 (7)

3.2.4消费者行为因素分析 (7)

3.2.5开发企业的相关因素分析 (7)

4 商业地产项目定位存在的问题分析与应对策略研究 (8)

4.1商业地产项目定位存在问题分析 (8)

4.1.1对商业地产定位理论缺乏研究 (8)

4.1.2商业地产前期定位水平低 (8)

4.1.3盲目套用住宅项目的定位模式 (8)

4.1.4定位与现实支撑的差距较大 (8)

4.2商业地产项目定位存在问题应对策略 (8)

4.2.1完善商业地产项目定位相关理论研究 (8)

4.2.2明确商业地产项目的定位方式 (9)

4.2.3规范行业管理，保持市场竞争优势 (9)

4.2.4重视产品品牌，制定企业发展策略 (9)

5 商业地产项目定位研究 (9)

5.1商业地产项目定位策略 (9)

5.2商业地产项目的定位流程 (10)

5.3商业地产定位具体方法 (11)

5.4商业地产项目定位内容 (11)

5.4.1项目选址定位 (12)

5.4.2经营规模定位 (12)

5.4.3目标客户定位 (12)

5.4.4经营模式定位 (13)

5.4.5产品价格定位 (13)

5.4.6产品功能定位 (14)

5.4.7形象和档次定位 (14)

5.5商业地产定位模式 (14)

5.5.1功能组合定位模式 (14)

5.5.2错位经营定位模式 (15)

5.5.3特色经营定位模式 (16)

6 总结 (17)

致谢语 (18)

参考文献: (19)

商业地产项目定位及影响因素分析

摘要：这几年随着我国经济的不断发展，商业地产也出现发展高峰，不少企业随之进军商业地产界，但是随着开发商的不断涌入不少商业地产项目出现空置、运营亏损等问题。这些问题的出现与缺乏详细的市场调查和科学的定位研究有着不可磨灭的关系。进行项目精确定位是商业地产开发能否成功的关键要素之一。因此对商业地产项目如何精确定位等相关问题的研究已经刻不容缓了，这对商业地产开发成功，推动社会经济的发展具有深刻、重要的意义。

本文首先了解商业地产在国内的发展现状以及趋势，结合商业地产地位理论并以此为基础对商业地产项目定位及开发过程存在的问题和不足进行研究。通过结合商业地产发展的实例，对商业地产项目的影响因素进行分析归纳，分析商业地产定位过程需要考虑哪些因素的影响，并对各因素之间的相互影响关系进行研究分析，科学的总结出一套全面完善的商业地产项目定位体系，最后加以分析研究论证。

关键词：商业地产项目定位定位分析

Commercial real estate project positioning and

influence factors analysis

Abstract: With China’s economy developing constantly in recent years, the commercial real estate also reaches its development summit. At the same time many companies has entered the commercial real estate sector. But many problems such as vacant, operating losses is appearing in lots of commercial real estate projects along with the continuous influx of developers. These problems have a close relationship with and the lack of detailed market research and scientific positioning study. Precisely positioning of the project is one of the key elements in the success of the commercial real estate development. Therefore, research on how to precisely locate commercial real estate projects and other related issues have been pressing and it has profound significance for the successful development of the commercial real estate, as well as the promoting of the social and economic development.

Firstly, the thesis learned about the development of commercial real estate in the current situation and its domestic trends. Then, combining with the commercial real estate status theory and at the base of which the thesis has a study on the shortcomings in the commercial real estate project and its development process. By combining examples of commercial real estate development, the thesis analyzes and summarizes the commercial rea l estate projects’influencing factors, it also analyzes the factors which affect the commercial real estate positioning process, studies the interactions and relationships between various factors, summed up a set of scientific comprehensive commercial real estate projects system, and finally to analyze, study and prove it.

Key words: Commercial real estate Project orientation Positioning analysis