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OResearchonCommercialRealEstateProjectPositioning AThesisSubmittedtoChongqingUniversityinPartialFulfillmentoftheRequirementfortheMaster’sDegreeofManagementbyZhangMiao Supervisor:AssociateProf.ZhengXiaoyunMajor:Tech-economicsandManagementCollegeofConstructionManagementandRealEstateofChongqingUniversity,Chongqing,ChinaApril2013I STP III ABSTRACT AlongwithChina'seconomicdeveloping,people'sconsumptionlevelgetsconstantlyimproved.Theneedforcommercialfacilitiesgrowswitheachpassingday,suchasshoppingmalls,departmentstores,commercialstreetsandsoon.Thisdirectlypromotedthedevelopmentofcommercialrealestates.Inadditiontothehigherprofitofcommercialrealestate,therefore,manydevelopmententerpriseshaveturnedtocommercialrealestatedevelopment.Theseledtothewidespreadriseofcommercialrealestateprojects,andthecommercialrealestate’sconstructionincreasingalot.However,thedevelopmentofcommercialrealestateprojectshastheirownpeculiarities.Comparetothedevelopmentofresidentialproject,thedevelopmentofcommercialrealestateprojecthasaseriesoflinks,andthesepositioning,design,investment,construction,managementworkareverycomplicated.China’srealestatedeveloperlacksamatureexperienceincommercialrealestatedevelopment.Whentheyfacethehighprofitofcommercialrealestate,theydeveloptheprojectaccordingtohissubjectiveideascompletely:theydon’tresearchmuchattheearlystageoftheproject,projectpositioningisnotaccurate,developmentprocessisnotscientificenough,architecturedesignisnotreasonable,operationmanagementisnotappropriate,etc.,thusleadingtothefailureoftheproject.Inaddition,withtheintensificationofcompetitionincommercialrealestateproject,whentheindividualprojectwasverysuccessful,otherdevelopersandprojectfollowtheirexample,whichmadetheserioushomogeneityphenomenononthecommercialmarket,andtherepetitionrateishighinthevariousaspectsofprojectpositioning,design,brandandsoon.Ultimatelythesewouldaffectthedevelopers'profits,resultinginawasteofresources.ThetheorybasisofthearticleismainlyaboutSTPtheory,tradingareatheoryiscomplementary.Firstofall,thearticleanalyzedthecurrentsituationofChina’scommercialrealestate,summarizedtheproblemsincommercialrealestatedevelopmentinourcountry.Andthenitconcludedandextractedtheinfluencefactorsofcommercialrealestatedevelopmentcombinewithrelatedliterature.Afterthat,itrefinedprojectmultidimensionalpositioning,anddetailedthemultidimensionalpositioning.Basedontheinfluencefactors,theanalysiscontentinthemarketsegmentationphaseofprojectmultidimensionalpositioningisconfirmed,thenthearticleestablishedaclearandfeasibleprojectpositioningprocess,withtheuseofAHPandfuzzycomprehensiveIVevaluationmethodestablishedacomprehensiveevaluationmodelofprojectpositioning.Finally,itusestheShengshihuachengprojectasacasetostudytheprojectpositioningandcomprehensiveevaluation.Throughtheabovecontent,thestudyfoundthat,attheearlystageofthecommercialrealestatedevelopment,thefullanalysisoftradingareawheretheprojectlocatescouldhelpthereasonableprojectpositioningjob.Throughtheanalysisofthemarket,wecouldfindoutthetargetmarketandconsumersandmakethesystematicallymultidimensionalpositioningcombinewiththescientificandfeasibleprojectpositioningprogress,andthenusetheevaluationmodelwhichhasthequantitativeanalysisofevaluationindextoevaluatetheproject,inordertomakeaadjustmentintime. Keywords:CommercialRealEstate,MultidimensionalPositiong,ComprehensiveEvaluation. V..........................................................................................................................................I.......................................................................................................................................III1.........................................................................................................................................11.1...................................................................................................................11.1.1................................................................................................................11.1.2................................................................................................................11.2...................................................................................................................21.2.1............................................................................................................21.2.2............................................................................................................31.3...............................................................................................................................51.4.......................................................................................................62.........................................................................................................................72.1.......................................................................................................................72.1