基于序关系的商业地产定位群决策研究

Research on the group decision-making of commercial real estate positioning based on the order relation

商业地产项目定位是确定商业地产经营方向的主要方法,是发掘商业地产价值的必要手段,准确的项目定位是商业地产成功开发的关键。文章通过构建商业地产项目定位决策指标体系和决策模型,对商业地产项目定位决策进行了研究,建立了基于序关系的商业地产项目定位群决策方法模型,并结合海上世界项目实例,对该项目的定位决策进行了分析。研究结果表明:从准则层权重来看,战略定位、商业定位的权重较大;从指标层各权重来看,发展策略、商业功能定位、消费、需求定位的权重较大。

Project positioning of commercial real estate is aim to determine the operation orientation of the project which helps to explore the value of commercial real estate and precise project positioning is the key factor to a successful project. The paper first builds the commercial real estate project positioning decision-making index system and model and sets up the group decision-making model based on the order relation. Then, it takes the Sea World project as an example in which the decision- making index system and model is used to deal with the project orientation practice. The result shows in the rule layer strategy positioning and business positioning weigh more compared with other factors, while in the index layer development strategies, commercial function positioning, consumption and demand weigh more compared with other factors.