株洲县瑞和中央广场商业地产项目的定位研究

Research on the Orientation of the Commercial Real Estate Project of Ruihe Central Plaza of Zhuzhou County

随着住宅地产的竞争日益激烈,国家宏观调控力度加强,在新型城镇化和现代商贸服务业提质的背景下,小城镇已经成为商业地产开发商的新战场。通过探讨株洲县商业地产项目的发展态势,对瑞和中央广场项目的商圈特征、客户类型、消费者购买潜力、商品销售潜力、竞争商圈等定位影响因素进行分析,从而得出其服务功能定位、目标市场定位、项目业态定位、项目价格定位、整体形象定位等,希望对我国小城镇商业地产项目的项目定位提供参考。

With the residential property increasingly competitive and the country’s macro-control strengthened,under the background of new urbanization and upgrading of modern business service industry,small towns have become a new battlefield of commercial real estate developers.This paper discusses the trends of the commercial real estate project development in Zhuzhou county,analyzes the orientation factors of Ruihe Central Plaza Commercial Real Estate Project such as the features of commercial district,the customer type,the purchasing potential of consumers,the commodity sales potential,the competitive commercial districts and so on,and obtains its service function orientation,target market positioning,project business positioning,price positioning and project overall image positioning.It hopes to be able to offer some reference for the orientation of small town commercial real estate project in our country.