摘要：近年来，随着国家对房地产市场的调控以及住宅市场越来越激烈的竞争，房地产行业的资本大量的涌入商业地产领域。在商业地产飞速发展的同时，也暴露出很多问题，如空置率高、同质化现象严重等。造成这些问题的主要原因之一 是因为缺乏准确的项目定位。52613

本文总结归纳了商业地产项目定位的工作流程，全面系统地进行了商业项目客户定位、经营方式定位、产品定位、价格定位，建立起一套较为完善的商业地产定位体系和相对有效的商业地产项目定位的工作流程和操作模式。

本文研究的目的是希望能通过对商业地产前期定位的研究找到一套在当今社会有所成效的操作方法，从而在商业地产定位这一领域上少走弯路，减少损失。

毕业论文关键词：房地产；商业地产；定位

Research on the positioning of commercial real estate development project

Abstract：In recent years, with the country's real estate market regulation as well as the increasingly fierce competition in the residential market, the real estate industry's capital influx of commercial real estate field. In the rapid development of commercial real estate at the same time, also exposed a lot of problems, such as high vacancy rate, serious homogenization of the phenomenon, etc.. One of the main reasons for these problems is the lack of accurate positioning of the project.

This paper summarizes the working process of project positioning of commercial real estate, comprehensive system project business positioning clients, business positioning, product positioning, price positioning, to establish a set of more perfect commercial real estate positioning system and relative efficiency of commercial real estate projects positioning of work processes and operating mode.

The purpose of this study is hope that through the pre positioning of commercial real estate research to find a set in today's society has the effectiveness of operation method, and in the field of commercial real estate positioning detours, reduce the loss.

Keywords: Real estate；Commercial real estate；Location 

目  录

1 绪论 1

1.1 研究背景 1

1.2 研究意义 2

1.3 研究思路 3

2 商业地产开发项目定位综述 5

2.1 商业地产概述 5

2.1.1 商业地产的定义 5

2.1.2 商业地产的特点 5

2.1.3 商业地产的分类 6

2.2 商业地产开发项目定位概述 8

2.2.1 商业地产开发项目定位的定义 8

2.2.2 商业地产开发项目定位的原则 8

2.2.3 商业地产开发项目定位的重要性 9

3 目前商业地产开发项目定位存在的问题 10

3.1 商业地产前期策划水平低 10

3.2 盲目套用住宅项目的定位模式 10

3.3 对商业属性考虑欠缺 11

3.4 定位与现实支撑的差距较大 11

3.5 盲目追求大规模，高档次 12

3.6 商业地产顾问机构缺乏 12

4 商业地产开发项目商圈调查与分析