摘要
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.
出处
《山东建筑大学学报》
2013年第1期18-21,30,共5页
Journal of Shandong Jianzhu University
基金
住房与城乡建设部软课题计划项目(2011-R3-18)
关键词
商业地产
定位
群决策
序关系
commercial real estate
positioning
group decision-making model
order relation
作者简介
王雪青（1966-），女，教授，博士，主要从事工程管理研究．E-mail：wxq@tju．edu．cn
