摘要：近年来随着我国经济的不断发展，商业地产开发高峰期也出现了，许多企业进入商业地产行业，而伴随着开发商的涌入许多商业地产项目开始出现空置、经营困难等问题。这些问题的出现和缺乏详细的市场研究以及科学定位研究存在着密不可分的联系。项目的精确定位是商业地产开发成功的关键要素之一。因此，现在十分迫切的需要提高商业房地产项目定位研究准确度，商业地产的成功发展，对促进社会经济发展任重而道远的意义。

本篇论文首先针对目前商业地产在进行项目分析与定位时存在的问题与不足，通过了解中国商业地产发展的现状和趋势，结合商业房地产理论，商业地产项目分析与定位理论，分析商业房地产项目的影响因素。通过淮安万达广场的案例分析进行论证，总结出几点应对策略。95105

毕业论文关键词：商业地产，项目定位，定位分析

Abstract:In recent years, with the continuous development of China's economy, commercial real estate development peak also appeared, many enterprises to enter the commercial real estate industry, accompanied by the influx of many commercial real estate projects began vacant, operational difficulties and other issues。 The emergence of these problems and the lack of detailed market research and scientific positioning research there are inextricably linked。 The precise positioning of the project is one of the key elements of the successful development of commercial real estate。 Therefore, it is very urgent to improve the commercial real estate project positioning research accuracy, the successful development of commercial real estate, to promote social and economic development long way to go。 

This paper first understand the current situation and trend of the development of commercial real estate in China, and combine with the theory of commercial real estate and the theory and analysis of commercial real estate projects to find out the problems and shortcomings of commercial real estate in the analysis and positioning of commercial real estate。 Influencing factors, summed up a few coping strategies。

Keywords：commercial real estate, project location, positioning analysis

目 录

1 绪论 5

1。1 研究背景及问题的提出 5

1。2 研究的目的及意义 6

1。3 国内外研究现状 6

1。4 研究思路及方法 6

2 商业地产概述 7

2。1 商业地产 7

2。2 商业地产特征 7

2。3 商业地产项目定位意义 7

2。4商业地产项目定位要求 8

3 商业地产项目定位影响因素分析 9

3。1 宏观市场因素 9

3。2 项目环境、竞争因素 9

3。3 消费者因素 9

3。4 目标顾客需求因素 10

3。5开发商与运营商因素 10

3。6 区域及自身因素 11

4 淮安万达广场项目市场总体因素分析 11

4。1 项目概况 11

4。2 宏观市场分析 11

4。3 项目地理环境调查与分析