三、四线城市商业地产营销存在的问题和对策——以安徽省淮北市为例
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摘要
目前,三、四线城市商业地产发展迅猛。由于规划设计、营销策划不科学,三、四线城市商业地产的开发和营销存在诸多问题。通过项目访谈、调查问卷发现,问题主要表现为商业地产规划设计与市场定位不相符;建筑面积、价格定位与市场需求不对接;前期招商与后续经营不对接。针对三、四线城市商业地产营销环境的特殊性,房地产企业在开发之初即应做好规划和市场定位,规范售后返租营运模式,制订合理的销售方案和策略,才能实现商业地产价值最大化。
Currently,the real estate industry in the 3rd or 4th tier cities develops rapidly.However,a number of problems exist in the developments and marketing issues.A questionnaire indicates that planning and design do not comply to the market positioning,floor space and price position do not match the market demand,and early investment and the subsequent marketing are not compatible.Aiming at the specificity of the marketing environment of the real estates in 3rd or 4th class cities,real estate enterprises are supposed to make specific planning and market positioning,regularize the operating mode of sale-leaseback and formulate reasonable sales programs and strategies,which can maximize the value of commercial real estates.
Currently,the real estate industry in the 3rd or 4th tier cities develops rapidly.However,a number of problems exist in the developments and marketing issues.A questionnaire indicates that planning and design do not comply to the market positioning,floor space and price position do not match the market demand,and early investment and the subsequent marketing are not compatible.Aiming at the specificity of the marketing environment of the real estates in 3rd or 4th class cities,real estate enterprises are supposed to make specific planning and market positioning,regularize the operating mode of sale-leaseback and formulate reasonable sales programs and strategies,which can maximize the value of commercial real estates.
引文
[1]张冰楠.区位因素对区域性商业地产项目选址的影响分析[J].安阳师范学院学报,2014(5):86-89.
[2]刘军.商业地产项目可行性分析研究[J].时代金融,2014(1):44-46.
[3]李金甜.商业地产投资的租售比评价方法分析研究[J].南阳理工学院学报,2014(2):54-57.
[4]龚兴华,刘凯,姬志强.商业地产后期运营的价值评估[J].管理观察,2014(25):136-139.
[5]任峻,谢松,游强,王燕.信息不对称理论视角下的商业地产营销[J].商场现代化,2014(28):90-91.
1 该组数据来源于淮北市房管局内部资料。
2 该组数据来源于淮北市统计年鉴(2013年)。
3 该数据来源于淮北市万金时代广场内部资料。
4 该数据来源于淮北市相山区政府内部资料。
[2]刘军.商业地产项目可行性分析研究[J].时代金融,2014(1):44-46.
[3]李金甜.商业地产投资的租售比评价方法分析研究[J].南阳理工学院学报,2014(2):54-57.
[4]龚兴华,刘凯,姬志强.商业地产后期运营的价值评估[J].管理观察,2014(25):136-139.
[5]任峻,谢松,游强,王燕.信息不对称理论视角下的商业地产营销[J].商场现代化,2014(28):90-91.
1 该组数据来源于淮北市房管局内部资料。
2 该组数据来源于淮北市统计年鉴(2013年)。
3 该数据来源于淮北市万金时代广场内部资料。
4 该数据来源于淮北市相山区政府内部资料。
目录