摘要
1
摘要
近年，在我国人口面临老龄化的趋势，又随着政府出台了一系列的住宅
房地产限购措施，并且国内经济已经进入了转型期，经济增长的长驱因素发
生了转移，在这样的大背景下必将催生较大的商业市场，有利于商业地产的
发展。相对住宅地产，商业地产确实受到的影响最少且具有较稳定的保值、
增值潜力，无论租金还是投资回报率都明显高于住宅，一些品牌房企和投资
者等纷纷从住宅抽离资金投入到商业地产中，进军商业地产市场。然而，由
于开发商在前期定位时缺乏深入的理论研究，定位水平低，忽略了住宅开发
和商业地产之间的区别，有些地产商为了快速回笼资金套用住宅开发和运作
模式，缺乏准确的市场定位导致商业地产结构失衡，空置率高达20%，过多过
快的商业地产供应和高空置率表明商业地产存在着极大的泡沫化风险。并且
随着互联网技术的深入发展，电商的存在强烈影响着实体商业。商业地产迎
来了一个机遇与挑战并存的黄金时代。
对商业地产项目而言，选址，定位，招商和运营管理至关重要，而定位
起着纲领性和指导性的作用。本文主要在研究定位理论和方法的文献基础之
上，在详细分析宏观环境和微观环境后，结合项目前期的情况以及项目所在
区域竞争对手的情况，设计了多维定位体系做到精确量化商业地产定位成果。
将模糊综合评价模型和多维定位矩阵相结合，分析影响商业地产定位因素，
将模糊化很强的定位问题数据化，具体如下：
第一章绪论，主要介绍论文的研究背景、研究目的和意义、研究内容和
方法以及研究的创新点。
第二章通过对相关文献的研究说明在研究商业地产定位时，在参考专家
的理论成果基础上要全方位多角度考虑社会、政治、经济和文化因素和如何
权衡大体量和空置率之间的平衡关系，找准核心竞争力去应对各方面的挑战，
在研究分析中还要加入定量化的内容，使研究方法更加全面和精准。商业地产项目定位体系构建及评价——以成都远洋太古里为例
2
第三章为商业地产现状和周边研究，得出在行业洗牌的大背景下，该项
目处于西南区域影响力最大的商圈之一同时作为成都的核心商圈—春熙路商
圈，商圈内发展成熟，饱和度高，竞争激烈，根据业态调查新增的项目可适
当增加高档餐饮和体验式休闲服务，同时应避免产品重复，做好商圈的补位
者，利用自身的优势和竞争者的劣势抢夺市场。
第四章主要运用定性的商业地产定位体系对研究项目进行分析，运用案
例分析得出成都远洋太古里该项目拥有港资背景、经营物业项目经验丰富的
太古地产和国资背景、开发地产能力专业的远洋地产，其定位于购物、娱乐、
休闲、时尚于一体的中高端城市综合商业体，并且结合毗邻的古建筑大慈寺
建筑形象形成古今结合的文化背景，形成独树一帜的商业风格，综合实力强
劲，对消费者形成巨大吸引力。
第五章根据定位因素和模糊综合评价方法理论建立多维定位的模糊综合
模型，量化评价指标并作出测算结果的分析，为商业地产定位提供科学的定
位方案。
第六章得出论文的研究结论和研究不足之处，以及未来需要进一步研究
的问题。
对于本文总结的商业地产定位方法还需要进一步研究的问题是将其运用
在实践当中，用更多的实际案例来检验方法的正确性，从而再通过市场检验
来调整定位方法，切实实现商业地产精准定位，为未来商业地产的开发起到
指导作用。
关键词：商业地产定位多维定位矩阵模糊综合模型成都远洋太古里3
Abstract
In recent years, our country is facing an aged tendency of population, and our
government proposed a series of policies to limit the residential real-estate market.
Meanwhile, in the period of economic transition, the economic growth factors
have now changed a lot, thus leading to a big potential market for commercial real
estate. That helps the development of commercial real estatepared to
residential real-estate, the commercial real-estate is less affected by this economic
background and possesses a stable function on hedging and appreciation. It
produces a higher rate of return on both leasing and investment than residential
real-estate, so some big real-estate enterprises and investors have now transferred
their investment from residential to commercial real-estate. However, due to a lack
of profound research in the positioning phase, the property developers sometimes
ignore the difference between residential and commercial real-estate. They made a
mistake by coping the business model from residential real estate, aiming to
achieve the capital repatriation as soon as possible, but lead to an imbalance in the
structure of real estate with a vacancy rate around 20%, which shows a high
bubble risk in commercial real-estate market. Moreover, as the internet technology
is developing fast and the e-commerce has an intensive effect on the entity
economy, commercial real-estate is now embracing a golden time with both
opportunities and challenges.
For commercial real estate,sites selection, positioning, attracting investment,
and management are very important, among which, positioning plays a
programmatic and intrusive role.
This paper designs the multidimensional positioning system based on
positioning theory and method,also analyzes the macroscopic and microcosmic
environment in detail and combines the situation of project and the area which
including its competitor.It makes the achievement of commercial real estate
positioning more precise.The method combines fuzzy comprehensive evaluation
商业地产项目定位体系构建及评价——以成都远洋太古里为例商业地产项目定位体系构建及评价——以成都远洋太古里为例
4
model and multidimensional positioning matrix to analyze factors which influence
commercial real estate positioning.It can change fuzzy positioning issue to precise
data.The details are as below:
The first chapter mainly introduces the thesis research background, research
purpose and meaning, research contents and methods and research innovation
points.
The second chapter, based on the research of the related literature shows that
in reference to experts on the basis of the theory,to analyze real estate positioning
need to think of social, political, economic and cultural factors and how to balance
huge scale and the high vacancy rate in all-round multi-angle.Finding out the
core competitiveness to meet the challenges of the various aspects, also joined in
the research and analysis of quantitative content,to make the research method more
comprehensive and accurate.
The third chapter introduces the study of the commercial real estate status and
the surrounding commercial real estate.There comes out that this project is located
in the most influential business circle of southwest area--Chunxi road and under
the Industry reshuffle background, this business circle is mature, high saturation
and competition is intense between every commercial real estate.According to the
survey of the formats,new project can be appropriately increase upscale restaurants
and experiential recreational services.At the same time should avoid repeating
products,Be covering business circle and use of its advantages and disadvantage
grab market competitors.
The fourth chapter mainly use qualitative positioning of commercial real
estate system to analyze project.The Chengdu sino-ocean taikooli is created by
Swire property which has Hong Kong background and rich property experience
and Yuan yang property which has state-backed,and professional development and
production capacity.It is located in shopping, entertainment, leisure, fashion,
which integrates the high-end urban comprehensive business body. What’s
more,the project adjacent to Da ci temple, inference of its building image, the
project combine the cultural background of the ancient and modern combination
which form a unique style of business and has strong comprehensive capacity.It
produce a huge appeal to consumers.5
According to the location factors and the fuzzy comprehensive evaluation
method to build fuzzy comprehensive model of multidimensional positioning, it
can quantitative evaluation indicators and analysis of the measuring result.It offer
the scientific method for the commercial real estate.
The Chapter 6 thesis research conclusion and research deficiency, and some
problems which need to be studied further in the future.
The above is summarizes of commercial real estate positioning method,the
question t