Real estate introduction

Concept retail of commercial real estate: it is a form of transaction, which can be defined as the sales activity of selling goods or services directly to the final consumers, and it is also a commercial activity environment that provides consumers with goods for sale, so that consumers can get satisfaction of consumer goods and intangible services related to consumer goods from retailers, which is directly related to the quality of life and lifestyle of residents and is an important stage-the last stage of social resource allocation. Retail strategy: it is a systematic plan for retailers to concentrate resources to achieve their goals, determine which customers they will mainly serve, which goods and services they will provide, and establish and maintain their competitive advantages. Specifically, it includes enterprise mission objectives, competitor analysis, customer segmentation and positioning, store location, service strategy, relationship with suppliers, information management and distribution system, low-cost operation, and retail activity combination. Business circle: refers to the radiation range of retail stores that are centered on their location and expand in a certain direction and distance to attract customers. Simply put, it is the geographical scope where customers come to the store to live. Whole-process commodity management: it means that retailers comprehensively analyze and plan the business indicators such as commodity mix, pricing method, promotion activities, capital use and inventory goods from the analysis of customer demand, and ensure to provide goods to customers at the best time, the most appropriate quantity and the appropriate price through an efficient operation system, and at the same time realize the established economic benefit indicators. Market-oriented operation and mall management: refers to the management mode of "overall planning, leasing operation, unified management and self-payment". Each cabinet operates independently, forming professional characteristics and standardizing mall management. Fine management: it is a comprehensive management mode characterized by accuracy, meticulousness, depth and standardization. Comprehensive refers to the concept and style of refined management implemented in all management activities of the whole enterprise. Fine management includes fine operation, fine control, fine accounting, fine analysis and fine planning. Shopping center traffic planning: Shopping center traffic planning is divided into two parts, one part is the surrounding roads to introduce traffic into the shopping center, the other part is the traffic organization and planning within the shopping center's own land use, and the people flow organization within the building. There are two kinds of people in shopping centers: one is the movement from parking lot to shopping center; another

One is the movement from shopping center to shopping center. Traffic flow of shopping centers The traffic flow of shopping centers includes shopping traffic flow, freight traffic flow and public traffic flow. The principle of traffic organization is diversion, so that shopping traffic and logistics freight traffic can go their separate ways. One-time commercial installation: refers to the property foundation, conditions and hardware environment provided by shopping malls for various formats they operate, mainly involving sky, ground, columns, walls, water, electricity, air conditioning, fire protection, security, broadcasting equipment, passages, lighting, beauty, promotion facilities, etc. Secondary commercial clothing: refers to the secondary decoration on the basis of primary commercial clothing, in order to show the brand and commodity image, according to the standards required by shopping malls, mainly involving wardrobes, counters, shelves, display, image, lighting, color and so on. Horizontal traffic: refers to the passage on the same level or in the same floor. Vertical traffic: refers to the vertical connection of different facade spaces or floors, such as stairs, elevators, escalators, etc. Dividing fire protection zones: A technical measure to divide the building space into several areas by using partition walls with good fire resistance. Dividing smoke-proof areas: By setting smoke-proof facilities, the smoke is controlled within a certain range, so that it can be discharged through smoke-proof facilities, ensuring the safe evacuation of personnel and the smooth progress of fire fighting and rescue work. Shopping space: Shopping space is a place for direct sales activities in the whole space, which is divided by containers and shelves as space limiting elements. Traffic space: including the passages, stairs, escalators and elevators in the shopping mall, its location, quantity, layout and width can not only enable eager shoppers to reach the shopping place quickly, but also enable customers to easily complete browsing and viewing behavior. Commodity display space: From conventional cabinets to platforms, walls and hanging objects in the air, the displayed commodities can only be seen, touched, listened and tried, forming a visual focus. Service space: it is an auxiliary space for commodity sales, such as fitting room, audition room, information desk and storage room. Leisure space: a place to provide customers with dining, rest, entertainment and culture, decorated with green sketches, which not only meets customers' needs, but also promotes consumption. Counter: Counter is the equipment used by sales staff to display, measure, package and sell goods and customers to visit and select goods. The counter is used to display goods, or the upper part is used to display goods and the lower part is used for storage. Shelf: Shelf is a facility to display goods in different areas and store a small amount of goods in the shop assistant's workplace. Leased store: the property owner will trade the right to use the store with the lessee for a certain period of time in order to obtain cash income or obtain it by stages; For the lessee, the lessee obtains the right to use the store within a certain period of time by paying rent in cash or by installments. Sublet the store: the end user of the store does not directly establish a lease relationship with the owner of the store, but obtains the right to use the store through the sublessor, and there is a relationship of rights and obligations between the end user and the sublessor. Relationship marketing: refers to the establishment of long-term, trusted and mutually beneficial relationships between enterprises and consumers, distributors, retailers and suppliers. In order to achieve this, enterprises must promise and provide high-quality products, good services and appropriate prices to these individuals and organizations, so as to establish and maintain long-term economic, technical and social relations with these individuals and organizations. Infiltration marketing: it is a kind of communication with customers. This kind of communication is interactive communication from their perspective, so that the goals of themselves and customers are gradually consistent and unified. Integrity marketing: in marketing activities, enterprises and consumers always adhere to the principle of information symmetry, and enterprises operate in good faith to ensure the openness, fairness and justice of marketing activities, so as to safeguard and enhance the long-term interests of the whole society and people and seek the long-term development of enterprises. Marketing innovation: it is a process of seeking a certain aspect or a series of breakthroughs or changes in marketing elements according to the changes in marketing environment and combining the enterprise's own resource conditions and operating strength. Project operation team: refers to the operation team composed of experts in operation, management, marketing, property management, etc., which is reasonably equipped, responsible for the project, stationed at the project site, and responsible for the specific work of each project cycle. Expert advisory group: refers to the team of consultants and experts in operation, management, marketing and property management established according to the needs of project operation, which guides and supervises the project team from the periphery to ensure the normal, smooth and good operation of the project. Storefront: It is the overall material appearance of the storefront building itself, including storefront signboard, entrance, window, the size and height of the storefront, building materials and so on. It is the most basic image that merchants present to consumers through the door. Series advertising strategy: it is to release a series of advertisements with unified design form or content within a predetermined time, so as to deepen the advertising impression and enhance the advertising effect. Shops: places where operators provide goods trading, services or experiences for customers. Commercial Street Shops: Commercial Street refers to the form of single-storey or multi-storey commercial real estate arranged in the form of streets in a plane form, and the pavements on both sides of the street and shops in commercial buildings belong to commercial street shops. Market shops: here refers to the shops used for the wholesale, retail and operation of certain or comprehensive commodities in various commercial buildings. Community shops: refers to commercial shops located in residential areas, and their business targets are mainly residents of residential areas. 36. Shops in the basement of a residential building refer to commercial shops located in the basement of a residential building (which may include floors 1, 2 and 1, 2 above ground, or part of them). 37. Stores in department stores and shopping centers refer to stores in department stores and various shopping centers. 38. Commercial buildings and office buildings refer to commercial spaces used for commercial purposes such as hotels, commercial and residential apartments, clubs, clubs, convention and exhibition centers and office buildings. Traffic facilities shops: refer to shops in and around subway stations, railway stations, airports and other traffic facilities, as well as various small and medium-sized shops on both sides of roads. Shop investment: refers to the act of buying and renting shops. Investment recovery cycle of shops: refers to the time span for investors to invest capital once and then recover their investment through long-term lease operation. Sublease: refers to the investment mode in which investors rent out shops to tenants, not for their own operation, but for rent. Logistics center: it is the result of optimizing distribution channels, perfecting distribution network and business restructuring, and also the product of the application of third-party logistics theory. Sales promotion or business promotion and sales promotion. It refers to the promotion means and measures that can quickly stimulate demand and achieve the purpose of trading for a certain target market within a given time and budget. Price discount strategy: One of the main offensive strategies of challengers is to provide customers with products similar to market leaders at lower prices. Cheap product strategy: provide customers with ordinary or low-quality products and services at extremely low prices. Prestige strategy: Market challengers can develop products with better quality than market leaders and set higher prices. 48. Product multiplication strategy: Challengers can chase the leaders by launching a large number of products with different styles and providing customers with more choices. Gathering customers: refers to making full use of commercial facilities for the purpose of commercial operation and attracting consumers to spend money and time in a planned way. Market positioning: refers to the arrangement that makes products occupy a clear, special and ideal position in consumers' minds relative to competitive products. Marketing mix: refers to a set of controllable tactical marketing means adopted by enterprises in order to produce the expected effect in the target market. Marketing implementation: refers to the process of transforming marketing plan into marketing action in order to achieve strategic marketing objectives. Marketing control: including estimating the results of marketing strategies and plans, and taking correct actions to ensure the realization of goals. Differentiated marketing refers to the analysis and comparison of the overall market environment and individual market environment by using the method of difference analysis according to the principle of market segmentation, so as to find out the most beneficial differentiated benefits for one's own enterprise. Image differentiation: that is, the differences arising from the implementation of the so-called brand strategy and CI strategy. Market differentiation: refers to the differences caused by specific market operation factors such as product sales conditions and sales environment. Generally including sales price difference, distribution price difference and after-sales service price difference. Market segmentation: according to consumers' different desires and demands for products, different buying behaviors and habits, the whole market is divided into different or the same small market groups, which are divided into heterogeneous markets and homogeneous markets. It means that consumers have roughly the same demand for products, such as little demand for rice and salt. Heterogeneous market: refers to the huge difference in consumer demand for products, such as the huge difference in clothing quality, style, variety and price of different consumers. Product positioning: This positioning is aimed at product attributes, and it is for marketers to determine a suitable position for their products in the target market to identify their products and show that they are different from competitors' products. Price positioning: refers to the level at which marketers set the prices of products and services and compare them with competitors. Brand positioning: it is a brand appeal method based on product positioning. 63. Promotion positioning: Promotion positioning has two meanings: one is the selection and positioning of promotion methods, that is, the selection and combination of personnel promotion, business promotion, advertising and public relations; Another meaning is how to determine the specific means or media to realize this way after choosing the specific promotion method. 64. Marketing strategic positioning: it is a process of making the development goals and objectives of enterprises through planning, so that the resources and capabilities of enterprises can adapt to the ever-changing marketing environment. This orientation is manifested in making a long-term, overall and directional dynamic development plan for enterprise marketing. Differentiated marketing: refers to the company adopting differentiated strategies according to the characteristics of different customers and brands to seize some high-profit consumers, build more trust and loyalty with them, and sell the products of a few high-profit consumers. Customized marketing: refers to customizing products and services for customers according to their individual characteristics and differentiated needs. One-to-one marketing is to provide personalized goods and services one-to-one according to the nature and purchasing experience of different customers. Skimming pricing rule: set the price of new products at a higher level, and try to earn the maximum profit at the beginning of the product life cycle. Sacrificing business law: refers to a marketing method that sells some goods at a loss at a low price, expands the visibility of enterprises, leaves consumers with a deep corporate image and business reputation, so as to attract customers, retain repeat customers and maximize the overall operating profit. Seamless marketing: In order to improve the service quality of the whole marketing channel and create more valuable services for consumers, the member organizations in the marketing channel break the original organizational boundaries and cooperate with each other on a multi-level basis, just like working in a team of enterprises. Deviant marketing: it is to create a sensational social effect by pretending ignorance, creating crisis, making much ado about nothing, making a mountain out of a molehill, mystifying and being whimsical without violating the rules, and winning fame opportunities for enterprises and products with minimum investment. Direct selling: Marketers communicate directly with customers through the media without the restriction of traditional marketing channels, and then have interactive reactions or transactions. Real-time marketing: refers to the enterprise taking consumers as partners in the business process, using modern and developed information technology to have regular dialogues with consumers, directly understanding their needs and intentions, and allowing consumers to actively participate in the business, management, service and other activities of commercial enterprises, thus shortening the distance between consumers and commercial enterprises and achieving marketing success. The construction of commercial organization system is based on the market environment, property status, business direction, market positioning and enterprise objectives of commercial enterprises, including the organizational structure of management, the division of functions of departments, post design, the setting of posts and personnel, and the setting of posts and responsibilities. According to the management characteristics and needs of different commercial enterprises, the commercial system construction formulates various rules and regulations and management methods of commercial enterprises, effectively controls and manages all positions, procedures, links and all aspects of work of commercial enterprises, and ensures orderly and standardized management. Business process design reasonably designs the commodity flow, bill flow, capital flow and information flow of modern commerce to ensure the simplicity, standardization and smoothness of circulation links. Commercial investment leasing provides commercial enterprises with investment for head office, sub-head office, domestic and foreign brands, boutique shops and supporting functional areas. According to the scale, format and positioning of different commercial projects, the commercial management mode is introduced to conduct comprehensive and effective management of commercial projects. According to the market competition and operating conditions of commercial enterprises, commercial marketing planning carries out commercial marketing strategy design, strategy formulation, advertising and marketing promotion scheme implementation, and carries out cultural marketing, service marketing and CS integrated marketing. Business management diagnosis investigates, analyzes, diagnoses and studies the problems existing in different management stages of commercial enterprises, and provides problem solutions, management model design and management upgrade. Consumer market survey conducts professional market survey on social and economic development, business operation and competition, residents' purchasing power and consumption level, commodity brand resources and people's consumption behavior in the area where commercial projects are located, providing basis for functional planning, business positioning, market positioning and business strategy and development strategy of enterprises. Brand agents make brand expansion plans and promotion plans for well-known brands at home and abroad, design brand images for well-known brands at home and abroad, and provide sales management or agency services. The development plan of commercial chain studies the development trend of commercial chain in various formats, and establishes the standardized design and standardized operation system of various professional chain stores in combination with the actual situation in China. Commercial market investigation conducts a comprehensive professional investigation on the competition, operation, commodity layout and property status of the commercial market, and submits professional market investigation reports to effectively guide the format, market positioning and planning and design of commercial projects. According to the overall scale, market status and development goals of commercial enterprises, functional planning and design carries out functional positioning, functional layout and associated control for each functional project. Commercial format positioning According to the local market situation and the scale, area and property status of commercial projects, commercial format positioning and market positioning are carried out to scientifically determine the commercial form and target market of the project. Floor positioning According to the area, shape and number of floors of commercial projects, the commodity business category, area and location of each floor are reasonably determined, and the supporting facilities and distribution of each floor are determined. Dynamic route design carries out plane and three-dimensional design for passenger flow, logistics, people flow (employee flow) and vehicle flow traffic of commercial enterprises. 89. Environmental design

Design consultation on indoor space, lighting effect, business atmosphere, shopping environment, facade, square, window and advertising space of commercial enterprises. The first-phase decoration consultation provides design and construction consultation for the sky, ground, column, wall, heating and ventilation, water supply and drainage, strong electricity, weak electricity, fire protection, security, broadcasting and supporting facilities in the first-phase decoration of commercial projects. The guidance and management of secondary commercial installation provide standard design, professional guidance and standardized management for counters, shelves, closet, LOGO, lighting and props in the process of secondary commercial installation.