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伴随住宅限购政策继续从严,为探索新的利润增长点,不少房企及投资者将注资的目光投向商业地产,一时间,被催热的商业地产步入了发展的快车道,林林总总的商业地产遍地开花。但稍事走近便不难发现,商业地产自身的发展还存在诸多瓶颈,其中以同质化现象最为严重。不管是商场设计、品牌引进、店面铺陈还是商场的营销手段及运营方式,似乎都可以用“差不多”来形容,长此以往,便失掉了顾客对于商场的依赖感,使得商场人流量逐渐下降。商业地产投资的盲目性、功利性是同质化的根源,国内
With the residential purchase policy continues to be strict, in order to explore new profit growth point, many housing prices and investors will be injected into the commercial real estate investment, for a time, being hot commercial real estate into the fast lane of development, there are Commercial real estate blossom everywhere. However, it is not hard to find a hurry to come close to discovering that there are still many bottlenecks in the development of commercial real estate, among which the phenomenon of homogeneity is the most serious. Whether it is shopping malls design, brand introduction, storefront or shopping malls marketing tools and operations, it seems that all can be described as “almost”, in the long run, they lose the customer’s reliance on the mall, making the mall gradually decline in traffic. Commercial real estate investment blindness, utilitarian nature of the homogenization of the domestic