Brief Analysis of Commercial Complex Planning

Time:  2023-10-26    |    Source:  JJTZ

With the increasing scale of urban area development and old urban residential communities’ renovation, a variety of functions such as office, residential and commercial facilities are planned to form a clustered, highly intensive and highly utilized urban complex that is related to each other's value chain. From simple commercial property or commercial development, it has entered the era of high-intensity development and highly refined operation. However, the rich practice of commercial complex development requires systematic theoretical guidance, and this article mainly provides a brief introduction to the relevant theories of commercial complex planning.

1. Definition and Characteristics of Commercial Complex Planning

1.1 Definition of Planning

Planning is based on the reality of a variety of situations and information, judging the trend of things changing, comprehensively conceptualize and design around a specific goal for an activity, choose a reasonable and feasible operation way, so as to form a correct decision-making and efficient work process. In simply terms, it is to decide in advance what to do, when to do, how to do, who to do, it includes the following four meanings:

(1) Planning is based on the conditions provided by reality. The planner should grasp as many realities as possible, fully understand the various factors that form the objective reality and its information and look for the problem’s essence and the main contradiction, then carry out planning.

(2) Planning has a clear purpose. Planning must be centered on the established goals or guidelines and strive to transform the work from disorder to order.

(3) Planning can be compared with the choice of programs. For a certain goal, you can draw up a number of planning programs to weigh and compare to avoid the shortcomings of the strengths and choose the most reasonable and scientific program.

(4) Planning is a systematic project that operates according to specific procedures. General planning activities have to go through the following steps:

The procedural nature of planning ensures that all aspects of activities are organically combined, so that the various subsystems are coordinated with each other to form a reasonable overall planning. This overall systematic can enable people to determine the ideal order and rhythm of work, prioritize and achieve order, improve efficiency and create optimal benefits.

1.2 Definition and characteristics of commercial complex planning

Commercial complex planning refers to the purpose of product planning and design, construction, leasing and sales, investment operation, use commercial complex development basic knowledge, theories and planning methods and techniques, proposed, developed and implemented efficient system solutions to obtain the maximum value and significance of the continuity of the behavior. As a component of marketing planning, commercial complex planning should follow its unique laws in addition to the general laws. Generally speaking, commercial complex planning has the following characteristics:

2 The Core Content of Commercial Complex Planning

2.1 Value Identification and Development Positioning of Commercial Land Use

The conclusion of the value judgment determines the customer positioning, architectural positioning, image positioning and price positioning of the project.

2.2 Commercial Complex Investment and Financing Planning

The prominent feature of commercial complex development and operation is that it requires huge investment (initial and total), and raising sufficient funds is the key to the success of the project.

According to the financing program, the enterprise finds potential investors and establishes financing channels through investment promotion and evaluate the cost and benefit of investment and financing programs to choose the most suitable program.

2.3 Value Chain Construction and Planning for Commercial Complexes

The development and operation of commercial properties is the process of value creation and distribution, and it is equally important to discover value and create value. Value is affected by a variety of factors and laws, and it is impossible to develop a perfect value chain planning activity without a deep knowledge of value theory.

2.4 Architectural Planning for Commercial Complexes

Commercial planning is intended to optimize the relationship between building space and business performance, optimize the functional combination of building space, in order to reduce costs, improve the utilization rate and maximize benefits. It is necessary to adopt scientific building design and evaluation methods, and follow the concept of holistic design and whole-process supervision.

2.5 Technical Planning for Commercial Complexes

Construction and management technology is developing rapidly, such as energy-saving technology, intelligent technology, wireless communication technology, steel structure technology, automated garage management system and so on, and the planners should accurately grasp the premise of the development trend, accurately evaluate the economic and technical reasonableness of the technology and marketing value, adhere to the principle of linking the economy with the technology and put forward the value-maximizing technical solutions.

2.6 Commercial Complex Marketing and Promotion Planning

It is also known as sales promotion, which is essentially the effective dissemination of information about goods and services to target customers, prompting them to be willing to buy. The best mode of communication is integrated marketing communication, which goes beyond the traditional 4P theory and uses the 4C theory to guide communication practice and integrate production, management and marketing activities.

2.7 Commercial Complex Investment Planning

Investment promotion is the eternal theme of commercial complex projects, but also difficult. In different stages of commercial complex development, investment content is different. For example, the project focuses on investment in the early stage of the search for partners, funders, and large merchants to sign a cooperation contract; the focus of the construction process is the sale of property; the construction of the late investment in the content of the search for small and medium-sized operators into the field of operation; put into use for a number of years according to the development of the situation, the investment is to optimize the combination of customers.

3 The Commercial Complex Planning Process and Key Points

Based on the characteristics of the commercial complex, the planning process is shown below:

(1) Planning Objects: The analysis focuses on the planning parameters of the project, the four directions, the environment, the developer, and the background of the project.

(2) Program conception: Put forward the initial program

of product, market and promotion under the condition of planning constraints. If the relevant government departments on the development and construction of commercial complex requirements clear, strict, then the planning will be very limited. On the contrary, we should design several sets of planning programs, and deduce the economic and technical effects of each program.

(3) Market Research: According to the conceptualization of the program to determine the theme and content of the research, to avoid untargeted research.

(4) Program Feasibility Evaluation: Mainly strategic evaluation. Whether the "roadmap" for the development of the project is feasible, and whether it establishes the principles of development and operation as well as the direction of orientation.

(5) Program and Concept Generation: Establishment of the development direction and the innovative concepts, ideas, themes based on investigations and comparisons.

(6) Architectural Planning and Architectural Programs Evaluation: a series of planning activities to determine whether architectural design meets the target market, and to determine architectural functions and layout concepts through value evaluation.

(7) Promoting Value Chain Analysis: Establishing the focus of value appeals in the promotion process, formulating promotion programs with an eye to the customers’ acceptability and the most acceptable values.

(8) Market Promotion Planning Program: Adopting appropriate forms of expression and effective means of communication, determining promotion theme and conveying the interests.

(9) Planning Implementation and Adjustment: Because of the rapid changes in the environment, the planning program may be outdated, so it is necessary to make adjustments.

Concluding Remarks

In the world of commercial complex development, every piece of land holds unlimited opportunities. Our mission is to develop professional and innovative commercial complex planning programs for our clients, unlock the unlimited potential of commercial complexes, and create value for our clients.

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