摘 要 改革开放以来，中国经济得到了长足的发展，房地产业从无到有，一举成为中国的经济支柱型产业，商业地产作为地产行业重要组成部分，是商业经济发展必不可少的载体，对城市发展的作用越来越突出。然而，由于中国市场经济的独特性，国内商业地产还处于起步阶段，不仅在理论方面不尽成熟，在实践上也出现过很多失败的案例，造成了大量人力物力以及资源的浪费。开发定位是商业地产开发的核心环节，贯穿项目的始终。定位的准确与否，对项目开发的成功，有着决定性的影响。本文在商业地产相关理论分析的基础上，以德州市为个案，首先，分析了德州商业地产发展现状及在产品规划、市场后期运营及价值投资等方面存在的问题；其次，借鉴顾家商业地产在全国其它城市产品定位及目标客户群体定位方面的经验，借助AHP分析法对德州顾家商业地产进行了市场定位分析，同时结合德州顾家商业地产的特征，进行了产品定位、目标客户群定位及价格定位分析；最后，借鉴SWOT分析方法提出了德州商业地产开发策略。研究结论对德州商业地产及其他城市商业地产的开发具有一定的借鉴意义。

ABSTRACT Since China’s reform and opening up, the economy of China has obtained considerable development, in which the real estate industry started from scratch, now becomes one of the China's economic pillar industries. As an important part of the real estate industry, commercial real estate is the indispensable carrier of commercial economic development, whose role in the urban development is increasingly prominent. However, due to the distinction of China's market economy, the domestic commercial real estate is still in its infancy, not only being not mature enough in the aspect of theory, but also existed in many cases of failure in practice appeared, caused a large number of resources waste of manpower and materials. The development orientation, throughout the project, is one of the key steps in the development of commercial real estate. Meanwhile, positioning accuracy has a decisive impact on the result of project development. This paper is based on the theoretical analysis of correlation in commercial real estate from following aspects, taking Dezhou city as a case. First of all, it will analyze the present situation of Dezhou commercial real estate development and the existing problems in the product planning, market operation and the value of the late investment, etc. Secondly, it will illustrate the experience of drawing lessons from the KUKA in other cities in China commercial real estate product positioning and target customer groups positioning, furthermore, with the help of AHP analysis of KUKA Dezhou commercial real estate market positioning analysis, we will combine with the features of KUKA Dezhou commercial real estate and analyze the product positioning, target customer positioning and price positioning. Finally, it will put forward development strategies in the Dezhou commercial real estate using SWOT analysis method. The research conclusion for commercial real estate development has reference value for Dezhou city and other cities to some extent.