【正文】 er. Taking large shopping mall investment decisionmaking and planning for example, the author engaged in marketing planning work at Shenzhen Maoye Department Store, accumulated much experiences ranging from market investigation and business design, construction planning, investment attraction planning agency to mercial operation, and made breakthrough in mercial property operation via participation in Oriental Times Plaza, Shenzhen Metro Coastal Shopping Mall and Changsha Olympic Complex. New Mall was independently in charge of projects like munity merce of SHUM YIP HOLDINGS, Nanfang Real Estate CO, LTD, Traffic Pivotal Complex of Shanghai Songjiang University City, Changsha Olympic Complex, Quanzhou Eastern City Complex and sixtythousand square meter shopping mall of Henan Zhonghui Plaza. Additionally, it provided mercial planning services for such projects as 120,000 square meter shopping mall of Chengdu SM City Plaza, 150,000 square meter Shenyang Wuzhou Commercial Plaza, mercial property projects in Fujian Province, Liaoning Lu Etsong Shopping Mall (138000 square metre).The author carried out a serial oversea investigation on shopping malls, including Japan Roppongi Hills Urban Complex, Premium Outlet, Osaka Nanba City, Kyoto Railway Station Shopping Mall, Tokyo Venusfort, Ginza Tokyo, Osaka Shinsaibashi Commercial Block, shopping mall of ROK Lotte, COEX Shopping Mall and Doota Clothing Wholesale Market.Experts from New Mall investigated Japan ISETAN Department Store, Mitsukoshi department store, Seibu Department Stores, Lotte and Hyundai Department Stores, shinsegae Department Store.In 2007, experts undertook overseas investigation on Rockefeller Center, SAKS Fifth Avenue, New Jersey Garden Shopping Mall (outlets), Westfield San Francisco Centre, Fashion Outlets of Las Vegas, Venetian Hotel, casino besides European key cities and classic mercial property projects, and they put forward dozens of investigation reports.In 2007, New Mall organized experts to make full use of investigation results on European and American shopping malls, focusing the application of foreign cultures like France in Quanzhou, Changsha and Xuzhou projects. We made efforts to have innovation in conjunction with regional cultures like Culture of South Fujian and Huxiang culture. We systematically innovated in mercial construction planning by integrating overseas top models with local mercial conditions, so the planning reached the world advanced level.We piled case reports about Beijing Hua Mao Center, Shenzhen HuaRun WanXiang City, COCO Park, Shenzhen KingGlory Plaza and Guangzhou Grandview Plaza with an eye to studying from mercial property project management and operation.New Mall has significantly innovated in Market Positioning, business design and goods display, mercial facility planning, store division and marketing model. The projects, including Xuzhou Central International Plaza, Changsha Olympic Shopping Mall and Hotel, Quanzhou Eastern Commercial Plaza, Shenzhen Oriental Times Plaza and Etsong Shopping Mall, totaled investment of ten billion yuan and their successes have proved that the mercial property theory is worthwhile.Most chapters of the book were released in China Real Estate Daily, MALLCHINA, Real Estate Professional Manager Column of and Wang Zhigang Studio Planning column. You could make much profit through the flexible application in mercial property planning projects. The articles were revised on basis of feedback from real estate experts.Chen Dai Sun, one of economics masters, said that economics is the practical knowledge. We think that real estate enterprise and mercial property management integrates economics and management science. Our goal is to save readers from one year efforts on condition that they spend 100 hrs on reading the book in different phases of mercial property development. It is of much help for us to have different working and research backgrounds like IT, real estate and merce. The book can save newers of the real estate field from one year exploration and help experienced property managers obtain more professional knowledge via bining theory with practice. Our goal is to mount the summit of mercial property development, bee top management experts in urban plex and shopping mall and the top mercial management pany all across China.The book aims to help selftaught students or MBA real estate major master mercial theory and operational skills. With this in mind, they are able to manage mediumscale real estate enterprises, develop and manage over 40000square meter mercial property projects and in charge of the management consulting for real estate enterprises and planning and operation for mercial property projects. Readers shall refer to books on regional economy and consuming psychology and real estate development and management, know basics needed in mercial property prior to reading the book.The book features systematic and prospective knowledge on mercial real estate with highlights of ProfitMaking model design, business design, investment attraction planning, mercial facility planning, mercial property marketing and operation. Chapters on mercial plex could serve as the guideline in practices of projects.The talent management theory is another characteristic of the book. Readers are able to design organizational structure and corporation management mechanism which are suitable for the corporations after they master the talent management theory, optimal mechanism of corporation management and organizational structure of the book.Real estate professional managers’ salary is higher than ones in other fields, among which top one totals five million yuan due to its capitalintensity and talentintensity. Excellent professional managers, attempting to be CEOs of real estate group panies, would benefit lot from chapters like strategic managem