戴德梁行地產(chǎn)顧問公司全程策劃內(nèi)容要點(diǎn).doc

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膆莀葿螀裊膃蒅蝿肈 附件 Attachment Mall和物業(yè)管理咨詢服務(wù)內(nèi)容劃分 Shopping mall and Property Management Consulting Service Contents Outline 方法: 我們會(huì)就以下4方面與當(dāng)?shù)毓芾韴F(tuán)隊(duì)協(xié)作收集市場(chǎng)資訊、 策劃所須的開業(yè)前與咨詢服務(wù),并擬出所須工作計(jì)劃、進(jìn)度報(bào)告或講解： Methodology: We will work with the local management team to collect the market information, plan the necessary preopening and consulting services in 4 parts and produce necessary work plan, progress reports or presentation： Part 1-業(yè)態(tài)規(guī)劃Trade mix planning/店鋪劃分Shop lots sizing 1.1調(diào)查市場(chǎng)現(xiàn)狀／進(jìn)行市場(chǎng)分析 Survey marketing condition and conduct market analysis after receiving owner’s researched information and documents. Review survey information of market research company and provide additional inputs on information to be collected by research company 1.2市場(chǎng)優(yōu)劣勢(shì)／市場(chǎng)戰(zhàn)略分析 Strength & weakness, and market strategy analysis 1.3競(jìng)爭(zhēng)對(duì)手分析 Competitors analysis 1.4 商場(chǎng)定位Mall positioning 1.5 商場(chǎng)總面積建意Proposed Mall GFA 1.6 業(yè)態(tài)規(guī)劃Trade mix planning 1.7 租戶選配Tenant profiling 1.8 店鋪劃分Shop lots sizing 為了達(dá)致最高和最好的概念，需要全面的研究調(diào)查： 1.. 市場(chǎng)類層資料 主要住宅密集區(qū)，辦公室/酒店職員的數(shù)量/類型，旅客與暫時(shí)寄住的訪客，外地訪客的數(shù)量，住宅/外勞密集區(qū)和其它尚未開發(fā)的零售與服務(wù)類層 2.. 競(jìng)爭(zhēng)數(shù)據(jù) 當(dāng)前市面上所供應(yīng)的，包括所提供的服務(wù)和商場(chǎng)與零售業(yè)的建筑特色 - 租戶清空存貨 - 當(dāng)前零售、飲食、娛樂和休閑中心的表現(xiàn) - 計(jì)劃和擬議中的直接和非直接競(jìng)爭(zhēng)的擴(kuò)建和新建筑 3. 當(dāng)前建筑表現(xiàn)的數(shù)字 - 租金，服務(wù)費(fèi)，租用率 - 物業(yè)管理和服務(wù)的標(biāo)準(zhǔn) 4 目標(biāo)場(chǎng)地分析 - 舒適設(shè)施包括出口 - 交通方便 - 人潮流通 - 周邊用戶 - 環(huán)境問題 - 停車 (立即改進(jìn)是可能的) 5. 業(yè)主的行銷團(tuán)隊(duì)/代理 (本地及國(guó)際) - 招聘員工的水平 - 行銷陳述/員工專門技術(shù)的質(zhì)量 - 行銷代理所承接的項(xiàng)目 - 利益沖突 - 已執(zhí)行的市場(chǎng)研究資料可供參考 (如果當(dāng)前的數(shù)據(jù)資料不足，超群可能會(huì)建議作補(bǔ)充研究) 目標(biāo)物業(yè)的競(jìng)爭(zhēng)對(duì)比 - 零售 - 辦公室 - 其它支援設(shè)備 SWOT 分析 (弱點(diǎn)、優(yōu)點(diǎn)、機(jī)遇、威脅) 加入顧問在中國(guó)或亞洲類似項(xiàng)目方面的專門知識(shí)，判斷以及經(jīng)驗(yàn) - 物業(yè)(零售和辦公室和設(shè)施) 物理屬性和業(yè)主規(guī)定 - 價(jià)格戰(zhàn)略(不同的選擇，業(yè)主的財(cái)務(wù)目標(biāo)) - 行銷戰(zhàn)略 (代理，示范單位，直銷，戰(zhàn)略聯(lián)盟) - 促銷 (媒體，雜志社與報(bào)館的關(guān)系，廣告計(jì)劃) 增值 - 硬件 (建筑和舒適設(shè)施) - 軟件 (新服務(wù)以吸引顧客，制造不容易采用的競(jìng)爭(zhēng)優(yōu)勢(shì)) 定位和租戶刮析和顧客 建議與實(shí)行 這報(bào)館將成為項(xiàng)目質(zhì)量的依據(jù)－在硬件、軟件方面－以增強(qiáng)項(xiàng)目的競(jìng)爭(zhēng)能力。將發(fā)出設(shè)計(jì)概述以提供開發(fā)的設(shè)計(jì)意向。 Part 2-平面和空間設(shè)計(jì)及 設(shè)計(jì)評(píng)審工作內(nèi)容 Plan and Space Design & Design Critique Work Details 1、建筑設(shè)施顧問： Building & Facilities Consultant 1.1建筑結(jié)構(gòu)及功能設(shè)計(jì) Building Structural and Functional Design 1.1.1柱距設(shè)置建議 Suggestions on the Pillar Distance & Setup 1.1.2層高建議 Suggestions on the Level Height 1.1.3樓層單元分隔及編號(hào) Floor Modular Demarcation and Numbering 1.1.4門窗高度、寬度建議 Suggestions on the Renovation Material Selection 1.3廣告牌預(yù)留位置的建議 Suggestions on the Marking out of Ads Post Location 1.4人流、車流的外部導(dǎo)向 Human and Vehicular Traffic External Direction 1.5物業(yè)用房的設(shè)置 Property Room Setup 1.6員工通道設(shè)置 Staff Access Setup 1.7 員工食堂的設(shè)置建議，是否設(shè)置，如設(shè)置，位置及大小的建議 Suggestions on the Setup of Staff Canteen, to Setup or not, if so, suggestions on the location and size. 1.8 員工區(qū)設(shè)置的建議，具備哪些功能，位置和大小的建議 Suggestions on the Setup of Staff Area, to incorporate what functions, suggestions on the location and size. 1.9公共區(qū)域裝飾裝修的建議，要便于日后使用中的維修和清潔 Suggestions on the Decoration and Renovation of Common Area, such that there is ease of operational maintenance and cleaning when property becomes operational 1.10衛(wèi)生間的設(shè)置建議，數(shù)量、位置、大小的建議 Suggestions on the Setup of Washrooms, suggestions on the numbers, location and size 1.11商場(chǎng)卸貨區(qū)以及倉庫的設(shè)置的建議，位置、大小以及交通的組織等的建議 Suggestions on the on the Setup of Loading/Unloading Area and Warehouse, Suggestions on the Location, Size and Traffic Coordination 1.12車庫、出入口的設(shè)置建議，包括位置、項(xiàng)目?jī)?nèi)部的車流、人流的交通組織等 Suggestions on the Setup of Garage, ingress/egress, including Location, Coordination of Project Internal Human and Vehicular Traffic 1.13指示牌的設(shè)置 Setup of Signboards 1.14垃圾房的設(shè)置 Setup of Garbage Room 1.15機(jī)房、管道井的設(shè)置建議 Suggestions on the Setup of Plant Room & Pipework Access Duct 1.16緊急疏散通道的設(shè)置建議 Suggestions on the Setup of Emergency Exits 1.17實(shí)際過程中提出的其他問題 Other questions raised during actual process 2、工程其他方面的設(shè)置建議 Suggestions on the Setup of Other Engineering Aspects 2.1商場(chǎng)照明設(shè)置以及布線建議，考慮各個(gè)位置的照明所需要的照度、需要的電量、布線方式是否利于日后維修、保養(yǎng)等； Suggestions on the Lighting and Cabling Setup, taking into consideration of the requirements on illumination, electricity, method of cabling of each location as to whether there will be ease of maintenance in the days to come 2.2空調(diào)系統(tǒng)的建議：綜合考慮項(xiàng)目出售主力百貨店等的空調(diào)系統(tǒng)的設(shè)置，以及高層部分預(yù)留空調(diào)室外機(jī)位及空調(diào)走線的考慮 Suggestions on the air-conditioning system: Overall consideration on the setup of air-conditioning system of the flagship shop, and the space to be marked out on the higher levels for the outdoor units of the air-conditioning system and the cabling considerations 2.3背景音樂系統(tǒng)的設(shè)置建議，考慮緊急情況的廣播問題 Suggestions on the setup of background music system, with consideration on PA system in times of emergency 2.4綜合布線部分的建議，包括需要增設(shè)的綜合布線機(jī)房的設(shè)置建議 Suggestions on the overall cabling, including suggestions on the additional requirements for an integrated cabling plant room. 2.5智能化管理系統(tǒng)，包括監(jiān)視系統(tǒng)、安防報(bào)警系統(tǒng)、可視對(duì)講系統(tǒng)、網(wǎng)絡(luò)系統(tǒng)、聯(lián)網(wǎng)收銀系統(tǒng)、停車場(chǎng)管理系統(tǒng)等的設(shè)置建議 Suggestions on the Setup of Intelligent Management Systems, including monitoring system, security alarm system, AV intercom, Internet/Intranet, On-line Payment System, Car Park Management System, etc. 2.6消防系統(tǒng)的設(shè)置建議 Suggestions on the Setup of Fire Control System 2.7煤氣報(bào)警系統(tǒng)的設(shè)置建議 Suggestions on the Setup of Gas Alarm System 2.8空調(diào)系統(tǒng)的設(shè)置建議 Suggestions on the Setup of Air-Conditioning System 2.9信號(hào)放大器的設(shè)置建議 Suggestions on the Setup of Amplifiers (Signal Amplifiers?) 2.10給、排水系統(tǒng)的設(shè)置建議 Suggestions on the Water Supply & Drainage System 2.11中水系統(tǒng)的設(shè)置建議 Suggestions on the Setup of 2.12熱力供應(yīng)系統(tǒng)的設(shè)置建議 Suggestions on the Setup of Heating System 2.13電梯、貨梯、扶梯以及消防電梯的設(shè)置建議 Suggestions on the Setup of Passenger Lift, Cargo Lift, Escalator and Fire Lift 2.14程控交換機(jī)系統(tǒng)的設(shè)置建議 Suggestions on the Setup of Remote Exchange System 2.15供配電系統(tǒng)的建議，考慮供電量的估算、后備供電系統(tǒng)、供電線路等 Suggestions on the Electrical Supply System, consideration for computation of the power rating, backup power supply system, cabling, etc. 2.16應(yīng)急照明系統(tǒng)的設(shè)置 Setup of the Emergency Lighting System 2.17可視對(duì)講系統(tǒng) AV Intercom System 2.18電話系統(tǒng)的設(shè)置建議 Suggestions on the Setup of Telecommunication System 2.19項(xiàng)目景觀設(shè)計(jì)建議 Suggestions on the Project Landscape Design 2.20實(shí)際過程中提出的其他問題 Other questions raised during actual Process 以上部分的建議報(bào)告，要求結(jié)合文字說明以及圖紙介紹兩部分。 The Proposal for the above to incorporate two aspects, namely, written description and graphical explanation. 3.1平面和空間設(shè)計(jì) Schematic and Spatial Design 3.1.1有效設(shè)置人行通道、扶梯、升降梯等商業(yè)設(shè)施，將客流引到商業(yè)的每一個(gè)角落 Effective Setup of Commercial Facilities like Corridors, Escalators, Elevators, etc., to direct the flow shoppers to every corner of the building 3.1.2商場(chǎng)出入口設(shè)計(jì)如何與周邊公共交通工具 Entrance & Exit Design to Coordinate with Perimeter Public Transport Traffic 3.1.3相鄰店面的搭配 To tie-in with Neighboring Shop-front 3.2停車場(chǎng) Car Park 4.Landlords provision to tenanted premises 承租店面的業(yè)主規(guī)定 -Anchor tenant, mini anchor, restaurants, fast food 旗艦店，小旗艦店，餐廳，快餐 -standard shop 標(biāo)準(zhǔn)店鋪 -list down mechanical, electrical, plumbing and sanitary provisions 列出機(jī)電、水管以及衛(wèi)生規(guī)定 -list down architectural finishes., height, floor loading of all tenanted premises 列出所有承租店面的建筑終飾、高度，地板承重量 5. Common areas signages -external and internal 共用區(qū)指示牌 － 內(nèi)部與外部 -Major tenant signs on external walls 外墻的主要租戶標(biāo)示牌 -Mall signs and logo 商場(chǎng)的標(biāo)志和商標(biāo) -Facilities signs such as toilets, car park telephones etc 設(shè)備指示牌比如衛(wèi)生間，停車場(chǎng)，電話，等等 -Car park signages and operational signages 停車場(chǎng)指示牌和日常運(yùn)作指示牌 -Work with the designer on brief on signages and graphics needs 與設(shè)計(jì)師合作擬定指示牌和圖象需要的設(shè)計(jì)概要 -Review work done by designer 審核設(shè)計(jì)師的所有工作 6.Carpark 停車場(chǎng) -Recommend equipment and systems for car park 推薦停車場(chǎng)裝置與系統(tǒng) -Suggest list of safety mirrors, humps, protection/guard rails system to prevent vehicular damages 建議并列出防止車輛損壞的安全鏡，路丘，防護(hù)/圍桿系統(tǒng) 7. Advertising and Promotional requirements 廣告與促銷需求 -Information or service counter 咨詢或服務(wù)臺(tái) -Stage for performances 表演臺(tái) -Exhibitions and events area 展覽和節(jié)目區(qū) -Advertising box-lighted and non lighted 廣告版 － 有燈和無燈 -Postal panels 廣告招貼版 -LED/plasma screens 液晶屏/plasma屏 -Pushcarts and kiosks 花車和售賣亭 -Provide brief, location of signs/advertising boxes for designer to produce design 提供指示牌/廣告版的設(shè)計(jì)摘要與位置予設(shè)計(jì)師以完成設(shè)計(jì) -Review 審核 8.IT infrastructure IT基礎(chǔ)架構(gòu) -Provide brief for broadband (wired and wireless) 提供寬頻 (有線和無線)設(shè)計(jì)概要 -Work with designer on current and future needs 就當(dāng)前與將來的需求與設(shè)計(jì)師合作 結(jié)合商業(yè)業(yè)態(tài)、交通動(dòng)線與項(xiàng)目的設(shè)計(jì)圖紙等，對(duì)體內(nèi)停車場(chǎng)的設(shè)置提出符合商業(yè)規(guī)律的方案 Incorporating Commercial Presence, Traffic Movement Axis & Project Design Plans, propose a Setup for Internal car park in accordance with commercial norms. PART 3-、市場(chǎng)及租賃計(jì)劃 Marketing and Leasing Plans 1市場(chǎng)調(diào)查 Market Research 1.1調(diào)查市場(chǎng)現(xiàn)狀／進(jìn)行市場(chǎng)分析 Research on current market conditions/conduct market analysis 1.2市場(chǎng)優(yōu)劣勢(shì)／市場(chǎng)戰(zhàn)略分析 Competitiveness Analysis/Marketing Strategy Analysis 1.3競(jìng)爭(zhēng)對(duì)手分析 Competitive Analysis 2細(xì)分市場(chǎng)及目標(biāo) Market Segmentation and Objective 2.1市場(chǎng)的細(xì)分 Market Segmentation 2.2市場(chǎng)目標(biāo)的確立 Establishing Marketing Objectives 3市場(chǎng)戰(zhàn)略 Marketing Strategy 3.1預(yù)算 Budget 3.2產(chǎn)品策略（租金表、服務(wù)費(fèi)、價(jià)格折扣／優(yōu)惠） Product Strategy (Lease Schedule, Service Charges, Disounts) 4招商策劃 Marketing & Leasing Planning 提出適合的租賃條件，確定商鋪出租、銷售的價(jià)格 Propose suitable leasing conditions; establish leasing/sale pricing for shop space 5租賃策略 Leasing Strategy 5.1建立潛在租戶名單 Establish Name List for Prospective Tenants with landlord’s Leasing team 5.2確認(rèn)競(jìng)爭(zhēng)對(duì)手在物業(yè)及服務(wù)方面的優(yōu)缺點(diǎn) Identify Competitor’s Strengths & Weaknesses in Property and Service Part 4-開業(yè)前運(yùn)營(yíng)顧問咨詢及培訓(xùn)計(jì)劃 Pre-opening Operation Consulting and Training Plan 1、物業(yè)驗(yàn)收、交接計(jì)劃 Property Inspection & Handover Plan 1.1提供成品保護(hù)措施方案 1.2檢查交接資料，確保日后物業(yè)管理的正常進(jìn)行 Check Handover information; ensure property management in future to be normal 2、二次裝修的管理 Management of Second Renovation Property manager and chief Engineer recruited 2.1制定二次裝修的審批驗(yàn)收程序 Establish checking & takeover procedure for 2nd Renovation 2.2制定二次裝修的管理制度，包括裝修的材料運(yùn)輸、垃圾堆放等要求 Establish the Management System for 2nd Renovation, including the requirements for transporting of renovation materials, piling of waste, etc. 3. 物業(yè)管理員工崗位職責(zé) Property Management Job Descriptions 4、管理處的建立 Establishment of Management Office 4.1辦公室位置的選擇以及面積 Location selection and surface area of office 4.2基本辦公設(shè)備的采購 Purchasing of basic office facilities 5、財(cái)務(wù)及管理收費(fèi)標(biāo)準(zhǔn) Financial and Fee Collection Standard 5.1開業(yè)前物業(yè)管理預(yù)算 Pre-opening Property Management Budget 5.2第一年度營(yíng)運(yùn)預(yù)算 1st Year Operational Budget 5.3資本預(yù)算預(yù)測(cè) Capital Budget Forecast 5.4通過預(yù)算，結(jié)合與物價(jià)局洽商，提出物業(yè)管理收費(fèi)方案 Propose Property Management Fee Schedule base on budget, and work with Product Pricing Authoriity 6、對(duì)外委托的工作的合同的簽訂 Signing of Outsourcing Work Contracts 針對(duì)需要外委的的保潔、保安、電梯的維修保養(yǎng)，參與合同條款的審核，保證開發(fā)商的利益和便于日后物業(yè)管理 Participate in auditing establishing terms and conditions in outsourcing work contracts for cleaning, security, elevator maintenance and servicing, to ensure developer’s interests and ease of property management in the days to come 7、節(jié)能管理 Energy Conservation Management 制定節(jié)能方案，注意要符合本地的特點(diǎn)，滿足日常項(xiàng)目?jī)?nèi)客戶的需要。 Establish Energy Conservation Program, ensuring it to be sensitive to the local conditions of city, satisfying on-going requirements of clients 蒁莄螁膃芄蚃袀袃蒀