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

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歡迎下載 http://passport.baidu.com/?business&aid=6&un=seebysee#7 各種資料大全?。?！ 精品水晶，動人禮品 我的網(wǎng)店 : http://5miao.taobao.com 附件 Attachment Mall和物業(yè)管理咨詢服務內(nèi)容劃分 Shopping mall and Property Management Consulting Service Contents Outline 方法: 我們會就以下4方面與當?shù)毓芾韴F隊協(xié)作收集市場資訊、 策劃所須的開業(yè)前與咨詢服務,并擬出所須工作計劃、進度報告或講解： 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)查市場現(xiàn)狀／進行市場分析 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市場優(yōu)劣勢／市場戰(zhàn)略分析 Strength & weakness, and market strategy analysis 1.3競爭對手分析 Competitors analysis 1.4 商場定位Mall positioning 1.5 商場總面積建意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 為了達致最高和最好的概念，需要全面的研究調(diào)查： 1.. 市場類層資料 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)的零售與服務類層 2.. 競爭數(shù)據(jù) 當前市面上所供應的，包括所提供的服務和商場與零售業(yè)的建筑特色 - 租戶清空存貨 - 當前零售、飲食、娛樂和休閑中心的表現(xiàn) - 計劃和擬議中的直接和非直接競爭的擴建和新建筑 3. 當前建筑表現(xiàn)的數(shù)字 - 租金，服務費，租用率 - 物業(yè)管理和服務的標準 4 目標場地分析 - 舒適設施包括出口 - 交通方便 - 人潮流通 - 周邊用戶 - 環(huán)境問題 - 停車 (立即改進是可能的) 5. 業(yè)主的行銷團隊/代理 (本地及國際) - 招聘員工的水平 - 行銷陳述/員工專門技術的質(zhì)量 - 行銷代理所承接的項目 - 利益沖突 - 已執(zhí)行的市場研究資料可供參考 (如果當前的數(shù)據(jù)資料不足，超群可能會建議作補充研究) 目標物業(yè)的競爭對比 - 零售 - 辦公室 - 其它支援設備 SWOT 分析 (弱點、優(yōu)點、機遇、威脅) 加入顧問在中國或亞洲類似項目方面的專門知識，判斷以及經(jīng)驗 - 物業(yè)(零售和辦公室和設施) 物理屬性和業(yè)主規(guī)定 - 價格戰(zhàn)略(不同的選擇，業(yè)主的財務目標) - 行銷戰(zhàn)略 (代理，示范單位，直銷，戰(zhàn)略聯(lián)盟) - 促銷 (媒體，雜志社與報館的關系，廣告計劃) 增值 - 硬件 (建筑和舒適設施) - 軟件 (新服務以吸引顧客，制造不容易采用的競爭優(yōu)勢) 定位和租戶刮析和顧客 建議與實行 這報館將成為項目質(zhì)量的依據(jù)－在硬件、軟件方面－以增強項目的競爭能力。將發(fā)出設計概述以提供開發(fā)的設計意向。 Part 2-平面和空間設計及 設計評審工作內(nèi)容 Plan and Space Design & Design Critique Work Details 1、建筑設施顧問： Building & Facilities Consultant 1.1建筑結構及功能設計 Building Structural and Functional Design 1.1.1柱距設置建議 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 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、車流的外部導向 Human and Vehicular Traffic External Direction 1.5物業(yè)用房的設置 Property Room Setup 1.6員工通道設置 Staff Access Setup 1.7 員工食堂的設置建議，是否設置，如設置，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商場卸貨區(qū)以及倉庫的設置的建議，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、出入口的設置建議，包括位置、項目內(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指示牌的設置 Setup of Signboards 1.14垃圾房的設置 Setup of Garbage Room 1.15機房、管道井的設置建議 Suggestions on the Setup of Plant Room & Pipework Access Duct 1.16緊急疏散通道的設置建議 Suggestions on the Setup of Emergency Exits 1.17實際過程中提出的其他問題 Other questions raised during actual process 2、工程其他方面的設置建議 Suggestions on the Setup of Other Engineering Aspects 2.1商場照明設置以及布線建議，考慮各個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：綜合考慮項目出售主力百貨店等的空調(diào)系統(tǒng)的設置，以及高層部分預留空調(diào)室外機位及空調(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，包括需要增設的綜合布線機房的設置建議 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)、安防報警系統(tǒng)、可視對講系統(tǒng)、網(wǎng)絡系統(tǒng)、聯(lián)網(wǎng)收銀系統(tǒng)、停車場管理系統(tǒng)等的設置建議 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)的設置建議 Suggestions on the Setup of Fire Control System 2.7煤氣報警系統(tǒng)的設置建議 Suggestions on the Setup of Gas Alarm System 2.8空調(diào)系統(tǒng)的設置建議 Suggestions on the Setup of Air-Conditioning System 2.9信號放大器的設置建議 Suggestions on the Setup of Amplifiers (Signal Amplifiers?) 2.10給、排水系統(tǒng)的設置建議 Suggestions on the Water Supply & Drainage System 2.11中水系統(tǒng)的設置建議 Suggestions on the Setup of 2.12熱力供應系統(tǒng)的設置建議 Suggestions on the Setup of Heating System 2.13電梯、貨梯、扶梯以及消防電梯的設置建議 Suggestions on the Setup of Passenger Lift, Cargo Lift, Escalator and Fire Lift 2.14程控交換機系統(tǒng)的設置建議 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應急照明系統(tǒng)的設置 Setup of the Emergency Lighting System 2.17可視對講系統(tǒng) AV Intercom System 2.18電話系統(tǒng)的設置建議 Suggestions on the Setup of Telecommunication System 2.19項目景觀設計建議 Suggestions on the Project Landscape Design 2.20實際過程中提出的其他問題 Other questions raised during actual Process 以上部分的建議報告，要求結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平面和空間設計 Schematic and Spatial Design 3.1.1有效設置人行通道、扶梯、升降梯等商業(yè)設施，將客流引到商業(yè)的每一個角落 Effective Setup of Commercial Facilities like Corridors, Escalators, Elevators, etc., to direct the flow shoppers to every corner of the building 3.1.2商場出入口設計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 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 標準店鋪 -list down mechanical, electrical, plumbing and sanitary provisions 列出機電、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 外墻的主要租戶標示牌 -Mall signs and logo 商場的標志和商標 -Facilities signs such as toilets, car park telephones etc 設備指示牌比如衛(wèi)生間，停車場，電話，等等 -Car park signages and operational signages 停車場指示牌和日常運作指示牌 -Work with the designer on brief on signages and graphics needs 與設計師合作擬定指示牌和圖象需要的設計概要 -Review work done by designer 審核設計師的所有工作 6.Carpark 停車場 -Recommend equipment and systems for car park 推薦停車場裝置與系統(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/圍桿系統(tǒng) 7. Advertising and Promotional requirements 廣告與促銷需求 -Information or service counter 咨詢或服務臺 -Stage for performances 表演臺 -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/廣告版的設計摘要與位置予設計師以完成設計 -Review 審核 8.IT infrastructure IT基礎架構 -Provide brief for broadband (wired and wireless) 提供寬頻 (有線和無線)設計概要 -Work with designer on current and future needs 就當前與將來的需求與設計師合作 結合商業(yè)業(yè)態(tài)、交通動線與項目的設計圖紙等，對體內(nèi)停車場的設置提出符合商業(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-、市場及租賃計劃 Marketing and Leasing Plans 1市場調(diào)查 Market Research 1.1調(diào)查市場現(xiàn)狀／進行市場分析 Research on current market conditions/conduct market analysis 1.2市場優(yōu)劣勢／市場戰(zhàn)略分析 Competitiveness Analysis/Marketing Strategy Analysis 1.3競爭對手分析 Competitive Analysis 2細分市場及目標 Market Segmentation and Objective 2.1市場的細分 Market Segmentation 2.2市場目標的確立 Establishing Marketing Objectives 3市場戰(zhàn)略 Marketing Strategy 3.1預算 Budget 3.2產(chǎn)品策略（租金表、服務費、價格折扣／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確認競爭對手在物業(yè)及服務方面的優(yōu)缺點 Identify Competitor’s Strengths & Weaknesses in Property and Service Part 4-開業(yè)前運營顧問咨詢及培訓計劃 Pre-opening Operation Consulting and Training Plan 1、物業(yè)驗收、交接計劃 Property Inspection & Handover Plan 1.1提供成品保護措施方案 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 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基本辦公設備的采購 Purchasing of basic office facilities 5、財務及管理收費標準 Financial and Fee Collection Standard 5.1開業(yè)前物業(yè)管理預算 Pre-opening Property Management Budget 5.2第一年度營運預算 1st Year Operational Budget 5.3資本預算預測 Capital Budget Forecast 5.4通過預算，結合與物價局洽商，提出物業(yè)管理收費方案 Propose Property Management Fee Schedule base on budget, and work with Product Pricing Authoriity 6、對外委托的工作的合同的簽訂 Signing of Outsourcing Work Contracts 針對需要外委的的保潔、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，滿足日常項目內(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