市场营销-戴德梁行地产顾问公司全程策划内容要点

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1、欢迎下载各种资料大全！精品水晶，动人礼品我的网店 : 附件 AttachmentMall和物业管理咨询服务内容划分Shopping mall and Property Management Consulting ServiceContents Outline方法: 我们会就以下4方面与当地管理团队协作收集市场资讯、 策划所须的开业前与咨询服务,并拟出所须工作计划、进度报告或讲解：Methodology: We will work with the local management team to collect the market information, plan the necessar

2、y preopening and consulting services in 4 parts and produce necessary work plan, progress reports or presentation：Part 1-业态规划Trade mix planning/店铺划分Shop lots sizing1.1调查市场现状进行市场分析 Survey marketing condition and conduct market analysis after receiving owners researched information and documents. Revi

3、ew survey information of market research company and provide additional inputs on information to be collected by research company1.2市场优劣势市场战略分析 Strength & weakness, and market strategy analysis1.3竞争对手分析 Competitors analysis1.4 商场定位Mall positioning1.5 商场总面积建意Proposed Mall GFA1.6 业态规划Trade mix plannin

4、g1.7 租户选配Tenant profiling1.8 店铺划分Shop lots sizing 为了达致最高和最好的概念，需要全面的研究调查： 1. 市场类层资料 主要住宅密集区，办公室/酒店职员的数量/类型，旅客与暂时寄住的访客，外地访客的数量，住宅/外劳密集区和其它尚未开发的零售与服务类层2. 竞争数据当前市面上所供应的，包括所提供的服务和商场与零售业的建筑特色- 租户清空存货- 当前零售、饮食、娱乐和休闲中心的表现- 计划和拟议中的直接和非直接竞争的扩建和新建筑3. 当前建筑表现的数字- 租金，服务费，租用率- 物业管理和服务的标准4 目标场地分析- 舒适设施包括出口- 交通方便-

5、人潮流通- 周边用户- 环境问题- 停车 (立即改进是可能的)5. 业主的行销团队/代理 (本地及国际)- 招聘员工的水平- 行销陈述/员工专门技术的质量- 行销代理所承接的项目- 利益冲突- 已执行的市场研究资料可供参考 (如果当前的数据资料不足，超群可能会建议作补充研究)目标物业的竞争对比- 零售- 办公室- 其它支援设备SWOT 分析 (弱点、优点、机遇、威胁) 加入顾问在中国或亚洲类似项目方面的专门知识，判断以及经验- 物业(零售和办公室和设施) 物理属性和业主规定- 价格战略(不同的选择，业主的财务目标)- 行销战略 (代理，示范单位，直销，战略联盟)- 促销 (媒体，杂志社与报馆的

6、关系，广告计划)增值- 硬件 (建筑和舒适设施)- 软件 (新服务以吸引顾客，制造不容易采用的竞争优势)定位和租户刮析和顾客建议与实行这报馆将成为项目质量的依据在硬件、软件方面以增强项目的竞争能力。将发出设计概述以提供开发的设计意向。 Part 2-平面和空间设计及 设计评审工作内容 Plan and Space Design & Design Critique Work Details1、建筑设施顾问：Building & Facilities Consultant 1.1建筑结构及功能设计Building Structural and Functional Design1.1.1柱距设置建

7、议Suggestions on the Pillar Distance & Setup1.1.2层高建议Suggestions on the Level Height1.1.3楼层单元分隔及编号Floor Modular Demarcation and Numbering1.1.4门窗高度、宽度建议Suggestions on the Renovation Material Selection1.3广告牌预留位置的建议Suggestions on the Marking out of Ads Post Location1.4人流、车流的外部导向Human and Vehicular Traff

8、ic External Direction1.5物业用房的设置Property Room Setup1.6员工通道设置Staff Access Setup1.7 员工食堂的设置建议，是否设置，如设置，位置及大小的建议Suggestions on the Setup of Staff Canteen, to Setup or not, if so, suggestions on the location and size.1.8 员工区设置的建议，具备哪些功能，位置和大小的建议Suggestions on the Setup of Staff Area, to incorporate what

9、functions, suggestions on the location and size.1.9公共区域装饰装修的建议，要便于日后使用中的维修和清洁Suggestions on the Decoration and Renovation of Common Area, such that there is ease of operational maintenance and cleaning when property becomes operational1.10卫生间的设置建议，数量、位置、大小的建议Suggestions on the Setup of Washrooms, su

10、ggestions on the numbers, location and size1.11商场卸货区以及仓库的设置的建议，位置、大小以及交通的组织等的建议Suggestions on the on the Setup of Loading/Unloading Area and Warehouse, Suggestions on the Location, Size and Traffic Coordination1.12车库、出入口的设置建议，包括位置、项目内部的车流、人流的交通组织等Suggestions on the Setup of Garage, ingress/egress, i

11、ncluding Location, Coordination of Project Internal Human and Vehicular Traffic1.13指示牌的设置Setup of Signboards1.14垃圾房的设置Setup of Garbage Room1.15机房、管道井的设置建议Suggestions on the Setup of Plant Room & Pipework Access Duct1.16紧急疏散通道的设置建议Suggestions on the Setup of Emergency Exits1.17实际过程中提出的其他问题Other quest

12、ions raised during actual process2、工程其他方面的设置建议Suggestions on the Setup of Other Engineering Aspects2.1商场照明设置以及布线建议，考虑各个位置的照明所需要的照度、需要的电量、布线方式是否利于日后维修、保养等；Suggestions on the Lighting and Cabling Setup, taking into consideration of the requirements on illumination, electricity, method of cabling of ea

13、ch location as to whether there will be ease of maintenance in the days to come2.2空调系统的建议：综合考虑项目出售主力百货店等的空调系统的设置，以及高层部分预留空调室外机位及空调走线的考虑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

14、 higher levels for the outdoor units of the air-conditioning system and the cabling considerations2.3背景音乐系统的设置建议，考虑紧急情况的广播问题Suggestions on the setup of background music system, with consideration on PA system in times of emergency2.4综合布线部分的建议，包括需要增设的综合布线机房的设置建议Suggestions on the overall cabling, inc

15、luding suggestions on the additional requirements for an integrated cabling plant room.2.5智能化管理系统，包括监视系统、安防报警系统、可视对讲系统、网络系统、联网收银系统、停车场管理系统等的设置建议Suggestions on the Setup of Intelligent Management Systems, including monitoring system, security alarm system, AV intercom, Internet/Intranet, On-line Paym

16、ent System, Car Park Management System, etc.2.6消防系统的设置建议Suggestions on the Setup of Fire Control System2.7煤气报警系统的设置建议Suggestions on the Setup of Gas Alarm System2.8空调系统的设置建议Suggestions on the Setup of Air-Conditioning System2.9信号放大器的设置建议Suggestions on the Setup of Amplifiers (Signal Amplifiers?)2.10

17、给、排水系统的设置建议Suggestions on the Water Supply & Drainage System2.11中水系统的设置建议Suggestions on the Setup of 2.12热力供应系统的设置建议Suggestions on the Setup of Heating System2.13电梯、货梯、扶梯以及消防电梯的设置建议Suggestions on the Setup of Passenger Lift, Cargo Lift, Escalator and Fire Lift2.14程控交换机系统的设置建议Suggestions on the Setup

18、 of Remote Exchange System2.15供配电系统的建议，考虑供电量的估算、后备供电系统、供电线路等Suggestions on the Electrical Supply System, consideration for computation of the power rating, backup power supply system, cabling, etc.2.16应急照明系统的设置Setup of the Emergency Lighting System2.17可视对讲系统AV Intercom System2.18电话系统的设置建议Suggestions

19、 on the Setup of Telecommunication System2.19项目景观设计建议Suggestions on the Project Landscape Design2.20实际过程中提出的其他问题Other questions raised during actual Process以上部分的建议报告，要求结合文字说明以及图纸介绍两部分。The Proposal for the above to incorporate two aspects, namely, written description and graphical explanation.3.1平面和空

20、间设计Schematic and Spatial Design3.1.1有效设置人行通道、扶梯、升降梯等商业设施，将客流引到商业的每一个角落Effective Setup of Commercial Facilities like Corridors, Escalators, Elevators, etc., to direct the flow shoppers to every corner of the building3.1.2商场出入口设计如何与周边公共交通工具Entrance & Exit Design to Coordinate with Perimeter Public Tra

21、nsport Traffic3.1.3相邻店面的搭配To tie-in with Neighboring Shop-front 3.2停车场Car Park4.Landlords provision to tenanted premises承租店面的业主规定-Anchor tenant, mini anchor, restaurants, fast food旗舰店，小旗舰店，餐厅，快餐-standard shop标准店铺-list down mechanical, electrical, plumbing and sanitary provisions列出机电、水管以及卫生规定-list do

22、wn architectural finishes., height, floor loading of all tenanted premises列出所有承租店面的建筑终饰、高度，地板承重量5. Common areas signages -external and internal共用区指示牌 内部与外部-Major tenant signs on external walls外墙的主要租户标示牌-Mall signs and logo商场的标志和商标-Facilities signs such as toilets, car park telephones etc设备指示牌比如卫生间，停

23、车场，电话，等等-Car park signages and operational signages停车场指示牌和日常运作指示牌-Work with the designer on brief on signages and graphics needs与设计师合作拟定指示牌和图象需要的设计概要-Review work done by designer审核设计师的所有工作6.Carpark停车场-Recommend equipment and systems for car park推荐停车场装置与系统-Suggest list of safety mirrors, humps, prote

24、ction/guard rails system to prevent vehicular damages 建议并列出防止车辆损坏的安全镜，路丘，防护/围杆系统7. Advertising and Promotional requirements广告与促销需求-Information or service counter咨询或服务台-Stage for performances表演台-Exhibitions and events area展览和节目区-Advertising box-lighted and non lighted广告版 有灯和无灯-Postal panels广告招贴版-LED/

25、plasma screens液晶屏/plasma屏-Pushcarts and kiosks花车和售卖亭-Provide brief, location of signs/advertising boxes for designer to produce design提供指示牌/广告版的设计摘要与位置予设计师以完成设计-Review审核8.IT infrastructureIT基础架构-Provide brief for broadband (wired and wireless)提供宽频 (有线和无线)设计概要-Work with designer on current and future

26、 needs就当前与将来的需求与设计师合作结合商业业态、交通动线与项目的设计图纸等，对体内停车场的设置提出符合商业规律的方案Incorporating Commercial Presence, Traffic Movement Axis & Project Design Plans, propose a Setup for Internal car park in accordance with commercial norms. PART 3-、市场及租赁计划Marketing and Leasing Plans1市场调查Market Research1.1调查市场现状进行市场分析Resea

27、rch on current market conditions/conduct market analysis1.2市场优劣势市场战略分析Competitiveness Analysis/Marketing Strategy Analysis1.3竞争对手分析Competitive Analysis2细分市场及目标Market Segmentation and Objective2.1市场的细分Market Segmentation2.2市场目标的确立Establishing Marketing Objectives3市场战略Marketing Strategy3.1预算Budget3.2产

28、品策略（租金表、服务费、价格折扣优惠）Product Strategy (Lease Schedule, Service Charges, Disounts)4招商策划Marketing & Leasing Planning提出适合的租赁条件，确定商铺出租、销售的价格Propose suitable leasing conditions; establish leasing/sale pricing for shop space5租赁策略Leasing Strategy5.1建立潜在租户名单Establish Name List for Prospective Tenants with lan

29、dlords Leasing team5.2确认竞争对手在物业及服务方面的优缺点Identify Competitors Strengths & Weaknesses in Property and Service Part 4-开业前运营顾问咨询及培训计划 Pre-opening Operation Consulting and Training Plan1、物业验收、交接计划Property Inspection & Handover Plan1.1提供成品保护措施方案1.2检查交接资料，确保日后物业管理的正常进行Check Handover information; ensure pro

30、perty management in future to be normal2、二次装修的管理Management of Second RenovationProperty manager and chief Engineer recruited2.1制定二次装修的审批验收程序Establish checking & takeover procedure for 2nd Renovation2.2制定二次装修的管理制度，包括装修的材料运输、垃圾堆放等要求Establish the Management System for 2nd Renovation, including the requ

31、irements for transporting of renovation materials, piling of waste, etc.3. 物业管理员工岗位职责Property Management Job Descriptions4、管理处的建立Establishment of Management Office4.1办公室位置的选择以及面积Location selection and surface area of office4.2基本办公设备的采购Purchasing of basic office facilities5、财务及管理收费标准Financial and Fee

32、 Collection Standard5.1开业前物业管理预算Pre-opening Property Management Budget5.2第一年度营运预算1st Year Operational Budget5.3资本预算预测Capital Budget Forecast5.4通过预算，结合与物价局洽商，提出物业管理收费方案Propose Property Management Fee Schedule base on budget, and work with Product Pricing Authoriity6、对外委托的工作的合同的签订Signing of Outsourcin

33、g Work Contracts针对需要外委的的保洁、保安、电梯的维修保养，参与合同条款的审核，保证开发商的利益和便于日后物业管理Participate in auditing establishing terms and conditions in outsourcing work contracts for cleaning, security, elevator maintenance and servicing, to ensure developers interests and ease of property management in the days to come7、节能管理Energy Conservation Management制定节能方案，注意要符合本地的特点，满足日常项目内客户的需要。Establish Energy Conservation Program, ensuring it to be sensitive to the local conditions of city, satisfying on-going requirements of clients8 / 8