湖南岳阳华盛金鹗花园整合推广策略初案

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1、整合推广策略初案华盛 金鹗花园广州 达观机构 2007/6/7方向辨析项目命名与定位目标群解码项目核心概念项目规划建议方向辨析项目命名与定位目标群解码项目核心概念项目规划建议方向辨析项目命名与定位目标群解码项目核心概念项目规划建议方向辨析项目命名与定位目标群解码项目核心概念项目规划建议方向辨析项目命名与定位目标群解码项目核心概念项目规划建议方向辨析项目命名与定位目标群解码项目核心概念项目规划建议方向辨析项目命名与定位目标群解码项目核心概念项目项目规划建议方向辨析项目命名与定位目标群解码项目核心概念本案构成basnfiafjiafjisjfuglapqimmir basnfiafjiafjisj

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5、n basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd g

6、amed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdFIRSTPARK THE【一、我们所做的工作】l与贵司销售负责人的探讨l项目现场实地勘察l周边竞争楼盘的走访及调查研究（神秘顾客）l周

7、边潜在目标群体观察及调查l华盛金鹗花园专案组内部分析研究basnfiafjiafjisjfuglapqimmir basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngk

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12、mgmfdFIRSTPARK THE【二、项目分析】基 本 情 况位于南湖大道西端，紧邻金鹗公园，由金鹗花园住宅楼和广电数字大厦两部分组成，有三大销售任务： 住宅楼的销售 数字大厦4-7层的字楼楼租售 数字大厦1-3层商铺租售本项目存在三种相对独立的销售类型，如何处理三者之间的关系，如何区别三者之间的推广主次，如何合理分配推广费用，将是本项目的推广基础。区 域 分 析 紧邻金鹗公园，与南湖广场相得益彰，极目远眺，湖光山色，尽收眼底。 位于岳阳传统商业繁华之地，具备一定的商业价值交通方便，距火车站仅两站路程，距南湖广场为两站路程，有5、9、20、29、 30、31、32、35、36、38、40、

13、41共计十二线公交车经过生活配套周全，岳阳理工大学，岳阳市十四中、岳阳市四中、市三医院、市 体育馆都在附近；银行、邮局、华天大酒店等都在十分钟路程之内 从项目位置看，金鹗公园是最能说服消费者购买我项目的理由，也是最有特色的项目特征。金鹗公园! !周边商业状况分析紧邻东茅岭路，周边茶楼、酒吧、餐饮等行业比较集中，该区域内每3个门面中就有一个门面作为经营此类行业使用，金融系统、华天大酒店、金海酒店、邦城国际等围聚周边；本项目属于商业旺地的范围之列，如何借东茅岭路商业氛围之势，如何借广电中心之势为本项目商业裙楼和写字楼服务，是我们必须考虑的问题。1 1、位于广电发射塔附近，磁场辐射对居住品质有很大影

14、响，势必不利于销售、位于广电发射塔附近，磁场辐射对居住品质有很大影响，势必不利于销售 2 2、项目有三种销售形态，不利于精准推广和宣传、项目有三种销售形态，不利于精准推广和宣传3 3、商业裙楼已经成为、商业裙楼已经成为“最大陷井最大陷井”，不论是长沙还是广州，非核心地段的商业，不论是长沙还是广州，非核心地段的商业裙裙 楼，都面临销售、招商的难题。楼，都面临销售、招商的难题。4 4、两部分单位各自独立，互不相连；规模较小，没有社区园林和配套、两部分单位各自独立，互不相连；规模较小，没有社区园林和配套本项目面临四大推广难点basnfiafjiafjisjfuglapqimmir basnfiafj

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19、mgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdFIRSTPARK THE【三、消费群分析】一、消费群定位1、广电中心及兄弟单位有购房需求的精英2、外地来岳阳的商务人员

20、3、各大批发市场做生意的老板4、长炼有购房、投资需求的员工5、巴陵石化有购房、投资需求的员工6、岳阳市其它有购房需求和投资意向的市民二 、岳阳消费心理分析1、希望房子 岳阳人对湖景住宅接受程度较高，如何强化本项目优势，将其提升到与 湖景相同的形象高度，达到提升价值的目的？ 中南一期经营不旺，光宏室内卖场经营惨淡，华瑞产权商铺举步维坚， 岳阳人商铺投资已经很有戒心，尤其对产权式商铺及酒店，疑心不减。basnfiafjiafjisjfuglapqimmir basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiaf

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22、apqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnf

23、iafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ng

24、kmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmg

25、lmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdFIRSTPARK THE【四、可比对手分析】可比对手是指可以和本项目进行比较的项目，可以是过去的，可以是正在进行的，也可以是将要进行的，凡是对本项目有参考价值，都称为可比对手。1、中南批发交易大市场二期中南不动则已，一动惊人，其声势之大将轰动岳

26、阳，抢尽风头；中南二期以门面与住宅为主，住宅价格仅800元/m2左右，将给我们带来 较大冲击；门面投资预计也将掀起一风暴，分流本项目的投资客户。2、光宏国际商业广场这是去年商业项目，并非本项目的竞争对手光宏声势很大，招商销售非常大投入、大手笔，但产权式旺铺的销售仍 然非常不理想上溯至白杨国际产权式公寓、泰和商业广场产权式旺铺，销售都不理想3、投资型小公寓： 包括金领公寓、国贸等产权式公寓项目 金领公寓地段繁华，适宜办公，整体销售一般，曾尝试精装修推广思 路，但市场反响很差；但临街门面卖完 国贸位于南湖大道与青年中路交接处，为写字楼、精装酒店公寓项目， 销售不尽人意，市场反响平平岳阳的投资市场，

27、包括门面投资、产权式旺铺投资，经过中南大市场一期的成功扫荡，以及光宏的全力再扫荡，诸多项目都陷入销售困境！直至目前，可挖掘的投资潜力非常有限。这是对我们的提示，本项目的商业裙楼销售及写字楼销售存在很大的销售压力。4、南湖板块旁诸多项目包括云峰公馆 、南湖花园、向阳水岸等南湖已成岳阳居住热点，价格一路攀升至近3500元单价，极受追捧甚至已形成“有钱人住湖边”的市场观点，好房子都在南湖的观点南湖板块是岳阳市最有影响的住宅板块5、非南湖板块的项目 包括天伦城、昌虹香洲名都等 天伦城的形象不错，操作上也屡有大手笔，一期销售大获成功， 天伦城规模较大，社区成熟，园林配套在岳阳具有领先性，以“生活 国际化

28、为主题”，项目价值塑造比较到位本项目在小规模、磁场辐射的硬伤之下，“近南湖却不靠南湖”，如何拉升项目住宅形象，塑造价值提升价格，实现利润最大化？我们需要找到类似于湖 的核心价值basnfiafjiafjisjfuglapqimmir basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmds

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30、afjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngk

31、mdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmgl

32、mgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd basnfiafjiafjisjfuglapqimmirrroiOkddmglmgm

33、fd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdFIRSTPARK THE【五、整合推广思路】本项目有两大部分：一是住宅部分金鹗花园；二是写字楼部分广电数字大厦两者市场定位不同 ，消费群不同，物业形态各异，广告诉求不同，通常需要 分开推广 ，分开宣传住宅共如果分开推广，必然增加费用，分散推广力度，意图一箭双雕，可能一雕未中 写字楼约4-7层，全为30-40m2写字楼，体量不大，若以其为主力， 则难以带动大户型住宅的销售； 商业裙楼约3000m2体量，只能是后期重点推广，前期不可能以其为 重点宣传；否则严重影响住宅

34、与写字楼的销售。 住宅有90套房源，体量相对较大，以其为重点，既可以延伸至写字 楼的推广，又可以顺理成章的推出商业裙楼。我们的策略是：住宅以住宅为切入点，带动写字楼及商业裙楼的销售前期以住宅为推广重点，择机推出写字楼，中后期主攻商业裙楼前期以住宅为推广重点，择机推出写字楼，中后期主攻商业裙楼basnfiafjiafjisjfuglapqimmir basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn

35、 basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn vrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjia

36、fjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgk

37、sdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd

38、 gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirr

39、roiOkddmglmgmfd basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdFIRSTPARK THE【项目核心卖点提炼】本项目哪一个卖点，可以说服消费者，刺激其购买？并能提高形象，塑造价值？从产品点出发，本项目的配套、规模、开发商实力，都不足以支撑项目价值，都不是拿得出手的优势。产品层面缺少一个有说服力的、能打动消费者的、能提高价值的特点能否在产品之外 寻找一个核心卖点？事实上，金 鄂公园就是能提高项目价值、说服消费者购买的

40、核心优势公园风景始终是城市稀缺资源、有限资源，价值逐年上升公园有良好的休闲功能，空气新鲜，环境优良森林负离子源源不断提供新鲜空气，环保健康，是城市绿肺，深受都市 人的欢迎在长沙、广州等各大城市，凡是临近公园的住宅项目不仅抢手，价格也 比同类项目高出很多随着城市发展，污染加重，公园日益重要，价值日益提升为什么是公园？虽然岳阳人对湖概念更加认同，但公园概念同样可以诱惑消费者，毕竟，岳阳市区大型的“山一样的公园”只有金鄂公园，住在公园旁，和公园往在一起，同样有巨大的诱惑力！公园，就是本项目 整合推广的核心主题！以公园为核心，辅以生活配套、开发商实力等卖点，将是塑造项目价值的主题思路。我们可推出“公园

41、地产”概念占据公园住宅新高度2007，岳阳地产进入公园时代公园地产，引领岳阳居住新高度公园地产，少数人的居住奢华basnfiafjiafjisjfuglapqimmir basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimm

42、irrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn vrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmg

43、lmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapq

44、immirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiaf

45、jiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjia

46、fjisjfuglapqimmirrroiOkddmglmgmfdFIRSTPARK THE【项目案名】原案名华盛金鹗花园过于直白，不能体现出高形象、高价值，不利于项目价值的塑造，因此，拟将项目改名为：公园一号建议将案名改为：1、公园：点明项目区域及最大特色2、一号：拔高形象，暗示居住的人都是一号身份，一号地位公园一号很好演绎：1号地段：南湖大道黄金节点，城市发展新标志1号环境：紧邻上万平米金鹗公园，独享城市绿肺1号配套：周边配套齐全，繁华生活为我所用1号文脉：学校云集，藏龙卧虎，传承千年文脉1号尊贵：聚集广电名流，岳阳第一精英圈主推商业裙楼时，可称之为：商业1号 主推写字楼时，可称之为：商务

47、1号 主推投资概念时，可称之为：投资1号或回报1号借用1号概念，塑造本项目的高端形象，使本项目成为南湖大道上住宅、商务标志！为后续项目的开发奠定品牌基础其它案名备选：精英汇中央公园领秀公园帝景主题广告语：公园高度 一号人生高度有双关之意，既指金鹗公园的高度，也指人生的高度；一号人生成功人生，是精英人生，是旁人不可及的人生，是公园一号的人生繁华之上的公园生活07年 住到公园去一个公园 成就一个高度其它备选basnfiafjiafjisjfuglapqimmir basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnf

48、iafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn vrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjf

49、uglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn ba

50、snfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed

51、 ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkd

52、dmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdFIRSTPARK THE【住宅价格策略】本项目价格应在看湖景单位与市中心地产项目的价格之间南湖花园与云峰公馆看湖单位都接近3500元/m2天伦城等市中心均价也近2500元/m2，最高价位达3000元/m2因此，在考虑成本与利润的前提下，本

53、项目住宅价格区间应在：2300- 3200元/m2，均价约2650元/m2。basnfiafjiafjisjfuglapqimmir basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd

54、 gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn vrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmd

55、sgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmg

56、mfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimm

57、irrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirr

58、roiOkddmglmgmfdFIRSTPARK THE【商务楼的思考】写字楼4-7层为30-40m2不等的空间它究竟适合商务写字楼概念，还是产权式公寓概念资料可知：小空间虽然都带独立式卫生间，却没有规划油烟排放管道，仅从这一点，即可否定”居家式小公寓“概念，没有厨房，不能做饭，居家式显然无法成立。小面积，带独立式卫生间，可自由打通扩大面积，且7层以上就是岳阳最具实 力的广电中心办公楼，商务写字楼的概念可谓水到渠成。以商务写字楼概念，背靠广电中心这棵大树，不管是招商还是销售，都有一个 很好的支撑点。小面积空间不宜提产权式公寓概念应走商务写字楼的路子与电视台、报社有关连的媒介公司广告公司、文化传

59、媒公司装潢装饰公司省内外中小型企业的岳阳分公司新华社等大型报纸媒体、重要宣传机构驻岳阳办事处银行、信用社等分支机构其它公司我们认为：它适宜以下几种公司进驻：提出一个概念：创 意 型 商 务 基 地 1、广电本身就是一个创意型的行业2、相应的文化公司、广告公司、传媒机构其实都是创意型工作3、商务基地可增加影响力，意指项目雄厚的创意实力basnfiafjiafjisjfuglapqimmir basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmg

60、mfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn vrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ng

61、kmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmg

62、lmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapq

63、immirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiaf

64、jiafjisjfuglapqimmirrroiOkddmglmgmfd basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfdFIRSTPARK THE【商业裙楼的思考】本项目周边商业较为繁华，商业临街门面非常少，周边银行、金融机构、学校、酒店较多，区域人群具备一定购买力，与东茅岭路仅一站路程，且区域区内并无商业购物中心，因此，本项目具备一定的商业价值。本项目单层商业面积约1000平米左右，一、二、三层究竟怎样销售？是划成产权式小商铺

65、出售，还是整体出售？或是其它办法？光宏商业广场、华瑞产权商铺销售不畅不宜简单划成产权式小商铺出售不宜简单划成产权式小商铺出售产权式小商铺在全国范围内遭遇消费者抵制本项目若划成小产权式商铺，其销售必将困难重重，几无机会且因为产权分散，对日后招商、经营也极为不利！我们建议一 ：一层充分利用临街优势，划分为30-60m2的小商铺，但内铺进行结构改造，可规划成室内步行街，尽力做到铺铺临街，个个有街。如此，一楼的销售压力可减轻二三楼不宜划作小商铺，但可根据情况分割成4-5个大面积商铺；或根据市场需求随机分割；也可先定招商再定商铺面积大小;这种方式显然不能保证商铺的完全销售，但相较划成小产权商铺，可有机会

66、回款，更有利于招商，有利于日后经营。建议二 ：如果开发商放眼长远，有信心做旺商业裙楼，可将商业旺铺做为自有物业经营，前期不销售只招商，等招商成功，经营旺盛，再高价销售，这是相对理想的操作方式建议三 ：商业裙楼始终是操作难题，我司提出的以上三种建议，没有完美的方案，只是“两难取其轻”而已；以何种方式分割、销售，须根据发展商的实际情况慎重考虑。与商铺分割同样难点的是：如何处理招商与销售之间的关系？消费者为什么来投资？有回报能 做 得 旺 ， 有 人 在 做 生 意 ， 才 能 收 租前 提 是 ： 商 家 们 都 来 了招商促进促进若要实现销售，招商是关键；在中南、光宏经营不旺的反思之后，消费者已经很理性，不会再盲目投 资，盲目跟进！只有招商成功，有品牌、有实力的主力店进来，才能塑造商业价值，才 能提高价位！我们的思路：以招商带动销售，招商是手段，销售是目的。basnfiafjiafjisjfuglapqimmir basnfiafjiafjisjfuglapqimmirrroiOkddmglmgmfd gamed ngkmdsgksdn basnfiafjiafjisjfuglapqim