An operation is very successful commercial projects to the case

 Contents Chapter 4, a general planning ideas, planning a general idea of 4 II 4 III project background, project resource analysis, the definition of project objectives 5 four core objectives - brand 6 V. The total proposed project development 7 June, the project SWOT Analysis 7 VII. market opportunities found in Chapter 11, the positioning of the overall project report of 15 Introduction 15 Development of a project targeting the overall image of the 16 Second, the project features 19 three-positioning, the World King of the infinite advantage of 26 of the Project to establish the basis of positioning advantage 27 V, the target set by the customers and analysis of the overall project portfolio of 29 Chapter 33, a marketing strategy report, Project 33, the second overall integrated marketing strategy, overall Trader scheme, the steps the project design 35 Chapter 37 of the first part of the report: *** * design concept of international apartment 37 of 37 environmental design one, the second part of the contents of the 42 office product design concept :**** 60 a, 60 b ,**** office market research data 60 c ,**** engineering project itself has the advantage of 62 four target customers targeting 63 blank spots aimed at the market five elite companies will face the problem of 65 June, the company tailor-made for the cutting-edge service system 66 July ,**** seven small area of office space to promote points of 67 (a) the cost of office space: 67 (b) the cause of creative space for 68 (c) the comparative advantage 68 (d) **** tailor-made for the elite of the third part of the hardware and software supporting 70 :**** 831 Commercial Square Design Ideas . economic and technical indicators 832. planning concepts 843. planning style 844. the overall planning and functional planning of complex commercial plaza plan .**** 856 845. Transport Organization 867. stop mode 878. interior design requirements of the vertical transport 889. Horticulture Design 9110. garden design specific forms 9211. the landscape elements of Chapter 92 pre-opening marketing strategies for a design report 94 to find the golden key to open the door to success - the concept of the operation of the first phase of 94: The import of Article 95 Second stage: Third stage of 98 commercial promotion: to promote business in Hong Kong and hotel apartments of 100 Second, the hard part is doing - target of 104 Third, instigated the market, outmaneuver - 106 four media planning, media also ahead - Media Mix 108 V, the spring - 110 planning publicity work planning stages of the content and outline of advocacy planning arrangements 110 111 114 Project project design case name LG Design Advertisement Design 115 Project 116 sales centers and wall packaging design VI design 117 projects 118 Annex: A market research report ,**** project (submitted) Second, the sales department design three design projects the image of the first chapter IV of a general planning ideas, planning a general idea. fully grasp: the first is based on the current strategy of optimal product design and a comprehensive grasp on Trader, comprehensive grasp of others mistakes and avoid making the same mistakes ---- seek first undefeated and then seek victory .2. Matchmaking: emphasis on project region and personality-depth investigation and exhaustive research, and resources for the project to judge the strengths and weaknesses and integration, in order to achieve the optimal model and the project itself perfect butt .3. Innovation Beyond: Every real estate project needs to go beyond self, beyond the same the highest level in the industry by actively explore the field in the future, not only for their own project to create a competitive advantage, the real estate business can also established position in the industry. II Project Background 1. Land Overview. block is located in Chang An West Road, Chaoyang District, Suzhou City south, west China and the United States mall, post office east of Suzhou, Suzhou, commercial buildings near the south, north and across the Suzhou Hotel, all the way, is out of print within the urban core business district block. block surrounding leisure, shopping, entertainment, hospitals and other life complete facilities, convenient transportation .. the whole of the land was an area of 11692.59 (combined 17.53 acres) .2. project planning. Business Type: Independent shops in the large bay frame layout + free commercial distribution division, about 20,491.85. Housing Type: Apartments small apartment layout, about 9609.32. office forms : free interval style office layout, about 22,791.36. Parking Type: ground 81, ground floor 326, Hopewell 407 parking spaces (two floors underground parking layout, about 13,691.36) .. Building density: 42%. greening rate: 25% . FAR: 4.53. planning and design elements of successfully completed according to plan sales objectives. The first phase of sales must succeed in order to successfully overcome the risk of the project to achieve positive operating cash flow to ensure that development funds .. follow-up total sales, back to the amount of sales progress, to achieve a reasonable profit targets .2. project brand and follow-up projects and contribution of the pulling operation of the project .. With the success of World View Estates Development Co., Ltd. in Suzhou in Suzhou, the real estate industry to establish the position and influence to enhance the world .. King Estates Development General Limited brand recognition, reputation and expansion power. Fourth, the core goal - brand principles: to achieve win-win state of commercial real estate needs of the time the brand has the brand era of real estate development and management rules of the game, the need for brand era language dialogue with consumers, this new language of communication and rules of the game is the brand services, brand era of real estate developers need to learn to shape the real estate brand, you need to learn to use consumers continue to experience their own feedback to the operator, the operator of the maintenance and adjustment of the real estate brands, constantly updated to make the brand experience, brand value has been increasing. The so-called win-win is the developer of enterprise value, consumer customer value, the project Three areas in which the value of the value of the synchronization upgrade. by the potential value of real estate, developers, potential resources, customer demand for a full range of potential mining and activation, to create a strong brand potential: burning desire of consumers, brand light shine, Regional energy to detonate. ultimately surge of wealth and social progress of the new situation. V. The total project development proposal 1. the introduction of advanced business planning, special attention to the introduction of new format and design of the forms of good project portfolio .2. through pre-sales and investment the parallel, the introduction of numerous domestic and international well-known commercial enterprises and brands, subversion of existing regional business structure .3. Note the introduction of commercial property and the concept of a unified operation and management of the project carefully packaged .4. by extraordinary publicity, marketing through projects carried out rally hype, so the project developed into the focus of attention of local people, and form a good reputation and publicity costs savings .5. through appropriate flexibility to control the retail space by threshold, the project accumulated a large number of potential customers .6. take full advantage of the formation of the three parts of the project **** located in the downtown area of Suzhou, Chang'an Road, is the top commercial centers entertainment center to the business travelers the heart of the transition from Akihabara, Xujiahui, Po Wong does not exceed 500 meters, Suzhou Theatre, Suzhou Hotel, Suzhou hotel is also close to the right close and convenient transportation. can be said that within the Urban Area is the most development potential of commercial land commercial facilities .. perfect, convenient commercial activities connected by the Chang'an Road, Nanjing Road and Center Road, Chaoyang District, Suzhou City, the lot is the most mature commercial activity area, which brought together business, hotel, entertainment Dengjun throughout the perfect representative of Suzhou. With the steady development in recent years to the national economy, the continuous improvement of living standards, large-scale use of new investment in commercial projects, so that commercial facilities of the lot more mature, commercial and business activities in Suzhou has become the most frequent area of business .. Trinity project model is tremendous potential for development projects set malls, investment apartments, office buildings in one, can form a business, Residential and business travel activities complement each other .2. Project disadvantage. around the more commercial competition, consumer groups, to some extent .. shunt block has a good business environment, although the resources, but projects such as East West Mall near the northern commercial operating conditions of the current not optimistic, making it easy comparison of customer psychology, sales of investment increase the pressure for later .. now Suzhou large supply of high-end office market, such as the Gold Building, International Trade Building, Rui Xiang beetle, bead Island, into a mall and other public projects. and the sun areas of high-grade office rental situation is not ideal, due to rent office space advantages of small and medium market-proven .. than the market rate of return on investment of less office space, lack of investor interest, while medium and small companies because of the limited economic strength, mostly leasing Lord, purchase intention is not strong .3. chance points. positive factor for economic development, enhance the status of Chang'an Road, not so much in recent years, the developers focused on creating results, as it is in Suzhou City, steady economic development and diversification of core business circle inevitable. currently has a north-south to Center Road, Nanjing Road axis, things to Chang'an Road axis of the pattern. Chang'an Road and Center Road, and also because the city is located in the center axis of reasons, the status of the rapid rise in commercial geographic location .. advantage of the current real estate market in Suzhou has been maturing, the project's geographic advantage is bound to win a larger trend. Therefore, the decision to advance the awareness of the scientific attitude of will be able to seize the a gathering place for shopping, so how to combine the features of its own development projects, to improve and supplement market imperfections can play to our strengths, reduce operating costs and achieve maximum potential value of the item of property, so that developers fully implemented the construction of effective central city together .. With the development of the popular government cycle estimates can For example, the gems will be sold and the Island building known as the house in one. the same period of the project will generate market competition. Meanwhile, Suzhou City, from the current real estate market, the homogenization of various types of competition, it has caused many developers attention, according to our development cycle calculations, once these developers have a clear understanding of the product Comparison shopping has been strong, if the project did not locate in the project, operating characteristics and somewhat beyond the hardware, then the risk of sales and .5 is obvious difficulty. comprehensive analysis of the results from the analysis of market research, the project Comparing the advantages and disadvantages, opportunities and risks. The only way is to respect the market, adapt to the market, comply with the consumer's desire to integrate the various elements associated with the project, the use of intelligence to create in advance, difference, leading applicability of the products at a reasonable cost, profit and reach of science real estate projects of regional interest and investors, we can see the main considerations of investors features: First, lots and popularity, location and popularity is an important factor in the decision rental shops, people flow, smooth roads, to keep pedestrians and stable regional consumer groups and other investment considerations are the main factors; the second is a new business model and business philosophy, Suzhou current business model began to gather from the strip mall-type commercial area to the transformation, comprehensive Walking Street, The emergence of real estate projects, the diversity of investment properties have begun taking shape. Therefore, the same type of business with investment form, undefeated in this project to stand the key is how the market developed for the regional business model and future development the introduction of advanced management concepts. Third, products and facilities, commercial product design and the surrounding resource situation, including the product itself, product image, product position on the consumer and investors to effectively guide, as well as commercial projects in the functional orientation, hardware and software support facilities, people and other technical content to the above factors on the function of large commercial projects, investors take into account wider range. VII. market opportunities, market opportunities that this project will include commercial, hotel, apartment, office, entertainment and other diverse constitute the demand, market opportunities are the following components: 1. Conventional market opportunities found. , in the commercial area, Suzhou City, the top lot of transition to the top edge of business, commercial, business and leisure demand can be reflected .. urban areas to maximize the high level of analog integrated multi-functional business projects between the formation of an effective supply .2 of display requirements. Cenozoic market opportunities found. political, economic, cultural, artistic and social needs of environmental change .. urban construction and development, overall improvement of transport and other urban areas and the pattern of changes in value brought to the region .. the new generation of breeding survival needs, leisure, real investment demand for space .3. to create market opportunities for discovery. and create new market opportunities for investment. At present very strong sense of public investment in Suzhou, our attention to this point differentiated investment to the project itself can be started from the pre-investment work, unified planning and unified investment, making the investment philosophy of the project have a greater promotion .. new market opportunities created by mode of operation. At present a number of shops operating flexibility the lack of unity led to commercial operations, the formation of business climate regulation only rely on the market spontaneously formed by the operators, shop for rental rate performance frequently. This gives us real property in the creation of new varieties of the market provided an opportunity and space .. new market opportunities created by marketing strategy. Local housing pre-sale marketing strategy mainly subscription-based registration, to focus on contract after the opening bell. and we can be in the actual operation of some new practices into which Trader .4. extension of value. ; new urbanism consideration of function blocks, or the organization of the transportation system, or other urban construction claims, have stressed the need to meet people's needs, respect for human development. New Urbanism are rethinking the relationship between mankind and nature, advocates of urban construction, the natural environment should be fully , form on the potential for urban planning, architectural design to adapt to climate requirements, so that the formation of city and nature coexist in harmony situation. For this project, considerable attention should be the art . the evolution of architectural values is divided into five stages: (1) practical architectural stage, the pursuit of suitable, strong, beautiful building; (2) Art Architecture phase, depending on the building as ) machine architecture phase, the building as The science and art. In this project, we reflect the important architectural and environmental space combines the essence of architecture .. theme of cultural orientation is to create personalized items, reflecting the differences in the property, thus leading the trend, the coordinates to guide new way of life, but also the project architecture, design style based on the environment .. development of the post reflects the value of continuity of brand management and sustainability to the future of the brand creation and brand management to lay a solid foundation for .5. the opportunity value. .. the land auction community awareness of the advantages and disadvantages of analog competitive choice of property. See Introduction In the years of development and accumulation, based on the overall economic development of Suzhou, a strong momentum in the city's GDP in 2003, the historic 突破千亿元 mark, reaching 100.3 billion yuan local financial revenue reached 40 billion, while the whole society investment in fixed assets 36.5 billion, an increase of 66%, year-end balance of savings deposits of urban and rural residents reached 47.9 billion yuan, up 16% over last year, we can say 2003 is the year of the fastest growing city over the past decade, Suzhou economy already up in a new development platform. and stand to look at the real estate we will be facing a new economic development platform to easily find the current status of economic development of Suzhou city, and based on this project our main work is to be the maximum possible to adapt and understand the pulse of urban development, so as to guide and lead the project initiatives and guide the consumption trends Platform: Suzhou real estate market is really a sign of modernization should be operational from 2002 Chang'an Road, Xujiahui Commercial Pedestrian Street Offering the hot start, followed by a large number of commercial real estate projects are the city have appeared, which stimulated the entire year, complete recovery of the real estate market in Suzhou, leaving the average consumer to understand the implication of the investment value of real estate. But as time the passage of time, beginning of 2003, pre-hot commercial real estate sales began to enter the actual operating phase of the project, it was found that the risk of profit and co-exist - a lot of new commercial projects were failing to good cause after opening pre-business planning business operations serious difficulties, pre-sale commitment to return the developer is difficult to obtain. coupled with short-term development of body mass is too concentrated, leading to commercial real estate market bubble burst. Instead, the residential real estate market in the long-term rational development, and attract the business the peak of the real estate planning and advanced marketing concept, into the real estate market in 2004, the Suzhou residential led eventually. Although, after the real estate process, many real estate developers, together with some non-rational investors flooded But on the whole real estate market in Suzhou City, the development of future health and changes in consumption habits of buyers has played an indelible contribution, these contributions from at least two aspects: First: to allow all developers to know the real estate is not a types of short-term investment and construction process, construction of the project should not only consider the sale of the former is more important in future operations. Only the formation of software, hardware and market the perfect unity among the three, only the last laugh. The second aspect: as an ordinary consumer purchase , before making investment behavior, not to rely on the developers made to promote the deal promises, more important reason to analyze the project in the coming decades may be the feasibility of the operation and return. Therefore, the development of this project beginning of the construction, how to deal with the present market trend and future development projects to the overall image of the right positioning, product positioning and function of normal operations and planning for the future of the software and hardware facilities, the ultimate success of the project is feasible that way. I. Looking at the overall image of the positioning of Suzhou urban economic and infrastructure development pattern, representative of large business are located in Chang'an Road, Center Road and the intersection of Nanjing Road, within a radius of 1000 m gathered such as Akihabara, Po Huang and other famous Xujiahui commercial buildings, forming a circle of Suzhou absolute core business. If a breakdown of the ring, but also not difficult to find business-oriented of the circle on the left and the right to well-known hotels, banks, entertainment and communications-based, formed a medium-sized cities across the country to build a prototype of the central business district - that is: CBD. From a historical point of view, for example, the three largest cities: Beijing, Shanghai and Guangzhou, the history of CBD there are several common characteristics are : 1) naturally occurring in the urban development .2) start small, functions mainly in a street within .3) did not form a position as a regional CBD. For example: Guangzhou CBD and commercial center is mixed first neighbors, such as the 60's, the CBD is located in Guangzhou City, South Building, culture and people of the South Park business district area. But with the regional economic development, increase the status of the city business functions, and commercial center of Guangzhou CBD gradually separated, such as the 70's, Guangzhou City The CBD transferred to the old Fair Haizhu Square, Guangzhou hotels and Overseas Chinese Building region; 80 years, with many buildings within the Central City Road, a landmark building, the transfer to the CBD of Guangzhou Garden Hotel, Baiyun Hotel, World Trade area; to 90s, the eastward shift of the spring riding the city, Guangzhou CBD's core industry began to slowly shift to the days of Hebei area, a large number of financial and insurance industries, multinational companies gathered at the headquarters of CITIC, the mayor buildings and other large buildings, the new CBD has gradually formation. From the above examples we can see from the CBD in the smaller, mainly concentrated in certain areas; Third, the region naturally formed by the many business, hotels, office buildings and banks, apartment mixed development project business model, and individual projects can be completed; the fourth, with the region City landmark property into use, the image of the region was gradually mature CBD, the formation of the city and the surrounding influence, play a improved, and the Government is committed to developing the - Central Business District in fact present in the region than with the core business functions, but also occupy the only two in Suzhou and Suzhou theater four-star hotel, and numerous banking, communications industries. The only shortfall is the City landmark property , and we can say that the tide will be located in: the formation of the project to build internal business ecosystem so that a sign of maturity in Suzhou CBD building its appearance, is bound to the existing urban pattern and the economy has undergone new changes: 1, is Urban inevitable product of economic development, export-oriented 2, is the formation of regional business development of the natural product of 3, is a business district by the Business District, CBD-Central Business District, the concept of the word comes from 20 years of this century, the United States. CBD is the core of the organization of urban space, urban commerce, financial, and comprehensive services sector as the main. CBD development, the economic center of the city, particularly universal in large cities, but also the development of the city's own strategic choice and needs. Second, the project features located in the identified projects based on the overall image, we focused on the actual situation of the project, for **** Function of various components is as follows Figure: 1, the commercial portion of the functional orientation: a successful commercial project, the correct positioning is the key. correct positioning, not just the inherent advantages of the project to play more important is to have forward-looking, through the appropriate transformation of the late image promotion and innovation, finding new strengths, creating new advantages, to stimulate the greatest value and maximize profits. Positioning principles: 1, businesses complement each other; 2, the full value chain; 3, forward; 4, creative; 5, the only Here we of the emerging business district of Shanghai's most famous - to illustrate the commercial center of Xujiahui shopping district several positioning principle. in the Xujiahui subway exit, gathered within a radius of 500 meters: Huijin Department Store, Pacific Department Store, Grand Gateway, Metro City, and the Pacific Computer City, Technology Street, nearly 10 large commercial centers, each one is Illustrious. Xujiahui is how small to accommodate nearly 10 commercial carriers, and let every one of all business prosper it? mystery in shopping district complete with complementary and value chain. Huijin Department Store: A high-end clothing and cosmetics as the main fashion shopping mall; Pacific Department Store: Taiwan and Japan, South Korea in high-end luxury goods as the main shopping mall; Metro City: to operate the world's top brands as the main high-end shopping mall; Gateway Plaza: shopping, leisure, food, entertainment, as one large SHOPPING MALL; Pacific Computer City: to operate computers, mobile phones and other digital products as the main body of professional mall from the above the positioning of the business center, we can see, they are not only closely linked in the distance, or the rise of the sea, but also in the commercial form is also progressive layers, closely complement each other. Whether you are an ordinary white-collar or high Jinling or foreign executives, the rich upstart, as long as you come to Xujiahui, all within 500 meters radius of the consumer paradise for you. So here's popularity and strong natural gas wealth. In Suzhou excellent Xujiahui shopping district complete this planning it? No. We can be enumerated in the intersection of Chang'an Road and Centre Road in the vicinity of a large commercial center of Suzhou commercial ..: to operate as the main mid-range clothing comprehensive shopping mall;. Po Wong Mall: mid-range clothing and cosmetics to operate a comprehensive shopping as the main Mall;. Akihabara shopping mall: to operate in the high-end clothing and cosmetics as the main integrated shopping mall;. Xujiahui Commercial Square: to operate mid-range clothing and food as the main integrated shopping mall;. Northern commercial and Mita Clothing City: to operate as the main middle and low clothing clothing store;. mid-range clothing clothing almost all the commercial center of Suzhou has become the backbone of business products, business project features a very high homogeneity, more competitive, business increasingly The more difficult. Suzhou commercial form must be upgraded to create such a plan as Shanghai Xujiahui shopping district full well, is the trend of commercial development in Suzhou. so we have to find gaps in the existing district complementary - that is beyond the autumn leaves the original, to close Grand Gateway Plaza grades, shopping, leisure, food, entertainment, boutique-type SHOPPING MALL; Therefore, combined with the project location advantage and medium-sized volume, the positioning of some of our shopping centers are: Suzhou Fine's first comprehensive commercial Plaza: shopping, leisure, food, entertainment as an integrated consumer platform. Basic Format Planning:. the first floor and second floor - advocacy in the promotion of uniform caliber as the first floor, to dilute the minds of customers thought the third floor of a traditional high street shops should be continued .. Changan Road, vast flows of people and traditional commercial pattern to project the image of the formation and coordination of the business model. the Street shops by creating indoor leisure square, to attract the high quality of entertainment, food and beverage business to enter, to form a strong business based on the project based on the operating characteristics of tourists .. the third floor - the fourth floor - Communications Professional City: continuation of existing land management project traditional communications products, the use of glass, using Transparent partitioned into the paved area around 20-40, the third floor of shopping can solve the traditional problem of insufficient lighting, but also great lower investment threshold for a smooth return to the original land lay the foundation for business .. the fourth floor of another alternative formats - digital technology market: With the rapid development of technology, communications products and other digital electronic products become increasingly close , while PDA, MP3, MD, and laptop computers in the business activities of the extensive use of the market boom is also a stable source support. (from the current market analysis, there are still large instability) 2 , business part of the functional orientation: Orientation principles: 1, commercial and business commercial complement each other; 2, enhance the value-added; 3, the forward-looking; here we Guangzhou's most famous central business circles - day to illustrate the business center of Hebei location several principles. to Tianhe Sports Center as the center, gathered within a radius of 1000 m: CITIC Plaza, China Mayors Plaza, Goldlion Building, Goldman Sachs Building, Fortune Center, dozens of office buildings, etc.; Although competition is fierce, but has maintained a high steady growth in rental rates and high rents, the new office and residential, commercial, sales and rental situation is also very good, hot hot days Hebei rent office space where the secret? secret to a good commercial business is residential complement each other to form a complete business ecosystem. China's first SHOPPING MALL-Teem Plaza for the day tens of thousands of white collar Hebei provide the most comfort and convenience of leisure and shopping facilities; southern China to high-end shopping center - Guangzhou and Guangzhou Friendship Department Store in Times Square Jinling for thousands of the most elegant and luxurious senior leisure shopping source. close to the central business district, Hebei day is the first luxury residential area of Guangzhou: Name Nga, Hui Nga Court, etc., the best-selling luxury areas: Eaton 18, Fang Grass Park, and the latest apartments will Terrace, Hilton sunlight and so on. These internal and external management of superior luxury and luxury apartments both for high-grade office space available around the ...