Commercial project planning

Part 1: Commercial project planning

I. Website business operation interest point analysis creative space

The project planning is based on the interests of related parties of the website, and this will be the principle of knowing the website positioning, website content design, website promotion and website business income design, as shown in the following table:

Related party

Interest point

Website operator creative space

1. Online advertising revenue

2, membership service charges

3, merchant cooperation sales commission

4, event planning organization income creative space

5, website brand effect creative space

6. New opportunities for collaboration create creative space

7. The extended creative space of the website industry

8, create a self-promotion platform

6 two points is to use the website as a foreign investment to enjoy the benefits, including its listing financing opportunities) creative space

Consumer creative space

1. Information collection

2. Knowledge learning

3. Compare opportunities to achieve creative space

4, seeking benefits

5, self-value display opportunities to create creative space

6, information release creative space

7. Investment opportunities

8, personal opportunity creative space

9, enjoy the trend of creative space

10, solve doubts

11. Handling the creative space of the current items at the right time

Merchant

1. Product service sales revenue

2. Create a customer database creative space

3, new opportunities to find

4, learn from self-improvement

5, sales network to build creative space

6, reduce operating costs creative space

7. Competitive intelligence collection creative space

8, brand promotion platform creative space

9. Get feedback

10, looking for external support for tasks

Second, the website operation ideas creative space

1. Through the theme of the website to attract the browsing of netizens, establish a steady and continuous increase in the number of views, and establish a corresponding database of viewers, and use the relevant activities to establish a membership system to ensure that the website is regularly loyal to netizens and to netizens. The situation is analyzed and processed, and the value of the website is displayed to show the value of the website to our target merchants, so as to attract the cooperation between the merchant and our website, thereby facilitating the planning and implementation of creative space for various business activities.

2, through the provision of a free publicity platform for businesses to create a commercial use of the website, which can provide potential value for the netizens, gradually establish the recognition and browsing habits of netizens on our website; use the information of netizens on our website The use of the business has enabled the business to achieve the benefits of the website. At this time, the commercial charging of the website has begun. In the current advertising environment, the experience opportunity is a powerful competitive weapon. Moreover, this is in the Internet age. Cost aspect is a creative space that can be allowed

3. In the above two stages, we still provide information services as the main business of the website, and also carry some offline business operations, but still maintain a certain degree of neutrality; while the website operation process has maintained steady development, we It is possible to consider launching self-branded products in combination with the brand of the website, and to achieve a certain degree of change to the direction of the industry. With the propaganda advantage established by the website and our database of netizens, it is possible to create a brand creative space for consumer goods.

4. The advantage of the network is the low cost and extreme flexibility of its operation. Various topics and online activities can be changed and updated at any time, so as to better meet the needs of netizens. Only netizens have the vitality of the website, so I feel that I am trying to create a creative space on the website 2H

Third, the website positioning creative space

1. From the general personal interests of netizens, our website will provide market merchants with preferential sales information in all aspects, and become a platform for merchants to post preferential promotional information online, and become the main online source for Internet users to find preferential promotional information. Establish an online and authoritative preferential information platform to maximize the attraction of netizens and maximize the service for business. According to the response of netizens, create further creative space for business activities.

2. The relevant elements of the group purchase can be integrated into the website platform to integrate it with the merchant's preferential activities.

3. Introduce interaction and participation elements from merchants or netizens at the same time, keep the two parties exchange opportunities, and realize the corresponding creative space of other interests of both parties.

Fourth, the website name creative space

China Shopping Promotion Guide Network

Fifth, the website column design

1. Promotional information: Provide preferential sales information announced by local merchants, or preferential information that the website strives for netizens.

2, professional market information

3. Purchasing guide

4. Market research report creative space

5, brand rankings: self-standard, combined with market research and feedback from netizens, promote the quarterly list and the total annual creative space

6, trend information creative space

7. Collection of plans: to meet the needs of merchants in marketing, design, talents, etc.

8. Service provision: Provide creative space for netizens' intellectual wealth conversion opportunities

9. Online shop: Open the e-shopping platform of this website in the form of bidding operation

10, exchange world

11. Member Special Zone: Provide members with value-added services

Sixth, website business income design

1. Information publishing fee creative space

2, website advertising fee creative space

3, SMS platform charging creative space

4, channel outsourcing charges

5. Hosting and co-organizing activities

6, directed information publishing fee

7, product agent charge creative space

8. Investigation report fee

9, consultant fee creative space

10. Regional business operation rights fees

11, member service charge creative space

creativity space

Seven, follow-up product development

1. Self-intelligent property rights publications publishing creative space

2. Series exhibition development and creative space

3. Establish an association to carry out the economic creative space of the association

4, self-branding

5. Business consulting services

6. Overseas cooperation creative space


Part 2: Business Project Planning

One: Hotel Introduction

Located in No. 555, the Central Road of Jiaozuo City, Jiaozuo 3D Days Hotel is a high-grade facility in Jiaozuo City built according to international standards and managed by the American Days Hotel Management Group. It is a combination of high-end facilities such as guest rooms, catering, entertainment, fitness and bathing. Luxury business hotel. The 3D Days Inn Jiaozuo is located in the most prosperous commercial area of ​​the suburb of Jiaozuo. The location of the cellar is excellent and the transportation is very convenient. 25 storeys high, hotel internet marketing solution. With a total area of ​​45,000 square meters, we will learn the online marketing plan. It is connected to a 6-storey luxury shopping mall of 80,000 square meters, with a total of 125,000 square meters. It is also a convenient hotel in this modern life. The facilities in the hotel are well equipped to listen to the 3D Days Hotel Camp. It can meet the different needs of business travellers and tourists. Days Hotel Jiaozuo has junior rooms, deluxe rooms, executive deluxe rooms, business deluxe rooms, executive suites, and presidential suites. The hotel features a deluxe executive floor, non-smoking floors, all rooms with broadband internet access, in-room electronic safes, voice mail, LCD TV and satellite TV channels. Located on the 22nd floor, the Executive Lounge of the 3D Days Hotel Jiaozuo offers guests a range of exclusive benefits and professional temperament, Guangzhou Internet Marketing Promotion. Quick and convenient check-in and a thick breakfast buffet. Soft drinks are available throughout the day, and cocktails are also available for business guests in the evening, where guests can enjoy a panoramic view. Real estate marketing promotion program.

Second: the market environment

Market reconnaissance and forecasting

Market reconnaissance refers to the use of superstitious methods and measures to compile and collect, elaborate, and research information on demand, supply, and market environment.

Type of market reconnaissance

According to the form, type and purpose of reconnaissance, it may be divided into exploration and debriefing, descriptive reconnaissance and causal reconnaissance.

The dry and brittle reconnaissance is mainly used to collect preliminary raw materials.

Descriptive reconnaissance is a record and reflection of the objective state of the market.

Causal reconnaissance is a market reconnaissance activity held to understand and grasp the causal correlation between market weather.

Market reconnaissance method

Market reconnaissance is to collect, elaborate and study market information. The reconnaissance of market information can be divided into two types: the collection of raw materials and the collection of second-hand raw materials. Look at the promotion of online marketing in Guangzhou. The collection of raw materials includes inquiry into the reconnaissance law, observation method, conference method, and experimental method.

The market forecast is based on the information of the raw materials and second-hand raw materials obtained by the market reconnaissance, using the superstitious method to explain and infer the changes and demand trends in the market for a period of time in the future.

Market forecasting method qualitative elaboration method

The program of market forecasting determines the forecasting object, formulates the forecasting plan; collects and elaborates the raw materials; selects the forecasting method, establishes the forecasting model; establishes the forecasting result, and proposes the forecasting report

Based on the above-mentioned foundation, the focus of the market is on the market to conduct reconnaissance and forecasting: hotel network marketing.

1. The external environment of the market,

For example, the political environment, social environment, cultural environment, economic environment, etc., respectively, to the consumer market to taste the competitor market to make an explanation, to discuss and evaluate the consequences, and then make recommendations.

2. The external environment of the market, that is, the external environment of the hotel

Hotel staff quality

Hotel manager quality

Hotel's own situation

3. Hotel SWOT analysis

SWOT refers to an enterprise's maintenance of the external market's superior advantages. The hotel decided to explain the following internal and external environment to explain the advantages and advantages of the hotel in the current situation, and then to make some corrections, supplements and perfection for their own prosperity.

Marketing strategy

1 marketing object

The object of hotel marketing must of course be positioned on real profits, but not only that. The positioning of marketing objects should also be considered in the interests of consumers and society to learn hotels. It is necessary to be able to accurately manage the interests of these people and groups. Therefore, hotel marketing objects should have three levels: program. The first is the indirect marketing profit of the hotel planning period, and the second is the appreciation of the corporate image in the future period, listening to the hotel catering marketing plan. That is to say, to determine the quality of the job, to make profits and bear the burden of the society to enhance the image of the company, the third is to explore and accumulate marketing experience, foster a high-quality marketing talent team, and establish a perfect and effective marketing network system.

2 Market segmentation

Market segmentation refers to the difference between the needs of enterprises according to the needs of consumer groups, and the network marketing plan. Divide an overall market into a number of sub-markets, and choose the method of your own target market. It is of special significance for the market to look at the enterprise's correct formulation of marketing plans and marketing strategies and to successfully target marketing.

Hotels may wish to segment the tourism market based on various components, such as mantle, social economy, provisioning behavior, demographic characteristics, and consumer physiology.

3 Object market

According to the market segmentation, the hotel has a purposeful choice target market, and then specifically meets the needs of the target market consumers. There are three market strategies that can be used in the selection of target markets: indiscriminate market strategies, differentiated market strategies, and market strategies.

The indiscriminate market strategy is also called the overall market strategy, that is, the whole market is regarded as the target market of the enterprise, and the three-dimensional is heard. Do not pay attention to distinguish the different needs of the market; the differentiated market strategy is to segment the overall market according to the different needs of consumers, and then adopt different marketing strategies according to different target markets to meet the individual needs of each market segment; The market strategy is also called the accumulation marketing strategy. It is the basis of the market segmentation of the enterprise. For a certain market segment, the human and material resources of the enterprise are accumulated in the target market for marketing.

The hotel may wish to use these three strategies to maintain its own product features and choose different objects. You often know the sales plan.

4 Market positioning

Positioning was proposed in the 1970s by American scientists A. Rees and Jack Trout, a hotel marketing plan. The meaning is that the enterprise is based on the position of the existing products in the market, and the customer pays attention to the certain characteristics or attributes of the products, and creates an impressive and impressive image for the company's products. This image is vividly conveyed to the customer so that the product can determine the appropriate position in the market. Market positioning is to determine its product positioning, corporate positioning, competitive positioning and consumer positioning on the basis of the target market choice. At present, the company positioning of 3D Days Hotel is a business hotel, but different product positioning can be set according to different target markets. 3D Days Hotel Camp.

5 Specific marketing strategy

The marketing strategy is to start with the customer's needs, to obtain the customer's demand and provisioning information according to the experience, the desire value of the business community, to plan various business activities, and to resolve the similar product strategies and prices. Strategy, sales channel strategy and promotion strategy, that is, 4ps strategy, provide customers with freehand merchandise and the task of killing corporate objects.

Product strategy: hotel marketing plan. Resolve the timing and topic of product market, propose reasonable product strategy recommendations, and create an effective 4P combination to achieve the best results.

1) Product positioning. The key to product market positioning is to find a vacancy in the minds of customers, so that products can be quickly launched.

2) Product efficiency scheme. In fact, the sales plan. Product quantity is the market life of the product. Enterprises should have a perfect quality assurance system for their products.

3) Product brand. I don’t know marketing planning to create a certain degree of fame and reputation. To create a famous brand in the minds of consumers, you must have a strong understanding of the brand.

4) Product packaging. The first impression of packaging as a product to consumers needs to be able to cater to the consumer's packaging strategy. I heard about the program.

5) Product service. In the preparation of the project, we must pay attention to the improvement of the way the product is employed and the quality of the service.

Price strategy Market competition is inseparable from the price strategy. It is the key to killing the value of products and the target of the enterprise market. You know the plan. At the same time, the price of the product is also related to the demand. The price is reasonable or not, which is indirectly related to the purchasing power of the consumer and the competitiveness of the product.

The choice of the strategy of selling channels and selling channels has a very important role in whether enterprises can open up sales, occupy the market as soon as possible, and reduce marketing.

Commonly used measures for promotional strategy promotion strategies include advertising, public relations, circulation, personnel dumping, holding or participating in fairs, and so on.

The advertisements are circulated, and the implementation program can be held as follows:

1 The product image advertisement was launched in the later stage of the preparation period. Internet marketing plan.

2 After the sale, the agent advertisement will be launched in due course.

Promotional advertisements are launched before holidays and major events. Hotel.

4 Take the time to hold public relations activities and reach out to consumers. I don't know about online marketing promotion programs.

5 Actively fooling the message media, specializing in building foolish messages to raise awareness of corporate products.

With the continuous deepening of marketing research, the form of marketing mix has also changed, from “4Ps” to “6Ps”. Marketing planning program essay. In recent years, some people have proposed the "4Cs" as the main form of marketing and marketing.

According to the characteristics of each time period during the preparation period, various promotion plans were launched. The promotion plan should be too detailed and thorough, and it is highly operational and dynamic. We must also consider the expenses and expenditures, and try our best to achieve excellent results at a lower cost. Double attention should be paid to the low- and low-season marketing of seasonal products, and to seize the advantage of marketing in the off-season.

6 theme promotion proposal

Top-level marketing such as Chinese New Year, May 1st, 11th, Mid-Autumn Festival and other major festivals to promote more consumers. How to do online promotion.

7 External marketing

Focus on the cultivation of employees and create an understanding of external marketing. This creates an external marketing chain outside the hotel, making the entire marketing look complete and more competitive.

Explain and implement the expected effect of the four marketing plan

According to the feasibility of the plan, make a profit forecast, and then definitely implement it.

Adjustment of five programs

If there is any inappropriate adjustment in the course of the implementation of the program, it is a supplement and amendment to the original plan.


Part 3: Business Project Planning

The first chapter of the overall planning ideas

First, the overall idea of ​​planning

1. Comprehensive grasp: First of all, based on the comprehensive grasp of the current optimal product design and trading strategy, comprehensively grasp the mistakes made by others, and avoid repeating the same mistakes----first seeking unbeaten and then seeking victory.

2. Project docking: Emphasis on detailed and in-depth investigation and research on the project area and personality characteristics, and judge and integrate the resource advantages and disadvantages of the project, so as to achieve the perfect interface between the optimal model and the project itself.

3. Innovation beyond: Every real estate project needs to surpass itself and surpass the highest level in the same industry. Through active development in the future, it not only creates a competitive advantage for the project itself, but also lays an industry position for the real estate enterprise.

Second, the project background

1. Overview of land use

l The plot is located on the south side of Chang'an West Road, Chaoyang District, Suzhou City. It is adjacent to Huamei Mall in the west, Suzhou Post and Telecommunications Bureau in the east, Suzhou Commercial Building in the south, and Suzhou Hotel in the north. It is an out-of-print block in the city's core business district. The living facilities such as leisure, shopping, entertainment and hospitals around the plot are fully furnished and the traffic is convenient.

l The whole plot is in the shape of "good". It is 132.4 meters wide along the east and west sides of Chang'an Road, 67.74 meters wide from the east and west sides of the Chang'an Road, and 112.78 meters wide from the north to the south. The minimum depth is 61.99 meters and the plot covers an area of ​​11692.59 square meters.

2. Project planning

Commercial form: independent shop layout + large open frame freely split commercial layout, about 20491.85m2l

Residential form: small apartment hotel apartment layout, about 9609.32m2l

Office form: freely separable office layout, about 22791.36m2l

Parking form: 81 on the ground, 326 underground, 407 parking spaces. l

Building density: 42%

Greenland rate: 25%

Floor area ratio: 4.5l

3. Planning and design points

"Suzhou Shijing International Program Design Description"

4. Land red line diagram



Third, project resource analysis, project objectives

---Benefit and brand

1. Project sales are successfully completed according to the target plan

The first stage of sales must be successful in order to successfully pass the project risk period, achieve a benign operation of the capital flow, and ensure follow-up development funds. l

Reasonable realization of total sales, return amount, sales progress, and profit target. l

2. The project's contribution and contribution to corporate branding and follow-up projects.

With the success of the project operation, Suzhou Shijing Real Estate Development Co., Ltd. established its position and influence in the real estate industry in Suzhou. l

Comprehensively enhance the brand awareness, reputation and expansion of Shijing Real Estate Development Co., Ltd. l

Fourth, the core goal - establish a brand

Principle: To achieve a win-win situation in commercial real estate

In the brand era, it is necessary to have the rules of real estate development and management in the brand era. It is necessary to have a dialogue with the consumers in the brand era. This new communication language and game rules are the "real estate brand language and brand operation rules."

Consumers in the brand era need not only real estate products, but also real estate brand services. Real estate developers in the brand era need to learn to shape real estate brands. They need to learn to use the rules of "real estate brand operation" to produce marketable real estate brands. .

Brand management and consumers are in a dynamic balance. Consumers constantly feedback their experiences to operators. Operators maintain and adjust real estate brands, so that brand experience is constantly updated and brand value is continuously improved.

The so-called three-win refers to the simultaneous improvement of the value of the developer's enterprise, the value of the consumer's customer, and the regional value of the project. Through the comprehensive exploration and activation of the potential value of the real estate, the potential resources of the developer, and the potential demand of the customer, a strong brand potential is formed:

The consumer desires to burn, the brand shines, and the regional energy detonates.

In the end, we will reach a new situation of wealth and social progress.

V. General recommendations for project development

1. Introduce advanced business planning, paying special attention to the introduction of new formats and designing the portfolio of projects.

2. Through the simultaneous sales and investment promotion, many domestic and international well-known commercial enterprises and brands will be introduced to subvert the existing regional business structure.

3. Pay attention to the introduction of commercial properties and unified operational management concepts, and carefully package the project.

4. Through the extraordinary publicity, through project marketing, the development of the project has become a hot spot for local citizens, and has formed a good reputation and saved publicity expenses.

5. Control the "total price" by appropriately arranging the retail area, launch a short-term leasing policy, minimize the investment threshold, and accumulate a large number of potential customers.

6. Make full use of the “ecological chain” formed by the three parts of the project to form complementary advantages.

VI. SWOT analysis of the project

Project advantage

The geographical position is superior and the business district is booming.

Located in the heart of Suzhou, Shijing International is the core of the transition from the top commercial center of Chang'an Road to the business and entertainment center. It is no more than 500 meters away from Akihabara, Xujiahui and Baohuang. Suzhou Theatre, Suzhou Hotel and Suzhou Hotel are also within easy reach. convenient. It can be said that it is currently the most promising commercial land in the urban area of ​​Suzhou.

Perfect business facilities, convenient business activities

The Nanjing Road and Central Road section connected by Chang'an Road is the most mature commercial activity area in Chaoyang District of Suzhou City. The gathering of commercial, hotel and entertainment is absolutely representative throughout Suzhou. With the steady development of the national economy in recent years, the continuous improvement of the living standards of residents, and the commissioning of large-scale new commercial projects, the commercial facilities in the area have become more mature, and various commercial and business activities have become the most frequent areas in Suzhou.

It belongs to the Trinity business project model and has great development potential.

The project integrates shopping malls, investment apartments and office buildings, which can form complementary advantages of commercial operation, tourism and business activities.

2. Project disadvantage

There are many commercial competitions in the surrounding areas, and the consumer groups are diverted to some extent. l

l Although the neighborhood has good commercial environment resources, the current operating conditions of nearby projects such as Huamei Mall and North Commercial Building are not optimistic, which is likely to cause customers' comparative psychology and increase pressure for late sales investment.

l At present, Suzhou's high-end office market has a large supply, such as Golden Building, Guomao Building, Ruiyuxiang, Zhuyu Island, and Zhongcheng Mall. Moreover, the high-end office buildings in Chaoyang area are not ideal, and small and medium-sized office buildings are more recognized by the market because of the rental advantage.

l At present, the return on investment in office buildings in the market is low, which lacks investors' attention. However, because of the limited economic strength, small and medium-sized companies are mostly based on leasing, and their purchasing intentions are not strong.

3. Opportunity point

Positive factors for economic development

The improvement of Chang'an Road's status is not so much the result of the efforts of various developers in recent years. It is better to say that Suzhou's economy is developing steadily and the core business circle is diversified. At present, the north-south center road and Nanjing Road are the axes, and the east and west are Changan Road. The central road and Chang'an Road are also rapidly rising due to their location in the center of the city axis.

Geographical location advantage

At present, the real estate market in Suzhou has become increasingly mature, and the geographical location advantage of the project will inevitably win a large development trend. Therefore, with the advanced decision-making consciousness and the scientific study of "supply----demand", we can seize the "first opportunity."

Project linkage to maximize value l

Opposite to this project are Suzhou's top business and entertainment venues such as Suzhou Theatre, Suzhou Hotel and Suzhou Hotel. The left side is no more than 500 meters and is the gathering place of several famous shopping malls in Suzhou. Therefore, how to combine and develop the characteristics of the project itself can improve and supplement the market. Defects can give play to advantages, reduce operating costs, maximize the potential value of the project's properties, and enable developers to fully realize the benefits.

The construction of the central city has gathered popularity.

As the government develops the “Development Center City”, the influence and popularity of Chaoyang District on the “Five Districts and Three Counties” will increase the popularity of the location, and the development cycle of the project is estimated to be “borrowed”. “Building momentum”, laying a good foundation for increasing the safety of project development.

4. Risk

Market factor

The mega-projects that have a direct impact on the market will be available during the development cycle of the project, such as the upcoming Zhuyu Island Building and the gold international project known as “Suzhou King”, which will be held on December 18th. . These projects are huge in size and are integrated into business, hotels, office buildings and residences. The listing in the same period will definitely compete for this project.

At the same time, from the current real estate market in Suzhou, the beginning of various types of competition homogenization has attracted the attention of many developers. According to our development cycle, once these developers clearly understand the importance of product “differentiation” or Quickly imitate. At that time, the project still had the risk of certain market competition.

Self factor

There is a strong contrast between Huamei Mall and other large shopping malls on Chang'an Road, which is separated from the wall of the project. If the project fails to surpass the project positioning, business characteristics and hardware facilities, the risk and difficulty of sales are obvious. of.

5. Comprehensive analysis

From the analysis of market research results, the advantages and disadvantages of this project, opportunities and risks coexist. The only way is to respect the market, adapt to the market, conform to the wishes of consumers, integrate various elements related to the project, and use wisdom to create products with advanced, differential, guiding and applicability, with reasonable cost and profit. To achieve the scientific "investment ratio", the pursuit of product supply---the perfection of demand, so that the project can reach the expected market expectations. From the current hot-selling real estate projects and the regional intentions of investors, it can be seen that the investor's considerations are mainly reflected in:

First, the location and popularity, location and popularity are important factors in determining the rent of shops. The large flow of people, smooth roads, the ability to retain pedestrians and areas with stable consumer groups are the main factors for investment considerations;

Second, the new business model and business philosophy, Suzhou's current business model began to transform from strip-shaped commercial street to agglomeration business district, comprehensive business management such as "commercial pedestrian street" and "one-stop shopping" hypermarket The impact of the model is self-evident; at the same time, with the emergence of real estate projects such as property-based hotels, investment apartments and medium-to-high-end office buildings, the diversity of investment properties has gradually formed. Therefore, the same business model with investment type, the key to the project to be invincible in the market is how to develop a business model suitable for the future development of the region and introduce advanced business ideas.

The third is the product and supporting, the design of commercial products and the surrounding resources, including the product itself, the product image, the effective guidance of the product location to consumers and investors, as well as the functional positioning of commercial projects, hardware and software facilities, people flow, etc. Technical content, the above factors have a great impact on the function of commercial projects, and investors have a wide range of considerations.

Seven. Market opportunity discovery

The market opportunity of this project will consist of multiple demand for business, hotel, apartment, office, leisure and entertainment. The market opportunity has the following components:

1. Regular market opportunity discovery

l “Traditional urban areas” naturally form real estate needs, commercial, business and leisure needs. Located in the heart of Suzhou, the project is at the edge of the transition from top commercial areas in Suzhou to top business locations, where business, business and leisure needs are maximized.

The difference in the effective supply of comprehensive high-quality commercial multi-purpose commercial projects in the city is indicative of the difference. l

2. New generation market opportunity discovery

The demands of political, economic, cultural, artistic and social environmental changes. l

Urban construction and development, overall improvement of transportation, and changes in the value and pattern of other urban areas have brought new demands to the region. l

The real needs of the new generation to survive, leisure, and investment space. l

3. Create market opportunities to discover

l Market opportunities created by new investment methods. At present, Suzhou citizens have a strong sense of investment. In this regard, we pay attention to differentiated investment. The project itself can start from the previous investment promotion work and carry out unified unified investment planning, which makes the project have a greater improvement in investment philosophy.

l Market opportunities created by new business methods. At present, the flexibility of many shops has led to a lack of uniformity in business operations. The formation of a commercial atmosphere has only been voluntarily formed by operators, and the rate of rent change has been frequent. This gives us the opportunity and space to create new types of immobile products in the market.

l Market opportunities created by new marketing strategies. The local marketing strategy is mainly based on the pre-sale registration of houses, and the contract is signed after the opening. And we can incorporate some new trading methods into our operations.

4. Extended value

l The extended value of the concept of "new urbanism". Looking at the urban construction concept of the new urbanism, we can see that behind all the ideas of the new urbanism, there is an extremely important idea, namely humanistic care. Whether it is the consideration of mixed-street function, the organization of the transportation system, or other urban construction claims, it emphasizes the need to meet people's needs and respect human development. The new urbanists re-reflected the relationship between mankind and nature, and advocated that urban construction should fully study the natural environment. Urban planning is in the shape of the situation, and the architectural design adapts to the climate requirements, thus making the city and nature form a harmonious coexistence. For this project, we should pay considerable attention to the planning concept and extension value of "new urbanism".

l The extended value of "artistic" architectural design. Architecture is not equal to art, because architectural design first considers the specific requirements of different projects. Buildings must be functional. It involves structure, mechanics, engineering, etc. Building is not just performance. The evolution of architectural art values ​​is divided into five stages: the practical architecture stage, the pursuit of applicable, sturdy and beautiful architecture; the stage of art and architecture, which regards architecture as "solidified music"; the stage of machine architecture, regards architecture as "residents" "The machine" stage; the stage of space architecture, recognizing that "space is the protagonist of architecture"; the stage of environmental architecture, that architecture is the science and art of the environment. In this project, we are embodying the essence of the combination of space architecture and environmental architecture.

l The extended value of the "thematic" environmental design. The theme culture is the soul of the project. The theme of the project is to create a project personality and reflect the difference of the property, thus leading the trend and guiding the coordinates of the new lifestyle. It is also the basis for the project architectural style and environmental style design.

l The extended value of "post-value development". The post-value development referred to here reflects the continuity and persistence of brand management, which can lay a solid foundation for future brand creation and brand management.

5. Opportunity value

The social visibility of land auctions. l

The advantages and disadvantages of analogous competitive properties. See the Market Research Report for details.

The combination and utilization of social professional service systems. l

Financial Services. Including personal financial services, property custody, personal finance and so on. l

Property management and management. l

Marketing planning. l

Chapter II Overall Positioning Development Report of the Project

Foreword

On the basis of years of development and accumulation, the overall economic development of Suzhou City is strong. In 20XX, the GDP of the city has historically exceeded 100 billion yuan, reaching 10 billion yuan of local fiscal revenue of 4 billion yuan. Asset investment reached 36.5 billion yuan, an increase of 66%. At the end of the year, the balance of savings deposits of urban and rural residents reached 47.9 billion yuan, an increase of 16% over the previous year. It can be said that 20XX is the fastest growing year in the city in the past decade. Has embarked on a new development platform.

While standing in the real estate field to look at this new economic development platform that we are about to face, it is not difficult to find out the current status of Suzhou's urban economic development. Based on this project, our main job is to adapt and understand urban development as much as possible. The pulse of the project makes the project proactively a platform to guide and drive development trends and guide consumption:

The sign that Suzhou real estate market is really moving towards modern operation should start from the explosion of the 20XX Chang'an Road Xujiahui Commercial Pedestrian Street, followed by a large number of commercial real estate projects in the city, which stimulated the complete recovery of the entire Suzhou real estate market. Consumers recognize the value of investment in real estate. However, as time went by, in the 20XX year, the commercial real estate projects that had been selling well in the early stage began to enter the actual operation stage, and people discovered that profits and risks coexisted. Many new commercial projects were opened due to failure to carry out pre-operational planning. After the business operation is difficult, the return promised by the developer in the early sale is difficult to obtain. Coupled with the excessive concentration of development volume in the short term, the commercial real estate market bubble burst. On the contrary, the residential real estate market has absorbed the advanced planning and marketing concepts of commercial real estate during the long-term rational development. In 2004, the entire Suzhou real estate market was finally dominated by housing.

Although, after this real estate process, many real estate developers, along with some irrational investors, have been inundated, but they have made an indelible contribution to the future healthy development of the Suzhou real estate market and the changes in the consumption habits of buyers. These contributions come from at least two aspects:

The first aspect: Let all developers know that real estate is not a short-term investment construction process. Before the project starts construction, it is necessary to consider not only sales but also future operations. Only by forming a perfect unity between software, hardware and the market can you laugh at the end.

The second aspect: As an ordinary purchaser, before making investment behavior, don't trust the developers' commitments to promote the transaction. More importantly, rationally analyze the possible operations and returns of the project in the next few decades.的可行性。

因此，本項目在開發建設之初，如何針對現時市場及今後發展趨勢而作出合適的項目整體形象定位、產品功能定位及為日後正常運營而規劃的各項軟硬體配套設施，才是令項目最終成功的可行之道。

一、項目總體形象定位

縱觀蘇州城市經濟及基礎建設的發展格局，具代表性的大型商業均分布在長安路、中心路及南京路交匯之處，方圓1000米內雲集了例如秋葉原、寶皇及徐家匯等著名商廈，形成了蘇州絕對的商業核心圈。如對該圈進行細分，又不難發現該圈左邊以商業為主，而右邊以著名酒店、銀行、娛樂及通訊為主，初步形成了目前全國大中型城市所致力打造的中央商務區的雛形——即：CBD。

從歷史上看，例如全國三大城市：北京、上海及廣州的CBD發展歷史均存在以下幾個共同特徵：

1）在城市發展中自然形成。

2）起始規模較小，功能主要集中在一條街道內。

3）未形成作為區域性CBD的地位。

例如：廣州CBD最初就是和商業中心混雜而居，如60年代，廣州市的CBD位於南方大廈、文化公園和人民南商業區一帶。但隨著區域經濟的發展，城市商務功能地位的上升，廣州CBD逐漸與商業中心分離，如70年代，廣州市的CBD轉移到海珠廣場的舊交易會、廣州賓館和華僑大廈區域；80年代，隨著環市路內多幢標誌性建築的建設，廣州的CBD轉移到花園酒店、白雲賓館、世貿一帶；到了90年代，乘著城市東移的春風，廣州CBD的核心產業開始慢慢向天河北地帶轉移，大量金融保險業，跨國公司總部集聚在中信、市長大廈等大型建築物，新的CBD已逐步形成。

由上述例證我們不難看出CBD在由“雛形”向“成熟”轉變的過程中必須具備的關鍵要素：

第一， 最初是和商業中心混雜而居；

第二， 規模較小，功能主要集中在一定區域內；

第三， 區域內自然形成了由眾多商業、酒店、寫字樓及銀行、公寓項目的混合發展經營模式，而單個項目所能完成；

第四，隨著區域內城市標誌性物業的投入使用，該區域CBD形象才逐步走向成熟，形成對整個城市及周邊的影響力，發揮出“中央商務區”的真正功能。

隨著蘇州經濟發展和人民生活水平的提高，及政府致力於發展“五區三縣”中的“中心城鎮”，朝陽區在目前及今後的發展潛力都無可限量。因此做為外向型經濟發展的產物“CBD—中央商務區”形成已已成為必然趨勢。

結合上述三大城市CBD形成的四大要素來縱觀蘇州目前的城市格局，長安路與中心路交匯的沿線無疑成為CBD形成的最佳區域，而實際上目前該區域內除具備了核心商業功能外，還占據著蘇州僅有的兩家四星級酒店和蘇州劇院，以及為數眾多的銀行、通訊產業等。唯一尚缺的就是“城市標誌性物業”的出現。

因此，本案作為融會商業、投資型公寓及寫字樓功能的綜合型物業，以其俊朗、雄偉的建築立面，它的建成必然成為“城市標誌性物業”，而我們也可以說是順應潮流的將定位於：

形成項目內部商務生態鏈

打造令蘇州CBD走向成熟的標誌建築

它的出現，必然使目前的城市格局和經濟發生了新的變化：

1、 是城市外向型經濟發展的必然產物

2、 是區域商業發展自然形成的產物

3、 是商務區由“雛形”向“成熟”轉變的必然產物

4、 是城市面貌更新的必然產物

CBD中央商務區概念

CBD-中央商務區一詞來源於本世紀20年代的美國。CBD是城市空間組織的核心部分，以城市商貿、金融以及綜合服務部門為主體。CBD的發展，對於經濟中心城市，特別是大城市具有普遍性，也是城市自身發展戰略性選擇與需要。

二、項目功能定位

在確定項目整體形象的基礎上，我們針對本項目實際情況，為世景國際各組成部分的功能定位如下圖：

1、商業部分的功能定位:

一個成功的商業項目，正確的定位是關鍵。正確的定位，不僅僅是發揮項目先天的優勢，更重要是要有前瞻性，能通過後期的適當的改造與創新的形象宣傳，挖掘新優勢，創造新優勢，激發最大價值，獲得最大收益。

定位原則：1，商圈互補；2，價值鏈完整；3，前瞻性；4，創造性；5，唯一性

下面我們就以上海最著名的新興商圈—徐家匯商圈來說明商業中心定位的幾大原則。

在徐家匯捷運出口處，方圓500米內雲集了：匯金百貨，太平洋百貨，港匯廣場，美羅城，及太平洋電腦城，科技街等近10家大型商業中心，每一家都是聲名赫赫。小小徐家匯又是如何容納這近10艘商業航母，而且讓每一家都經營興旺呢？奧秘就在商圈互補與價值鏈完整上。

匯金百貨：以中高檔服裝與化裝品為主體的時尚購物商城；

太平洋百貨：以台灣與日本，韓國高檔商品為主體的中高檔購物商城；

美羅城：以經營世界頂級品牌為主體的高檔購物商城；

港匯廣場：集購物，休閒，美食，娛樂為一體的大型SHOPPING MALL；

太平洋電腦城：以經營電腦，手機及其它數碼產品為主體的專業商城

從以上各商業中心的的定位，我們可以看出，他們不但在距離上緊密相連，或者抬頭相望，而且在商業形態上也是層層遞進，緊密互補。不管你是普通白領還是高級金領或是外企高管，富豪新貴，只要你來到徐家匯，方圓500米內都有適合你的消費天堂。因此，這裡的人氣和財氣自然旺盛。

在蘇州有徐家匯這樣規劃完整出色的商圈嗎？目前沒有。

我們可以歷數在長安路與中心路交匯一帶的大型商業中心。

蘇州商廈：以經營中檔服裝為主體的綜合型購物商城；l

寶皇購物廣場：以經營中檔服裝與化裝品為主體的綜合型購物商城；l

秋葉原購物廣場：以經營中高檔服裝與化裝品為主體的綜合型購物商城；l

徐家匯商業廣場：以經營中檔服裝與美食為主體的綜合型購物商城；l

北方商廈與美達服裝城：以經營中低檔服裝為主體的服裝商城；l

l 中檔服裝服裝產品幾乎成了蘇州所有商業中心的支柱經營商品，商業項目的功能同質化非常高，競爭越來越激烈，經營越來越困難。