市场营销策划-新加坡升涛湾案例分析.ppt

Real Estate Marketing 房地产市场营销,Content,Basic Concepts of Real Estate Marketing A Case Study of A High-End Luxurious Condominium in Singapore: Beachfront Collection at Sentosa Cove,Marketing vs. Real Estate Marketing 市场营销 vs.房地产市场营销,Marketing （市场营销） an organisational function and set of process for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit organisation and stakeholders,Marketing vs. Real Estate Marketing 市场营销 VS. 房地产市场营销,Marketing Management （营销管理） a process of planning and executing the conception, pricing, promotion and distribution of goods, services, and ideas to create exchanges that satisfy individual and organizational goals,Characteristics of Real Estate 房地产特征 Location （地段） - immobility and heterogeneity High price （高价） - large amount of capital required, use of credit Time lag （延时） - long time taken for completion，variation of final product is possible Legal restrictions （法律约束） - use, ownership and resale controlled Management （管理） - need to be maintained,Marketing vs. Real Estate Marketing 市场营销 VS. 房地产市场营销,Real Estate Marketing （房地产市场营销） Marketing efforts would have to be strategised to bring out the uniqueness of real estate,Marketing vs. Real Estate Marketing 市场营销 VS. 房地产市场营销,To market a real estate project/development 房地产项目营销,Understand the firms mission and objective (企业理念) Thorough market analysis (市场分析) Site Analysis (土地位置分析) Market positioning (市场定位) Targeted Market (目标市场) Marketing Strategies (营销策略),A Case Study of A High-End Luxurious Condominium in Singapore: Beachfront Collection at Sentosa Cove,A Brief Introduction to SC Global Developments & Location of Sentosa Cove,Source: .sg/,Mission Statement 企业理念,SC Global is one of niche players focused on top-end residential properties in Sinapore. Aims to establish itself as an innovative developer with bold new ideas, paying attention to designs, layouts and finishes.,Mission and vision,To deliver premium and luxury residential development to the market,Source: .sg/,“THE ULTIMATE LIVING”,Sentosa Cove (升涛湾）,Source: ,Sentosa Cove (升涛湾）,Source: /home.html,a residential enclave in the East of Sentosa Island in Singapore,eventually housing about 2,500 units when fully developed,largely made-up of reclaimed land,being marketed as a “exclusive oceanfront residential community“ and the “only true seafront residential property“ in Singapore,the latter purchased the site from the Singapore Land Authority for a sum of about S$800 million,3 precincts constitutes the entire Sentosa Cove,Site Analysis,Land area (土地面积): 10,572 sq m Max. permissible plot ratio (最大容积率): 1.31 Maximum permissible gross floor area (最大建筑面积): 13,849 sq m Maximum permissible height (最高层数）: 4 storeys with 88 units Unit price of the land (土地单价): S$1,800 psf ppr Total land cost (土地总价): S$270 million,Source: /home.html,Tanjong Beach,A Golf Course,Facing the sea,SWOT Analysis of Subject Site,REMA of High-end Residential Market 新加坡高端住宅市场调查,Potential Demand 潜在需求,Gross Domestic Product GDP,The government adjusted the GDP forecast to 4-6% from 4.5-6.5% in early 2008. The adjustments may be due to various possible factors, such as slower economic growth and uncertainty with lower buyers confidence brought about by US sub-prime crisis.,Average household income of Singaporeans are increasing. Higher proportion of high-net worth individuals in Singapore (1.5 percentage point increase from 2006-2007).,Income 收入状况,家庭工作月收入,Foreign Direct Investment 外国直接投资,FDI from 2001 to 2006 (Source: Computed from Singstat data, ),Amount of FDI has increased This will increase the number of expatriates-executives in Singapore. Some of these expatriates will form the demand for super-luxurious residential properties.,Number of Expatriates in Singapore 派驻在新加坡的高级行政管理人员数目,Actual figures on number of expatriates in Singapore is not known yet. But based on 2005 data, there were 80, 000 foreigners in Singapore on employment passes (qualified professionals and specialists) Todays figure may be higher.,Supply 供应,The decrease in vacancy rate shows that new residential projects are being taken up by market, from 2005-2007 Supply of private residential projects increased greatly from 2006-2007,新加坡私人住宅空置率,新加坡私人住宅供应量,Macro-Economic & Real Estate Market Trends 宏观经济&房地产市场大体走势,General Real Estate Market Trends（房地产市场大体走势）,Recent spate of events like the US sub-prime crisis and government policies like the abolishment of the deferred payment scheme (DPS) and the increase in development charges led to the stagnation, or even decline of the property market. With the reduced GDP growth prediction of 4%-6%, coupled with a credit crunch, demand may stagnate, as buyers are likely to be more conservative.,Synergy effect from major projects carried on along Marina Bay such as IR, F1, Singapore Flyers, etc.,Boost Singapores attractiveness as a premium destination for business and leisure visitors from around the world One of the marketing factors for the residential projects along Sentosa cove Raising profile of the SC Global brand,新加坡新滨海湾近期主要项目方案规划对住宅市场的总体影响,Marketing Strategies 市场营销策略,Common Marketing Strategies used in previous projects,Existing Projects （现有项目）,Source: .sg/,Significant Characteristics of SC Globals Products: （SC Global住宅产品的重要特征） Prime location （黄金地段） Uniqueness of design, layout and finishes （唯一设计）,Prime Location （黄金地段）,Source: .sg/,Some examples of Uniqueness of design, layout and finishes （唯一设计）,The Marq,Source: .sg/,15-meter cantilevered lap pool in every unit （每套房间都拥有独立的15米长悬吊式游泳池） 6.5-meter double-volume spaces （客厅、餐厅以及厨房范围拥有6.5米的层高）,resort-style steam room in every unit （每套房间拥有独立的度假村式蒸汽房） 2500 sqm sky terrace with botanical retreat spread over （2500平方米空中露台花园） exclusive dedicated lift from ground floor to penthouses （直接通向屋顶公寓的独立电梯）,Hilltops,Source: .sg/,Some examples of Uniqueness of design, layout and furniture,BLVD,Source: .sg/,Some examples of Uniqueness of design, layout and finishes,private lift access to each housing unit （每套房间拥有独立的电梯入口） Two sky terraces for fitness, relaxation & entertainment, plus a cantilevered pool deck with private function room （两个空中露台会所）,Pricing （定价） A going-rate pricing strategy is always adopted by SC Global (based market value). Enjoyable high premium.,Source: .sg/,Selling （销售） Direct sale （开发商-消费者） Soft launch which invitation is needed for private preview （软性发行）,Promotion （促销） Advertising （杂志广告）,Source: .sg/,Promotion Public Relations （公共关系）,Source: .sg/,Marketing strategies o