盘古大观营销策划报告课件

2007年4月,盘古大观营销策划报告,Preparedfor:,盘古大观营销策划报告,AgendaBeijingOverviewMacroEconomicConditionsPolicyChangesBeijingResidentialMarket北京高档租赁项目项目概况产品SWOT分析产品定位目标客户定位销售推广策略11.媒体推广策略,盘古大观营销策划报告,SECTION1:BeijingOverview,盘古大观营销策划报告,TotalLandArea16,410.54sqkm/6,336sqmiles,BeijingCityAdministrativeDistricts,8InnerCityDistricts1,368sqkm/528sqmilesDongChengXiChengChongWenXuanWuChaoYangHaiDianFengTaiShiJingShan,8DistrictsFurtherAfieldMenTouGouFangShanTongZhouShunYiChangPingDaXingPingGuHuaiRou,2CountiesYanQingMiYun,盘古大观营销策划报告,ZhongGuanCunHighTechZone,OlympicsCentre,FinancialStreet,CBD,HaiDian,ShunYi,TongZhou,YiZhuangandShiJingShanDevelopmentZones,Haidian,Shunyi,Tongzhou,Yizhuang,Shijingshan,BeijingCityUrbanPlanning,Multiple(Specialized)Centres,盘古大观营销策划报告,BeijingCityUrbanPlanning(2004-2020),North-southintersectingatTianAnMenSquare,2Axis,East-westalongChangAnAve,2DevelopmentBelts,EasternDevelopmentBelt(TongZhou,ShunYi,YiZhuang,HuaiRou,MiYunandPingGu),WesternDevelopmentBelt(DaXing,FangShan,ChangPing,YanQingandMenTouGou),Multiple(Specialized)Centres,盘古大观营销策划报告,ExistingandFutureSubwayLinesataGlance,盘古大观营销策划报告,BeijingCitySubwaySystem,AtQ12007:,3,4,5,2,盘古大观营销策划报告,Olympics2008:,2,3,4,5,4newlines5,8,10andAirportExpressRail,BeijingCitySubwaySystem,盘古大观营销策划报告,After2008:,2,3,4,5,BeijingCitySubwaySystem,盘古大观营销策划报告,MajorRoads,2,3,4,5,6,盘古大观营销策划报告,BeijingIntercityHighwaySystem,JinchengHighway:Beijing-Chengde,BadalingHighway:Beijing-Badaling-Zhangjiakou,JingshiHighway:Beijing-Shijiangzhuan,JingkaiHighway:Beijing-Henan,JingjintangHighway:Beijing-Tianjin-Tanshan,JingshenHighway:Beijing-Shenyang,JingchengHighway,BadalingHighway,JingshiHighway,JingkaiHighway,JingjintangHighway,JingshenHighway,盘古大观营销策划报告,SECTION2:BeijingMacroEconomicConditions,盘古大观营销策划报告,MacroEconomicConditions2006,GDPcontinuestogrowatafastpace,Source:NationalBureauofStatistics,BeijingBureauofStatistics,盘古大观营销策划报告,InvestmentinRealEstate,Source:NationalBureauofStatistics,BeijingBureauofStatistics,盘古大观营销策划报告,ForeignDirectInvestment,Source:NationalBureauofStatistics,BeijingBureauofStatistics,盘古大观营销策划报告,PerCapitaDisposableIncome,Source:NationalBureauofStatistics,BeijingBureauofStatistics,盘古大观营销策划报告,TotalRetailSales,Source:NationalBureauofStatistics,BeijingBureauofStatistics,盘古大观营销策划报告,RetailPrice&ConsumerPriceIndices,ConsumerPriceIndex(CPI),RetailPriceIndex(RPI),Source:NationalBureauofStatistics,BeijingBureauofStatistics,盘古大观营销策划报告,SECTION3:PolicyChanges,盘古大观营销策划报告,Regulations,盘古大观营销策划报告,CircularonLandRegulationandControl,OnAugust31,2006,theStateCouncilpromulgatedtheCircularoftheStateCouncilConcerningIssuesonStrengtheningLandRegulationandControl.Aunifiedpublicationsystemfortheminimumstandardforindustriallandgrantpricesshouldbeestablishedandthattheminimumstandardforindustriallandgrantpricesfordifferentplacesshouldbeformulatedandpublisheduniformly.Industriallandmustbegrantedthroughtendering,biddingandauction,andthepriceshallnotbelowerthanthepublishedminimumstandard.Grantinglandatapricelowerthantheminimumstandardorofferingallowancesorrefundsinanyformisprohibited.On23rdDecember,TheMinistryofLandandResourcesissuedtheCircularoftheissuanceandImplementsofMinimumStandardPriceoftheGrantedIndustrialLand,whichgoesintoeffecton1stJanuary2007.,盘古大观营销策划报告,StrictimplementationoftheLATsettlement,LandAppreciationTax,TheenactmentoftheLATwillhavetheeffectofmarginsqueezingforlocaldevelopers,anditmayalsoposesomeliquidityproblemstothesmallerplayerswhilefulfillingtheirLATobligations.GiventheprogressivestructureoftheLAT,thosedeveloperswithhigherprofitmargins,orhaveaccumulatedlargelandreserveofsitespreviouslyacquiredatcheaperpricesseveralyearsago,areamongstthemorenegativeaffected.Theimpacttothoselargedeveloperswithprojectscompletedismorecomplicated.ForthosedevelopershavenotmadeprovisiontotheLAT,theliquidationandcollectionofLATwillreduceitsprofitandcashflow,forthosedevelopershavealreadymadefullorpartialprovisionstotheLAT,thoughtheprovisionswillservetoprovideabufferontheircashandnetprofitmargins.,盘古大观营销策划报告,Document171,OwnerOccupied,Investment,Principle,Regulations,1year+workingorstudying,BusinessPresence,ForselfuseonlyMustregisterinrealnameCertainexceptionsforHK,Macau&TWresidents,MustthroughFIEorJV50%minimumcapitalrequirementforoverUS$10millioninvestmentOffshoredirectinvestmentprohibitedFixedreturnarrangementprohibitedNoLocalPreferentialTreatment,盘古大观营销策划报告,BeijingannouncedimplementationdetailsofrestrictionsonforeignpropertyinvestmentsonFebruary.ForeignerscontainHongKong,MacauandTaiwanresidentsareallowedtopurchaseonlyonehouseforselfuse,afterstayinginChinaforstudyorworkingpurposedformorethan1year,theleasingorre-saleisforbidden.Foreignenterpriseswithrepresentativeoffices/branchesinBeijingcanalsopurchaseresidentialunitesforself-useonly,buttheyneedtoestablishalegalbusinessentityinChina,thatmeanstheymustobtainbusinesscertificateandforeign-investedenterprisecertificate.,Implementationof171InBeijing,盘古大观营销策划报告,ThenewCITrateis25%,alowertaxrateisavailableforqualifiedsmallandthin-profitcompanyies(20%),forqualifiedhightechnologicalenterprises(15%)withoutgeographicallimitation.Withtheremovaloftaxholidayforgeneralmanufacturingandexportorientedactivities,someFIEscouldfaceashighasa15%-pointincreaseinincometax(from10%to25%)whichissignificanttothebottomlineandadverselyaffectsthereturnoninvestment.FIEswhicharecurrentlysubjectto33%shouldimmediatebenefitfromthenewrate,Ontheotherhand,FIEsestablishedbeforethepromulgationofthenewLawwhichenjoyalowerratetodaywillnotfaceandimmediatetaxrateincreaseto25%,thenewtaxratewillbegraduallyphasedinoverfiveyears.,ChinaCorporateIncomeTax,盘古大观营销策划报告,SECTION4:BeijingLuxuryResidentialMarket北京高档住宅市场,盘古大观营销策划报告,高档住宅市场概述,2007年第一季度,盘古大观营销策划报告,ServicedApartments服务式公寓,2007年1季度,TotalUnitsStock总套数:5,904CurrentRent现租金:208元/平方米.月(grossinclusive建筑面积，包含管理费)VacancyRate空置率:17.9%,CBRichardEllisServicedApartmentRentalIndex世邦魏理仕服务式公寓租金指数,盘古大观营销策划报告,PrimeApartments高档公寓,TotalUnitsStock总套数:13,526CurrentRent现租金:102元/平方米.月(建筑面积，包含管理费)VacancyRate空置率:22.5%CapitalValue实际成交价:22,623元/平方米(gross建筑面积),2007年1季度,Drivenbydemand,CBRichardEllisPrimeResidentialRental&PriceIndices世邦魏理仕高档住宅租金及售价指数,盘古大观营销策划报告,PrimeVillas别墅,2007年1季度,TotalUnitsStock总套数:3,936CurrentRent现租金:138元/平方米.月(建筑面积，不含管理费)VacancyRate空置率:19.8%CapitalValue实际成交价:21,636元/平方米(gross建筑面积),Shortageinsupply供应量短缺,CBRichardEllisPrimeVillaRental&PriceIndices世邦魏理仕别墅租金及售价指数,盘古大观营销策划报告,1,TheLuxuryApartmentHotArea高档公寓热点区域,2,3,4,盘古大观营销策划报告,PrimeLeasingProjects高档租赁项目,Note:Rentalquotedongrossarea,atUS$psm/month备注：价格以建筑面积计算，单位为元/平方米,盘古大观营销策划报告,PrimeSalesApartments在售高档公寓项目,Note:Pricequotedongrossarea,atRMB/sm备注：价格以建筑面积计算，单位为元/平方米,盘古大观营销策划报告,PrimeSalesVillas在售高档别墅,Note:Pricequotedongrossarea,atRMB/sm备注：价格以建筑面积计算，单位为元/平方米,盘古大观营销策划报告,CBD区域,盘古大观营销策划报告,金融街区域,A,B,C,D,ChangAnAvenue,FuChengMenNeiAvenue,FuChengMenWaiAvenue,FuXingMenWaiAvenue,2ndRingRoad,XiDanBeiAvenue,TaiPingQiaoAvenue,盘古大观营销策划报告,中关村区域,盘古大观营销策划报告,温榆河区域,A,B,C,D,E,AirportExpressway,JingShunRoad,WenYuRiver,盘古大观营销策划报告,FutureSupplyofLeasingMarket租赁市场未来供应,2007年1季度,FutureSupplyofLuxuryApartmentProperty(2007-2009)高档公寓未来供应（2007-2009）,FutureSupplyofLuxuryVillaProperty(2007-2008)别墅未来供应（2007-2008）,盘古大观营销策划报告,第五章高端项目简介,盘古大观营销策划报告,银泰中心,盘古大观营销策划报告,昆仑公寓,盘古大观营销策划报告,NAGA上院,盘古大观营销策划报告,新城国际,盘古大观营销策划报告,御园,盘古大观营销策划报告,财富中心二期,盘古大观营销策划报告,世茂奥临,盘古大观营销策划报告,第六章盘古大观项目概况,盘古大观营销策划报告,项目概况,项目位置:北京朝阳区慧忠北里413号发展商:北京摩根投资有限公司项目总规模:417,700平方米写字楼规模:139,000平方米公寓规模:128,000平方米商业规模:25,815.11平方米酒店规模:48,000平方米公寓套数:192套公寓面积：618平米工程进度:完成80%,盘古大观营销策划报告,项目周边情况,盘古大观营销策划报告,项目周边情况,盘古大观营销策划报告,项目周边情况,盘古大观营销策划报告,第七章产品SWOT分析,盘古大观营销策划报告,SWOTAnalysis产品SWOT分析,Strength-优势,奥运地标项目交通环境便利地理环境优越未来的投资热点地区投资商实力雄厚国际设计团队组合产品设计国际化工程形象佳,盘古大观营销策划报告,SWOTAnalysis产品SWOT分析,Weakness-劣势,公寓产品种类单一该地区目前尚未形成高端物业氛围项目推广时间紧迫该区域未来价值还需进一步挖掘项目其它业态竣工时间不一，整体推广具挑战性,盘古大观营销策划报告,SWOTAnalysis产品SWOT分析,Opportunities机遇,Threats挑战,北京奥运会将给该区域带来无限契机未来该区域将显示巨大价值产品的唯一性将受到客户追捧最高品质的服务将吸引顶级客户的入住未来周边配套设施齐全完善,项目口碑公寓与项目酒店部分将形成竞争,盘古大观营销策划报告,第八章产品定位,盘古大观营销策划报告,ProductPositioning产品定位,满足于追求体验最高尊崇生活需求的国内外精英人士！,盘古大观营销策划报告,第九章目标客户定位,盘古大观营销策划报告,TargetedBuyersPositioning目标客户定位,目标客户细分国际金融机构高级管理人员律师事务所合伙人,盘古大观营销策划报告,TargetedBuyersPositioning目标客户定位,目标客户细分文艺界、传媒界成功人士,盘古大观营销策划报告,TargetedBuyersPositioning目标客户定位,国际著名设计师,盘古大观营销策划报告,TargetedBuyersPositioning目标客户定位,投资银行家,盘古大观营销策划报告,TargetedBuyersPositioning目标客户定位,高科技领域的成功人士,盘古大观营销策划报告,TargetedBuyersPositioning目标客户定位,目标客户特征对本产品高度认可处于高层社会地位渴望极致生活的体验海外生活经历追求生活的品味、格调与文化,盘古大观营销策划报告,第十章销售价格定位,盘古大观营销策划报告,SalesStrategy销售推广策略,目标销售价格比准,盘古大观营销策划报告,SalesStrategy销售推广策略,根据市场比对法可得出项目的销售均价：RMB30,00035,000/平方米(精装修)最佳开盘日期：2007年9月销售周期：12个月左右注：本项目位置并非是目前市场豪宅的区域，所以如果采用市场比对法，根据项目目前的优劣势评分，只有奥运会的契机是对整体销售价格最大的保障，如果要将整体项目品牌的树立及打造未来区域良好的发展前景，给予购买者以较大信心，必须在前期需全力全方位打造项目整体品牌、并树立高端形象以保证价格的实现。,盘古大观营销策划报告,提升销售价格的因素酒店部分引入最高星级的酒店集团及服务商业部分汇聚国际一线品牌并尽早确定写字楼部分入住全球知名企业并尽早确定意向最高品质及标准的精装修及智能化设施最具感染力的实品间专业广告公司的介入,设计并制作最精致最高格调的宣传资料及销售道具销售现场的包装(工地/围墙/灯光/接待中心/销售人员等)调整户型,最大化奢华舒适的生活空间自始至终的适当广告宣传,保证项目的品质海内、外客户对此类地段的认可度及价格的承受度如果项目可以按照上述所列之因素全力打造，项目公寓部分的销售均价可达到RMB50，00055，00/平方米(精装修),盘古大观营销策划报告,第十一章销售推广策略,盘古大观营销策划报告,项目整体形象推广及销售渠道,销售推广策略,形象期项目整体形象建立期的工作目的,工作内容,媒体运用引导期项目销售引导期的工作目的,工作内容,媒体运用销售期项目正式销售期间的工作目的,工作内容,媒体运用维护期项目巩固持续期的工作目的,工作内容,媒体运用,盘古大观营销策划报告,价格策略,销售推广策略,总体实现均价区域价格分布价格体系及开盘次序价差建议户型朝向景观花园绿地位置,付款方式建议调价原则,盘古大观营销策划报告,销售推广策略,销售工具,现场包装接待中心样品屋或实品屋广告围板或工地围墙引导旗及引导牌工地入口灯光照明灯箱,盘古大观营销策划报告,本案,CBRE资源,直销,电子网络,同行,客户介绍,耳语口碑,SP促销,展会,推介会,邮寄,媒体,本案,CBRE资源,直销,电子网络,同行,客户介绍,耳语口碑,SP促销,展会,推介会,邮寄,媒体,本案,CBRE资源,直销,电子网络,同行,客户介绍,耳语口碑,SP促销,展会,推介会,邮寄,媒体,销售通路,销售推广策略,盘古大观营销策划报告,CBRE客户资源：CBRE内部积累的客户资源；通过CBRE内部网络将项目的信息进行发布；同时通过多家独家租赁代理公司的客户，可以将项目的知名度最大程度的进行传播。,同行：通过同行之间的信息传递及客户介绍，达到提升项目整体形象，扩大知名度，促成交易之目的。,销售推广策略,盘古大观营销策划报告,直销：直效行销可以更为直接地与客户保持近距离的联系与接触，从而达到迅速成交的目的。,推介会：针对高端客户群进行专题推介会，宣传项目品质，以便扩大项目知名度。,销售推广策略,盘古大观营销策划报告,海外巡展：通过有针对性的地区推广，宣传项目形象品质及进展状况，收集客户，扩大市场知名度，促进潜在客户成交。,SP促销活动：利用不同促销手段及活动，直接促使客户达成交易。,销售推广策略,盘古大观营销策划报告,耳语口碑：树立良好项目形象，配合适当宣传，让客户和同行以彼此间传播的方式，间接传递项目信息，促进项目知名度。,邮寄、夹报：制