a创智天地品牌构建

Confidential––notfordistribution机密密文文件件KNOWLEDGEINNOVATIONCOMMUNITYBusinessModelFramework创智智天天地地知知识识创新新社区区商业业模模式式框框架架February20092009年年2月月1KNOWLEDGEINNOVATIONCOMMUNITYBusinessModelFramework创智智天天地地知知识识创创新新社社区区商业业模模式式框框架架ExecutiveSummaryChuangZhiTianDi,alsoknownastheKnowledgeInnovationCommunity(KIC)isatacriticaljuncture.Sinceitsinception,ithaslaidthefoundationwithasolidrealestatemodel.KIChasalwaysbeenpoisedforgreatness;ithasbeenaconceptframeworkthatcaninnovativelyadapttotheeverchangingandevolvingnatureofcommercializationofknowledge,sciencesandtechnologyinChina.ThepurposeofthisdocumentistolookatKIC’’sfuturedirection,tightentheconceptualframeworkandofferings,thenstructureimmediatenextstepsforaction.Itproposessixkeyplatformsontopofthebaserealestatemodel:venturecapital,incubation/acceleration,innovation,creativity,technologyandsustainability.ThesecanevolvewiththemarketandcommercializationcapacityovertimesothatKICwillachievesuccessasthe““cradleofinnovation””inChina.Itisespeciallyimportant,giventhecurrenteconomiccrisis,toincreaseworkefficiency,economizefundsandresourcestowardshighlyeffectiveresults.Therefore,akeyelementisKIC’sbranddevelopmenttocontinuetoelevatethevalueproposition.Throughbrandempowerment,internalteamscanleverageeachother’sworktowardsthesamebrandpositionandprojectittotheexternalaudience.ExecutiveSummaryStructureoftheReport:Areviewofthebusinessmodel,community,ambience,lifestyle,offeringsandbrandcharacterandhowthesecanshifttothenexthigherlevel.2.Definitionofvision,mission,objectivesandprinciplestowardsprocessalignment.3.StrategyforbuildingaVC/Incubationfundingandmanagementcomponentandhowtointroducethisovertimeandincreaseitsspatialpresence.4.DefiningthepositioningandactionsatKICandintheYangpuDistrictto:a)Increasethepresenceoftheventurecapitalplatformtowardsfuturedealflow.b)Generateopportunitiesforsuccessfulstart-upsthroughincubationandacceleration,includinginthecleantechsector.c)Solidifythecentralplatformofinnovationwithanemphasisofhowtotranslatethisintophysicalspaceaswellasmanagementsystems.d)Expandthecreativitybasetodrawoutthespaceforinnovationandtoattractawidercustomersegment,e)CelebratethetechnologyplatformandtakestepstomakeKICpartofaglobaldigitalcommunity.includingwithaparallelvirtualcommunitythatwillexpandKIC’’spresenceinacosteffectiveway.f)Understandandstructurethesocial,environmentalandeconomicresponsibilitiestowardsservingthegreatersocietywhileallowingKICtocapitalizefromthesewithbestbusinesspractices.ExecutiveSummaryStructureofthereport:5.Increasingthebrandvalueandutilizingbrandingtolinkalltheplatformstowardsimplementation.Structuringtheorganizationtoaccomplishthegoals,includinghowthismayexpandinthefuture,includinghavingahighlevelinternationalandnationaladvisoryboardtoadvise,connectnetworksandincreaseKIC’spresence.Puttingforthasustainablefundingmodelandunderstandingitsphasing.Asummaryofactionplansfor2009,takingintoaccounttheavailabilityofin-houseresourcesandlowcostsolutions.9.TheAppendixcontainsadditionalcontentforbranddevelopment,a“dipstick”researchsurveysummary,marketingstrategy,businessperformancereview,competitoranalysisandbenchmarkstudies,abrandblueprintandbrandempowerment.ImplementationofthecoordinatedactionplanswillenableKICtoleverageitsstrengthsanddistinguishitselfasthepremierinnovativedevelopmentinChina.FromGoodtoGreat从优秀到卓卓越6FromGoodtoGreat从从优秀到卓卓越FrontEndRealEstate+BackEndVCandIncubatorBusinessModelthatmaximizesthesumofrents/salesofthewhole前端的传统统房地产模模式加后端端的风投及及孵化器商商业模式的的协同效应应使整个系系统达到利利润最大化化1.BusinessModel商商业模型RealEstateBusinessModelmaximizingrent/salesoneachspace传统房地产产业模式通通过租售达达到利润最最大化。FromGoodtoGreat从从优秀到卓卓越Quality,innovativepeople,institutionsandcompanies一个具有高高质量的具具有创新精精神的人群群，机构和企业业的社区2.Community社社区“Comeone,comeall”社区组成单单一，一个个来等于全全部来的租租户组成FromGoodtoGreat从从优秀到卓卓越Anenvironmentforthesoulofinnovation具有创新精精神的氛围围3.Ambience氛氛围营造造Emptyspacesandstreets,lackofinteraction缺乏人气及及互动的街街道及空间间FromGoodtoGreat从从优秀到卓卓越IntegrateLive,Work,Learn,PlayandLearn融融生生活，工作作，学习和和娱乐与一一体的综合合型生活方方式4. Lifestyle生生活活方式Separatecommunitiesandindividuals没有连接互互动的社区区和个人FromGoodtoGreat从从优秀到卓卓越Culturalexperiences,entertainmentandritualfocusedexcellence文化娱乐体体验注重习习俗的培养养5.Offering提提供服务务NicebuildingsandspacesBroadmixofsectors只是有漂亮亮的房子和和空间，但组团没有有重点，太太宽泛FromGoodtoGreat从从优秀到卓卓越IdentitythatinformsthespiritandcapturesthesoulClaritytoanyone鲜明清晰的的品牌个性性及品牌精精神6.Brandcharacter品品牌特特质FragmentedcharacterEverythingtoeveryone分散的品牌牌个性，每个人对品品牌有着不不同的理解解和诠释FRAMEWORK框架13Vision远远景目标TocreatethecradleofinnovationforChina,bringinguntapped,tacitcultureandknowledgetotheglobefore,andacceleratingthisthroughinternationalbestpractices.通过最佳国国际化实践践以及触及及全球前端端未探及领领域的知识识分享来建建立中国的的创新摇篮篮。MissionStatement

使命命Toinnovatebyusingrealestateasanenablingtooltocommercializeknowledge,creativity,scienceandtechnologyintoproductsandservicesthatservesocietalgoodandleadintothe22ndcentury.创新以房地地产为工具具，将知识识，创造力力，科学和和技术转化化成对社会会有益的产产品和服务务，领先着着进入22世纪。Process进进程BusinessModelandFiscalResponsibilityStructureandSystem商业模型和财务责任结构和系统OperationsandManagementAlignment营运和管理统一Marketing,SalesandLeasingtargets市场推广、销售和租赁目标PlanningandDesign,Parameters,Flexibility,Evolution规划设计，参数，灵活性，演变STRATEGY策略17TraditionalRealEstateDevelopmentModel传统房地产产开发模式式VC风险投资Incubator孵化器InnovativeRealEstateDevelopmentModel创新房地产产开发模式式NewBusinessModeltoIncreaseDistrictValue提升城区定定位及价值值InnovationDistrict创新城区KICOverallConcept整整体概念念Incubator+Accelerator孵化器＋＋加速器器Non-TraditionalFinancing非传统融资资e.g.VentureCapital;风投AngelCapital天使基基金PhysicalSpace实体空间High-techFacilityandService高科技设施和服务Eco-System知识共享服务平台RealEstateBase:HardEnvironment:BuildingSoftEnvironment:Management房地产开发发－实现硬硬件环境－管理软环环境SustainableCommunity可持续发展展的社区SustainableTechnology可持续发展展技术SustainableEnvironment可持续发展展的环境INTEGRATEDPLATFORMS综合平台VentureCapitalPlatform风风险险投资平台台DealFlowisKey:Generate+Increase项目是关键键：孕育并并发展项目目NeedPlace-basedandWeb-based“Places”forExchange需要实体和和网络的交交易场所UnderstandNeedsandObjectives理解需求和和目标CullEarly,MidandLateStageOpportunities精选早期，，中期和晚晚期的机会会AngelInvestors天使投资人人Clusters产业集群EnablingMechanisms启动机制Howtoexpand,whototarget?如何发展项项目，谁是是目标客户户？Monetization:howdoesSOL,KIC,Yangpuwanttocapturethis?Howtoally+align?融资：瑞安安，KIC和杨浦和和谁进行策策略联盟？？如何合作作来把握这这个机会？？Non-TraditionalMonetization非非传统统融资平台台Yangpu:VentureCapitalPositioning杨浦:风险投资定定位• MorelikelytoattractveryearlystageVCfirms倾向投资位位于早期发发展阶段的的创业公司司的风投– Severalspecializeinthissegment(~1/3)(e.g.NEA,Sequoia,Softbank)约三分之一一的主要风风险投资企企业专注于于先期投资资（如NEA,Sequoia,Softbank）– FirmsthatfocusonlargerinvestmentslikelytolocateinPudongordowntown专注于更大大型投资的的企业倾向向于选择浦浦东或市中中心• Needaccesstodealflow需要接近交交易流– NewstartupsinKIC创智天地中中的新创业业企业– StartupsfoundedbyYangpuinstituteanduniversitypeople区内各机构构和高校建建立的创业业企业– StartupsthatemployYangpuuniversitygraduates聘用区内高高校毕业生生的创业企企业• SatelliteofficesinKIC创智天地中中的卫星办办公室– Withmainofficesdowntowncoveringnation/region总部位于市市中心，以以覆盖国家家/区域市市场CultureShift文化转移KnowledgeExchange+Iteration知识革新＋＋转化Hub+Spoke/Octopus=Networks:中心＋辐辐射途径径＝网网络：• “Whoknowswhoknowswhat”“知道谁知知道什么””Notjust““whoknowswho”,or““whoknowswhat””不只是“谁谁认识谁””，或“谁谁知道什么么”Place-based:Flexibility+FocalPoint基地定位：：可变动性性＋聚聚焦点Virtual实体还是虚虚体CivicEngagement公众参与LinkagewithotherKnowledgeCenters与其他知识识中心的联联系ResearchInstitutes,R+DCenters,Academia,Individuals科研机构构，研研发中心心，大大专院校校，个个体企业业InnovationSoul创创新灵灵魂Culture

创新新文化Architecture建建筑空空间Lifestyle生生活方方式InnovationPlatform创创新平台台CreativityPlatform创意平台台秘方成功：四类的集合推理性设计推理性工程内部的 外表的RichGoldAnneBalsamo行动思维实干分子艺术科学设计工程和Solidifyingtheplatform完善平台台建设Convergenceofdata,voiceandvideo整合数据据，影音音资料Utilizeserviceprovidersnotvendors与服务供供应商而而不是单单纯的硬硬件供应应商合作作TheemergenceofChineseproviders扶持国内内供应商商Goingwirelessandubiquitous(GPRS,CDMA,3G+)无线网络络建设(GPRS,CDMA,3G)Sustainablemasstechnologiesvs.differentiation可持续的的广泛应应用的技技术vs差异化化技术Futurecollocation(IDC)provisionforSME’’s?为中小企企业度身身定做技技术平台台Developaparallelvirtual/cybercommunitythathaslinkagevalue-addedpropositionstothereal/physicalKIC建立一个个能提升升创智天天地价值值的虚拟拟网络社社区TechnologyPlatform

技术术平台DigitalCityFrameworkInfrastructure-NetworkUbiquitousSensorNetworkAccessControlConvergenceNetworkGovernmentLearning360eGovernmenteHealthERSTrafficControlPollutionControlEnvironmentInfrastructure-DataRFID

Tag

HubSpatialDataHubIdentity

Mgt

HubLifestyle@Home@Work@Street@CommunityCommercialEnergySavingSecurityAccessPAFM-CommerceContentDeliveryIntelligentBuildingInventoryMgtUbiquitousSensorNetworkAccessControlConvergenceNetworkUbiquitousSensorNetworkAccessControlPollutionControl数码城市市框架基础建设设－网网络UbiquitousSensorNetworkAccessControlConvergenceNetwork政府全方位学学习电子政务务电子医疗疗地球资源源卫星交通控制制PollutionControlRFID电子标签技术中心空间数据中心身份管理中心生活方式式@家@工作@街上@社区商业能源控制安全管制PAF移动商务内容提送行业信息建设设仓储管理UbiquitousSensorNetworkAccessControl集中网络无所不在的传传感器门户网络数据库管管理污染控制环境基础建设－数数据SustainabilityStructure可可持续性结构构ECONOMY:ProfitableReturnsoverTime经济：久而久之的利利润回报EQUALITY:SocialWell-Being,PublicWelfare社会权益：社会幸福，公公共福利ENVIRONMENT:Land,Transit,FreshWaterSystemandAir环境：土地、运输、、新鲜供水系系统和空气SUSTAINABILITY:DevelopmentModel可持续性：发发展模型Example:Equity––Equality(Economy––Social)SustainabilityStructurePrinciple1:JobCreationPrinciple2:TaxGenerationPrinciple3:CommunityOutreachandEngagementPrinciple4:SetupTrainingProgramstoincreasetheKnowledgeofLocalResidentsPrinciple5:ProvideMultigenerationalSettings andProgramsPrinciple6:AllowforNon-ProfitCommunityGroupsPrinciple7:ProvideEnvironmentsforaBalancedLive-Work-Learn-PlayLifestylePrinciple8:Unique-CannotReplicate实例:经经济效益––均衡发发展(经济济–社会会)可持续续发展模型原则1:创创造就业业岗位原则2:创创造税收收原则3:社社区发展展和融合原则4:针针对社区区业主开展培培训项目以增增加他们的知识原则5:提提供多年年龄层次的软软硬件服务原则6:接接纳非营营利机构入住住原则7:营营造一个个生活-工作作-学习-娱娱乐平衡的氛围原则8:独独特性––无法复复制社区文化环境经济发展网络化BrandDevelopment

品牌发发展43ValueofBranding

品牌牌推广的价值值Tocreatealargershareofthefuture创造品牌更大大的未来CONVENTION传统市场DISRUPTIVEIDEA颠覆性理念VISION创造更大未来来的远景Product商品Service服务Experience经经验Value价价值TheRelationshipbetweenBusinessModelandtheBrand商业模式与品品牌的关系简简述BrandValue品牌价值BrandEvolution品牌发展Product商品Service服务Experience经验Values价值TheRelationshipbetweenBusinessModelandtheBrand商业模式与品品牌的关系简简述Process：It’saJourneyofRe-discovery过过程：重新新发现的旅程程CorporateCulture企业文化MarketingStrategy市场策略ConsumerUnderstanding理解消费者CompetitorAnalysis&Benchmarking竞争者分析析和标杆BrandBlueprint品品牌蓝图Whatisourkeybrandpositioning?什么是我们们的品牌定定位？What’’sthebrandarchitecturethatarticulateandcrystallizewhatthebrandstandsfor?以精炼的品品牌蓝图来来阐述我们们的品牌精精神BrandEssence品牌精髓WHATDOYOUSTANDFOR?你代表着什么？BrandDifferentiator品牌区分点WhatmakeyouuniqueandNOTREPLACABLE?什么让你独特并不可取代？BrandCharacter品牌个性Personifythebrandbyclearcharacters.什么是品牌清晰的个性？RTB理由Tellyourstoryonwhyyoucandeliverthosebenefits.什么是你的品牌故事，令人信服？Benefits益处Ashowcaseofyourfunctionalandemotionalbenefits.功能性和情感性的益处。ConsumerInsights消费者洞悉Naildownthekeyinsightthatwillbecomethetippingpoint.什么消费者洞察是我们的切入点？TargetAudience目标消费人群Definethepeopleyouwanttotalkto,spendmoneyon,establishlongtermrelationshipwith.定义你所要进行交流并保持长久关系的人群。Competitors竞争环境Def