市场营销策划-新加坡升涛湾案例分析

RealEstateMarketing

房地产市场营销ContentBasicConceptsofRealEstateMarketingACaseStudyofAHigh-EndLuxuriousCondominiuminSingapore:

BeachfrontCollectionatSentosaCoveMarketingvs.RealEstateMarketing

市场营销vs.房地产市场营销Marketing〔市场营销〕anorganisationalfunctionandsetofprocessforcreating,communicating,anddeliveringvaluetocustomersandformanagingcustomerrelationshipsinwaysthatbenefitorganisationandstakeholdersMarketingvs.RealEstateMarketing

市场营销VS.房地产市场营销MarketingManagement〔营销管理〕aprocessofplanningandexecutingtheconception,pricing,promotionanddistributionofgoods,services,andideastocreateexchangesthatsatisfyindividualandorganizationalgoalsCharacteristicsofRealEstate房地产特征Location〔地段〕-immobilityandheterogeneityHighprice〔高价〕-largeamountofcapitalrequired,useofcreditTimelag〔延时〕-longtimetakenforcompletion，variationoffinalproductispossibleLegalrestrictions〔法律约束〕-use,ownershipandresalecontrolledManagement〔管理〕-needtobemaintainedMarketingvs.RealEstateMarketing

市场营销VS.房地产市场营销RealEstateMarketing〔房地产市场营销〕MarketingeffortswouldhavetobestrategisedtobringouttheuniquenessofrealestateMarketingvs.RealEstateMarketing

市场营销VS.房地产市场营销Tomarketarealestate

project/development

房地产工程营销Understandthefirm’smissionandobjective(企业理念)Thoroughmarketanalysis(市场分析)SiteAnalysis(土地位置分析)Marketpositioning(市场定位)TargetedMarket(目标市场)MarketingStrategies(营销策略)ACaseStudyofAHigh-EndLuxuriousCondominiuminSingapore:

BeachfrontCollectionatSentosaCoveABriefIntroductiontoSCGlobalDevelopments&LocationofSentosaCoveSource::///MissionStatement

企业理念

SCGlobalisoneof

nicheplayersfocusedontop-endresidentialpropertiesinSinapore.Aimstoestablishitselfasaninnovativedeveloperwithboldnewideas,payingattentiontodesigns,layoutsandfinishes.MissionandvisionTodeliverpremiumandluxuryresidentialdevelopmenttothemarket

Source::///“THEULTIMATELIVING〞SentosaCove(升涛湾〕Source:://SentosaCove(升涛湾〕Source:

aresidentialenclaveintheEastofSentosaIslandinSingaporeeventuallyhousingabout2,500unitswhenfullydevelopedlargelymade-upofreclaimedlandbeingmarketedasa"exclusiveoceanfrontresidentialcommunity"andthe"onlytrueseafrontresidentialproperty"

inSingaporethelatterpurchasedthesitefromtheSingaporeLandAuthorityforasumofaboutS$800million3precinctsconstitutestheentireSentosaCoveSiteAnalysisLandarea(土地面积):10,572sqmMax.permissibleplotratio(最大容积率):1.31Maximumpermissiblegrossfloorarea(最大建筑面积):13,849sqmMaximumpermissibleheight(最高层数〕:4storeyswith88unitsUnitpriceoftheland(土地单价):S$1,800psfpprTotallandcost(土地总价):S$270million

Source:TanjongBeachAGolfCourseFacingtheseaSWOTAnalysisofSubjectSiteStrengthsStrategiclocationAccessibilityandamenitiesWeaknessesConstraintsonthescaleofthedevelopmentLeasingtenureOpportunitiesGovernmentsupportSynergyeffectNichedevelopmentThreatsExtremelyhighlandpriceExisting&up-comingsupplyofresidentialprojectsREMAof

High-endResidentialMarket

新加坡高端住宅市场调查PotentialDemand

潜在需求GrossDomesticProductGDPThegovernmentadjustedtheGDPforecastto4-6%from4.5-6.5%inearly2021.Theadjustmentsmaybeduetovariouspossiblefactors,suchasslowereconomicgrowthanduncertaintywithlowerbuyers’confidencebroughtaboutbyUSsub-primecrisis.

AveragehouseholdincomeofSingaporeansareincreasing.Higherproportionofhigh-networthindividualsinSingapore(1.5percentagepointincreasefrom2006-2007).Income收入状况家庭工作月收入％ForeignDirectInvestment

外国直接投资FDIfrom2001to2006(Source:ComputedfromSingstatdata,)

AmountofFDIhasincreasedThiswillincreasethenumberofexpatriates-executivesinSingapore.Someoftheseexpatriateswillformthedemandforsuper-luxuriousresidentialproperties.NumberofExpatriatesinSingapore派驻在新加坡的高级行政管理人员数目

ActualfiguresonnumberofexpatriatesinSingaporeisnotknownyet.Butbasedon2005data,therewere80,000foreignersinSingaporeonemploymentpasses(qualifiedprofessionalsandspecialists)Today’sfiguremaybehigher.Supply

供给

Thedecreaseinvacancyrateshowsthatnewresidentialprojectsarebeingtakenupbymarket,from2005-2007Supplyofprivateresidentialprojectsincreasedgreatlyfrom2006-2007新加坡私人住宅空置率新加坡私人住宅供给量Macro-Economic&RealEstateMarketTrends

宏观经济&房地产市场大体走势GeneralRealEstateMarketTrends〔房地产市场大体走势〕

RecentspateofeventsliketheUSsub-primecrisisandgovernmentpoliciesliketheabolishmentofthedeferredpaymentscheme(DPS)andtheincreaseindevelopmentchargesledtothestagnation,orevendeclineofthepropertymarket.WiththereducedGDPgrowthpredictionof4%-6%,coupledwithacreditcrunch,demandmaystagnate,asbuyersarelikelytobemoreconservative.SynergyeffectfrommajorprojectscarriedonalongMarinaBaysuchasIR,F1,SingaporeFlyers,etc.BoostSingapore’sattractivenessasapremiumdestinationforbusinessandleisurevisitorsfromaroundtheworldOneofthemarketingfactorsfortheresidentialprojectsalongSentosacoveRaisingprofileoftheSCGlobalbrand新加坡新ＣＢＤ滨海湾近期主要工程方案规划对住宅市场的总体影响MarketingStrategies

市场营销策略CommonMarketingStrategiesusedinpreviousprojectsExistingProjects〔现有工程〕Source::///SignificantCharacteristicsofSCGlobal’sProducts:〔SCGlobal住宅产品的重要特征〕Primelocation〔黄金地段〕Uniquenessofdesign,layoutandfinishes〔唯一设计〕PrimeLocation〔黄金地段〕Source::///SomeexamplesofUniquenessofdesign,layoutandfinishes

〔唯一设计〕TheMarqSource::///15-metercantileveredlappoolineveryunit〔每套房间都拥有独立的15米长悬吊式游泳池〕6.5-meterdouble-volumespaces〔客厅、餐厅以及厨房范围拥有6.5米的层高〕resort-stylesteamroomineveryunit〔每套房间拥有独立的度假村式蒸汽房〕2500sqmskyterracewithbotanicalretreatspreadover〔2500平方米空中露台花园〕exclusivededicatedliftfromgroundfloortopenthouses〔直接通向屋顶公寓的独立电梯〕HilltopsSource::///SomeexamplesofUniquenessofdesign,layoutandfurnitureBLVDSource::///SomeexamplesofUniquenessofdesign,layoutandfinishesprivateliftaccesstoeachhousingunit〔每套房间拥有独立的电梯入口〕Twoskyterracesforfitness,relaxation&entertainment,plusacantileveredpooldeckwithprivatefunctionroom〔两个空中露台会所〕Pricing〔定价〕Agoing-ratepricingstrategyisalwaysadoptedbySCGlobal(basedmarketvalue).Enjoyablehighpremium.Source::///Selling〔销售〕Directsale〔开发商-消费者〕Softlaunchwhichinvitationisneededforprivatepreview〔软性发行〕Promotion〔促销〕Advertising〔杂志广告〕Source::///PromotionPublicRelations〔公共关系〕Source::///Marketing