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

房地产项目营销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:http:///MissionStatement

企业理念

SCGlobalisoneof

nicheplayersfocusedontop-endresidentialpropertiesinSinapore.Aimstoestablishitselfasaninnovativedeveloperwithboldnewideas,payingattentiontodesigns,layoutsandfinishes.MissionandvisionTodeliverpremiumandluxuryresidentialdevelopmenttothemarket

Source:http:///“THEULTIMATELIVING”SentosaCove(升涛湾）Source:http://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):13,849

sqmMaximumpermissibleheight(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GrossDomesticProductGDP

ThegovernmentadjustedtheGDPforecastto4-6%from4.5-6.5%inearly2008.Theadjustmentsmaybeduetovariouspossiblefactors,suchasslowereconomicgrowthanduncertaintywithlowerbuyers’confidencebroughtaboutbyUSsub-primecrisis.

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

供应

Thedecreaseinvacancyrateshowsthatnewresidentialprojectsarebeingtakenupbymarket,from2005-2007Supplyofprivateresidentialprojectsincreasedgreatlyfrom2006-2007新加坡私人住宅空置率新加坡私人住宅供应量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滨海湾近期主要项目方案规划对住宅市场的总体影响MarketingStrategies

市场营销策略CommonMarketingStrategiesusedinpreviousprojectsExistingProjects（现有项目）Source:http:///Source:http:///SomeexamplesofUniquenessofdesign,layoutandfinishes

（唯一设计）TheMarqSource:http:///

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:http:///SomeexamplesofUniquenessofdesign,layoutandfurnitureBLVDSource:http:///SomeexamplesofUniquenessofdesign,layoutandfinishes

privateliftaccesstoeachhousingunit（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:http:///Selling（销售）Directsale（开发商-消费者）Softlaunchwhichinvitationisneededforprivatepreview（软性发行）Promotion（促销）Advertising（杂志广告）Source:http:///PromotionPublicRelations（公共关系）Source:http:///MarketingstrategiesofBeach