北京南城经典项目
摘要
本文通过项目总论,项目的运营分析,市场预测以及营销分析,最后得出项目的整体经营结论,提出了一定的建议。
通过对于中国房地产市场,特别是北京南城房地产的状况分析,得出项目的外部市场环境,前景一片光明。再加上政府的支持与引导,说明该项目的背景情况是非常有利于项目的实施与推进的。
通过从项目实施的功能定位、规划方案分析建设条件及进度、财务投资分析、经济分析以及后期的物业管理考虑,对项目的整个运营情况进行了详细的分析,得出了项目运营的可行性结论。
通过项目的市场调查分析,项目的市场策略分析,得出项目在市场方面的可行性结论。
通过对于北京整体的房地产概况、项目的概况、产品的分析、营销推广的各种举措进行了周密的分析,从而得出了项目营销方面的可行性论证。
因此,通过对于项目的外部市场环境、项目的具体运营分析、市场策略分析以及营销推广分析,组成了对于项目重点方面的全面、综合性分析,得出项目的可行性结论。
To achieve the overall urban planning of Beijing, improve the environmental quality and realize the commitments China made when bid to host the 2008 Olympics, Xuanwu District“material links Storage and Transportation Company”is listed in Beijing pollution disturbing items approved by the Beijing Municipal Economic Commission(2002 373 scriptures Beijing) and is forced to relocate and transform. And the transfer agreement will continue to implement. Beijing Xuanwu District“Beijing South City Classic Project”is made in the context of this policy.
The planning and construction of the Beijing South City Classic Project will be deeply discussed from following points:
First, the overall planning and production positioning is focusing on the ultimate goal, then production planning and positioning is determined. The construction projects of the Beijing South City Classic Program are mainly in commercial and public construction. The construction land is 5.4 hectares and the total construction size is 238,000 square (including underground 7.9286 square meters). Combining with the features of the building blocks, the program is separated into four relatively independent parts by internal Levy roads on the two pieces of land, referred to block one, two, three, and four following. Since each of four parts has its own natural features, they are given different functions and characteristics in overall planning. They are independent, but a organic combination of integration. According to the Beijing city roads distribution network, around items should form three horizontal and three vertical ground transportation pattern. Combined with the heavy and relative concentration traffic within commercial areas, and the big demand for parking spaces and other features, the construction planning is underground car park mainly, supplemented by temporary parking spaces in the ground.
The overall planning highlights the build and development of the commercial streets. The two-story commercial streets embody Chinese culture, create a Confucian cultural style and focus tea culture.
Second, according to the overall planning, the construction projects carries out in-depth economic analysis. The overall project investment returns close to 8%, capital profit margins reached 13%.
Third, the construction of the whole project will be two years. Before July 2007, it will be focused on work-related documents approval. 2007 August to 2008 October 2000 for the main construction phase, the projects completed before the end of 2008.
Forth, combined with the long-term development plan of Developers, in the organization of Property Company, may, adopt the well-known property consultant way and set up its own property management company.
Refer to marketing analysis, in the governments’built of Central Procurement Commercial Street background, and combined with the overall planning and construction cycle of this project, the marketing program will be defined as: take tea wholesale as the main body and characteristics, and upgrade the whole tea industry’s international standards. Construct commercial streets with wholesale, retail and integrated commercial function. At the same time of building commercial markets, middle-high-wholesalers with 400-2000 million annual turnovers will be trained. They’ll drive the development of small wholesalers business meanwhile. The building of commercial markets will generate aggregate effect. It will attract super businesses into the region and their join will enhance the overall business in the region and create modern logistics industry. To tie to goals above, the project also constructs comprehensive offices, departments, hotels, as well as supporting storage, catering, entertainment etc.
The commercial products of this project are scarce types in the region. And developers self-manage property and some shopping malls. Therefore, the overall publicity should focus on overall image height, strive to build the core products of the region, build developers’brand image and drive the sales of apartment products by the impact of commercial image and developers. Since the real estate market will gradually move toward standards under the macro-economic control policy in 2007, the demand will show steady growth and the new development project will increase the market competition pressure, the sales of the project will take“to seize the first opportunity, to concentrate on the advancement, grasp the rhythm, create value”strategy to arrange overall sales and price.
Based on the background of the project, the operation analysis of the project, market forecasting and marketing analysis, we reached the final conclusion of the overall operation, and put forward some proposals.
By analysis of Chinese real estate market, especially in Beijing Nancheng Real Estate, the external market environment can be said to be very bright. In addition the government certification, it can be said that the project's background is very helpful in promoting the implementation of the project.
Though the functioning position and implementation program analysis, the construction conditions, progress of planning and financial investment analysis, economic analysis and later property management consideration, we carry out a detailed analysis of the entire operation condition and draw conclusions on the feasibility of the operation of the project.
Through analysis of the market survey and analysis of the marketing strategy, drawn conclusions on the feasibility of projects in the market
Through analysis of Beijing's overall real estate profile, profile of the project, product analysis, initiatives for the Marketing promotions, drawn conclusions on the feasibility of project’s marketing.
The analysis of the external market environment, the specific operation of the project and marketing strategy to promote combine to an overall and comprehensive analysis of the key component of the project, which makes a conclusion on the feasibility of the project. It’s helpful the smooth implementation and success of the project.
通过对于中国房地产市场,特别是北京南城房地产的状况分析,得出项目的外部市场环境,前景一片光明。再加上政府的支持与引导,说明该项目的背景情况是非常有利于项目的实施与推进的。
通过从项目实施的功能定位、规划方案分析建设条件及进度、财务投资分析、经济分析以及后期的物业管理考虑,对项目的整个运营情况进行了详细的分析,得出了项目运营的可行性结论。
通过项目的市场调查分析,项目的市场策略分析,得出项目在市场方面的可行性结论。
通过对于北京整体的房地产概况、项目的概况、产品的分析、营销推广的各种举措进行了周密的分析,从而得出了项目营销方面的可行性论证。
因此,通过对于项目的外部市场环境、项目的具体运营分析、市场策略分析以及营销推广分析,组成了对于项目重点方面的全面、综合性分析,得出项目的可行性结论。
To achieve the overall urban planning of Beijing, improve the environmental quality and realize the commitments China made when bid to host the 2008 Olympics, Xuanwu District“material links Storage and Transportation Company”is listed in Beijing pollution disturbing items approved by the Beijing Municipal Economic Commission(2002 373 scriptures Beijing) and is forced to relocate and transform. And the transfer agreement will continue to implement. Beijing Xuanwu District“Beijing South City Classic Project”is made in the context of this policy.
The planning and construction of the Beijing South City Classic Project will be deeply discussed from following points:
First, the overall planning and production positioning is focusing on the ultimate goal, then production planning and positioning is determined. The construction projects of the Beijing South City Classic Program are mainly in commercial and public construction. The construction land is 5.4 hectares and the total construction size is 238,000 square (including underground 7.9286 square meters). Combining with the features of the building blocks, the program is separated into four relatively independent parts by internal Levy roads on the two pieces of land, referred to block one, two, three, and four following. Since each of four parts has its own natural features, they are given different functions and characteristics in overall planning. They are independent, but a organic combination of integration. According to the Beijing city roads distribution network, around items should form three horizontal and three vertical ground transportation pattern. Combined with the heavy and relative concentration traffic within commercial areas, and the big demand for parking spaces and other features, the construction planning is underground car park mainly, supplemented by temporary parking spaces in the ground.
The overall planning highlights the build and development of the commercial streets. The two-story commercial streets embody Chinese culture, create a Confucian cultural style and focus tea culture.
Second, according to the overall planning, the construction projects carries out in-depth economic analysis. The overall project investment returns close to 8%, capital profit margins reached 13%.
Third, the construction of the whole project will be two years. Before July 2007, it will be focused on work-related documents approval. 2007 August to 2008 October 2000 for the main construction phase, the projects completed before the end of 2008.
Forth, combined with the long-term development plan of Developers, in the organization of Property Company, may, adopt the well-known property consultant way and set up its own property management company.
Refer to marketing analysis, in the governments’built of Central Procurement Commercial Street background, and combined with the overall planning and construction cycle of this project, the marketing program will be defined as: take tea wholesale as the main body and characteristics, and upgrade the whole tea industry’s international standards. Construct commercial streets with wholesale, retail and integrated commercial function. At the same time of building commercial markets, middle-high-wholesalers with 400-2000 million annual turnovers will be trained. They’ll drive the development of small wholesalers business meanwhile. The building of commercial markets will generate aggregate effect. It will attract super businesses into the region and their join will enhance the overall business in the region and create modern logistics industry. To tie to goals above, the project also constructs comprehensive offices, departments, hotels, as well as supporting storage, catering, entertainment etc.
The commercial products of this project are scarce types in the region. And developers self-manage property and some shopping malls. Therefore, the overall publicity should focus on overall image height, strive to build the core products of the region, build developers’brand image and drive the sales of apartment products by the impact of commercial image and developers. Since the real estate market will gradually move toward standards under the macro-economic control policy in 2007, the demand will show steady growth and the new development project will increase the market competition pressure, the sales of the project will take“to seize the first opportunity, to concentrate on the advancement, grasp the rhythm, create value”strategy to arrange overall sales and price.
Based on the background of the project, the operation analysis of the project, market forecasting and marketing analysis, we reached the final conclusion of the overall operation, and put forward some proposals.
By analysis of Chinese real estate market, especially in Beijing Nancheng Real Estate, the external market environment can be said to be very bright. In addition the government certification, it can be said that the project's background is very helpful in promoting the implementation of the project.
Though the functioning position and implementation program analysis, the construction conditions, progress of planning and financial investment analysis, economic analysis and later property management consideration, we carry out a detailed analysis of the entire operation condition and draw conclusions on the feasibility of the operation of the project.
Through analysis of the market survey and analysis of the marketing strategy, drawn conclusions on the feasibility of projects in the market
Through analysis of Beijing's overall real estate profile, profile of the project, product analysis, initiatives for the Marketing promotions, drawn conclusions on the feasibility of project’s marketing.
The analysis of the external market environment, the specific operation of the project and marketing strategy to promote combine to an overall and comprehensive analysis of the key component of the project, which makes a conclusion on the feasibility of the project. It’s helpful the smooth implementation and success of the project.
引文
注释一:京经节能环(2003)93 号《关于北京轻工集团有限公司北京物通储运公司污染扰民搬迁有偿转让原厂址土地使用权的批复》;
注释二:京经函(2003)4 号《关于解决部分污染扰民企业搬迁转让原厂址土地使用权有关问题的函》;
注释三:京经文(2002)373 号《关于解决工业系统污染扰民企业搬迁转让原厂址土地使用权有关问题的请示》;
注释四:北京市规划委员会(2001-规意字-0456)规划意见书;
注释五:北京发改委、建委(2003)1428 号“关于开发建设马连道项目建议书”的批复。
注释六:北京市规划委员会(2001-规意字-0456)规划意见书;
注释七:宣武区规划委员会(2001-规意字-0123)规划意见书
注释八:北京市规委 2005 规意选字 0258 号[北京市规划意委员会规划意见书附件(选址)]
注释九:《北京南城项目实施时间建议书》
注释十一:《北京南城项目财务分析报告》第一章
注释十二:《北京南城项目财务分析报告》第二章
注释十三:《北京南城项目财务分析报告》第三章
注释十四:《北京南城项目销售预测分析报告》第二章
注释十五:《北京南城项目销售预测分析报告》第四章
注释十六:《中国商业地产》2000 年
注释十七:《中国商业地产》2001 年
注释十八:《北京统计信息》2005 年
注释十九:《北京统计信息》2005 年
注释二十:《中国商业地产》2002 年
1、京计工字[2001]1073 号文件《关于北京物通储运公司污染扰民搬迁改造建设方案(项目建议书)的批复》
2、京计工字[2002]1697 号文件《关于北京物通储运公司污染扰民搬迁改造建设方案(项目建议书)部分内容变更的批复》
3.北京市土地整理储备中心 2005 年 2 月 24 日[编号:(2005)003 号]政府储备土地和入市交易土地联席会议项目审议结果告知单
4、北京市土地整理储备中心(京土整储挂函(宣)[2006]083 号)北京市国有土地使用权挂牌出让成交确认书
5、2005 规意选字 0258 号[北京市规划意委员会规划意见书附件(选址)]
6、宣武区北京南城地区开发建设办公室马连道开发办文[2005]1 号关于请区政府向市规划委致《关于马连道采购中心区中心绿地实现的说明》的请示
7、北京市国有土地使用权出让合同(京 地出[合]字(2007)第 0003 号)
8、北京市交通委员会京交规函[2007]200 号北京市交通委员会关于马连道胡同一号项目交通影响评价报告评议意见的函
9、北京市宣武区人民政府宣政函[2004]53 号北京市宣武区人民政府关于申请调整北京轻工房地产公司北京南城经典项目规划意见书的函
10、北京市发展计划委员会、北京市建设委员会京计投资[2003]1428 号关于开发建设马连道住宅小区项目建议书(代可行性研究报告)的批复
11、北京市经济委员会、北京市发展计划委员会京经节能环保[2003]93 号关于北京轻工集团有限公司北京物通储运公司污染绕民搬迁有偿转让原厂址土地使用权的批复
12、北京市经济委员会京经函[2003]4 号关于解决部分污染扰民企业搬迁转让原厂址土地使用权有关问题的函
13、北京电力公司部门文件规部[2006]3 号关于马连道胡同一号项目供电可行性咨询报告的审核意见
14、北京市环境保护局京环审[2007]234 号北京市环境保护局关于北京南城经典项目环境影响报告表的批复
15、中华人民共和国建设用地规划许可证[2007]规(宣)地字 0001 号
16、建设项目环境影响报告表,国家环境保护总局制,2007 年 2 月 26 日
17、马连道胡同一号项目供电可行性咨询报告,北京电力设计院,2005 年 12 月 26 日
18、马连道胡同一号天然气供应咨询方案,北京市燃气集团有限责任公司,2005 年 9 月 1日
19、马连道胡同一号项目有限广播电视网规划方案,北京歌华有线电视网络股份有限公司,2005 年 9 月 2 日
20、广外北京南城外部雨污水排除规划,北京市城市规划设计研究院,2006 年 10 月 25 日
注释二:京经函(2003)4 号《关于解决部分污染扰民企业搬迁转让原厂址土地使用权有关问题的函》;
注释三:京经文(2002)373 号《关于解决工业系统污染扰民企业搬迁转让原厂址土地使用权有关问题的请示》;
注释四:北京市规划委员会(2001-规意字-0456)规划意见书;
注释五:北京发改委、建委(2003)1428 号“关于开发建设马连道项目建议书”的批复。
注释六:北京市规划委员会(2001-规意字-0456)规划意见书;
注释七:宣武区规划委员会(2001-规意字-0123)规划意见书
注释八:北京市规委 2005 规意选字 0258 号[北京市规划意委员会规划意见书附件(选址)]
注释九:《北京南城项目实施时间建议书》
注释十一:《北京南城项目财务分析报告》第一章
注释十二:《北京南城项目财务分析报告》第二章
注释十三:《北京南城项目财务分析报告》第三章
注释十四:《北京南城项目销售预测分析报告》第二章
注释十五:《北京南城项目销售预测分析报告》第四章
注释十六:《中国商业地产》2000 年
注释十七:《中国商业地产》2001 年
注释十八:《北京统计信息》2005 年
注释十九:《北京统计信息》2005 年
注释二十:《中国商业地产》2002 年
1、京计工字[2001]1073 号文件《关于北京物通储运公司污染扰民搬迁改造建设方案(项目建议书)的批复》
2、京计工字[2002]1697 号文件《关于北京物通储运公司污染扰民搬迁改造建设方案(项目建议书)部分内容变更的批复》
3.北京市土地整理储备中心 2005 年 2 月 24 日[编号:(2005)003 号]政府储备土地和入市交易土地联席会议项目审议结果告知单
4、北京市土地整理储备中心(京土整储挂函(宣)[2006]083 号)北京市国有土地使用权挂牌出让成交确认书
5、2005 规意选字 0258 号[北京市规划意委员会规划意见书附件(选址)]
6、宣武区北京南城地区开发建设办公室马连道开发办文[2005]1 号关于请区政府向市规划委致《关于马连道采购中心区中心绿地实现的说明》的请示
7、北京市国有土地使用权出让合同(京 地出[合]字(2007)第 0003 号)
8、北京市交通委员会京交规函[2007]200 号北京市交通委员会关于马连道胡同一号项目交通影响评价报告评议意见的函
9、北京市宣武区人民政府宣政函[2004]53 号北京市宣武区人民政府关于申请调整北京轻工房地产公司北京南城经典项目规划意见书的函
10、北京市发展计划委员会、北京市建设委员会京计投资[2003]1428 号关于开发建设马连道住宅小区项目建议书(代可行性研究报告)的批复
11、北京市经济委员会、北京市发展计划委员会京经节能环保[2003]93 号关于北京轻工集团有限公司北京物通储运公司污染绕民搬迁有偿转让原厂址土地使用权的批复
12、北京市经济委员会京经函[2003]4 号关于解决部分污染扰民企业搬迁转让原厂址土地使用权有关问题的函
13、北京电力公司部门文件规部[2006]3 号关于马连道胡同一号项目供电可行性咨询报告的审核意见
14、北京市环境保护局京环审[2007]234 号北京市环境保护局关于北京南城经典项目环境影响报告表的批复
15、中华人民共和国建设用地规划许可证[2007]规(宣)地字 0001 号
16、建设项目环境影响报告表,国家环境保护总局制,2007 年 2 月 26 日
17、马连道胡同一号项目供电可行性咨询报告,北京电力设计院,2005 年 12 月 26 日
18、马连道胡同一号天然气供应咨询方案,北京市燃气集团有限责任公司,2005 年 9 月 1日
19、马连道胡同一号项目有限广播电视网规划方案,北京歌华有线电视网络股份有限公司,2005 年 9 月 2 日
20、广外北京南城外部雨污水排除规划,北京市城市规划设计研究院,2006 年 10 月 25 日
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