摘要
这是一个典型的地铁商业房地产定位研究项目。项目地块位于广州著名的越秀区北京路集中商圈。火爆的商业地产市场、良好的商业氛围,以及地铁物业的特殊属性,同时带来的是惨烈的竞争,所以这就对业态选择、细分市场甄别、目标客户定位、档次定位、利润最大化等一系列问题的解决工作提出了很高的要求。
笔者充分运用市场营销、宏观经济学、管理经济学、数据模型与决策、战略管理、财务会计、公司财务等MBA核心课程的理论,并结合自身多年营销从业经验,对项目的操作采取了层层深入的5个步骤:第一步:区域环境分析。主要从宏观上判断项目的发展潜力和限制条件,为项目精确的定位控制方向。研究结论:从宏观看,本项目的建设处于一个经济蒸蒸日上的发展时段中,同时项目所在区域也是城市发展的热点区域,从而可以看出整个项目在目前阶段在北京路商圈范围内是值得投资的。第二步:项目地块分析。主要通过对本项目地理特征、经济特征等方面的研究,从地块角度判断适合发展的物业类型。研究结论:通过项目地块分析,笔者找到本项目适合发展针对目标消费群的项目。第三步:商铺市场分析。判断市场未来的供需走势选择从事的市场。研究结论:笔者建议项目定位的方向。第四步:项目市场定位。主要对目标市场进行细分,并结合消费需求及未来发展趋势甄别细分市场和目标客户定位。研究结论:确定了细分市场和目标客户,项目定位基本形成。第五步:项目经济效益分析。对本项目未来可能的销售收入及营运成本和费用进行估算,并作出项目投资经济评价。研究结论:经测算和研究,本项目财务前景较佳。
至此,笔者通过宏观、市场、财务等几方面研究并论证项目的合理的定位及可行性。
本文将结构化思维模式引入到商业地产定位过程,首次将地铁商业项目定位与宏观(经济、政策及商业地产整体市场等)和微观(区域市场、客户、竞争对手等)两个方面有机结合起来分析。归纳出地铁商业项目定位的一套切实可行的操作方法。
This is a subway commercial real estate project. Project famous block in Guangzhou Yuexiu District Beijing Road on Trade Circle.With the prevailing real estate market, and good commercial atmosphere, and the special attributes of the property, it project was facing a miserable competition so that a serial of high requests were put forward, including choice of property, subdivide market screen , goal customer positioning, grade localization , and profit maximization.
The author fully used the theories of MBA key courses , such as the marketing, macroeconomics , economics of management , data model and decision , strategic management, financial accountant, company's financial affairs ,etc, while combined my own years of marketing experience, The author suggested to operate the project in graduated 5 steps. The first step: Macroeconomic environmental analysis; Purpose: judge the development potentiality and limiting conditions of the project through macroscopic analysis, to control the direction and get accurate localization of the project.Conclusion: By the look of macroscopic, the project is at one period of prosperous developing economy, and the project plot is in a hot area of city development too, so the whole project has a booming prospect. That is to say that at this stage, it is worth being invested in that within the range of commercial circles of Beijing Road. The second step: Featured analysis of the project plot; Purpose: Study on the aspects of the project's geographical feature, economic characteristic, etc., to judge the property type suitable for this particular project. Conclusion: Through the project plot analysis, The author find this item suitable for the development of targeted consumer group projects.The third step: Analysis of market shops;Purpose: Market supply and demand determine the future trend in the markets choice.Conclusion: The author positioning the direction of the proposed project.The fourth step: Market positioning of Guangzhou project; Purpose: Subdivide the target market, and accord with the consumption demand and future development trend, select from the subdivided market and find the target customer orientation.Conclusion: Corroborate the subdivided market and target customer, tile then, the market position is basically formed.The fifth step: The financial analyses. Purpose: Estimate the possible income from sales, operation cost and expenses in the future of this project, and make the economic evaluation of project investment.Conclusion: Through calculating and studying, the financial prospect of the project is fine.
So far, The author studied and proved rational positioning and feasibility of the project through macroscopic analysis, market survey, financial analysis, etc.
In this paper the structure of the mode of thinking will be introduced to the commercial real estate positioning process, the first commercial projects will be MTR positioning and macro (economic, policy and the overall commercial real estate market, etc.) and micro (regional markets, customers, competitors, etc.) organic combination of both to analyze, summarize the Subway commercial positioning a set of practical methods of operation.
引文
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