XIHUANPLAZA,BEIJING北京西北京西環(huán)環(huán)廣廣場(chǎng)場(chǎng)RETAILCONSULTANCYFINALDRAFTREPORT商商業(yè)顧問(wèn)業(yè)顧問(wèn)服服務(wù)務(wù)最后草稿最后草稿BEIJINGFINANCESTREETCONSTRUCTIONDEVELOPMENTCOMPANYLIMITED北京金融街建北京金融街建設(shè)設(shè)開(kāi)開(kāi)發(fā)發(fā)有限有限責(zé)責(zé)任公司任公司VOLUME1REPORT第一部分報(bào)告CHAPTERPAGENO章節(jié)頁(yè)碼10INTRODUCTION簡(jiǎn)介1211ASSIGNMENT任務(wù)介紹12SCOPEOFWORK服務(wù)內(nèi)容13REPORTSTRUCTURE報(bào)告結(jié)構(gòu)20PROJECTBACKGROUND項(xiàng)目介紹3721LOCATION地理位置22THEDEVELOPMENT項(xiàng)目背景23CHARACTERISTICSOFSURROUNDINGAREA周邊地區(qū)特征24ACCESSIBILITY/TRANSPORTLINKS通行情況/交通線路30BEIJINGECONOMICOVERVIEW北京經(jīng)濟(jì)分析81431ADMINISTRATIVEDIVISIONSANDPOPULATION北京行政區(qū)劃和人口32ECONOMICINDICATORS經(jīng)濟(jì)分析33OTHERINFLUENCINGEVENTS其他影響因素34MARKETOUTLOOK總述CHAPTERPAGENO章節(jié)頁(yè)碼40REALESTATERESEARCH房地產(chǎn)市場(chǎng)研究153041STOCKANDHISTORICALSUPPLYOFRETAILACCOMMODATION商業(yè)用房的歷史供應(yīng)量42MAJORRETAILAREAS主要商業(yè)區(qū)域43FUTURESUPPLYOFRETAILACCOMMODATION未來(lái)商業(yè)面積的供應(yīng)44OCCUPANCYRATE入住率情況45RENTAL/PRICEANALYSIS租金/售價(jià)分析46GOVERNMENTPOLICY政府政策法規(guī)47ANTICIPATEDFUTURETRENDS未來(lái)發(fā)展趨勢(shì)預(yù)測(cè)48IMPLICATIONSFORXIHUANPLAZA對(duì)西環(huán)廣場(chǎng)的影響50CONSUMERSURVEY消費(fèi)者調(diào)查313851APPROACH/METHODOLOGY步驟/方法52DEMOGRAPHICCHARACTERISTICS消費(fèi)者調(diào)研53INCOMEPROFILE收入分析54SPENDINGPATTERNS消費(fèi)行為55CONSUMERPREFERENCES影響消費(fèi)者的因素56BRANDANALYSIS品牌分析57VIEWONCURRENTRETAILPROVISION對(duì)目前商業(yè)面積供應(yīng)的看法58IMPLICATIONSFORXIHUANPLAZA對(duì)西環(huán)廣場(chǎng)的影響CHAPTERPAGENO章節(jié)頁(yè)碼60COMPETITIONANALYSIS競(jìng)爭(zhēng)對(duì)手分析394661APPROACH/METHODOLOGY步驟/方法62EXISTINGCOMPETITORS現(xiàn)時(shí)競(jìng)爭(zhēng)對(duì)手63COMPETITIONREVIEW競(jìng)爭(zhēng)對(duì)手分析64CHARACTERISTICSOFEXISTINGCOMPETITION目前競(jìng)爭(zhēng)對(duì)手的特征65ANTICIPATEDFUTURECOMPETITION未來(lái)競(jìng)爭(zhēng)對(duì)手66IMPLICATIONSFORXIHUANPLAZA對(duì)西環(huán)廣場(chǎng)的影響70INDUSTRYCONSULTATION行業(yè)研究475971APPROACH方法72MARKETOUTLOOK總體概括73PREFERREDRETAILLOCATIONS希望進(jìn)入的商業(yè)區(qū)域74RETAILERREQUIREMENTS商家需求75KEYLOCATIONALFACTORS主要的選址因素76XIHUANPLAZAPOSITIVEFACTORS西環(huán)廣場(chǎng)優(yōu)勢(shì)77XIHUANPLAZANEGATIVEFACTORS西環(huán)廣場(chǎng)劣勢(shì)78IMPLICATIONSFORXIHUANPLAZA對(duì)西環(huán)廣場(chǎng)的影響CHAPTERPAGENO章節(jié)頁(yè)碼80MARKETPOSITIONING市場(chǎng)定位606581COMPETITIVEPOSITION競(jìng)爭(zhēng)力82CATCHMENTAREAS商圈界定83TARGETAUDIENCE目標(biāo)消費(fèi)者84MARKETGAPSANDTARGETRETAILERSFORXIHUANPLAZA西環(huán)廣場(chǎng)的潛在客戶和市場(chǎng)空間90TENANT/MERCHANDISINGMIX客戶/商品組合668291MERCHANDISINGSTRATEGY商品組合策略92TENANT/MERCHANDISEMIX客戶/商品組合93ANALYSISOFPOTENTIALSALES/RENTALINCOME營(yíng)業(yè)額和租金預(yù)測(cè)100DESIGNREVIEW設(shè)計(jì)評(píng)審8384101GENERALDESIGNISSUES設(shè)計(jì)評(píng)審的總體因素102CRITICALDESIGNISSUES設(shè)計(jì)要點(diǎn)110RECOMMENDEDRETAILCONCEPT商業(yè)主題建議85APPENDICES附件11ASSIGNMENT任務(wù)介紹INSIGNIABROOKE“IB”ANDHUSBANDRETAILCONSULTINGLIMITED“HRC”WEREAPPOINTEDBYTHEBEIJINGFINANCIALSTREETCONSTRUCTIONDEVELOPMENTCOMPANYLIMITED“BFS”INJANUARY2003TOUNDERTAKEARETAILCONSULTANCYASSIGNMENTINCONNECTIONWITHADEVELOPMENTINXIZHIMENDISTRICT,BEIJING,TOBEKNOWNASXIHUANPLAZA顯盛保柏和HUSBANDRETAILCONSULTINGLIMITED受北京金融街建設(shè)開(kāi)發(fā)有限責(zé)任公司的委托，于2003年1月開(kāi)始為位于西直門地區(qū)的西環(huán)廣場(chǎng)的商業(yè)部分提供商業(yè)咨詢服務(wù)。THEPURPOSEOFTHEASSIGNMENTISTOEXAMINEANDINVESTIGATEVARIOUSISSUESAFFECTINGTHEPROPOSEDRETAILELEMENTOFXIHUANPLAZA,ANDTOPROVIDEADVICETOBFSREGARDINGTHEAPPROPRIATEMARKETPOSITIONINGOFTHEPROJECT,THEOPTIMUMMERCHANDISE/TENANTMIXWITHINTHESCHEME,THEDESIGNANDLAYOUTOFINDIVIDUALFLOORSWITHINTHERETAILCENTRE,ASWELLASTHEOVERALLCONCEPTASSOCIATEDWITHTHERETAILELEMENTOFTHEDEVELOPMENT此次服務(wù)的目的是研究影響西環(huán)廣場(chǎng)商業(yè)部分的多種因素，為北京金融街建設(shè)開(kāi)發(fā)有限責(zé)任公司提供西環(huán)廣場(chǎng)適當(dāng)?shù)氖袌?chǎng)定位，適宜的商品組合/客戶組合，商場(chǎng)內(nèi)部每層的設(shè)計(jì)和平面規(guī)劃，以及商場(chǎng)整體的概念。VARIOUSDOCUMENTSHAVEBEENSUBMITTEDTOBFSFORREVIEWDURINGTHECOURSEOFTHEASSIGNMENTANDTHEINTERIMFINDINGSOFTHEEXERCISEWEREPRESENTEDTOBFSON12THMARCH2003THISFINALREPORTSETSOUTTHEMAJORFINDINGSANDRECOMMENDATIONSASSOCIATEDWITHTHERETAILCONSULTANCYASSIGNMENT,INCLUDINGBUTNOTLIMITEDTOTHOSEPREVIOUSLYPRESENTEDTOBFS2003年3月12日，一些文件和中期報(bào)告已經(jīng)提交給北京金融街建設(shè)開(kāi)發(fā)有限責(zé)任公司審閱。此份最終報(bào)告中將包括研究的主要發(fā)現(xiàn)和針對(duì)西環(huán)廣場(chǎng)的商業(yè)建議，并不僅限于之前中期報(bào)告的基礎(chǔ)上。12SCOPEOFWORK服務(wù)內(nèi)容ITWASAGREEDTHATTHESCOPEOFWORKASSOCIATEDWITHTHISRETAILCONSULTANCYWOULDINVOLVETHEFOLLOWINGTASKS此份商業(yè)咨詢報(bào)告的內(nèi)容將包括下述內(nèi)容OMARKETSURVEY市場(chǎng)研究OCOMPETITIONANALYSIS競(jìng)爭(zhēng)對(duì)手分析ODETERMINATIONOFTHECATCHMENTAREA商圈消費(fèi)預(yù)測(cè)OCONSULTATIONOFLOCALANDINTERNATIONALRETAILERS國(guó)內(nèi)和國(guó)際零售商的訪談研究ODETERMINATIONOFTHEOPTIMUMSIZEANDTHEMINGOFTHECENTRE商場(chǎng)主題與商業(yè)規(guī)模ODESIGNREVIEW設(shè)計(jì)評(píng)審OANALYSISOFINTERNALLAYOUT內(nèi)部規(guī)劃布局的分析ODETERMINATIONOFOPTIMUMMERCHANDISEMIX商品組合建議ODETERMINATIONOFPOTENTIALCENTRESALES預(yù)測(cè)商場(chǎng)銷售額ODETERMINATIONOFPOTENTIALRENTALINCOMEOFTHECENTRE商場(chǎng)未來(lái)租金收入的預(yù)測(cè)13REPORTSTRUCTURE報(bào)告結(jié)構(gòu)SECTION2DESCRIBESTHEBACKGROUNDOFTHEPROJECTINCLUDINGTHEPHYSICALCONDITIONSASSOCIATEDWITHXIHUANPLAZA第二章西環(huán)廣場(chǎng)的項(xiàng)目背景資料介紹。SECTION3SETSOUTAREVIEWANDANALYSISOFECONOMICCONDITIONSINBEIJING第三章北京經(jīng)濟(jì)分析SECTION4SETSOUTAREVIEWOFTHERETAILSECTOROFTHEREALESTATEMARKETINBEIJING第四章北京零售房地產(chǎn)市場(chǎng)分析SECTION5DESCRIBESTHEAPPROACH/METHODOLOGYASSOCIATEDWITHTHECONSUMERSURVEYANDSETSOUTTHEMAJORFINDINGSOFTHEEXERCISE第五章解釋消費(fèi)者調(diào)查的方法和步驟并且給出調(diào)研的主要發(fā)現(xiàn)。SECTION6DESCRIBESTHEAPPROACH/METHODOLOGYASSOCIATEDWITHTHECOMPETITIONANALYSISANDSETSOUTTHEMAJORFINDINGSOFTHEEXERCISE第六章解釋競(jìng)爭(zhēng)對(duì)手分析的方法步驟論并且給出競(jìng)爭(zhēng)對(duì)手的主要發(fā)現(xiàn)。SECTION7SETSOUTTHEAPPROACHTOWARDS,ANDTHEKEYFINDINGSOF,THECONSULTATIONOFLOCALANDINTERNATIONALRETAILERS第七章給出國(guó)內(nèi)/國(guó)際零售商訪談的方法和主要發(fā)現(xiàn)。SECTION8IDENTIFIESTHEMARKETPOSITIONINGOFXIHUANPLAZA,INCLUDINGTHETARGETMARKETOFTHECENTREANDTHEANTICIPATEDCONSUMERPROFILEOFTHESCHEME第八章西環(huán)廣場(chǎng)的市場(chǎng)定位以及目標(biāo)市場(chǎng)和潛在消費(fèi)者預(yù)測(cè)SECTION9ESTABLISHESTHEPROPOSEDTENANT/MERCHANDISINGMIXANDESTIMATESTHEPOTENTIALSALESREVENUESANDRENTALINCOMETOBEGENERATEDFROMTHECENTRE第九章建立提議的客戶組合/商品組合以及預(yù)測(cè)商場(chǎng)銷售額和租金收入SECTION10HIGHLIGHTSTHECRITICALDESIGNISSUESASSOCIATEDWITHTHECENTREANDPUTSFORWARDRECOMMENDEDSOLUTIONSTHERESOLVETHESEISSUES第十章對(duì)商場(chǎng)設(shè)計(jì)的意見(jiàn)和建議SECTION11PUTSFORWARDTHERECOMMENDEDRETAILCONCEPTANDPRESENTSASUMMARYOFTHEMERITSASSOCIATEDWITHTHEPROPOSAL第十一章商場(chǎng)主題的建議和優(yōu)勢(shì)的總結(jié)21LOCATION地理位置XIHUANPLAZAISSITUATEDWITHINTHECENTRALPARTOFXIZHIMENINXICHENG,IMMEDIATELYTOTHEWESTOFTHEEXISTINGRAILWAYSTATIONITISBOUNDEDXIZHIMENWEIMAINROADTOTHESOUTH,GAIBANHETOTHENORTH,WEST2NDRINGROADTOTHEEASTANDGAOLIANGBRIDGETOTHEWEST西環(huán)廣場(chǎng)位于西城區(qū)的西直門地區(qū)，位于西直門地鐵的西側(cè)。西環(huán)廣場(chǎng)南側(cè)是西直門外大街，北側(cè)是蓋板河，東臨西二環(huán)，西臨高粱橋。圖21西環(huán)廣場(chǎng)位置圖資料來(lái)源顯盛保柏THEDEVELOPMENTISSITUATEDINAPROMINENTLOCATIONANDENJOYSAHIGHDEGREEOFVISIBILITYFROMVARIOUSDIFFERENTVANTAGEPOINTS,INPARTICULARFROMTHENORTHWEST,WHERETHEMAJORITYOFTHEDEVELOPMENTSARERELATIVELYLOWRISE該項(xiàng)目位于非常顯著的位置，從各個(gè)方面的可視性都很好，尤其是從項(xiàng)目的西北側(cè)，多為低密度住宅。THESITEISADJACENTTOAPUBLICTRANSPORTINTERCHANGEANDRAILWAYSTATIONANDTHEREISTHEREFOREAVERYHIGHVOLUMEOFPEDESTRIANFLOWINTHEVICINITYOFTHESITEBASEDUPONANINFORMALENQUIRYWITHAREPRESENTATIVESOFTHESUBWAY,THEREARECURRENTLYAPPROXIMATELY120,000PASSENGERSPERDAYPASSINGTHROUGHTHEXIZHIMENSUBWAY,WITHANADDITIONAL32,000PASSENGERSINTERCHANGINGBETWEENTHESUBWAYANDTHELIGHTRAILTRANSITSTATION項(xiàng)目地塊近臨公交樞紐、地鐵和輕軌，所以在項(xiàng)目周邊聚集了大量的人流。根據(jù)與北京地鐵運(yùn)營(yíng)總公司工作人員的確認(rèn)，目前每天乘坐西直門地鐵的人數(shù)有12萬(wàn)人次，另外有32,000人次為輕軌和地鐵換乘者。表21地鐵及輕軌日客流量線路出口人數(shù)入口人數(shù)總計(jì)地鐵60,00060,000120,000輕軌6,0006,00012,000換乘16,00016,00032,000合計(jì)82,00082,000164,000資料來(lái)源顯盛保柏西西環(huán)環(huán)廣廣場(chǎng)場(chǎng)ITISESTIMATEDTHATAPPROXIMATELY12,000PEOPLEPASSTHROUGHXIZHIMENLIGHTRAILTRANSITSTATIONANDAPPROXIMATELY150,000PEOPLEUSETHEATGRADEROADNETWORKTHEREFORE,THECURRENTDAILYPEDESTRIANFLOWINTHEIMMEDIATEVICINITYOFTHESITEHASBEENASSESSEDTOBEOFTHEORDEROF320,000TO350,000PERSONSASSUMINGAGROWTHRATEOF2025INCONNECTIONWITHTHERAILWAYPATRONAGE,ITISANTICIPATEDTHATTHEPEDESTRIANSINTHEIMMEDIATEVICINITYOFXIHUANPLAZACOULDREACHALEVELOF350,000TO400,000PERSONSPERDAYINTHEMEDIUMTERM預(yù)計(jì)每天出入西直門輕軌的人數(shù)有12,000人次；還有每天約有15萬(wàn)人次使用西直門的路上交通工具，估計(jì)每天過(guò)往西環(huán)地區(qū)的人數(shù)約有3235萬(wàn)人次。綜合西環(huán)地區(qū)的地上和地下交通，根據(jù)西直門地鐵工作人員介紹，輕軌乘客每年增長(zhǎng)率將在2025之間，預(yù)計(jì)2006年西環(huán)地區(qū)每天過(guò)往人口將達(dá)到35萬(wàn)40萬(wàn)人次，甚至?xí)唷１?2西直門地區(qū)公交線路總站發(fā)車情況線路首車時(shí)間未車時(shí)間發(fā)車次數(shù)3345302230340多次/天360支5302215200多次/天3755152300300多次/天375支5202130200多次/天3925302100200多次/天655002300200多次/天9025302030200多次/天6125452015378次/天722600213072次/天7496002130260次/天9045102030320次/天9335302000235次/天資料來(lái)源顯盛保柏22THEDEVELOPMENT項(xiàng)目背景XIHUANPLAZAISSITUATEDUPONANELONGATEDSITEWHICHHASANAREAOFAPPROXIMATELY59,900MTHEDEVELOPMENTWILLHAVEATOTALGROSSFLOORAREAOF264,000SQUAREMETRES,OFWHICH97,000SQUAREMETRESISWITHINTHEBASEMENTOFTHEDEVELOPMENT,AND167,000SQUAREMETRESISABOVETHEGROUNDLEVELTHEPROJECTISDUETOBECOMPLETEDINJUNE2005西環(huán)廣場(chǎng)占地599萬(wàn)平方米,總建筑面積為264萬(wàn)平方米，地上部分167萬(wàn)平方米，地下部分97萬(wàn)平方米，預(yù)計(jì)竣工時(shí)間為2005年6月。XIHUANPLAZAISACOMPREHENSIVEDEVELOPMENTCOMPRISINGTHEFOLLOWINGELEMENTS項(xiàng)目包括以下組成部分OOFFICEACCOMMODATIONOF89,000M寫字樓面積為89萬(wàn)平方米OASHOPPINGMALLOF91,000M,ACCOMMODATEDWITHINSEVENFLOORSBETWEENBASEMENTONEANDTHESIXTHFLOOROFTHEDEVELOPMENT商業(yè)用房面積為91萬(wàn)平方米,從地下一層到地上六層OAPUBLICTRANSPORTINTERCHANGEAREAOF15,000M公交環(huán)路面積15,000平方米O2,000CARPARKINGSPACES2,000個(gè)車位23CHARACTERISTICSOFSURROUNDINGAREA周邊地區(qū)特征THEREAREAWIDERANGEOFDIFFERENTLANDUSESWITHINXIZHIMENANDTHESURROUNDINGAREA,INCLUDINGRESIDENTIAL,COMMERCIAL,CULTURAL,INSTITUTIONALANDTOURISTRELATEDUSES西直門及周邊地區(qū)集中了多種類型的項(xiàng)目，包括住宅，寫字樓，教育，政府機(jī)構(gòu)和旅游景點(diǎn)。XINJIEKOURESIDENTIALAREAISLOCATEDTOTHEEASTOFTHEDEVELOPMENTITISONEOFTHEOLDESTDISTRICTSINBEIJINGWITHLOWDENSITYRESIDENTIALACCOMMODATIONWHICHISNORMALLYOCCUPIEDBYLOWINCOMEGROUPSTHEAREAISCURRENTLYUNDERRECONSTRUCTIONANDANUMBEROFNEWHIGHQUALITYDEVELOPMENTSHAVEBEENBUILTWITHINTHEAREA,SUCHASOCEANPROSPECT,JINHUIJIAYUANANDSILVERCITYTHEAVERAGESALEPRICEASSOCIATEDWITHTHESEDEVELOPMENTSISAPPROXIMATELYRMB8,000PERSQUAREMETRE,WHICHISSIGNIFICANTLYHIGHERTHANTHEAVERAGEOFRMB4,500PERSQUAREMETREINBEIJING新街口住宅區(qū)位于西環(huán)廣場(chǎng)的東側(cè)。以前該地區(qū)是北京的老城區(qū)，住宅密度比較低，居民消費(fèi)水平不高。目前西直門地區(qū)正在實(shí)施城區(qū)改造的工程，新建了一些高檔住宅，包括遠(yuǎn)洋風(fēng)景，金暉嘉園，銀都中心等，平均售價(jià)為8,027元/平方米，高于全市平均4,500元/平方米幾乎一倍。ITSHOULDBENOTEDTHATATOTALOF4,500HIGHCLASSRESIDENTIALUNITSHAVEBEENORWILLBECOMPLETEDWITHIN2KILOMETRESOFXIHUANPLAZABETWEEN2001AND2003THEREFORE,UPONCOMPLETIONOFTHEURBANRECONSTRUCTION,ITISANTICIPATEDTHATTHEAVERAGEINCOMELEVELOFTHEHOUSEHOLDSWITHINTHEAREAWILLINCREASE,ANDTHATTHEREWILLALSOBEANINCREASEINTHEPURCHASINGPOWEROFTHESEHOUSEHOLDS在離西環(huán)廣場(chǎng)方圓2公里的范圍內(nèi)，從2001年到2003年約有4,500套高檔住宅落成，一些高檔住宅項(xiàng)目正在建設(shè)。所以，隨著西環(huán)地區(qū)高檔住宅的建設(shè)，該區(qū)居民的平均收入在提高，同時(shí)消費(fèi)水平也在不斷提高。XIHUANPLAZAISALSOINCLOSEPROXIMITYTOZHONGGUANCUNTOTHENORTHWEST,JINRONGJIETOTHESOUTHEAST,ANDBEIJINGZOOTOTHEWEST除了東邊為新街口住宅社區(qū)外，西環(huán)廣場(chǎng)西北臨近中關(guān)村，東南臨近金融街，西邊緊靠北京動(dòng)物園。INADDITION,ANUMBEROFINSTITUTIONSANDUNIVERSITIESARELOCATEDINTHEAREA,INCLUDINGNORTHERNTRANSPORTATIONUNIVERSITY,BEIJINGBUILDINGCONSTRUCTIONRESEARCHINSTITUTE,CHINAUNIVERSITYOFPOSTSANDTELECOMMUNICATIONS,BEIJINGNORMALUNIVERSITY,ANDTHEFINANCEANDBANKINGINSTITUTE西環(huán)廣場(chǎng)周邊地區(qū)包括了幾所大學(xué)，其中有北方交通大學(xué)、北京建筑工程學(xué)院、中國(guó)政法大學(xué)，中國(guó)郵電大學(xué)，北京師范大學(xué)以及財(cái)政金融學(xué)院。四星級(jí)的德寶飯店位于西環(huán)廣場(chǎng)的西側(cè)。24ACCESSIBILITY/TRANSPORTLINKS通行情況/交通線路XIHUANPLAZAISADJACENTTOTHETRANSPORTATIONHUBOFXIZHIMENANDTHEREFOREISEASILYACCESSIBLEVIADIFFERENTMODESOFTRANSPORTATIONBEINGAMAJORINTERCHANGEPOINTBETWEENTHEVARIOUSRAILWAYSINCLUDINGTHESUBWAY,LIGHTTRANSITANDBEIJINGRAILWAY,THEAREAHASVERYGOODACCESSIBILITYVIAANINTEGRATEDRAILTRANSPORTATIONNETWORKTOALLPARTSOFBEIJING西環(huán)廣場(chǎng)為交通樞紐，所以可以通過(guò)不同的交通方式到達(dá)。西環(huán)廣場(chǎng)更是地鐵、輕軌的換乘中心，通過(guò)輕軌和地鐵的立體交叉網(wǎng)絡(luò)可以到達(dá)北京各個(gè)部分。INADDITIONTORAILWAYFACILITIES,THEAREAISALSOWELLSERVEDBYALARGENUMBEROFBUSROUTES,ASAPUBLICTRANSPORTINTERCHANGEISLOCATEDADJACENTTOTHELIGHTRAILTRANSITSTATIONASILLUSTRATEDWITHTHELISTOFBUSROUTESINFIGURE22,THECOVERAGEOFTHEBUSROUTESISVERYEXTENSIVEANDEXTENDSTOHUILONGGUANINTHENORTH,XIANGSHANANDSHIJINGSHANTOTHEWEST,WANGJINGTOTHEEASTANDDAXINGHUANGCUNTOTHESOUTH除了軌道交通，西環(huán)廣場(chǎng)還靠近多路公交線路的總站。圖22是西直門公交線路圖，公交路線覆蓋了大部分的北京城北至回龍觀，西至香山和石景山，東至望京，南至大興黃村。圖22西環(huán)廣場(chǎng)公共交通示意圖資料來(lái)源顯盛保柏HOWEVER,ITHASALSOBEENNOTEDTHATTHEREISOFTENTRAFFICCONGESTIONINTHEAREAADJACENTTOTHEXIZHIMENBRIDGE,IMMEDIATELYNEXTTOTHEDEVELOPMENTINADDITION,THEEXISTINGDESIGNOFTHEROADNETWORKINFRONTOFXIHUANPLAZAISNOTTHEOPTIMUMFROMTHEPERSPECTIVEOFTHEDEVELOPMENT,ASDRIVERSFINDITDIFFICULTTOTURNINTOTHEDEVELOPMENTWHENTHEYSEETHEDEVELOPMENTFROMTHEBRIDGETHISISSUEWILLNEEDTOBETAKENINTOCONSIDERATIONTHEFINALISINGTHEACCESSARRANGEMENTSTOASSOCIATEDWITHTHEPROJECT但是，西直門立交橋就在西環(huán)廣場(chǎng)的旁邊，經(jīng)常出現(xiàn)交通堵塞。而且由于立交橋設(shè)計(jì)的原因，當(dāng)消費(fèi)者在橋上看到西環(huán)廣場(chǎng)時(shí)，很難直接到達(dá)西環(huán)廣場(chǎng)。這點(diǎn)希望開(kāi)發(fā)商在最終安排西環(huán)廣場(chǎng)交通組織時(shí)將這個(gè)因素考慮進(jìn)去。西西環(huán)環(huán)廣廣場(chǎng)場(chǎng)交通示意交通示意圖圖西西環(huán)環(huán)廣廣場(chǎng)場(chǎng)INADDITION,WITHREGARDTOPEDESTRIANROUTES,WHILSTACCESSIBLITYFROMTHENORTHISGOOD,THEPEDESTRIANACCESSFORPEOPLEWISHINGTOACCESSTHEDEVELOPMENTFROMTHESOUTHISNOTPARTICULARLYCONVENIENTASARESULTOFTHEEXISTENCEOFTHEMAINROADANDBRIDGETOTHESOUTHOFTHEDEVELOPMENTTHISISSUEWILLNEEDTOBEADDRESSEDWHENCONSIDERINGTHEENTRANCEARRANGEMENTSASSOCIATEDWITHINTHEDEVELOPMENT關(guān)于步行路線，對(duì)西環(huán)廣場(chǎng)北部的消費(fèi)者很方便，但從南面過(guò)來(lái)的消費(fèi)者很難越過(guò)立交橋到達(dá)西環(huán)廣場(chǎng)。這方面的問(wèn)題需要開(kāi)發(fā)商在設(shè)計(jì)商場(chǎng)出入口時(shí)考慮進(jìn)去。INOVERALLTERMS,XIHUANPLAZAHASTHEADVANTAGEOFEXCELLENTTRANSPORTLINKSANDTHEREFOREHASTHEPOTENTIALTOATTRACTASIGNIFICANTNUMBEROFCOSTUMERSTOTHEPROJECT,PARTICULARLYFROMTHENORTHWESTERNPARTOFBEIJING總體來(lái)說(shuō)，西環(huán)廣場(chǎng)的優(yōu)勢(shì)在于極好的交通，所以可以帶來(lái)大量的客流，尤其是吸引北京西北部的消費(fèi)者。APPENDICES附件21西環(huán)廣場(chǎng)周邊寫字樓項(xiàng)目示意圖22西環(huán)廣場(chǎng)周邊住宅項(xiàng)目示意圖23西環(huán)廣場(chǎng)周邊酒店示意圖24西環(huán)廣場(chǎng)周邊大專院校示意圖251西環(huán)廣場(chǎng)附近交通線路列表（一）252西環(huán)廣場(chǎng)附近交通線路列表（二）31ADMINISTRATIVEDIVISIONSANDPOPULATION行政區(qū)劃和人口BEIJING,THECAPITALOFCHINA,HASASITEAREAOF16,8078SQUAREKILOMETRESANDCOMPRISES18DISTRICTSANDCOUNTIESTHECITYCANBEDIVIDEDINTO4REGIONS北京市總面積為16,8078平方公里，總共包括了18個(gè)區(qū)、縣，可分為四個(gè)區(qū)域OCITYPROPERDONGCHENGDISTRICT,XICHENGDISTRICT,CHONGWENDISTRICTANDXUANWUDISTRICT市區(qū)東城區(qū)，西城區(qū)，崇文區(qū)和宣武區(qū)OCITYAREACHAOYANGDISTRICT,HAIDIANDISTRICT,FENGTAIDISTRICT,ANDSHIJINGSHANDISTRICT城區(qū)朝陽(yáng)區(qū)，海淀區(qū)、豐臺(tái)區(qū)和石景山區(qū)OINNERSUBURBSMENTOGOUDISTRICT,FANGSHANDISTRICT,TONZHOUDISTRICT,SHUNYIDISTRICT,CHANGPINGDISTRICT,ANDDAXINGDISTRICT郊區(qū)門頭溝區(qū)，房山區(qū)，通州區(qū)，順義區(qū)，昌平區(qū)和大興區(qū)OOUTERSUBURBSPINGGUCOUNTY,HUAIROUCOUNTY,MIYUNCOUNTY,ANDYANQINGCOUNTY遠(yuǎn)郊區(qū)縣懷柔區(qū)，平谷縣，密云縣和延慶縣THEURBANAREAOFBEIJINGHASEXPANDEDRAPIDLYINTHEPAST10YEARSANDTHECURRENTPLANNEDBOUNDARYOFTHEURBANAREAEXTENDSTODINGFUZHUANGINTHEEAST,SHIJINGSHANINTHEWEST,QINGHEINTHENORTHANDNANYUANINTHESOUTH,COMPRISINGANAREAOF1,041SQUAREKILOMETRESTHEFUTURECENTRALCITYAREAWILLPRIMARILYBETHEAREAWITHINTHE4THRINGROADTHECURRENTBUILTUPAREAINBEIJINGISAPPROXIMATELY500SQUAREKILOMETRES,ACCOUNTINGFOR50OFTHEPLANNEDAREA,OFWHICH158SQUAREKILOMETRESISLOCATEDWITHINTHE3RDRINGROAD目前北京規(guī)劃市區(qū)范圍是東至定福莊，西至石景山，北至清河，南至南苑，規(guī)劃面積1,041平方公里，未來(lái)的市中心地區(qū)大體在四環(huán)路內(nèi)。目前已經(jīng)建成區(qū)面積為490平方公里，已經(jīng)完成規(guī)劃面積的47，其中三環(huán)以內(nèi)的面積為158平方公里。圖31北京行政區(qū)劃圖資料來(lái)源顯盛保柏THEREGISTEREDPOPULATIONOFBEIJINGIN2002WAS1136MILLIONPEOPLE,WITHANADDITIONALITINERANTPOPULATIONOFAPPROXIMATELY3MILLIONPEOPLETHETOTALPOPULATIONRESIDINGINBEIJINGIN2002WAS1440MILLIONASATTHEENDOF2002,THEREGISTEREDPOPULATIONINTHECITYPROPERWAS241MILLIONANDTHATINTHECITYAREAWAS449MILLION,WITHANAVERAGEHOUSEHOLDSIZEOF3PERSONSTHEPOPULATIONDENSITYINTHECITYPROPERANDCITYAREAIS27,700PERSONSPERSQUAREKILOMETREAND3,500PERSQUAREKILOMETRERESPECTIVELY2002年，北京市戶籍人口為1,1363萬(wàn)人，流動(dòng)人口約有300萬(wàn)人。2002年底，北京常住人口有1,4232萬(wàn)人口。2002年底，北京市區(qū)戶籍人口241萬(wàn)人，人口密度是27,700人/平方公里；城區(qū)戶籍人口449萬(wàn)人，人口密度是3,500人/平方公里。全市平均戶均人口3人。THEPOPULATIONOFBEIJINGHASGROWNBYAPPROXIMATELY0192PERANNUMOVERTHELASTTENYEARSTHEREHASALSOBEENAGRADUALSHIFTOFPOPULATIONFROMTHECITYPROPERTOSUBURBANAREASASARESULTOFTHEEXTENSIVEURBANREGENERATIONPROGRAMMEBEINGPURSUEDINBEIJINGITISEXPECTEDTHATTHEPOPULATIONLEVELWILLBERELATIVELYSTABLEINTHESHORTTOMEDIUMTERM,ANDTHATTHEREDISTRIBUTIONOFTHEPOPULATIONTOTHESUBURBANAREASWILLCONTINUE北京的人口在過(guò)去十年間平均年增長(zhǎng)率是0192。由于北京市區(qū)重新建設(shè)的原因，北京人口也出現(xiàn)了從市區(qū)向郊區(qū)移動(dòng)的趨勢(shì)。預(yù)計(jì)北京的人口在中短期內(nèi)比較穩(wěn)定，從長(zhǎng)期發(fā)展看，繼續(xù)人口郊區(qū)化。INTHEPAST10YEARS,THEREGISTEREDPOPULATIONOFBEIJINGHASGROWNFROM104MILLIONIN1992TO1136MILLIONIN2002,ANAVERAGEINCREASERATEOF0192PERANNUAL在過(guò)去的10年間，北京戶籍人口數(shù)量由1,0449萬(wàn)（1992年）增長(zhǎng)到1,1363萬(wàn)（2002年），平均年增長(zhǎng)率為0192。GIVENTHATRESIDENTIALDEVELOPMENTISCURRENTLYFOCUSEDINTHESUBURBANAREA,ASAGAINSTTHECITYPROPER,THEOVERALLPOPULATIONOFTHECITYISGROWINGMORERAPIDLYTHANTHEPACEOFINCREASEINTHECITYPROPERAPPROXIMATELY381MILLIONPEOPLELIVEDINTHECITYAREAIN1994,WHICHHASINCREASEDTO449MILLIONIN2002,WHILSTTHEPOPULATIONOFTHECITYPROPERHASDECREASEDFROM244MILLIONIN1994TO241MILLIONIN2002由于北京住宅發(fā)展向城區(qū)和郊區(qū)發(fā)展，所以城區(qū)人口增長(zhǎng)速度高于市區(qū)。1994年北京市城區(qū)人口為3815萬(wàn)人，2002年增長(zhǎng)到4486萬(wàn)人；同時(shí)1994年的市區(qū)人口為2436萬(wàn)，2002年下降為2406萬(wàn)人。32ECONOMICINDICATORS經(jīng)濟(jì)分析IGROSSDOMESTICPRODUCTGDP國(guó)內(nèi)生產(chǎn)總值BEIJINGHASEXPERIENCEDRAPIDECONOMICGROWTHINTHEPAST20YEARSTHEGDPINCREASEDFROMRMB5989BILLIONIN1991TORMB28457BILLIONIN2001,WITHANAVERAGEGROWTHOF1086PERANNUMIN2002,BEIJINGACHIEVEDAGDPOFRMB313BILLION,REPRESENTINGAGROWTHOF102FROMTHEPREVIOUSYEARACCORDINGTOTHEPRELIMINARYFORECASTOFTHESTATISTICSBUREAU,THEGDPWITHINTHEPERIODBETWEENJANUARYANDFEBRUARY2003WASRMB3967BILLION,ANINCREASEOF121OVERTHESAMEPERIODIN2002在過(guò)去的20年內(nèi)，北京的經(jīng)濟(jì)高速發(fā)展，國(guó)內(nèi)生產(chǎn)總值由1991年的59889億元，增長(zhǎng)到2001年的2,8457億元，平均年增長(zhǎng)率為1086。2002年，北京國(guó)內(nèi)生產(chǎn)總值已經(jīng)達(dá)到了3,130億元，較2001年同期增長(zhǎng)102。根據(jù)北京統(tǒng)計(jì)局的初步統(tǒng)計(jì)，2003年12月，北京國(guó)內(nèi)生產(chǎn)總值為3967億元，較去年同期增長(zhǎng)121。圖32北京國(guó)內(nèi)生產(chǎn)總值增長(zhǎng)情況資料來(lái)源北京統(tǒng)計(jì)年鑒THEGDPPERCAPITAINBEIJINGHASINCREASEDRAPIDLY,FROMRMB5,782IN1991TORMB27,746IN2002,WITHANAVERAGEGROWTHRATEOF1008PERANNUMOVERTHEPAST12YEARS北京人均國(guó)內(nèi)生產(chǎn)總值也從1991年的5,782元快速增長(zhǎng)到2002年的27,746元，這12年間的平均年增長(zhǎng)速度為1008。ITISANTICIPATEDTHAT,GIVENTHERAPIDGROWTHOFTHEECONOMYOVERTHEPAST20YEARSANDTHEFACTTHATTHEECONOMYINBEIJINGISNOWMOREMATURE,THEPACEOFECONOMICGROWTHINBEIJINGWILLNOWSTABILIZEBASEDUPONTHE“TENTHFIVEYEARPLANOFBEIJING”20012005,THEANNUALGROWTHRATEOFGDPISEXPECTEDTOBEMAINTAINEDATALEVELOFAPPROXIMATELY9PERANNUMDURINGTHISPERIOD北京的經(jīng)濟(jì)在經(jīng)過(guò)20年高速增長(zhǎng)后越來(lái)越成熟，預(yù)計(jì)今后北京經(jīng)濟(jì)發(fā)展速度將放緩。根據(jù)北京“第十個(gè)五年計(jì)劃（20012005）”，北京國(guó)內(nèi)生產(chǎn)總值的平均年增長(zhǎng)速度為9。IITOTALRETAILSALES社會(huì)消費(fèi)品零售總額THETOTALRETAILSALESINBEIJINGINCREASEDFROMRMB3578BILLIONIN1991TORMB1594BILLIONIN2001,REPRESENTINGANINCREASEOF1627PERANNUMTHETOTALRETAILSALESIN2002EQUATEDTORMB1745BILLION,ACCOUNTINGFOR557OFTHEGDPOFBEIJINGTHETOTALRETAILSALESBETWEENJANUARYANDFEBRUARY2003REPRESENTEDASUMOFRMB3229BILLIONITISANTICIPATEDTHATTHERETAILSALESFORTHEWHOLEOF2003WILLBERMB1938BILLION,ARATEOFGROWTHOF11OVERTHATOF2002北京社會(huì)消費(fèi)品零售總額1991年為3578億元，2001年為1,5935億元，平均年增長(zhǎng)率為1627。2002年北京社會(huì)消費(fèi)品零售總額為1,7448億元，占北京國(guó)內(nèi)生產(chǎn)總值的557。2003年12月，北京社會(huì)消費(fèi)品零售總額為3229億元，預(yù)計(jì)全年為1,938億元，預(yù)計(jì)較2002年增長(zhǎng)11。5997098641,0841,3951,6161,8102,0112,1742,4792,8183,1309512112411011010210298969211613505001,0001,5002,0002,5003,0003,5001991199219931994199519961997199819992000200120020246810121416上上上上上上上上上上上上上上100圖33北京歷史社會(huì)消費(fèi)品零售總額（19962002）9241,0521,1951,3131,4431,5941,74511613913799991049502004006008001,0001,2001,4001,6001,8002,0001996199719981999200020012002051015上上上上上上上上上上上上上上上上上上上上上上上上上上100上資料來(lái)源北京統(tǒng)計(jì)局ACCORDINGTOTHE“TENTHFIVEYEARPLANOFBEIJING”,THEGOVERNMENTPREDICTSTHATTOTALRETAILSALESWILLMAINTAINANANNUALGROWTHRATEOF10PERANNUMBETWEEN2001AND2005ITISANTICIPATEDTHATTHISSTEADYGROWTHRATEWILLENHANCETHEDEVELOPMENTOFTHERETAILMARKETINBEIJING根據(jù)“北京第十個(gè)五年計(jì)劃”，預(yù)計(jì)在2001年2005年間，北京社會(huì)消費(fèi)品零售總額的平均年增長(zhǎng)率維持在10的水平。這種穩(wěn)定的增長(zhǎng)率將刺激北京零售市場(chǎng)的發(fā)展。IIIDISPOSABLEINCOME可支配收入ACCORDINGTOTHEBEIJINGSTATISTICSYEARBOOK2002,THEANNUALDISPOSABLEINCOMEOFURBANRESIDENTSINBEIJINGINCREASEDFROMRMB2,040IN1991TORMB12,46392IN2002THEDISPOSABLEINCOMEFORURBANRESIDENTSINFEBRUARY2003WASRMB1,436PERMONTH根據(jù)北京統(tǒng)計(jì)年鑒的數(shù)據(jù)，1991年北京城鎮(zhèn)居民可支配收入為2,040元/月，2002年城鎮(zhèn)居民人均可支配收入已經(jīng)增長(zhǎng)到12,46392元/月。2003年2月，北京城鎮(zhèn)居民可支配收入1,436元/月。圖34北京歷年城鎮(zhèn)居民收入和消費(fèi)性支出情況（19952002）資料來(lái)源北京統(tǒng)計(jì)局ITSHOULD,HOWEVER,BENOTEDTHELEVELOFDISPOSABLEINCOMEASPUBLISHEDBYTHEGOVERNMENTMAYNOTREFLECTTHELEVELOFAFFORDABILITYANDTHELIVINGSTANDARDOFTHEPOPULATIONASTHEINCOMERECORDEDBYTHEGOVERNMENTDOESNOTINCLUDEOTHERADDITIONALWELFAREPAYMENTSANDALLOWANCESENJOYEDBYEMPLOYEESSUCHASHOUSING,MEDICAL,ETC,WHICHARECOMMONLYOFFEREDTOEMPLOYEESINGOVERNMENTDEPARTMENTS,ASWELLASSTATEOWNEDANDDOMESTICPRIVATECOMPANIES無(wú)論如何，在此值得注意的是，統(tǒng)計(jì)年鑒中公布的人均可支配收入并不能真正地反映出北京居民的生活水平和實(shí)際收入，因?yàn)檎y(tǒng)計(jì)的數(shù)據(jù)中可能并不完全包括政府工作人員、外資和國(guó)營(yíng)企業(yè)員工的金融收入，住房、醫(yī)療補(bǔ)貼，獎(jiǎng)金等等。6,8867,8138,4729,18310,35011,57812,4645,8681