2007年4月七星摩根廣場(chǎng)Preparedfor:2007年4月七星摩根廣場(chǎng)Preparedfor:AgendaBeijingOverviewMacroEconomicConditions

PolicyChangesBeijingResidentialMarket北京高檔租賃項(xiàng)目項(xiàng)目概況產(chǎn)品SWOT分析產(chǎn)品定位目標(biāo)客戶定位銷售推廣策略11.媒體推廣策略BeijingAgendaBeijingSECTION1:BeijingOverviewSECTION1:TotalLandArea16,410.54sqkm/6,336sqmilesBeijingCityAdministrativeDistricts8InnerCityDistricts1,368sqkm/528sqmilesDongChengXiChengChongWenXuanWuChaoYangHaiDianFengTaiShiJingShan8DistrictsFurtherAfield

MenTouGouFangShanTongZhouShunYiChangPingDaXingPingGuHuaiRou2CountiesYanQingMiYunPingGuHuaiRouChangPingMenTouGouFangShanDaXingTongZhouMiYunCountyYanQingCountyInnerCityDistrictsShunYiTotalLandAreaBeijingCityAdZhongGuanCunHighTechZoneOlympicsCentreFinancialStreetCBDHaiDian,ShunYi,TongZhou,YiZhuangandShiJingShanDevelopmentZonesHaidianShunyiTongzhouYizhuangShijingshanBeijingCityUrbanPlanningMultiple(Specialized)CentresZhongGuanCunHighTechZoneOBeijingCityUrbanPlanning(2004-2020)North-southintersectingatTianAnMenSquare2AxisEast-westalongChang’AnAve2DevelopmentBeltsEasternDevelopmentBelt(TongZhou,ShunYi,YiZhuang,HuaiRou,MiYunandPingGu)WesternDevelopmentBelt(DaXing,FangShan,ChangPing,YanQingandMenTouGou)Multiple(Specialized)CentresYanqingChangpingShaheMentougouYangfangFangshanDaxingHuairouMiyunShunyiPingguTongzhouYongleYizhuangBeijingCityUrbanPlanning(2ExistingandFutureSubwayLinesataGlanceLineLength(km)Line131Line223CityRail41BatongLine19Line527.5Olympicsub-line5.9Line10(PhI)24.6AirportExpressRail27.3Line428.6Line10(PhII)6Line917.3YizhuangSub-line24.5ExistingandFutureSubwayLinBeijingCitySubwaySystemAtQ12007:345Line1runseastwestalongChang’AnAvenueCityRailconnectsWangJin,AsianGamesVillage,HaiDianandXiChengdistrictLine2,loopline.BatongLine,fromtheeastendofLine1toTongzhou.2BeijingCitySubwaySystemAtQLine10connectsZhongGuanCun,LufthansaandCBDOlympicssub-lineconnectstoLine10Olympics2008:23454newlines–5,8,10andAirportExpressRailBeijingCitySubwaySystemLine5runsnorth-southbetweenNorth5thRingRdandSouth3rdRingRdAirportExpressRailinterchangesatDongZhiMen(Line2)Beijing-TianjinHighSpeedRailwayLine10connectsZhongGuanCuAfter2008:2345BeijingCitySubwaySystemLine10(PhaseII)Line4connectsZhongGuanCun,XichengandFengtaiDistrict.

Line9connectsLine4andthesouthwestareaYizhuangsub-lineconnectstheLine5andYizhuang,anditwillconnectswiththeinter-cityrailwaybetweenBeijingandTianjinShunyiLineBeijing-ShanghaiHighSpeedRailwayLiangxiangLineAfter2008:2345BeijingCitySuMajorRoads23456thRing151**atpresentbefore2008Olympics6RoadLength(km)CompletionChang’AnAvenue40-2ndRing32.719923rdRing4819944thRing65.320015thRing982003AirportExpressWay18.7351993MajorRoads23456thRing151*befBeijingIntercityHighwaySystem

JinchengHighway:Beijing-Chengde

BadalingHighway:Beijing-Badaling-Zhangjiakou

JingshiHighway:Beijing-Shijiangzhuan

JingkaiHighway:Beijing-Henan

JingjintangHighway:Beijing-Tianjin-Tanshan

JingshenHighway:Beijing-ShenyangJingchengHighwayBadalingHighwayJingshiHighwayJingkaiHighwayJingjintangHighwayJingshenHighwayBeijingIntercityHighwaySystSECTION2:BeijingMacroEconomicConditionsSECTION2:MacroEconomicConditions2006GDPcontinuestogrowatafastpaceSource:NationalBureauofStatistics,BeijingBureauofStatisticsMacroEconomicConditions2006InvestmentinRealEstateSource:NationalBureauofStatistics,BeijingBureauofStatisticsInvestmentinRealEstateSourcForeignDirectInvestmentSource:NationalBureauofStatistics,BeijingBureauofStatisticsForeignDirectInvestmentSourPerCapitaDisposableIncomeSource:NationalBureauofStatistics,BeijingBureauofStatisticsPerCapitaDisposableIncomeSoTotalRetailSalesSource:NationalBureauofStatistics,BeijingBureauofStatisticsTotalRetailSalesSource:NatiRetailPrice&ConsumerPriceIndicesConsumerPriceIndex(CPI)RetailPriceIndex(RPI)Source:NationalBureauofStatistics,BeijingBureauofStatisticsRetailPrice&ConsumerPriceSECTION3:PolicyChangesSECTION3:RegulationsIssueddateMeasuresIssuedbyAug-06IndustriallandmustbesoldViapublicapproachatapricenolowerthantheminimumstandard(beeffectivefromJan2007)MinistryofLandResources15-JanRaisedreserveratioby0.5to9.5%PBOC16-JanStrictimplementationoftheLATsettlementondevelopersfromFeb,2007StateAdministrationofTaxation1-FebStrictimplementationofthecomprehensive5%taxrateonleasingpropertybyindividualsfromFeb,2007BeijingLocalTaxationBureau5-FebBeijingannounceimplementationdetailedofrestrictionsofforeignpropertyinvestment.BeijingConstructioncommittee6-FebMinistryofConstructionwillcheckhowlocalgovernmentcarrytopropertyconstructionplans,especiallyoneconomichouseMinistryofConstruction16-FebRaisedreserveratioby0.5to10%PBOC26-FebRequestsallcitiesandcountiestoestablishapublicrentalhousingsystemthisyear,eachcityhastospecifyacertainpercentageofitslandsalesrevenueforthebuildingofpublicretinalhousing.MinistryofConstruction16-MarRaisedlendinganddepositratesby0.27percentagepointattheweekend,thelatestinaseriesoftighteningmeasuresbyanincreasinglyactivistcentralbank.ThePBOCsaidinanannouncementlateSaturdaythatthebenchmarkone-yearlendingratewouldbeincreasedto6.39percentwhilethedepositratewouldbesetat2.79percent.PBOC16-MarChinaCorporateIncomeTax(beeffectivefromJan2008)NationalPeople'sCongress16-MarPropertylawofChina(beeffectivefromOctober2007)NationalPeople'sCongressRegulationsIssueddateMeasuresCircularonLandRegulationandControlOnAugust31,2006,theStateCouncilpromulgatedtheCircularoftheStateCouncilConcerningIssuesonStrengtheningLandRegulationandControl.Aunifiedpublicationsystemfortheminimumstandardforindustriallandgrantpricesshouldbeestablishedandthattheminimumstandardforindustriallandgrantpricesfordifferentplacesshouldbeformulatedandpublisheduniformly.Industriallandmustbegrantedthroughtendering,biddingandauction,andthepriceshallnotbelowerthanthepublishedminimumstandard.Grantinglandatapricelowerthantheminimumstandardorofferingallowancesorrefundsinanyformisprohibited.On23rdDecember,TheMinistryofLandandResourcesissuedtheCircularoftheissuanceandImplementsofMinimumStandardPriceoftheGrantedIndustrialLand,whichgoesintoeffecton1stJanuary2007.

BeijingMinimumStandardPriceofGrantedIndustrialLandGradeDistrictMinimumStandardPriceofGrantedIndustrialLand(RMBYuan/sqmsitearea)2Chaoyang,Chongwen,Dongcheng,Fengtai,Haidian,Shijingshan,Xicheng,Xuanwu7205Tongzhou3846Daxing,Changping,Shunyi3367Mentougou,Fangshan2888Huairou2529Miyun,Pinggu,Yanqing204CircularonLandRegulationanStrictimplementationoftheLATsettlementLandAppreciationTaxLevelAppreciationvalueLATRate1Appreciationvaluenotexceeding50%ofthesumofalloweddeductibles30%2Appreciationvalueby50%to100%ofthesumofalloweddeductibles40%3Appreciationvalueby100%to200%ofthesumofalloweddeductibles50%4Appreciationvalueexceeding200%ofthesumofalloweddeductibles60%TheenactmentoftheLATwillhavetheeffectofmarginsqueezingforlocaldevelopers,anditmayalsoposesomeliquidityproblemstothesmallerplayerswhilefulfillingtheirLATobligations.GiventheprogressivestructureoftheLAT,thosedeveloperswithhigherprofitmargins,orhaveaccumulatedlargelandreserveofsitespreviouslyacquiredatcheaperpricesseveralyearsago,areamongstthemorenegativeaffected.Theimpacttothoselargedeveloperswithprojectscompletedismorecomplicated.ForthosedevelopershavenotmadeprovisiontotheLAT,theliquidationandcollectionofLATwillreduceitsprofitandcashflow,forthosedevelopershavealreadymadefullorpartialprovisionstotheLAT,thoughtheprovisionswillservetoprovideabufferontheircashandnetprofitmargins.

StrictimplementationoftheL

Document171OwnerOccupiedInvestmentPrincipleRegulations1year+workingorstudyingBusinessPresenceForselfuseonlyMustregisterinrealnameCertainexceptionsforHK,Macau&TWresidentsMustthroughFIEorJV50%minimumcapitalrequirementforoverUS$10millioninvestmentOffshoredirectinvestmentprohibitedFixedreturnarrangementprohibitedNoLocalPreferentialTreatment Document171OwnerOccupiedInvBeijingannouncedimplementationdetailsofrestrictionsonforeignpropertyinvestmentsonFebruary.ForeignerscontainHongKong,MacauandTaiwanresidentsareallowedtopurchaseonlyonehouseforselfuse,afterstayinginChinaforstudyorworkingpurposedformorethan1year,theleasingorre-saleisforbidden.Foreignenterpriseswithrepresentativeoffices/branchesinBeijingcanalsopurchaseresidentialunitesforself-useonly,buttheyneedtoestablishalegalbusinessentityinChina,thatmeanstheymustobtainbusinesscertificateandforeign-investedenterprisecertificate.Implementationof171InBeijing

BeijingannouncedimplementatiThenewCITrateis25%,alowertaxrateisavailableforqualifiedsmallandthin-profitcompanyies(20%),forqualifiedhightechnologicalenterprises(15%)withoutgeographicallimitation.Withtheremovaloftaxholidayforgeneralmanufacturingandexportorientedactivities,someFIEscouldfaceashighasa15%-pointincreaseinincometax(from10%to25%)whichissignificanttothebottomlineandadverselyaffectsthereturnoninvestment.FIEswhicharecurrentlysubjectto33%shouldimmediatebenefitfromthenewrate,Ontheotherhand,FIEsestablishedbeforethepromulgationofthenewLawwhichenjoyalowerratetodaywillnotfaceandimmediatetaxrateincreaseto25%,thenewtaxratewillbegraduallyphasedinoverfiveyears.ChinaCorporateIncomeTax

ThenewCITrateis25%,alowSECTION4:BeijingLuxuryResidentialMarket北京高檔住宅市場(chǎng)盤古大觀營(yíng)銷策劃報(bào)告課件高檔住宅市場(chǎng)概述NewSupply新供應(yīng)量Demand需求AverageRental平均租金CapitalValue實(shí)際成交價(jià)格2007年第一季度高檔住宅市場(chǎng)概述NewSupply新供應(yīng)量DemandServicedApartments

服務(wù)式公寓2007年1季度TotalUnitsStock

總套數(shù)

:5,904CurrentRent

現(xiàn)租金

:208元/平方米.月

(grossinclusive建筑面積，包含管理費(fèi))VacancyRate

空置率

:17.9%2008CBRichardEllisServicedApartmentRentalIndex世邦魏理仕服務(wù)式公寓租金指數(shù)Q100Q200Q300Q400Q101Q201Q301Q401Q102Q202Q302Q402Q103Q203Q303Q403Q104Q204Q304Q404Q105Q205Q305Q405Q106Q206Q306Q406Q107020406080100120Index（Q12000＝100）ServicedApartments服務(wù)式公寓2007年P(guān)rime

Apartments

高檔公寓TotalUnitsStock

總套數(shù)

:13,526CurrentRent

現(xiàn)租金

:102元/平方米.月

(建筑面積，包含管理費(fèi))VacancyRate

空置率

:22.5%CapitalValue

實(shí)際成交價(jià)

:22,623元/平方米(gross建筑面積)2007年1季度Drivenbydemand2008Rental租金Price售價(jià)CBRichardEllisPrimeResidentialRental&PriceIndices世邦魏理仕高檔住宅租金及售價(jià)指數(shù)Q100Q200Q300Q400Q101Q201Q301Q401Q102Q202Q302Q402Q103Q203Q303Q403Q104Q204Q304Q404Q105Q205Q305Q405Q106Q206Q306Q406Q107020406080100120Index（Q12000＝100）PrimeApartments高檔公寓TotalUnPrimeVillas

別墅2007年1季度TotalUnitsStock

總套數(shù)

:3,936CurrentRent

現(xiàn)租金

:138元/平方米.月

(建筑面積，不含管理費(fèi))VacancyRate

空置率

:19.8%CapitalValue

實(shí)際成交價(jià)

:21,636元/平方米

(gross

建筑面積)Shortageinsupply供應(yīng)量短缺2008Rental租金Price售價(jià)CBRichardEllisPrimeVillaRental&PriceIndices世邦魏理仕別墅租金及售價(jià)指數(shù)Q100Q200Q300Q400Q101Q201Q301Q401Q102Q202Q302Q402Q103Q203Q303Q403Q104Q204Q304Q404Q105Q205Q305Q405Q106Q206Q306Q406Q107020406080100120Index（Q12000＝100）PrimeVillas別墅2007年1季度Total1TheLuxuryApartmentHotArea高檔公寓熱點(diǎn)區(qū)域CBD區(qū)域均價(jià)(元/平方米):20,000-70,000金融街區(qū)域均價(jià)(元/平方米):20,000-25,000中關(guān)村區(qū)域均價(jià)(元/平方米):20,000-25,000溫榆河區(qū)域均價(jià)(元/平方米):15,000-20,000234234512342ndRingRoad3rdRingRoad4thRingRoadChangAnAvenueBeijing–ChangpingHighwayBeijing–ChengdeHighwayAirportExpressway5thRingRoadBeijing-Tianjin–TangguHighwayBeijing–ShenyangHighwayBeijing–ShijiazhuangHighway1TheLuxuryApartmentHotAreaPrimeLeasingProjects高檔租賃項(xiàng)目序號(hào)項(xiàng)目名稱套數(shù)項(xiàng)目類型租金報(bào)價(jià)實(shí)際成交價(jià)ATheSt.RegisResidences國(guó)際俱樂(lè)部公寓70ServicedApartment服務(wù)式公寓4730BTheAscott雅詩(shī)閣272ServicedApartment服務(wù)式公寓2521CMarriottExecutiveApartmentsPalmSprings棕櫚泉萬(wàn)豪行政公寓224ServicedApartment服務(wù)式公寓2824DCentralPark(PH1)新城國(guó)際一期580LuxuryApartment高檔公寓1613EBeijingRiviera香江花園445LuxuryVilla別墅2119FGrandHills大湖山莊153LuxuryVilla別墅2220GYosemite優(yōu)山美地81LuxuryVilla別墅1412Note:Rentalquotedongrossarea,atUS$psm/month備注：價(jià)格以建筑面積計(jì)算，單位為元/平方米ABCDGFEChangAnAvenueBeijing–ChangpingHighwayBeijing–ChengdeHighwayAirportExpresswayBeijing–ShenyangHighway3rdRingRoad4thRingRoad5thRingRoad2ndRingRoadPrimeLeasingProjects高檔租賃項(xiàng)目序PrimeSalesApartments在售高檔公寓項(xiàng)目序號(hào)項(xiàng)目名稱套數(shù)報(bào)價(jià)實(shí)際成交價(jià)ANagaNAGA上院9838,00022,000BWorldCity世界城71930,00025,328CVictoryGarden維多利亞花園21422,00022,351DParkHyattResidences柏悅居22454,00043,566ECentralPark新城國(guó)際195325,00025,046FBeijingStarRiver北京星河灣92531,00025,842GDiamondApartment長(zhǎng)安驛（銀鉆公寓）87023,00023,463HVanlandMansion萬(wàn)城華府58324,00022,576ICorePlaza立方庭67525,00025,744JOrienlRayolMansion唐緣（御東花園）19822,00022,000Note:Pricequotedongrossarea,atRMB/sm備注：價(jià)格以建筑面積計(jì)算，單位為元/平方米ABCDJGFIHE2ndRingRoad3rdRingRoad4thRingRoadChangAnAvenueAirportExpresswayBeijing-Tianjin–TangguHighwayPrimeSalesApartments在售高檔公寓項(xiàng)PrimeSalesVillas在售高檔別墅序號(hào)項(xiàng)目名稱套數(shù)報(bào)價(jià)實(shí)際成交價(jià)AGreenRiverManor碧水莊園75319,60018,452BCathayView觀唐24718,00018,316CPekingHouse首府16826,00019,957DWEHouseWE35019,50018,595EShangdongJiari上東假日6819,00017,448FWarmMountain暖山18020,00017,282GGreenPark晴翠園9620,00019,159HPurpleJadeVillas紫玉山莊4424,00025,715IFragrantHillQingqin香山清琴30338,00016,438JYosemiteVilla優(yōu)山美地54918,80015,640Note:Pricequotedongrossarea,atRMB/sm備注：價(jià)格以建筑面積計(jì)算，單位為元/平方米ABCDJGFIHE2ndRingRoad3rdRingRoad4thRingRoadChangAnAvenueBeijing–ChangpingHighwayBeijing–ChengdeHighwayAirportExpressway5thRingRoadBeijing-Tianjin–TangguHighwayBeijing–ShenyangHighwayBeijing–ShijiazhuangHighwayPrimeSalesVillas在售高檔別墅序號(hào)項(xiàng)目名CBD區(qū)域序號(hào)項(xiàng)目名稱套數(shù)實(shí)際成交價(jià)(元/平方米)銷售率AParkHyattResidence柏悅居ParkHyattPenthouse柏悅府2242143,56669,79592%10%BChateaudeLuze和喬麗致38921,00860%CCentralPark新城國(guó)際1,95325,04673%DHopsonInternationalPark合生國(guó)際花園141916,06068%ABCD3rdRingRoadChaoYangBeiRoadTongHuiHeBeiRoadXiDaWangRoadChaoYangRoadDongDaQiaoRoadChangAnAvenueCBD區(qū)域序號(hào)項(xiàng)目名稱套數(shù)實(shí)際成交價(jià)銷售率AParkHya金融街區(qū)域序號(hào)項(xiàng)目名稱套數(shù)實(shí)際成交價(jià)(元/平方米)銷售率ATIAN-ANCongressCenter天安國(guó)匯21628,000(報(bào)價(jià))N/ABWestEndPoint西城晶華81421,09050%CFengqiaoApartment豐僑公寓84618,62495%DWonderfulMansion融澤府14519,21143%ABCDChangAnAvenueFuChengMenNeiAvenueFuChengMenWaiAvenueFuXingMenWaiAvenue2ndRingRoadXiDanBeiAvenueTaiPingQiaoAvenue金融街區(qū)域序號(hào)項(xiàng)目名稱套數(shù)實(shí)際成交價(jià)銷售率ATIAN-AN中關(guān)村區(qū)域序號(hào)項(xiàng)目名稱套數(shù)實(shí)際成交價(jià)(元/平方米)銷售率ACorePlaza立方庭67525,74484%BVanlandMansion萬(wàn)城華府58322,57677%CAthertonApartment艾瑟頓公寓37116,85926%ABC4thRingRoad3rdRingRoadZhongGuanCunAvenueWanQuanHeRoad中關(guān)村區(qū)域序號(hào)項(xiàng)目名稱套數(shù)實(shí)際成交價(jià)銷售率ACorePla溫榆河區(qū)域序號(hào)項(xiàng)目名稱套數(shù)實(shí)際成交價(jià)(元/平方米)銷售率AGreenPark晴翠園9219,15991%BRitsGarden麗嘉花園13813,128100%CYosevilla優(yōu)山美地54915,64076%DCathayView觀唐24718,31676%EOrchidGarden卓錦萬(wàn)代24310,18625%ABCDEAirportExpresswayJingShunRoadWenYuRiver溫榆河區(qū)域序號(hào)項(xiàng)目名稱套數(shù)實(shí)際成交價(jià)銷售率AGreenPaFutureSupplyofLeasingMarket租賃市場(chǎng)未來(lái)供應(yīng)2007年1季度FutureSupplyofLuxuryApartmentProperty(2007-2009)高檔公寓未來(lái)供應(yīng)（2007-2009）朝陽(yáng)區(qū)17,515套東城區(qū)2,045套海淀區(qū)1,363套西城區(qū)2,494套宣武區(qū)572套FutureSupplyofLuxuryVillaProperty(2007-2008)別墅未來(lái)供應(yīng)（2007-2008）昌平區(qū)1,239套朝陽(yáng)區(qū)2,359套豐臺(tái)區(qū)133套海淀區(qū)853套順義區(qū)1,389套通州區(qū)244套FutureSupplyofLeasingMarke第五章高端項(xiàng)目簡(jiǎn)介第五章銀泰中心開發(fā)商：北京銀泰置業(yè)有限公司位置：朝陽(yáng)區(qū)建外大街2號(hào)均價(jià)：柏悅居：48,000元/平方米柏悅府：70,000元/平方米占地面積：31,305平方米總建面：350,000平方米總套數(shù)：260開盤日期：2005-12-16入住日期：2007-8-31面積：柏悅居：130～240平方米柏悅府：500～800平方米物業(yè)費(fèi)：2美元/平方米.月銀泰中心開發(fā)商：北京銀泰置業(yè)有限公司位置：朝陽(yáng)區(qū)建外大街2昆侖公寓開發(fā)商：北京市華遠(yuǎn)地產(chǎn)股份有限公司位置：朝陽(yáng)區(qū)昆侖飯店西側(cè)均價(jià)：60,000元/平方米占地面積：5,500平方米總建面：29,000平方米總套數(shù)：23開盤日期：2006-3入住日期：2007-10面積：416～439、700平方米物業(yè)費(fèi)：30元～35.6元/平米.月昆侖公寓開發(fā)商：北京市華遠(yuǎn)地產(chǎn)股份有限公司位置：朝陽(yáng)區(qū)昆侖NAGA上院開發(fā)商：北京天恒拓展房地產(chǎn)有限公司位置：東城區(qū)東直門內(nèi)大街9號(hào)均價(jià)：38,000元/平方米占地面積：13,000平方米總建面：60,000平方米總套數(shù)：99開盤日期：2005-11-30入住日期：2007-6-30面積：300、600、1,200平方米物業(yè)費(fèi)：12元/平方米.月NAGA上院開發(fā)商：北京天恒拓展房地產(chǎn)有限公司位置：東城區(qū)新城國(guó)際開發(fā)商：北京萬(wàn)置房地產(chǎn)開發(fā)有限公司位置：朝陽(yáng)區(qū)朝外大街6號(hào)均價(jià)：32,000元/平方米占地面積：105,000平方米總建面：320,000平方米總套數(shù)：1,800開盤日期：2006-9-1（三期）入住日期：2008-3-31（三期）面積：（三期）一居：92平方米二居：123～140平方米三居：178～181平方米復(fù)式：139～286平方米物業(yè)費(fèi)：8元/平方米.月新城國(guó)際開發(fā)商：北京萬(wàn)置房地產(chǎn)開發(fā)有限公司位置：朝陽(yáng)區(qū)朝外御園開發(fā)商：北京興業(yè)萬(wàn)發(fā)房地產(chǎn)開發(fā)有限公司位置：海淀區(qū)青龍橋玉泉山路均價(jià)：1200萬(wàn)-1800萬(wàn)/套36000元/平方米(起)占地面積：45.2萬(wàn)平方米總建面：34.05萬(wàn)平方米總套數(shù)：分五期開發(fā),共593套,一期共67套,其中公寓62套開盤日期：2007年4月入住日期：2008年4月(一期)面積：330-440平方米物業(yè)費(fèi)：8元/月/平方米御園開發(fā)商：北京興業(yè)萬(wàn)發(fā)房地產(chǎn)開發(fā)有限公司位置：海淀區(qū)青龍財(cái)富中心二期開發(fā)商：北京香江興利房地產(chǎn)開發(fā)有限公司位置：朝陽(yáng)區(qū)東三環(huán)北路23號(hào)均價(jià)：暫定30,000元/平方米占地面積：92,100平方米總建面：720,000平方米100,000平方米（二期）總套數(shù)：100開盤日期：預(yù)計(jì)2007年中入住日期：預(yù)計(jì)2008年面積：豪宅：300～600平方米物業(yè)費(fèi)：7元/平方米.月財(cái)富中心二期開發(fā)商：北京香江興利房地產(chǎn)開發(fā)有限公司位置：朝世茂奧臨開發(fā)商：北京世茂投資發(fā)展有限公司位置：朝陽(yáng)區(qū)清林路1號(hào)均價(jià)：17000/平方米(3.4號(hào)樓)25000/平方米(5.6號(hào)樓)占地面積：10萬(wàn)平方米總建面：30萬(wàn)平方米總套數(shù)：1190開盤日期：2007年3月25日（4號(hào)樓）2007年5月(5號(hào)樓)入住日期：2007年12月（4號(hào)樓）2007年6月底(3號(hào)樓)面積：116平方米(兩居)-300平方米(四居)物業(yè)費(fèi)：4.5元/月/平方米世茂奧臨開發(fā)商：北京世茂投資發(fā)展有限公司位置：朝陽(yáng)區(qū)清林路第六章七星摩根廣場(chǎng)項(xiàng)目概況第六章項(xiàng)目概況項(xiàng)目位置:北京朝陽(yáng)區(qū)慧忠北里413號(hào)發(fā)展商:北京摩根投資有限公司項(xiàng)目總規(guī)模:417,700平方米寫字樓規(guī)模:139,000平方米公寓規(guī)模:128,000平方米商業(yè)規(guī)模:25,815.11平方米酒店規(guī)模:48,000平方米公寓套數(shù):192套公寓面積：618平米工程進(jìn)度:完成80%項(xiàng)目概況項(xiàng)目位置:北京朝陽(yáng)區(qū)慧忠北里413號(hào)項(xiàng)目周邊情況項(xiàng)目周邊情況項(xiàng)目周邊情況項(xiàng)目周邊情況項(xiàng)目周邊情況項(xiàng)目周邊情況第七章產(chǎn)品SWOT分析盤古大觀營(yíng)銷策劃報(bào)告課件SWOTAnalysis

產(chǎn)品SWOT分析Strength-優(yōu)勢(shì)奧運(yùn)地標(biāo)項(xiàng)目交通環(huán)境便利地理環(huán)境優(yōu)越未來(lái)的投資熱點(diǎn)地區(qū)投資商實(shí)力雄厚國(guó)際設(shè)計(jì)團(tuán)隊(duì)組合產(chǎn)品設(shè)計(jì)國(guó)際化工程形象佳SWOTAnalysis產(chǎn)品SWOT分析StrengSWOTAnalysis

產(chǎn)品SWOT分析Weakness-劣勢(shì)

公寓產(chǎn)品種類單一該地區(qū)目前尚未形成高端物業(yè)氛圍項(xiàng)目推廣時(shí)間緊迫該區(qū)域未來(lái)價(jià)值還需進(jìn)一步挖掘項(xiàng)目其它業(yè)態(tài)竣工時(shí)間不一，整體推廣具挑戰(zhàn)性SWOTAnalysis產(chǎn)品SWOT分析WeaknesSWOTAnalysis

產(chǎn)品SWOT分析Opportunities–機(jī)遇

Threats–挑戰(zhàn)

北京奧運(yùn)會(huì)將給該區(qū)域帶來(lái)無(wú)限契機(jī)未來(lái)該區(qū)域?qū)@示巨大價(jià)值產(chǎn)品的唯一性將受到客戶追捧最高品質(zhì)的服務(wù)將吸引頂級(jí)客戶的入住

未來(lái)周邊配套設(shè)施齊全完善項(xiàng)目口碑公寓與項(xiàng)目酒店部分將形成競(jìng)爭(zhēng)SWOTAnalysis產(chǎn)品SWOT分析Opportu第八章產(chǎn)品定位第八章ProductPositioning

產(chǎn)品定位滿足于追求體驗(yàn)最高尊崇生活需求的國(guó)內(nèi)外精英人士！ProductPositioning產(chǎn)品定位滿足于追求第九章目標(biāo)客戶定位第九章TargetedBuyersPositioning

目標(biāo)客戶定位目標(biāo)客戶細(xì)分

國(guó)際金融機(jī)構(gòu)高級(jí)管理人員律師事務(wù)所合伙人TargetedBuyersPositioning目標(biāo)TargetedBuyersPositioning

目標(biāo)客戶定位目標(biāo)客戶細(xì)分

文藝界、傳媒界成功人士

TargetedBuyersPositioning目標(biāo)TargetedBuyersPositioning

目標(biāo)客戶定位國(guó)際著名設(shè)計(jì)師TargetedBuyersPositioning目標(biāo)TargetedBuyersPositioning

目標(biāo)客戶定位

投資銀行家TargetedBuyersPositioning目標(biāo)TargetedBuyersPositioning

目標(biāo)客戶定位高科技領(lǐng)域的成功人士TargetedBuyersPositioning目標(biāo)TargetedBuyersPositioning

目標(biāo)客戶定位目標(biāo)客戶特征

對(duì)本產(chǎn)品高度認(rèn)可處于高層社會(huì)地位渴望極致生活的體驗(yàn)海外生活經(jīng)歷追求生活的品味、格調(diào)與文化TargetedBuyersPositioning目標(biāo)第十章銷售價(jià)格定位第十章SalesStrategy

銷售推廣策略目標(biāo)銷售價(jià)格比準(zhǔn)項(xiàng)目名稱均價(jià)（RMB)交通因素修正周邊環(huán)境因素修正內(nèi)部環(huán)境因素修正戶型設(shè)計(jì)修正設(shè)施配套修正銷售狀況修正其它情況修正修正價(jià)格權(quán)重市場(chǎng)比準(zhǔn)價(jià)格柏悅府70,000100%102%101%100%102%100%102%65,30910%35,602元/平米昆侖公寓60,000100%102%99%102%98%99%101%59,44715%Naga上院38,00098%97%98%102%98%98%98%42,48915%國(guó)奧村18,000100%100%100%101%100%102%100%17,47230%榮尊堡21,00097%98%99%100%98%99%100%22,99915%御園36,00099%102%103%102%100%100%100%33,93315%SalesStrategy銷售推廣策略目標(biāo)銷售價(jià)格比準(zhǔn)SalesStrategy

銷售推廣策略根據(jù)市場(chǎng)比對(duì)法可得出項(xiàng)目的銷售均價(jià)：RMB30,000～35,000/平方米(精裝修)

最佳開盤日期：2007年9月銷售周期： 12個(gè)月左右注：本項(xiàng)目位置并非是目前市場(chǎng)豪宅的區(qū)域，所以如果采用市場(chǎng)比對(duì)法，根據(jù)項(xiàng)目目前的優(yōu)劣勢(shì)評(píng)分，只有奧運(yùn)會(huì)的契機(jī)是對(duì)整體銷售價(jià)格最大的保障，如果要將整體項(xiàng)目品牌的樹立及打造未來(lái)區(qū)域良好的發(fā)展前景，給予購(gòu)買者以較大信心，必須在前期需全力全方位打造項(xiàng)目整體品牌、并樹立高端形象以保證價(jià)格的實(shí)現(xiàn)。SalesStrategy銷售推廣策略根據(jù)市場(chǎng)比對(duì)法可提升銷售價(jià)格的因素酒店部分引入最高星級(jí)的酒店集團(tuán)及服務(wù)商業(yè)部分匯聚國(guó)際一線品牌并盡早確定寫字樓部分入住全球知名企業(yè)并盡早確定意向最高品質(zhì)及標(biāo)準(zhǔn)的精裝修及智能化設(shè)施最具感染力的實(shí)品間專業(yè)廣告公司的介入,設(shè)計(jì)并制作最精致最高格調(diào)的宣傳資料及銷售道具銷售現(xiàn)場(chǎng)的包裝(工地/圍墻/燈光/接待中心/銷售人員等)調(diào)整戶型,最大化奢華舒適的生活空間自始至終的適當(dāng)廣告宣傳,保證項(xiàng)目的品質(zhì)海內(nèi)、外客戶對(duì)此類地段的認(rèn)可度及價(jià)格的承受度如果項(xiàng)目可以按照上述所列之因素全力打造，項(xiàng)目公寓部分的銷售均價(jià)可達(dá)到RMB50，000－55，00/平方米(精裝修)提升銷售價(jià)格的因素第十一章銷售推廣策略第十一章項(xiàng)目整體形象推廣及銷售渠道銷售推廣策略

形象期－項(xiàng)目整體形象建立期的工作目的,工作內(nèi)容,媒體運(yùn)用引導(dǎo)期－項(xiàng)目銷售引導(dǎo)期的工作目的,工作內(nèi)容,媒體運(yùn)用銷售期－項(xiàng)目正式銷售期間的工作目的,工作內(nèi)容,媒體運(yùn)用維護(hù)期－項(xiàng)目鞏固持續(xù)期的工作目的,工作內(nèi)容,媒體運(yùn)用項(xiàng)目整體形象推廣及銷售渠道銷售推廣策略價(jià)格策略銷售推廣策略

總體實(shí)現(xiàn)均價(jià)區(qū)域價(jià)格分布價(jià)格體系及開盤次序價(jià)差建議－戶型－朝向－景觀－花園綠地－位置付款方式建議調(diào)價(jià)原則價(jià)格策略銷售推廣策略銷售推廣策略銷售工具現(xiàn)場(chǎng)包裝接待中心樣品屋或?qū)嵠肺輳V告圍板或工地圍墻引導(dǎo)旗及引導(dǎo)牌工地入口燈光照明燈箱銷售推廣策略銷售工具現(xiàn)場(chǎng)包裝本案CBRE資源直銷電子網(wǎng)絡(luò)同行客戶介紹耳語(yǔ)口碑SP促銷展會(huì)推介會(huì)郵寄媒體本案CBRE資源直銷電子網(wǎng)絡(luò)同行客戶介紹耳語(yǔ)口碑SP促銷展會(huì)推介會(huì)郵寄媒體本案CBRE資源直銷電子網(wǎng)絡(luò)同行客戶介紹耳語(yǔ)口碑SP促銷展會(huì)推介會(huì)郵寄媒體銷售通路銷售推廣策略本案CBRE直銷電子同行客戶耳語(yǔ)SP展會(huì)推介會(huì)郵寄媒體本案CCBRE客戶資源：CBRE內(nèi)部積累的客戶資源；通過(guò)CBRE內(nèi)部網(wǎng)絡(luò)將項(xiàng)目的信息進(jìn)行發(fā)布；同時(shí)通過(guò)多家獨(dú)家租賃代理公司的客戶，可以將項(xiàng)目的知名度最大程度的進(jìn)行傳播。同行：通過(guò)同行之間的信息傳遞及客戶介紹，達(dá)到提升項(xiàng)目整體形象，擴(kuò)大知名度，促成交易之目的。銷售推廣策略CBRE客戶資源：同行：銷售推廣策略直銷：直效行銷可以更為直接地與客戶保持近距離的聯(lián)系與接觸，從而達(dá)到迅速成交的目的。推介會(huì)：針對(duì)高端客戶群進(jìn)行專題推介會(huì)，宣傳項(xiàng)目品質(zhì)，以便擴(kuò)大項(xiàng)目知名度。銷售推廣策略直銷：推介會(huì)：銷售推廣策略海外巡展：通過(guò)有針對(duì)性的地區(qū)推廣，宣傳項(xiàng)目形象品質(zhì)及進(jìn)展?fàn)顩r，收集客戶，擴(kuò)大市場(chǎng)知名度，促進(jìn)潛在客戶成交。SP促銷活動(dòng)：利用不同促銷手段及活動(dòng)，直接促使客戶達(dá)成交易。銷售推廣策略海外巡展：SP促銷活動(dòng)：銷售推廣策略耳語(yǔ)口碑：樹立良好項(xiàng)目形象，配合適當(dāng)宣傳，讓客戶和同行以彼此間傳播的方式，間接傳遞項(xiàng)目信息，促進(jìn)項(xiàng)目知名度。郵寄、夾報(bào)：制作精美DM宣傳品，通過(guò)高端俱樂(lè)部會(huì)刊郵寄，將項(xiàng)目信息直接傳遞至目標(biāo)客戶群。銷售推廣策略耳語(yǔ)口碑：郵寄、夾報(bào)：銷售推廣策略客戶介紹：通過(guò)發(fā)展商、銷售代表及宣傳之綜合力度對(duì)已成交客戶的影響，使其在自身社交層面中，自覺(jué)為本項(xiàng)目進(jìn)行推介，從而達(dá)到再次成交的效果。電子網(wǎng)絡(luò)：向潛在客戶提供物業(yè)的進(jìn)展動(dòng)態(tài)，并以最快捷、互動(dòng)的交流方式實(shí)現(xiàn)與已成交客戶、潛在客戶之間的雙向溝通，是現(xiàn)代推廣組合中不可或缺的重要環(huán)節(jié)。銷售推廣策略客戶介紹：電子網(wǎng)絡(luò)：銷售推廣策略第十二章媒體推廣策略第十二章

在七星摩根廣場(chǎng)的推廣過(guò)程中，每一個(gè)環(huán)節(jié)都要緊緊圍繞主題定位，從訴求內(nèi)容、訴求風(fēng)格進(jìn)行統(tǒng)一的形象包裝。因項(xiàng)目為綜合體，故在整體推廣中可借助商業(yè)、寫字樓的客戶品牌樹立項(xiàng)目整體高端形象。不同的廣告形式又有各自明確的分工，大眾傳媒，打造項(xiàng)目整體品牌，借此讓目標(biāo)受眾發(fā)現(xiàn)、欣賞并最終認(rèn)同本項(xiàng)目的生活價(jià)值取向。針對(duì)小眾人群的定向媒體使項(xiàng)目推廣更直接、有效。宣傳資料、軟文、展板、樣板間等方式逐一闡釋項(xiàng)目特點(diǎn)。媒體推廣策略整合傳播在七星摩根廣場(chǎng)的推廣過(guò)程中，每一個(gè)環(huán)節(jié)都要緊緊圍繞主廣告推廣策略媒體推廣策略品牌傳播定位定位理由

廣告主題口號(hào)

－依據(jù)項(xiàng)目市場(chǎng)定位,得出主打的廣告主題口號(hào)廣告訴求點(diǎn)

－結(jié)合本案的特征及目標(biāo)消費(fèi)群,分析并找出本案的主要訴求點(diǎn)媒體運(yùn)用策略－廣告宣傳步驟(配合銷售期)－媒體選擇及組合媒體計(jì)劃及費(fèi)用廣告推廣策略媒體推廣策略品牌傳播定位第十三章銷售推廣計(jì)劃盤古大觀營(yíng)銷策劃報(bào)告課件TheLaunchProgram–推廣計(jì)劃

07年6月15日（周五）

完成項(xiàng)目整體外部包裝、指引系統(tǒng)主要媒體發(fā)布項(xiàng)目信息項(xiàng)目整體形象隆重亮相07年6月16日（周六）配合項(xiàng)目亮相舉辦新聞發(fā)布會(huì)（雞尾酒會(huì)）媒體發(fā)布新聞稿、硬廣對(duì)整棟購(gòu)買意向的大客戶和特殊VIP客戶開放參觀

07年7月媒體發(fā)布新聞稿配合商業(yè)招商一線品牌的入住進(jìn)行項(xiàng)目主題推廣活動(dòng)07年8月8日（周三）在銷售中心舉辦奧運(yùn)主題活動(dòng)媒體發(fā)布新聞稿邀請(qǐng)政界、體育界明星及特邀VIP客戶參加TheLaunchProgram–推廣計(jì)劃

07年9月8日（周六）樣板間正式開放媒體發(fā)布新聞稿及硬廣

VIP客戶及受邀請(qǐng)客戶開始預(yù)訂

07年9月14日～9月16日（周五～周日）香港地區(qū)巡展新聞發(fā)布會(huì)及媒體發(fā)布07年10月12日～10月14日（周五～周日）新加坡地區(qū)巡展新聞發(fā)布會(huì)及媒體發(fā)布07年11月16日～11月18日（周五～周日）雅加達(dá)巡展新聞發(fā)布會(huì)及媒體發(fā)布07年12月22日（周六）

圣誕主題活動(dòng)TheLaunchProgram–推廣計(jì)劃07年9月8日（周六）TheLaunchProgram謝謝THANKYOU!謝謝2007年4月七星摩根廣場(chǎng)Preparedfor:2007年4月七星摩根廣場(chǎng)Preparedfor:AgendaBeijingOverviewMacroEconomicConditions

PolicyChangesBeijingResidentialMarket北京高檔租賃項(xiàng)目項(xiàng)目概況產(chǎn)品SWOT分析產(chǎn)品定位目標(biāo)客戶定位銷售推廣策略11.媒體推廣策略BeijingAgendaBeijingSECTION1:BeijingOverviewSECTION1:TotalLandArea16,410.54sqkm/6,336sqmilesBeijingCityAdministrativeDistricts8InnerCityDistricts1,368sqkm/528sqmilesDongChengXiChengChongWenXuanWuChaoYangHaiDianFengTaiShiJingShan8DistrictsFurtherAfield

MenTouGouFangShanTongZhouShunYiChangPingDaXingPingGuHuaiRou2CountiesYanQingMiYunPingGuHuaiRouChangPingMenTouGouFangShanDaXingTongZhouMiYunCountyYanQingCountyInnerCityDistrictsShunYiTotalLandAreaBeijingCityAdZhongGuanCunHighTechZoneOlympicsCentreFinancialStreetCBDHaiDian,ShunYi,TongZhou,YiZhuangandShiJingShanDevelopmentZonesHaidianShunyiTongzhouYizhuangShijingshanBeijingCityUrbanPlanningMultiple(Specialized)CentresZhongGuanCunHighTechZoneOBeijingCityUrbanPlanning(2004-2020)North-southintersectingatTianAnMenSquare2AxisEast-westalongChang’AnAve2DevelopmentBeltsEasternDevelopmentBelt(TongZhou,ShunYi,YiZhuang,HuaiRou,MiYunandPingGu)WesternDevelopmentBelt(DaXing,FangShan,ChangPing,YanQingandMenTouGou)Multiple(Specialized)CentresYanqingChangpingShaheMentougouYangfangFangshanDaxingHuairouMiyunShunyiPingguTongzhouYongleYizhuangBeijingCityUrbanPlanning(2ExistingandFutureSubwayLinesataGlanceLineLength(km)Line131Line223CityRail41BatongLine19Line527.5Olympicsub-line5.9Line10(PhI)24.6AirportExpressRail27.3Line428.6Line10(PhII)6Line917.3YizhuangSub-line24.5ExistingandFutureSubwayLinBeijingCitySubwaySystemAtQ12007:345Line1runseastwestalongChang’AnAvenueCityRailconnectsWangJin,AsianGamesVillage,HaiDianandXiChengdistrictLine2,loopline.BatongLine,fromtheeastendofLine1toTongzhou.2BeijingCitySubwaySystemAtQLine10connectsZhongGuanCun,LufthansaandCBDOlympicssub-lineconnectstoLine10Olympics2008:23454newlines–5,8,10andAirportExpressRailBeijingCitySubwaySystemLine5runsnorth-southbetweenNorth5thRingRdandSouth3rdRingRdAirportExpressRailinterchangesatDongZhiMen(Line2)Beijing-TianjinHighSpeedRailwayLine10connectsZhongGuanCuAfter2008:2345BeijingCitySubwaySystemLine10(PhaseII)Line4connectsZhongGuanCun,XichengandFengtaiDistrict.

Line9connectsLine4andthesouthwestareaYizhuangsub-lineconnectstheLine5andYizhuang,anditwillconnectswiththeinter-cityrailwaybetweenBeijingandTianjinShunyiLineBeijing-ShanghaiHighSpeedRailwayLiangxiangLineAfter2008:2345BeijingCitySuMajorRoads23456thRing151**atpresentbefore2008Olympics6RoadLength(km)CompletionChang’AnAvenue40