XXIHUANIHUANPPLAZALAZA,B,BEIJINGEIJING北京西环广场北京西环广场RRETAILETAILCCONSULTANCYONSULTANCY-F-FINALINALDDRAFTRAFTRREPORTEPORT商业顾问服务商业顾问服务--最后草稿最后草稿BBEIJINGEIJINGFFINANCEINANCESSTREETTREETCCONSTRUCTIONONSTRUCTIONDDEVELOPMENTEVELOPMENTCCOMPANYOMPANYLLIMITEDIMITED北京金融街建设开发有限责任公司北京金融街建设开发有限责任公司VOLUME1-REPORT第一部分-报告APRIL2003二零零三年四月TABLEOFCONTENTSCHAPTERPageNo.章节页码1.0INTRODUCTION简介.................................................................1-21.1ASSIGNMENT任务介绍1.2SCOPEOFWORK服务内容1.3REPORTSTRUCTURE报告结构2.0PROJECTBACKGROUND项目介绍.......................................3-72.1LOCATION地理位置2.2THEDEVELOPMENT项目背景2.3CHARACTERISTICSOFSURROUNDINGAREA周边地区特征2.4ACCESSIBILITY/TRANSPORTLINKS通行情况/交通线路3.0BEIJINGECONOMICOVERVIEW北京经济分析...............8-143.1ADMINISTRATIVEDIVISIONSANDPOPULATION北京行政区划和人口3.2ECONOMICINDICATORS经济分析3.3OTHERINFLUENCINGEVENTS其他影响因素3.4MARKETOUTLOOK总述CHAPTERPageNo.章节页码4.0REALESTATERESEARCH房地产市场研究......................15-304.1STOCKANDHISTORICALSUPPLYOFRETAILACCOMMODATION商业用房的历史供应量4.2MAJORRETAILAREAS主要商业区域4.3FUTURESUPPLYOFRETAILACCOMMODATION未来商业面积的供应4.4OCCUPANCYRATE入住率情况4.5RENTAL/PRICEANALYSIS租金/售价分析4.6GOVERNMENTPOLICY政府政策法规4.7ANTICIPATEDFUTURETRENDS未来发展趋势预测4.8IMPLICATIONSFORXIHUANPLAZA对西环广场的影响5.0CONSUMERSURVEY消费者调查........................................31-385.1APPROACH/METHODOLOGY步骤/方法5.2DEMOGRAPHICCHARACTERISTICS消费者调研5.3INCOMEPROFILE收入分析5.4SPENDINGPATTERNS消费行为5.5CONSUMERPREFERENCES影响消费者的因素5.6BRANDANALYSIS品牌分析5.7VIEWONCURRENTRETAILPROVISION对目前商业面积供应的看法5.8IMPLICATIONSFORXIHUANPLAZA对西环广场的影响CHAPTERPageNo.XIHUANPLAZA,BEIJING西广场環-i-APRIL2003二零零三年四月TABLEOFCONTENTS章节页码6.0COMPETITIONANALYSIS竞争对手分析............................39-466.1APPROACH/METHODOLOGY步骤/方法6.2EXISTINGCOMPETITORS现时竞争对手6.3COMPETITIONREVIEW竞争对手分析6.4CHARACTERISTICSOFEXISTINGCOMPETITION目前竞争对手的特征6.5ANTICIPATEDFUTURECOMPETITION未来竞争对手6.6IMPLICATIONSFORXIHUANPLAZA对西环广场的影响7.0INDUSTRYCONSULTATION行业研究................................47-597.1APPROACH方法7.2MARKETOUTLOOK总体概括7.3PREFERREDRETAILLOCATIONS希望进入的商业区域7.4RETAILERREQUIREMENTS商家需求7.5KEYLOCATIONALFACTORS主要的选址因素7.6XIHUANPLAZA-POSITIVEFACTORS西环广场-优势7.7XIHUANPLAZA-NEGATIVEFACTORS西环广场-劣势7.8IMPLICATIONSFORXIHUANPLAZA对西环广场的影响CHAPTERPageNo.章节页码8.0MARKETPOSITIONING市场定位.......................................60-658.1COMPETITIVEPOSITION竞争力8.2CATCHMENTAREAS商圈界定8.3TARGETAUDIENCE目标消费者8.4MARKETGAPSANDTARGETRETAILERSFORXIHUANPLAZA西环广场的潜在客户和市场空间9.0TENANT/MERCHANDISINGMIX客户/商品组合.............66-829.1MERCHANDISINGSTRATEGY商品组合策略9.2TENANT/MERCHANDISEMIX客户/商品组合9.3ANALYSISOFPOTENTIALSALES/RENTALINCOME营业额和租金预测10.0DESIGNREVIEW设计评审....................................................83-8410.1GENERALDESIGNISSUES设计评审的总体因素10.2CRITICALDESIGNISSUES设计要点11.0RECOMMENDEDRETAILCONCEPT商业主题建议...............85APPENDICES附件XIHUANPLAZA,BEIJING西广场環-ii-APRIL2003二零零三年四月1.0INTRODUCTION简介1.1ASSIGNMENT任务介绍InsigniaBrooke(“IB”)andHusbandRetailConsultingLimite...
