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DDEEVVEELLOOPPMMEENNTTOOFFPPLLOOTTWW1199WWIITTHHIINNSSHHAANNGGHHAAIICCAAOOHHEEJJIINNGGHHII--TTEECCHHPPAARRKK上上海海漕漕河河泾泾工工业业园园区区WW1199地地块块综综合合开开发发项项目目DEVELOPMENTCONSULTANCYSERVICES–FINALREPORT策策划划及及咨咨询询服服务务––报报告告终终稿稿二零零四年十二月DECEMBBEERR22000044Chapter章节Page页码1.0INTRODUCTION简介…………………………………………………………………11.1BACKGROUND任务介绍…………………………………………………………11.2SCOPEOFWORK服务内容………………………………………………………21.3REPORTSTRUCTURE报告结构………………………………………………………22.0CONCLUSIONSANDRECOMMENDATIONS项目开发规划建议……………32.1DEVELOPMENTSUGGESTIONSTOTHEWHOLESUBJECTEDPROJECT总体项目开发建议……………………………………………………………………………………32.2DEVELOPMENTSUGGESTIONSTOHOTEL酒店开发建议…………………………102.3DEVELOPMENTSUGGESTIONSTOOFFICEBUILDING办公楼开发建议……………142.4DEVELOPMENTSUGGESTIONSTOSERVICEAPARTMENT酒店式公寓开发建议……182.5DEVELOPMENTSUGGESTIONSTORETAIL零售商业开发建议……………………252.6SUGGESTIONSTOPHASING开发分期建议…………………………………………323.0MACROECONOMIC&POLICYOVERVIEW宏观经济政策分析……………………393.1MACROECONOMYINSHANGHAI上海宏观经济分析………………………………393.2MACROECONOMYOFXUHUIDISTRICT徐汇区经济分析…………………………513.3GOVERNMENTPOLICIESANALYSIS政策研究……………………………………564.0SITEANALYSIS地块研究…………………………………………………………634.1INTRODUCTIONOFTHESITE地块简介………………………………………………634.2INDUSTRIALENVIRONMENTANALYSIS产业环境分析……………………………654.3LIVINGFACILITIESAROUNDTHESITE周边环境设施调查…………………………684.4TRANSPORTATIONSYSTEMANALYSIS交通系统分析………………………………724.5SWOTANALYSISSWOT分析………………………………………………………834.6SUMMARY小结……………………………………………………………………855.0SERVICEAPARTMENTMARKETANALYSIS服务式公寓物业市场分析………875.1TRADITIONALSTYLESERVICEAPARTMENTMARKETANALYSIS传统服务式酒店公寓市场分析…………………………………………………………………………875.2STRATA-TITLEDSERVICEAPARTMENTANALYSIS产权式酒店公寓市场分析……905.3REGIONALMARKETANALYSIS区域市场分析……………………………………995.4MARKETCONCLUSIONS市场小结………………………………………………1106.0OFFICEMARKETANALYSIS办公楼物业市场分析……………………………1126.1SHANGHAIOFFICEMARKETOVERLOOK上海办公楼市场概况…………………1126.2REGIONALMARKETANALYSIS区域市场分析……………………………………1186.3MARKETCONCLUSIONS市场小结………………………………………………1337.0HOTELMARKETANALYSIS酒店物业市场分析……………………………………1377.1SHANGHAIHOTELMARKETOVERLOOK上海市酒店市场概况…………………1377.2REGIONALMARKETANALYSIS区域市场分析……………………………………1427.3MARKETCONCLUSIONS市场小结………………………………………………1468.0RETAILMARKETANALYSIS零售物业市场分析…………………………………1488.1SHANGHAIRETAILMARKETOVERLOOK上海零售市场概况……………………1488.2REGIONALMARKETANALYSIS区域市场分析……………………………………1528.3MARKETCONCLUSIONS市场小结…………………………………………………1749.0COMPETITIONANALYSIS竞争分析………………………………………………1769.1SERVICEAPARTMENTMARKET酒店公寓市场…………………………………1769.2OFFICEMARKET办公楼市场……………………………………………………1849.3HOTELMARKET酒店市场…………………………………………………………1909.4RETAILMARKET零售市场………………………………………………………1979.5SUMMARY小结……………………………………………………………………20610.0DEVELOPMENTSCENARIO备选开发方案评估……………………………………20810.1OPTIONONE方案一………………………………………………………………20910.2OPTIONTWO方案二………………………………………………………………21510.3COMPARISONBETWEENOPTOIN1ANDOPTION2方案一和方案二优劣评选…21810.4OPTIONTHREE方案三……………………………………………………………22210.5COMPARISONBETWEENOPTOIN1ANDOPTION3方案一和方案二优劣评选…22310.6CASHFLOWBEFORETAXOFOPTION1,OPTION2ANDOPTION3……22511.0PRELIMINARYFINANCIALANALYSIS初步财务分析………………………………22811.1THEFUNDAMENTALPARAMETERANDSCHEME项目开发基本参数及建设方案…………………………………………………………………………………22811.2FINANCIALANALYSISRESULTOFHOTEL酒店产品财务分析结果…………23511.3FINANCIALANALYSISRESULTOFOFFICEBUILDING办公楼产品财务分析结果……………………………………………………………………………………23811.4FINANCIALANALYSISRESULTOFSERVICEAPARTMENT酒店式公寓产品财务分析结果……………………………………………………………………………24011.5FINANCIALANALYSISRESULTOFSTRATA-TITLEDSERVICEAPARTMENT产权式酒店公寓产品财务分析结果……………………………………………………24211.6FINANCIALANALYSISRESULTOFRETAILSHOPPINGPLAZA休闲购物广场产品财务分析结果………………………………………………………………………24411.7FINANCIALANALYSISRESULTOFRESTAURANTS餐饮产品财务分析结果…24611.8FINANCIALANALYSISRESULTOFENTERTAINMENTCOMMERCE娱乐产品财务分析结果…………………………………………………………………………24811.9FINANCIALANALYSISRESULTOFSPORTANDLEISURECENTER运动休闲产品财务分析结果………………………………………………………………………25011.10FINANCIALANALYSISOFTHEWHOLEPROJECT项目整体财务分析………25211.11SENSITIVITYANALYSIS敏感性分析……………………………………………25412.0PROMOTIONSTRATEGIES市场推广策略…………………………………………25512.1PROPERTYRIGHTHANDLING产权处置策略………………………………………25512.2PROMOTIONTACTICS推广策略建议………………………………………………25713.0DESIGNINGBRIEF设计要点……………………………………………………26213.1PRINCIPLES设计原则……………………………………………………………26213.2OVERALLLAYOUT整体布局…………………………………………………26313.3ORGANIZATIONOFTRANSPOATATION交通组织……………………………………26413.4LANDSCAPE绿化景观…………………………………………………………26513.5BUILDINGSTYLE建筑风格及造型……………………………………………26713.6DESIGNBRIEFOFHOTEL酒店设计………………………………………………26813.7DESIGNBRIEFOFOFFICE写字楼空间设计………………………………………27113.8DESIGNBRIEFOFSERVICEDAPARTMENTCOMPLEXANDSTRATA-TITLEDAPARTMENTBUILDINGS服务式酒店公寓及产权式酒店公寓设计…………27613.9DESIGNBRIEFOFRETAILDEVELOPMENECOMPONENT商业部分设计……27813.10DESIGNBRIEFOFSPORTSCENTERCOMPONENT运动休闲中心设计………28113.11GENERALDESIGNCOMMENTS整体项目配套设施…………………………282Chapter1Introduction简介1Chapter1Introduction第一部分简介1.1BackgroundCBRichardEllis(“CBRE”)wasappointedbytheShanghaiCaohejingHi-TechParkNewDevelopmentCo.,Ltd.inSep.2004toprovidetheprofessionalserviceinrelationtothedevelopmentofPlotW19withintheCaohejingHi-TechPark.Thepurposeoftheassignmentistoconfirmtheoptimumscaleofthedifferentcomponentsoftheproposeddevelopment,inthelightofthecharacteristicsofthesite,markettrends,potentialcompetition,projectedlevelsofdemand,internationalexperience,andthefinancialviabilityoftheproject.Afurtherobjectiveistoidenti