北京七星摩根广场的营销策划报告

2007年4月七星摩根广场Preparedfor:Agenda1.BeijingOverview2.MacroEconomicConditions3.PolicyChanges4.BeijingResidentialMarket5.北京高档租赁项目6.项目概况7.产品SWOT分析8.产品定位9.目标客户定位10.销售推广策略11.媒体推广策略BeijingSECTION1:BeijingOverviewTotalLandArea16,410.54sqkm/6,336sqmilesBeijingCityAdministrativeDistricts8InnerCityDistricts1,368sqkm/528sqmiles•DongCheng•XiCheng•ChongWen•XuanWu•ChaoYang•HaiDian•FengTai•ShiJingShan8DistrictsFurtherAfield•MenTouGou•FangShan•TongZhou•ShunYi•ChangPing•DaXing•PingGu•HuaiRou2Counties•YanQing•MiYunPingGuHuaiRouChangPingMenTouGouFangShanDaXingTongZhouMiYunCountyYanQingCountyInnerCityDistrictsShunYiZhongGuanCunHighTechZoneOlympicsCentreFinancialStreetCBDHaiDian,ShunYi,TongZhou,YiZhuangandShiJingShanDevelopmentZonesHaidianShunyiTongzhouYizhuangShijingshanBeijingCityUrbanPlanningMultiple(Specialized)CentresBeijingCityUrbanPlanning(2004-2020)•North-southintersectingatTianAnMenSquare2Axis•East-westalongChang’AnAve2DevelopmentBelts•EasternDevelopmentBelt(TongZhou,ShunYi,YiZhuang,HuaiRou,MiYunandPingGu)•WesternDevelopmentBelt(DaXing,FangShan,ChangPing,YanQingandMenTouGou)Multiple(Specialized)CentresYanqingChangpingShaheMentougouYangfangFangshanDaxingHuairouMiyunShunyiPingguTongzhouYongleYizhuangExistingandFutureSubwayLinesataGlanceLineLength(km)Line131Line223CityRail41BatongLine19Line527.5Olympicsub-line5.9Line10(PhI)24.6AirportExpressRail27.3Line428.6Line10(PhII)6Line917.3YizhuangSub-line24.5BeijingCitySubwaySystemAtQ12007:345Line1runseastwestalongChang’AnAvenueCityRailconnectsWangJin,AsianGamesVillage,HaiDianandXiChengdistrictLine2,loopline.BatongLine,fromtheeastendofLine1toTongzhou.2Line10connectsZhongGuanCun,LufthansaandCBDOlympicssub-lineconnectstoLine10Olympics2008:23454newlines–5,8,10andAirportExpressRailBeijingCitySubwaySystemLine5runsnorth-southbetweenNorth5thRingRdandSouth3rdRingRdAirportExpressRailinterchangesatDongZhiMen(Line2)Beijing-TianjinHighSpeedRailwayAfter2008:2345BeijingCitySubwaySystemLine10(PhaseII)Line4connectsZhongGuanCun,XichengandFengtaiDistrict.Line9connectsLine4andthesouthwestareaYizhuangsub-lineconnectstheLine5andYizhuang,anditwillconnectswiththeinter-cityrailwaybetweenBeijingandTianjinShunyiLineBeijing-ShanghaiHighSpeedRailwayLiangxiangLineMajorRoads23456thRing151**atpresentbefore2008Olympics6RoadLength(km)CompletionChang’AnAvenue40-2ndRing32.719923rdRing4819944thRing65.320015thRing982003AirportExpressWay18.7351993BeijingIntercityHighwaySystemJinchengHighway:Beijing-ChengdeBadalingHighway:Beijing-Badaling-ZhangjiakouJingshiHighway:Beijing-ShijiangzhuanJingkaiHighway:Beijing-HenanJingjintangHighway:Beijing-Tianjin-TanshanJingshenHighway:Beijing-ShenyangJingchengHighwayBadalingHighwayJingshiHighwayJingkaiHighwayJingjintangHighwayJingshenHighwaySECTION2:BeijingMacroEconomicConditionsMacroEconomicConditions2006GDPcontinuestogrowatafastpaceSource:NationalBureauofStatistics,BeijingBureauofStatistics1792082382683163714335026066897729.0%10.1%9.5%10.9%11.8%11.7%11.5%11.0%12.0%11.1%14.1%-10020030040050060070080019961997199819992000200120022003200420052006RMBBillion0.0%2.0%4.0%6.0%8.0%10.0%12.0%14.0%16.0%GDPGDPGrowthRateInvestmentinRealEstate52.2078.4098.90120.30147.30152.50171.9942.2037.7032.3032.8012.80%7.00%0.60%14.30%11.70%3.50%23.90%50.10%26.20%22.50%21.50%02040608010012014016018019961997199819992000200120022003200420052006RMBBillion(10%)0%10%20%30%40%50%60%InvestmentinRealEstateGrowthinInvestmentinRealEstateSource:NationalBureauofStatistics,BeijingBureauofStatisticsForeignDirectInvestment1.551.592.062.232.461.771.792.153.083.534.5529.10%10.70%2.57%29.59%8.09%14.40%10.18%28.08%1.38%43.64%19.76%0.00.51.01.52.02.53.03.54.04.55.019961997199819992000200120022003200420052006USDBillion(40%)(30%)(20%)(10%)0%10%20%30%40%50%FDI(Actual)GrowthinFDI(Actual)Source:NationalBureauofStatistics,BeijingBureauofStatisticsPerCapitaDisposableIncome6,8867,8138,4729,18310,35011,57812,46413,88315,63717,65319,97802,0004,0006,0008,00010,00012,00014,00016,00018,00020,00019961997199819992000200120022003200420052006RMBSource:NationalBureauofStatistics,BeijingBureauofStatisticsTotalRetailSales96.97105.15119.52131.33144.33159.34174.48191.67219.20290.28327.5212.00%17.30%13.80%11.00%9.90%10.50%9.90%10.40%9.50%14.30%14.50%05010015020025030035019961997199819992000200120022003200420052006RMBBillion0%2%4%6%8%10%12%14%16%18%20%RetailSalesRetailSalesGrowthSource:NationalBureauofStatistics,BeijingBureauofStatisticsRetailPrice&ConsumerPriceIndices100.20%99.70%99.20%98.20%98.40%98.80%98.90%98.80%98.30%103.80%107.30%100.90%101.50%101.00%100.20%103.10%103.50%100.60%102.40%105.30%111.60%98.20%90%95%100%105%110%115%19961997199819992000200120022003200420052006ConsumerPriceIndex(CPI)RetailPriceIndex(RPI)Source:NationalBureauofStatistics,BeijingBureauofStatisticsSECTION3:PolicyChangesRegulationsIssueddateMeasuresIssuedbyAug-06IndustriallandmustbesoldViapublicapproachatapricenolowerthantheminimumstandard(beeffectivefromJan2007)MinistryofLandResources15-JanRaisedreserveratioby0.5to9.5%PBOC16-JanStrictimplementationofth