时达商业及城市公寓项目产品策划综合报告、目录导言………………………………………………………………………..8第一部分市场分析........................................81.商用物业发展的要点分析.............................................91.1商用物业的类型..................................................91.2商用物业的特征.................................................102.鄂尔多斯市商业环境分析.............................................122.1商业布局总体分布................................................12...................................................................122.2主要商业物业竞争格局分析.......................................12....................................................................132.3现阶段商业市场的总结...........................................132.4商用物业市场的发展趋势分析.....................................142.5商用物业市场存在的现实问题.....................................143.市民消费行为及商业经营分析.........................................163.1市民消费心理分析...............................................163.2主要商业地段经营者分析.........................................194.区域商情调查.......................................................204.1调查目的.......................................................204.2本案所在商圈主要街区功能分析...................................204.3本案所在商圈经营分析..........................................214.4近期本案所在区域规划的影响.....................................224.5区域整体规划构想建议...........................................235.客户群体分析.......................................................255.1目标客户群体....................................................255.2目标客户群的需求分析...........................................26第二部分项目分析........................................286.项目现状..............................................286.1地理位置........................................................286.2项目规模........................................................296.3项目现状........................................................297.项目的资源整合....................................................327.1与城市规划前景的整合...........................................327.2与商业发展最高经营业态的整合...................................337.3与商业经营功能的整合...........................................347.4与步行街文化的整合.............................................347.5与旅游资源的整合...............................................347.6与电子商务资源的整合...........................................357.7与事件营销策略的整合...........................................358.商业SWOT分析......................................................358.1总表............................................................368.2项目优势分析（S）..............................................368.3项目劣势分析（W）..............................................388.4项目机会分析（O）...............................................398.5项目威胁分析（T）...............................................419.竞争因素分析.......................................................419.1区位因素（商圈因素）............................................429.2产品因素（规模因素）...........................................429.3经营因素（经营定位）...........................................4310.周边项目概况......................................................4310.1已建商业物业..................................................4310.2待建商业物业..................................................4811.城市公寓项目分析..................................................4911.1项目概况......................................................4911.2SWOT分析......................................................49第三部分项目定位........................................5012.市场定位..........................................................5112.1定位理念......................................................5112.2支撑点........................................................5213.形象定位..........................................................5313.1定位理念......................................................53...................................................................5313.2支撑点........................................................5413.3项目名称建议..................................................5414.经营定位..........................................................5414.1经营定位原则..................................................5514.2经营定位方向..........................................