Mixed-useDevelopment–GettheRightDevelopmentProcesstoprofitabledevelopmentandoperations.综合物业开发-运用正确的开发流程达到开发和运营盈利作者：KelvinNg黄亮生Contents目录Topic1：Introduction第一章：介绍1.1Conceptofmixed-usedevelopment综合性开发项目的概念1.2Fourstagesindevelopmenttooperation开发与营运四阶段Topic2:MarketResearch&Analysis第二章:市场调研分析Topic3:MASTERPLANNING第三章:总体规划Topic4.DesignFundamentals/Importanceofgooddesignbriefs第四章:良好设计概要的重要性/设计基本原则Casestudies–LocalandinternationalProjects案例分析：国内及国际项目opic5.Mixed-Use-BrandSynergy第五章：综合性——品牌组合的协同作用Topic6QandATopic1：Introduction第一章：介绍1.1Conceptofmixed-usedevelopment综合性开发项目的概念_____________________________________________________________?1.1.1Whatistheconceptofmixed-used?Whatdecisionshavetobemade?综合性是一种什么概念？其中牵涉一些什么决策？_____________________________________________________________?Theconceptformixinglandusesislinkedtothreedecisions:土地综合使用的概念牵涉三方面的决策：?Intensity强化度?Diversity多样度?Density密集度_____________________________________________________________Theintensityisaboutthebroadrangeofchoiceswithinaspecificuse,e.g.differenttypeofretail–Hypermarket,pedestrianstreet,shoppingmall强化度是指某种特定功能中的选择范围，例如不同的零售模式–大型超市、步行街、购物中心________________________________________________________Diversityreferstothecompatiblemix-housing,retail,hotel,officesetc.多样度是指可相互兼容的功能组合–住宅、零售、酒店、写字楼等等________________________________________________________Densityreferstothecompactnessoftheproject–horizontalvs.verticalstructure密集度是指项目的建筑密度–横向vs.纵向结构________________________________________________________1.1.2Whyisitpopular?为何综合性发展这么受欢迎？?EncouragedbyLocalagenciesandplanningauthorities地方及规划当局大力推动?Risinglandpricesaremakingdensitynecessary地价的高涨使得密集度的增加成为必要?Theconvenienceoflive,workandplayinasinglelocation一站式生活、工作、玩乐的便利性1.1.3Whatisthedefinitionofmixed-use(Internationallydefined)?综合性的定义是什么(国际定义)？?Amixed-usedevelopmentisarealestateprojectwithplannedintegrationofsomecombinationofretail,office,residential,hotel,recreationorotherfunctions.综合性发展是有规划地结合零售、写字楼、住宅、酒店、娱乐或其他功能于一体的房地产项目。?Itispedestrian-orientedandcontainselementsofalive-work-playenvironment.综合性项目使各功能分区之间便于步行，并结合了生活、工作及玩乐的环境元素。?Itmaximizesspaceusage,hasamenitiesandarchitecturalexpression,andtendstomitigatetrafficandsprawl.Inessence,thisnewworkingdefinitionaddressesthediversityanddensity?issues,butleavesouttheintensity.综合性项目最大化利用空间，提供舒适设施，并有充分的建筑表达，并倾向于缓和拥挤的人流及杂乱无序的拓展。_____________________________________________________________1.2Fourstagesindevelopmenttooperation开发与营运四阶段?StrategicPlanning战略策划Siteselection,marketresearchandanalysis,SWOTandpositioningoftheproject选址、市场调研与分析、SWOT分析，以及定位Whattypeofmixedused?开发什么综合性项目?Howisthefinancialanalysis-Paybackperiod,Yield,CapitalGain财务分析–回报期、收益、资本收益___________________________________________________________DesignandPreparation设计与准备工作DesignBrief设计概要DesignandConsultantTeam设计与顾问团队DesignandDesignDevelopment设计与设计发展Pre-openingandTraining开业前准备与培训_____________________________________________________________?Execution实施MarketingandLeasing营销与招商?Construction施工GrandOpening隆重开业_____________________________________________________________?Operations营运On-goingOperations持续营运RentalReview,leaseadministration租金审核、租赁管理Reposition/RetrofitMall重新定位/调整翻新ManagingSpatial/Visual,TechnicalandFunctionquality管理空间视觉、技术与功能质量________________________________________________________________Topic2:MarketResearch&Analysis第二章:市场调研分析2.1Retail??Market?Research??零售市场调查?_____________________________________________________________?_____________________________________________________________2.2Office?Market?Research??写字楼市场调查?_____________________________________________________________?__________________________________________________________________________________________________________________________2.3Hotel?Market?Research??酒店市场调查??__________________________________________________________________________________________________________________________??2.4.Service?Apartment???服务式公寓?_____________________________________________________________?_____________________________________________________________________________________________