房地产智库www.fdc01.com万科商业地产开发手册2012版集团战略研究部房地产智库www.fdc01.com目录..........................1...............1万科商业地产开发手册......12012版....................1集团战略研究部...........1第一部分、选址............7一、选址的意义：...................................................................................................................7二、集团选址的标准：...........................................................................................................7第二部分、项目规划方案....8一、商业规划...........................................................................................................................81.商业规划依据..................................................................................................................82.业态、功能及面积配比规划..........................................................................................83.主力店组合及面积规划................................................................................................114.商场平面布局规划........................................................................................................13二、建设规划.........................................................................................................................181.商家的要求....................................................................................................................192.商场的外观设计............................................................................................................203.商场内部空间设计........................................................................................................224.主要配套设施功能规划................................................................................................24第四部分、工程建设程序...28一、内部立项研讨.................................................................................................................28二、项目前期筹备程序.........................................................................................................28三、项目建设实施程序：.....................................................................................................32五、项目竣工验收程序.........................................................................................................41六.开发过程中具体外联（以吉林新生活为例）...............................................................42房地产智库www.fdc01.com第五部分、销售预热.......53I准备期..................53一、强势进驻闪亮登场.......................................................................................................53二、项目包装.........................................................................................................................531.奠基................................................................................................................................532.围挡................................................................................................................................533.办公场所的筹建............................................................................................................53三、营销策划准备.................................................................................................................561.市场调查与分析............................................................................................................562.楼盘的标识....................................................................................................................573.市场初级定位................................................................................................................574.市场营销策略的拟订....................................................................................................575.宣传推广方案的讨论和确认........................................................................................576.销讲夹准备....................................................................................................................587.具体案例:.......................................................................................................................58II蓄水期.................71一、招商...........................................................................................................................