正尚-盛世家合1ReportGVA衡信柏迪中国西安市南关正街88号长安国际A座703室电话:+862987651414传真:+862987651410AddressAddressAddress商业策划报告报告西安正尚-盛世家合项目商业策划定位及规划报告（终稿）谨呈陕西润翔置业有限公司2011年03月26日2012年02月15日gva.co.ukgvacurzon.comgva.co.uk陕西润翔置业有限公司西安正尚-盛世家合项目商业策划定位及规划报告目录1.序言...................................................................41.1项目名称..............................................................41.2项目背景..............................................................51.3开发商................................................................51.4假设..................................................................61.5本投资价值分析报告的目的和依据........................................71.6报告说明..............................................................71.7策划报告思路..........................................................81.8项目主要经济技术指标..................................................91.9项目简介.............................................................102.【正尚-盛世家合】项目商业部分市场环境调查报告...........................112.1宏观发展规划及区域发展规划...........................................122.2地产业相关政策研究...................................................142.3项目立地环境特征.....................................................172.4交通组织及其他城市设施调研...........................................182.5人口家庭特征调查.....................................................202.6恩格尔系数............................................................273.【正尚-盛世家合】项目商业环境调查数据报告...............................293.1消费者动向调研及分析.................................................303.2经营者动向调研及访谈.................................................413.3未央区（经开区）商业项目调研及分析....................................504．【正尚-盛世家合】项目环境调研分析报告..................................614.1区域发展条件分析.....................................................614.2项目所在区域市场条件分析.............................................624.3商业定位的分析推断思路...............................................634.4项目引入零售业态的综合分析...........................................644.5项目引入餐饮业的可行性分析...........................................654.6项目引入休闲娱乐业态的可行性分析.....................................664.7项目引入娱乐业态的可行性分析.........................................674.8项目引入专业市场业态的可行性分析.....................................684.9项目引入文化、金融、服务配套业态的可行性分析.........................694.10业种业态组合的可行性分析............................................704.11区域商业市场未来发展趋势分析........................................714.12重点竞争针对分析....................................................724.13分析结论（项目立地开发发展方向）....................................772陕西润翔置业有限公司西安正尚-盛世家合项目商业策划定位及规划报告5.【正尚-盛世家合】项目商业定位及业态组合方案............................785.1经开区正尚-盛世家合商业项目商业定位..................................785.2项目整体定位..........................................................795.3项目消费者定位........................................................795.4项目客层定位..........................................................805.5项目功能定位..........................................................825.6项目投资者定位........................................................845.7总体商业商业辐射范围定位..............................................886.【正尚-盛世家合】项目商业规划.........................................896.1各种业态组合方案......................................................896.2项目总体规划..........................................................906.3项目南区规划..........................................................916.4项目北区规划..........................................................947．【正尚-盛世家合】项目操作建议.........................................997.1项目整体租售策略.....................................................997.2项目租售定价策略.....................................................1077.3项目整体租售比例评测................................................1087.4项目主力店策略......................................................1098．【正尚-盛世家合】项目财务评价........................................1108.1评价方案的选择和依据.................................................1108.2项目投资于成本费用估算...............................................1158.3资金使用计划.........................................................1168.4投资进度计划.........................................................1188.5项目销售进度安排及销售收入.....