凯悦中心营销方案汇报凯悦中心营销方案汇报2007?5?18青岛项目组?DTZ’s?mission?is?to?work?with?clients?to?create?a?leading?edge?property,?investment?and?business?solutions?worldwide.?Central?to?this?mission?are?DTZ’s?core?values?of?integrity,?teamwork,?service?excellence,?creativity?enjoyment?and?the?drive?to?‘make?it?happen.?DTZ’s?mission?is?to?work?with?clients?to?create?a?leading?edge?property,?investment?and?business?solutions?worldwide.?Central?to?this?mission?are?DTZ’s?core?values?of?integrity,?teamwork,?service?excellence,?creativity?enjoyment?and?the?drive?to?‘make?it?happen.?营销运作目标营销运作目标城城市市进进化化论论青岛NO.1?渤海湾NO.1?历史上的今天历史上的今天很多年以后，人们会谈论，曾经的某年某月某日，青岛出现了一个标志性的建筑群落，代表着青岛这个北部中国滨海城市真正拥有了有价值的新建筑，城市的进步由此开始。DTZ’s?mission?is?to?work?with?clients?to?create?a?leading?edge?property,?investment?and?business?solutions?worldwide.?Central?to?this?mission?are?DTZ’s?core?values?of?integrity,?teamwork,?service?excellence,?creativity?enjoyment?and?the?drive?to?‘make?it?happen.?目录1市场研判2产品相关价值判断3竞争的定义4实施运作策略与营销策略5团队介绍DTZ’s?mission?is?to?work?with?clients?to?create?a?leading?edge?property,?investment?and?business?solutions?worldwide.?Central?to?this?mission?are?DTZ’s?core?values?of?integrity,?teamwork,?service?excellence,?creativity?enjoyment?and?the?drive?to?‘make?it?happen.?第一部分第一部分第一部分市场研判市场研判市场研判DTZ’s?mission?is?to?work?with?clients?to?create?a?leading?edge?property,?investment?and?business?solutions?worldwide.?Central?to?this?mission?are?DTZ’s?core?values?of?integrity,?teamwork,?service?excellence,?creativity?enjoyment?and?the?drive?to?‘make?it?happen.?区域发展特征区域发展特征?城市第一核心区关键词：CBD(中央商务区)顶级消费商业中心奥运经济影响力??东部地区规划成为商务及商业的核心区域，随着区域的不断发展成熟，未来区域的升值潜质将一路攀升???奥运村及奥运比赛场馆的建设，为整个区域价值的提高提供了有利的后续增值空间DTZ’s?mission?is?to?work?with?clients?to?create?a?leading?edge?property,?investment?and?business?solutions?worldwide.?Central?to?this?mission?are?DTZ’s?core?values?of?integrity,?teamwork,?service?excellence,?creativity?enjoyment?and?the?drive?to?‘make?it?happen.?消费需求主体特征消费需求主体特征关键词：高端商务人士、世界500强企业高层管理人士、国际国内高端旅游人口、高消费白领阶层n青岛最顶级的写字楼集中在此区域，高端商务人士密集，消费力庞大n青岛最顶级的商业体（阳光百货、海信广场等）集中地，高端生活环境成熟n五星级酒店云集，未来更多五星级酒店进入，国际高端人士常来常往，必然提升区域在国际上的影响力DTZ’s?mission?is?to?work?with?clients?to?create?a?leading?edge?property,?investment?and?business?solutions?worldwide.?Central?to?this?mission?are?DTZ’s?core?values?of?integrity,?teamwork,?service?excellence,?creativity?enjoyment?and?the?drive?to?‘make?it?happen.?区域地产发展研判区域地产发展研判???青岛最高端的公寓型豪宅在此集中，若按照常规开发和运作方式，则必然面临极大的竞争风险???重点在于，在众多高端项目中，与本项目最易成为竞争对手的是：东海路9号、香港置地广场DTZ’s?mission?is?to?work?with?clients?to?create?a?leading?edge?property,?investment?and?business?solutions?worldwide.?Central?to?this?mission?are?DTZ’s?core?values?of?integrity,?teamwork,?service?excellence,?creativity?enjoyment?and?the?drive?to?‘make?it?happen.?第二部分第二部分第二部分产品相关价值判断产品相关价值判断产品相关价值判断DTZ’s?mission?is?to?work?with?clients?to?create?a?leading?edge?property,?investment?and?business?solutions?worldwide.?Central?to?this?mission?are?DTZ’s?core?values?of?integrity,?teamwork,?service?excellence,?creativity?enjoyment?and?the?drive?to?‘make?it?happen.?区域价值属性判断区域价值属性判断关键词第一行政中心——市政府政府所在地第一商务核心——?CBD(中央商务区)青岛?第一商业核心顶级消费商业中心——NO.1?第一文化核心———奥运经济影响力青岛最高端也是最具有影响力的“第一核心区”，也是城市发展的金字塔尖?“四位一体”的中心发展模式，高度的集约化和焦点化DTZ’s?mission?is?to?work?with?clients?to?create?a?leading?edge?property,?investment?and?business?solutions?worldwide.?Central?to?this?mission?are?DTZ’s?core?values?of?integrity,?teamwork,?service?excellence,?creativity?enjoyment?and?the?drive?to?‘make?it?happen.?项目在区域中的价值判断项目在区域中的价值判断高端商业高端酒店高端公寓阳光百货、海信广颐中皇冠假日酒店、丽东海路9号、颐和国场、颐中皇冠假日晶酒店、香格里拉酒际、燕岛国际……?酒店世界顶级品牌店、海天酒店……?中端酒店中低端住宅中端商业北海宾馆、爱尊客酒项目南侧及东南侧老住嘉士客、步行街临店……?宅小区……?街商铺……?项目所在区域之物业档次构成较为复杂。既有青岛最高端之物业，也有中低端之各类物业。从价值判断上，并非属于本区域最顶尖。区域支撑条件有明显的弱项。DTZ’s?mission?is?to?work?with?clients?to?create?a?leading?edge?property,?investment?and?business?solutions?worldwide.?Central?to?this?mission?are?DTZ’s?core?values?of?integrity,?teamwork,?service?excellence,?creativity?enjoyment?and?the?drive?to?‘make?it?happen.?项目海景价值判断项目海景价值判断?海景资源是青岛所有高端公寓项目必须拥有的资源，若此资源不楼体21?50层绝对