岩城凤祥名苑YANCHENG·FENGXIANGMINGYUAN21thcenturyarchitectureistechnologicalcapability.thecreativityofthehighestvalue.Buildingthefuture项目前期定位与物业发展报告2010.8.10站在巨人的肩膀上才能看的更远！Standingontheshouldersofgiantstoseefurther!g提报内容NO1：宏观经济环境NO2：岩城房地产市场环境NO3：物业发展定位FENGXIANGMINGYUANNO4：项目商业规划建议20thcenturyarchitectureistechnologicalcapability.thecreativityofthehighestNO5：商业营销策略value.Buildingthefuture提在项目发展前值得思索的三个问题：FENGXIANGMINGYUAN一、开发品牌能在岩城产生的市场效益？20thcenturyarchitectureistechnologicalcapability.thecreativityofthehighestvalue.Buildingthefuture?目前大田县房地产开发基本是三明及本地企业，开发企业在当地知名度受消费者深知；?本案21000平方米商业体在大田县属于一个新创举，为了后续成功招商，必先树立商业物业品牌，可是为企业可持续发展做品牌建设。Iftheperformanceof20thcenturyarchitectureistechnologicalcapability.Thenthe21stcenturywillbethecreativityofthehighestvalue.Buildingthefuturewillbelikecreateanartthatforthecivilizationofhumanbeing,becausecreativityallowsmoremeaningfulfortimes.提在项目发展前值得思索的三个问题：FENGXIANGMINGYUAN二、从岩城房地产市场环境表现给本案的发展契机？20thcenturyarchitectureistechnologicalcapability.thecreativityofthehighestvalue.Buildingthefuture?中心城市腹地狭隘，城市拓展空间受限，主城区建设用地“寸土寸金”；?岩城房地产起步晚、但发展快，目前市场开发的楼盘品质不高，消费者的居住观念已经由多层向小高层、高层的过渡，可见城市居民已开始追求中高端品质对居住环境；?市场同质化产品严重，产品突破将成为项目前期规划的重点；?主城区至今没有城市标志性建筑，城市核心不明显；FENGXIANGMINGYUAN20thcenturyarchitectureistechnologicalcapability.thecreativityofthehighestvalue.BuildingthefutureIfIfthetheperformanceperformanceofof20th20thcenturycenturyarchitecturearchitectureisistechnologicaltechnologicalcapabilitycapability..ThenThenthethe21st21stcenturycenturywillwillbebethethecreativitycreativityofofthethehighesthighestvalue.value.BuildingBuildingthethefuturefuturewillwillbebelikelikecreatecreateananartartthatthatforforthethecivilizationcivilizationofofhumanhumanbeingbeing,because,becausecreativitycreativityallowsallowsmoremoremeaningfulmeaningfulforfortimes.times.提在项目发展前值得思索的三个问题：FENGXIANGMINGYUAN三、城市消费能力能否形成本案商业物业的支撑？20thcenturyarchitectureistechnologicalcapability.thecreativityofthehighestvalue.Buildingthefuture?岩城属于省内工业发达城市，总体经济（GDP)处于三明市“两区一市九县”名列前四城市经济实力为岩城房地产发展奠定坚实的经济环境基础；?岩城中心城区中高端楼盘稀少，城市生活品质及事业发展空间受限，导致高端消费群体向市区及厦门等周边发达区域外流；?岩城消费实力强劲，09城镇居民人均可支配收入突破1.5万元；?强劲的消费城市里没有成规模商业体，城区没有大型百货，更缺少完善的商业运营管理；中心城市没有高端物业，中高端客层外流严重；IfIfthetheperformanceperformanceofof20th20thcenturycenturyarchitecturearchitectureisistechnologicaltechnologicalcapabilitycapability..ThenThenthethe21st21stcenturycenturywillwillbebethethecreativitycreativityofofthethehighesthighestvalue.value.BuildingBuildingthethefuturefuturewillwillbebelikelikecreatecreateananartartthatthatforforthethecivilizationcivilizationofofhumanhumanbeingbeing,because,becausecreativitycreativityallowsallowsmoremoremeaningfulmeaningfulforfortimes.times.从岩城房地产市场环境来看本案的机会FENGXIANGMINGYUAN本案的地段、人气、规模、物业20th……centuryarchitectureistechnologicalcapability.thecreativityofthehighestvalue.Buildingthefuture?地段：岩城主力纵线“建山路”核心?人气：岩城中心城市人流主力动线；?规模：商业体21000平方米，岩城商凤山路圈驱动；岩城中心?物业：中高端物业，刷新岩城居住记录。物业发展目标建山路极力打造岩城地标性建筑中心城市商圈主核心NO.1宏观经济环境FENGXIANGMINGYUAN20thcenturyarchitectureistechnologicalcapability.thecreativityofthehighestvalue.BuildingthefutureIftheperformanceof20thcenturyarchitectureistechnologicalcapability.Thenthe21stcenturywillbethecreativityofthehighestvalue.Buildingthefuturewillbelikecreateanart生产thatforthecivilizationofhumanbeing,becausecreativityallowsmoremeaningfulfortimes.总值岩城近几年GDP保持稳定发展，增长速度保持在13%以上，今年上半年大田GDP增长13.4%，全市排名第四，成为三明下辖县经济发展的第二强县。FENGXIANGMINGYUAN?近几年，大田GDP保持年20thcenturyarchitectureistechnologicalcapability平均13%以上的高增长。.thecreativityofthehighestvalue.Buildingthefuture?2008年受国际金融危机的影响，GDP仍逆市而上，保持了14%的增速；?09年全年实现地区GDP总值52.39亿元，增长13.7%；?根据规划预计，2010年大田县的GDP总值可达59.2亿元，增幅达13%，经济发展势头良好。县市永安梅列沙县大田三元尤溪将乐宁化泰宁建宁2010上半年大田的GDP生产总值74.8574.0142.1432.5430.8529.4519.918.6917.3814.24总值位于三明区域第四，（亿元）位于各县之首，且与其他增长%15.510.815.213.414.8153.413.211.811.615.1县级市拉开一定的差距。排名12345678910Iftheperformanceof20thcenturyarchitectureistechnologicalcapability.Thenthe21stcenturywillbethecreativityofthehighestvalue.Buildingthefuturewillbelikecreateanart产业thatforthecivilizationofhumanbeing,becausecreativityallowsmoremeaningfulf