北京金融街北京西环广场商业顾问服务

XXIIHHUUAANNPPLLAAZZAA,,BBEEIIJJIINNGG北北京京西西环环广广场场RREETTAAIILLCCOONNSSUULLTTAANNCCYY--FFIINNAALLDDRRAAFFTTRREEPPOORRTT商商业业顾顾问问服服务务--最最后后草草稿稿BBEEIIJJIINNGGFFIINNAANNCCEESSTTRREEEETTCCOONNSSTTRRUUCCTTIIOONNDDEEVVEELLOOPPMMEENNTTCCOOMMPPAANNYYLLIIMMIITTEEDD北北京京金金融融街街建建设设开开发发有有限限责责任任公公司司VOLUME1-REPORT第一部分-报告APRIL2003二零零三年四月TABLEOFCONTENTSXIHUANPLAZA,BEIJING西環广场-i-APRIL2003二零零三年四月CHAPTERPageNo.章节页码1.0INTRODUCTION简介..............................................................1-21.1ASSIGNMENT任务介绍1.2SCOPEOFWORK服务内容1.3REPORTSTRUCTURE报告结构2.0PROJECTBACKGROUND项目介绍.....................................3-72.1LOCATION地理位置2.2THEDEVELOPMENT项目背景2.3CHARACTERISTICSOFSURROUNDINGAREA周边地区特征2.4ACCESSIBILITY/TRANSPORTLINKS通行情况/交通线路3.0BEIJINGECONOMICOVERVIEW北京经济分析............8-143.1ADMINISTRATIVEDIVISIONSANDPOPULATION北京行政区划和人口3.2ECONOMICINDICATORS经济分析3.3OTHERINFLUENCINGEVENTS其他影响因素3.4MARKETOUTLOOK总述CHAPTERPageNo.章节页码4.0REALESTATERESEARCH房地产市场研究...................15-304.1STOCKANDHISTORICALSUPPLYOFRETAILACCOMMODATION商业用房的历史供应量4.2MAJORRETAILAREAS主要商业区域4.3FUTURESUPPLYOFRETAILACCOMMODATION未来商业面积的供应4.4OCCUPANCYRATE入住率情况4.5RENTAL/PRICEANALYSIS租金/售价分析4.6GOVERNMENTPOLICY政府政策法规4.7ANTICIPATEDFUTURETRENDS未来发展趋势预测4.8IMPLICATIONSFORXIHUANPLAZA对西环广场的影响5.0CONSUMERSURVEY消费者调查.....................................31-385.1APPROACH/METHODOLOGY步骤/方法5.2DEMOGRAPHICCHARACTERISTICS消费者调研5.3INCOMEPROFILE收入分析5.4SPENDINGPATTERNS消费行为5.5CONSUMERPREFERENCES影响消费者的因素5.6BRANDANALYSIS品牌分析5.7VIEWONCURRENTRETAILPROVISION对目前商业面积供应的看法5.8IMPLICATIONSFORXIHUANPLAZA对西环广场的影响TABLEOFCONTENTSXIHUANPLAZA,BEIJING西環广场-ii-APRIL2003二零零三年四月CHAPTERPageNo.章节页码6.0COMPETITIONANALYSIS竞争对手分析..........................39-466.1APPROACH/METHODOLOGY步骤/方法6.2EXISTINGCOMPETITORS现时竞争对手6.3COMPETITIONREVIEW竞争对手分析6.4CHARACTERISTICSOFEXISTINGCOMPETITION目前竞争对手的特征6.5ANTICIPATEDFUTURECOMPETITION未来竞争对手6.6IMPLICATIONSFORXIHUANPLAZA对西环广场的影响7.0INDUSTRYCONSULTATION行业研究...............................47-597.1APPROACH方法7.2MARKETOUTLOOK总体概括7.3PREFERREDRETAILLOCATIONS希望进入的商业区域7.4RETAILERREQUIREMENTS商家需求7.5KEYLOCATIONALFACTORS主要的选址因素7.6XIHUANPLAZA-POSITIVEFACTORS西环广场-优势7.7XIHUANPLAZA-NEGATIVEFACTORS西环广场-劣势7.8IMPLICATIONSFORXIHUANPLAZA对西环广场的影响CHAPTERPageNo.章节页码8.0MARKETPOSITIONING市场定位......................................60-658.1COMPETITIVEPOSITION竞争力8.2CATCHMENTAREAS商圈界定8.3TARGETAUDIENCE目标消费者8.4MARKETGAPSANDTARGETRETAILERSFORXIHUANPLAZA西环广场的潜在客户和市场空间9.0TENANT/MERCHANDISINGMIX客户/商品组合..........66-829.1MERCHANDISINGSTRATEGY商品组合策略9.2TENANT/MERCHANDISEMIX客户/商品组合9.3ANALYSISOFPOTENTIALSALES/RENTALINCOME营业额和租金预测10.0DESIGNREVIEW设计评审...................................................83-8410.1GENERALDESIGNISSUES设计评审的总体因素10.2CRITICALDESIGNISSUES设计要点11.0RECOMMENDEDRETAILCONCEPT商业主题建议..............85APPENDICES附件1.0INTRODUCTION简介XIHUANPLAZA,BEIJING西环广场-1-APRIL2003二零零三年四月1.1ASSIGNMENT任务介绍InsigniaBrooke(“IB”)andHusbandRetailConsultingLimited(“HRC”)wereappointedbytheBeijingFinancialStreetConstructionDevelopmentCompanyLimited(“BFS”)inJanuary2003toundertakearetailconsultancyassignmentinconnectionwithadevelopmentinXizhimenDistrict,Beijing,tobeknownasXihuanPlaza.显盛保柏和HusbandRetailConsultingLimited受北京金融街建设开发有限责任公司的委托，于2003年1月开始为位于西直门地区的西环广场的商业部分提供商业咨询服务。ThepurposeoftheassignmentistoexamineandinvestigatevariousissuesaffectingtheproposedretailelementofXihuanPlaza,andtoprovideadvicetoBFSregardingtheappropriatemarketpositioningoftheproject,theoptimummerchandise/tenantmixwithinthescheme,thedesignandlayoutofindividualfloorswithintheretailcentre,aswellastheoverallconceptassociatedwiththeretailelementofthedevelopment.此次服务的目的是研究影响西环广场商业部分的多种因素，为北京金融街建设开发有限责任公司提供西环广场适当的市场定位，适宜的商品组合/客户组合，商场内部每层的设计和平面规划，以及商场整体的概念。VariousdocumentshavebeensubmittedtoBFSforreviewduringthecourseoftheassignmentandtheinterimfindingsoftheexercisewerepresentedtoBFSon12thMarch2003.ThisFinalReportsetsoutthemajorfindingsandrecommendationsassociatedwiththeretailconsultancyassignment,includingbutnotlimitedtothosepreviouslypresentedtoBFS.2003年3月12日，一些文件和中期报告已经提交给北京金融街建设开发有限责任公司审阅。此份最终报告中将包括研究的主要发现和针对西环广场的商业建议，并不仅限于之前中期报告的基础上。1.2SCOPEOFWORK服务内容Itwasagreedthatthescopeofworkassociatedwiththisretailconsultancywouldinvolvethefollowingtasks:此份商业咨询报告的内容将包括下述内容：oMarketSurvey市场研究oCompetitionAnalysis竞争对手分析oDeterminationoftheCatchmentArea商圈消费预测oConsultationofLocalandInternationalRetailers国内和国际零售商的访谈研究oDeterminationoftheOptimumSizeandThemingoftheCentre商场主题与商业规模oDesignReview设计评审oAnalysisofInternalLayout内部规划布局的分析oDeterminationofOptimumMerchandiseMix商品组合建议oDeterminationofPotentialCentreSales预测商场销售额oDeterminationofPotentialRentalIncomeoftheCentre商场未来租金收入的预测1.0INTRODUCTION简介XIHUANPLAZA,BEIJING西环广场-2-APRIL2003二零零三年四月1.3REPORTSTRUCTURE报告结构Section2:describesthebackgroundoftheprojectincludingthephysicalconditionsassociatedwithXihuanPlaza.第二章:西环广场的项目背景资料介绍。Section3:setsoutareviewandanalysisofeconomicconditionsinBeijing.第三章:北京经济分析Section4:setsoutareviewoftheretailsectoroftherealestatemarketinBeijing.第四章:北京零售房地产市场分析Section5:describestheapproach/methodologyassociatedwiththeconsumersurveyandsetsoutth