a创智天地品牌构建

创智天地|商业模式提案1Confidential–notfordistribution机密文件KNOWLEDGEINNOVATIONCOMMUNITYBusinessModelFramework创智天地知识创新社区商业模式框架February20092009年2月创智天地|商业模式提案KNOWLEDGEINNOVATIONCOMMUNITYBusinessModelFramework创智天地知识创新社区商业模式框架创智天地|商业模式提案ExecutiveSummaryChuangZhiTianDi,alsoknownastheKnowledgeInnovationCommunity(KIC)isatacriticaljuncture.Sinceitsinception,ithaslaidthefoundationwithasolidrealestatemodel.KIChasalwaysbeenpoisedforgreatness;ithasbeenaconceptframeworkthatcaninnovativelyadapttotheeverchangingandevolvingnatureofcommercializationofknowledge,sciencesandtechnologyinChina.ThepurposeofthisdocumentistolookatKIC’sfuturedirection,tightentheconceptualframeworkandofferings,thenstructureimmediatenextstepsforaction.Itproposessixkeyplatformsontopofthebaserealestatemodel:venturecapital,incubation/acceleration,innovation,creativity,technologyandsustainability.ThesecanevolvewiththemarketandcommercializationcapacityovertimesothatKICwillachievesuccessasthe“cradleofinnovation”inChina.Itisespeciallyimportant,giventhecurrenteconomiccrisis,toincreaseworkefficiency,economizefundsandresourcestowardshighlyeffectiveresults.Therefore,akeyelementisKIC’sbranddevelopmenttocontinuetoelevatethevalueproposition.Throughbrandempowerment,internalteamscanleverageeachother’sworktowardsthesamebrandpositionandprojectittotheexternalaudience.创智天地|商业模式提案ExecutiveSummaryStructureoftheReport:1.Areviewofthebusinessmodel,community,ambience,lifestyle,offeringsandbrandcharacterandhowthesecanshifttothenexthigherlevel.2.Definitionofvision,mission,objectivesandprinciplestowardsprocessalignment.3.StrategyforbuildingaVC/Incubationfundingandmanagementcomponentandhowtointroducethisovertimeandincreaseitsspatialpresence.4.DefiningthepositioningandactionsatKICandintheYangpuDistrictto:a)Increasethepresenceoftheventurecapitalplatformtowardsfuturedealflow.b)Generateopportunitiesforsuccessfulstart-upsthroughincubationandacceleration,includinginthecleantechsector.c)Solidifythecentralplatformofinnovationwithanemphasisofhowtotranslatethisintophysicalspaceaswellasmanagementsystems.d)Expandthecreativitybasetodrawoutthespaceforinnovationandtoattractawidercustomersegment,e)CelebratethetechnologyplatformandtakestepstomakeKICpartofaglobaldigitalcommunity.includingwithaparallelvirtualcommunitythatwillexpandKIC’spresenceinacosteffectiveway.f)Understandandstructurethesocial,environmentalandeconomicresponsibilitiestowardsservingthegreatersocietywhileallowingKICtocapitalizefromthesewithbestbusinesspractices.创智天地|商业模式提案ExecutiveSummaryStructureofthereport:5.Increasingthebrandvalueandutilizingbrandingtolinkalltheplatformstowardsimplementation.6.Structuringtheorganizationtoaccomplishthegoals,includinghowthismayexpandinthefuture,includinghavingahighlevelinternationalandnationaladvisoryboardtoadvise,connectnetworksandincreaseKIC’spresence.7.Puttingforthasustainablefundingmodelandunderstandingitsphasing.8.Asummaryofactionplansfor2009,takingintoaccounttheavailabilityofin-houseresourcesandlowcostsolutions.9.TheAppendixcontainsadditionalcontentforbranddevelopment,a“dipstick”researchsurveysummary,marketingstrategy,businessperformancereview,competitoranalysisandbenchmarkstudies,abrandblueprintandbrandempowerment.ImplementationofthecoordinatedactionplanswillenableKICtoleverageitsstrengthsanddistinguishitselfasthepremierinnovativedevelopmentinChina.创智天地|商业模式提案6FromGoodtoGreat从优秀到卓越创智天地|商业模式提案FromGoodtoGreat从优秀到卓越FrontEndRealEstate+BackEndVCandIncubatorBusinessModelthatmaximizesthesumofrents/salesofthewhole前端的传统房地产模式加后端的风投及孵化器商业模式的协同效应使整个系统达到利润最大化1.BusinessModel商业模型RealEstateBusinessModelmaximizingrent/salesoneachspace传统房地产业模式通过租售达到利润最大化。创智天地|商业模式提案FromGoodtoGreat从优秀到卓越Quality,innovativepeople,institutionsandcompanies一个具有高质量的具有创新精神的人群，机构和企业的社区2.Community社区“Comeone,comeall”社区组成单一，一个来等于全部来的租户组成创智天地|商业模式提案FromGoodtoGreat从优秀到卓越Anenvironmentforthesoulofinnovation具有创新精神的氛围3.Ambience氛围营造Emptyspacesandstreets,lackofinteraction缺乏人气及互动的街道及空间创智天地|商业模式提案FromGoodtoGreat从优秀到卓越IntegrateLive,Work,Learn,PlayandLearn融生活，工作，学习和娱乐与一体的综合型生活方式4.Lifestyle生活方式Separatecommunitiesandindividuals没有连接互动的社区和个人创智天地|商业模式提案FromGoodtoGreat从优秀到卓越Culturalexperiences,entertainmentandritualfocusedexcellence文化娱乐体验注重习俗的培养5.Offering提供服务NicebuildingsandspacesBroadmixofsectors只是有漂亮的房子和空间，但组团没有重点，太宽泛创智天地|商业模式提案FromGoodtoGreat从优秀到卓越IdentitythatinformsthespiritandcapturesthesoulClaritytoanyone鲜明清晰的品牌个性及品牌精神6.Brandcharacter品牌特质FragmentedcharacterEverythingtoeveryone分散的品牌个性，每个人对品牌有着不同的理解和诠释创智天地|商业模式提案13FRAMEWORK框架创智天地|商业模式提案Vision远景目标TocreatethecradleofinnovationforChina,bringinguntapped,tacitcultureandknowledgetotheglobefore,andacceleratingthisthroughinternationalbestpractices.通过最佳国际化实践以及触及全球前端未探及领域的知识分享来建立中国的创新摇篮。创智天地|商业模式提案MissionStatement使命Toinnovatebyusingrealestateasanenablingtooltocommercializeknowledge,creativity,scienceandtechnologyintoproductsandservicesthatservesocietalgoodandleadintothe22ndcentury.创新以房地产为工具，将知识，创造力，科学和技术转化成对社会有益的产品和服务，领先着进入22世纪。创智天地|商业模式提案Process进程BusinessModelandFiscalResponsibilityStructureandSystem商业模型和财务责任结构和系统Operation