戴德梁行专业策划要点.doc

戴德梁行策划要点。whw612 刊登于-1-4 14:32:15所有评论我要评论 Mall和物业管理征询服务内容划分ShoppingmallandPropertyManagementConsultingServiceContentsOutline办法:咱们会就如下4方面与本地管理团队协作收集市场资讯、策划所须开业前与征询服务,并拟出所须工作筹划、进度报告或解说：Methodology:Wewillworkwiththelocalmanagementteamtocollectthemarketinformation,planthenecessarypreopeningandconsultingservicesin4partsandproducenecessaryworkplan,progressreportsorpresentation：Part1-业态规划Trademixplanning/店铺划分Shoplotssizing1.1调查市场现状进行市场分析Surveymarketingconditionandconductmarketanalysisafterreceivingownersresearchedinformationanddocuments.Reviewsurveyinformationofmarketresearchcompanyandprovideadditionalinputsoninformationtobecollectedbyresearchcompany1.2市场优劣势市场战略分析Strength&weakness,andmarketstrategyanalysis1.3竞争对手分析Competitorsanalysis1.4商场定位Mallpositioning1.5商场总面积建意ProposedMallGFA1.6业态规划Trademixplanning1.7租户选配Tenantprofiling1.8店铺划分Shoplotssizing为了达致最高和最佳概念，需要全面研究调查：1.市场类层资料重要住宅密集区，办公室/酒店职工数量/类型，旅客与暂时寄住访客，外地访客数量，住宅/外劳密集区和其他尚未开发零售与服务类层2.竞争数据当前市面上所供应，涉及所提供服务和商场与零售业建筑特色-租户清空存货-当前零售、饮食、娱乐和休闲中心体现-筹划和拟议中直接和非直接竞争扩建和新建筑3.当前建筑体现数字-租金，服务费，租用率-物业管理和服务原则4目的场地分析-舒服设施涉及出口-交通以便-人潮流通-周边顾客-环境问题-停车(及时改进是也许)5.业主行销团队/代理(本地及国际)-招聘员工水平-行销陈述/员工专门技术质量-行销代理所承办项目-利益冲突-已执行市场研究资料可供参照(如果当前数据资料局限性，超群也许会建议作补充研究)目的物业竞争对比-零售-办公室-其他增援设备SWOT分析(弱点、长处、机遇、威胁)加入顾问在中华人民共和国或亚洲类似项目方面专门知识，判断以及经验-物业(零售和办公室和设施)物理属性和业主规定-价格战略(不同选取，业主财务目的)-行销战略(代理，示范单位，直销，战略联盟)-促销(媒体，杂志社与报馆关系，广告筹划)增值-硬件(建筑和舒服设施)-软件(新服务以吸引顾客，制造不容易采用竞争优势)定位和租户刮析和顾客建议与实行这报馆将成为项目质量根据在硬件、软件方面以增强项目竞争能力。将发出设计概述以提供开发设计意向。Part2-平面和空间设计及设计评审工作内容PlanandSpaceDesign&DesignCritiqueWorkDetails1、建筑设施顾问：Building&FacilitiesConsultant1.1建筑构造及功能设计BuildingStructuralandFunctionalDesign1.1.1柱距设立建议SuggestionsonthePillarDistance&Setup1.1.2层高建议SuggestionsontheLevelHeight1.1.3楼层单元分隔及编号FloorModularDemarcationandNumbering1.1.4门窗高度、宽度建议SuggestionsontheRenovationMaterialSelection1.3广告牌预留位置建议SuggestionsontheMarkingoutofAdsPostLocation1.4人流、车流外部导向HumanandVehicularTrafficExternalDirection1.5物业用房设立PropertyRoomSetup1.6员工通道设立StaffAccessSetup1.7员工食堂设立建议，与否设立，如设立，位置及大小建议SuggestionsontheSetupofStaffCanteen,toSetupornot,ifso,suggestionsonthelocationandsize.1.8员工区设立建议，具备哪些功能，位置和大小建议SuggestionsontheSetupofStaffArea,toincorporatewhatfunctions,suggestionsonthelocationandsize.1.9公共区域装饰装修建议，要便于日后使用中维修和清洁SuggestionsontheDecorationandRenovationofCommonArea,suchthatthereiseaseofoperationalmaintenanceandcleaningwhenpropertybecomesoperational1.10卫生间设立建议，数量、位置、大小建议SuggestionsontheSetupofWashrooms,suggestionsonthenumbers,locationandsize1.11商场卸货区以及仓库设立建议，位置、大小以及交通组织等建议SuggestionsontheontheSetupofLoading/UnloadingAreaandWarehouse,SuggestionsontheLocation,SizeandTrafficCoordination1.12车库、出入口设立建议，涉及位置、项目内部车流、人流交通组织等SuggestionsontheSetupofGarage,ingress/egress,includingLocation,CoordinationofProjectInternalHumanandVehicularTraffic1.13批示牌设立SetupofSignboards1.14垃圾房设立SetupofGarbageRoom1.15机房、管道井设立建议SuggestionsontheSetupofPlantRoom&PipeworkAccessDuct1.16紧急疏散通道设立建议SuggestionsontheSetupofEmergencyExits1.17实际过程中提出其她问题Otherquestionsraisedduringactualprocess2、工程其她方面设立建议SuggestionsontheSetupofOtherEngineeringAspects2.1商场照明设立以及布线建议，考虑各个位置照明所需要照度、需要电量、布线方式与否利于日后维修、保养等；SuggestionsontheLightingandCablingSetup,takingintoconsiderationoftherequirementsonillumination,electricity,methodofcablingofeachlocationastowhethertherewillbeeaseofmaintenanceinthedaystocome2.2空调系统建议：综合考虑项目出售主力百货店等空调系统设立，以及高层某些预留空调室外机位及空调走线考虑Suggestionsontheair-conditioningsystem:Overallconsiderationonthesetupofair-conditioningsystemoftheflagshipshop,andthespacetobemarkedoutonthehigherlevelsfortheoutdoorunitsoftheair-conditioningsystemandthecablingconsiderations2.3背景音乐系统设立建议，考虑紧急状况广播问题Suggestionsonthesetupofbackgroundmusicsystem,withconsiderationonPAsystemintimesofemergency2.4综合布线某些建议，涉及需要增设综合布线机房设立建议Suggestionsontheoverallcabling,includingsuggestionsontheadditionalrequirementsforanintegratedcablingplantroom.2.5智能化管理系统，涉及监视系统、安防报警系统、可视对讲系统、网络系统、联网收银系统、停车场管理系统等设立建议SuggestionsontheSetupofIntelligentManagementSystems,includingmonitoringsystem,securityalarmsystem,AVintercom,Internet/Intranet,On-linePaymentSystem,CarParkManagementSystem,etc.2.6消防系统设立建议SuggestionsontheSetupofFireControlSystem2.7煤气报警系统设立建议SuggestionsontheSetupofGasAlarmSystem2.8空调系统设立建议SuggestionsontheSetupofAir-ConditioningSystem2.9信号放大器设立建议SuggestionsontheSetupofAmplifiers(SignalAmplifiers?)2.10给、排水系统设立建议SuggestionsontheWaterSupply&DrainageSystem2.11中水系统设立建议SuggestionsontheSetupof2.12热力供应系统设立建议SuggestionsontheSetupofHeatingSystem2.13电梯、货梯、扶梯以及消防电梯设立建议SuggestionsontheSetupofPassengerLift,CargoLift,EscalatorandFireLift2.14程控互换机系统设立建议SuggestionsontheSetupofRemoteExchangeSystem2.15供配电系统建议，考虑供电量估算、后备供电系统、供电线路等SuggestionsontheElectricalSupplySystem,considerationforcomputationofthepowerrating,backuppowersupplysystem,cabling,etc.2.16应急照明系统设立SetupoftheEmergencyLightingSystem2.17可视对讲系统AVIntercomSystem2.18电话系统设立建议SuggestionsontheSetupofTelecommunicationSystem2.19项目景观设计建议SuggestionsontheProjectLandscapeDesign2.20实际过程中提出其她问题OtherquestionsraisedduringactualProcess以上某些建议报告，规定结合文字阐明以及图纸简介两某些。TheProposalfortheabovetoincorporatetwoaspects,namely,writtendescriptionandgraphicalexplanation.3.1平面和空间设计SchematicandSpatialDesign3.1.1有效设立人行通道、扶梯、升降梯等商业设施，将客流引到商业每一种角落EffectiveSetupofCommercialFacilitieslikeCorridors,Escalators,Elevators,etc.,todirecttheflowshopperstoeverycornerofthebuilding3.1.2商场出入口设计如何与周边公共交通工具Entrance&ExitDesigntoCoordinatewithPerimeterPublicTransportTraffic3.1.3相邻店面搭配Totie-inwithNeighboringShop-front3.2停车场CarPark4.Landlordsprovisiontotenantedpremises承租店面业主规定-Anchortenant,minianchor,restaurants,fastfood旗舰店，小旗舰店，餐厅，快餐-standardshop原则店铺-listdownmechanical,electrical,plumbingandsanitaryprovisions列出机电、水管以及卫生规定-listdownarchitecturalfinishes.,height,floorloadingofalltenantedpremises列出所有承租店面建筑终饰、高度，地板承重量5.Commonareassignages-externalandinternal共用区批示牌内部与外部-Majortenantsignsonexternalwalls外墙重要租户标示牌-Mallsignsandlogo商场标志和商标-Facilitiessignssuchastoilets,carparktelephonesetc设备批示牌例如卫生间，停车场，电话，等等-Carparksignagesandoperationalsignages停车场批示牌和寻常运作批示牌-Workwiththedesigneronbriefonsignagesandgraphicsneeds与设计师合伙拟定批示牌和图象需要设计概要-Reviewworkdonebydesigner审核设计师所有工作6.Carpark停车场-Recommendequipmentandsystemsforcarpark推荐停车场装置与系统-Suggestlistofsafetymirrors,humps,protection/guardrailssystemtopreventvehiculardamages建议并列出防止车辆损坏安全镜，路丘，防护/围杆系统7.AdvertisingandPromotionalrequirements广告与促销需求-Informationorservicecounter征询或服务台-Stageforperformances表演台-Exhibitionsandeventsarea展览和节目区-Advertisingbox-lightedandnonlighted广告版有灯和无灯-Postalpanels广告招贴版-LED/plasmascreens液晶屏/plasma屏-Pushcartsandkiosks花车和售卖亭-Providebrief,locationofsigns/advertisingboxesfordesignertoproducedesign提供批示牌/广告版设计摘要与位置予设计师以完毕设计-Review审核8.ITinfrastructureIT基本架构-Providebriefforbroadband(wiredandwireless)提供宽频(有线和无线)设计概要-Workwithdesigneroncurrentandfutureneeds就当前与将来需求与设计师合伙结合商业业态、交通动线与项目设计图纸等，对体内停车场设立提出符合商业规律方案IncorporatingCommercialPresence,TrafficMovementAxis&ProjectDesignPlans,proposeaSetupforInternalcarparkinaccordancewithcommercialnorms.PART3-、市场及租赁筹划MarketingandLeasingPlans1市场调查MarketResearch1.1调查市场现状进行市场分析Researchoncurrentmarketconditions/conductmarketanalysis1.2市场优劣势市场战略分析CompetitivenessAnalysis/MarketingStrategyAnalysis1.3竞争对手分析CompetitiveAnalysis2细分市场及目的MarketSegmentationandObjective2.1市场细分MarketSegmentation2.2市场目的确立EstablishingMarketingObjectives3市场战略MarketingStrategy3.1预算Budget3.2产品方略（租金表、服务费、价格折扣优惠）ProductStrategy(LeaseSchedule,ServiceCharges,Disounts)4招商策划Marketing&LeasingPlanning提出适合租赁条件，拟定商铺出租、销售价格Proposesuitableleasingconditions;establishleasing/salepricingforshopspace5租赁方略LeasingStrategy5.1建立潜在租户名单EstablishNameListforProspectiveTenantswithlandlordsLeasingteam5.2确认竞争对手在物业及服务方面优缺陷IdentifyCompetitorsStrengths&WeaknessesinPropertyandServicePart4-开业前运营顾问征询及培训筹划Pre-openingOperationConsultingandTrainingPlan1、物业验收、交接筹划PropertyInspection&HandoverPlan1.1提供成品保护办法方案1.2检查交接资料，保证日后物业管理正常进行CheckHandoverinformation;ensurepropertymanagementinfuturetobenormal2、二次装修管理ManagementofSecondRenovationPropertymanagerandchiefEngineerrecruited2.1制定二次装修审批验收程序Establishchecking&takeoverprocedurefor2ndRenovation2.2制定二次装修管理制度，涉及装修材料运送、垃圾堆放等规定EstablishtheManagementSystemfor2ndRenovation,includingtherequirementsfortransportingofrenovationmaterials,pilingofwaste,etc.3.物业管理员工岗位职责PropertyManagementJobDescriptions4、管理处建立EstablishmentofManagementOffice4.1办公室位置选取以及面积Locationselectionandsurfaceareaofoffice4.2基本办公设备采购Purchasingofbasicofficefacilities5、财务及管理收费原则FinancialandFeeCollectionStandard5.1开业前物业管理预算Pre-openingPropertyManagementBudget5.2第一年度营运预算1stYearOperationalBudget5.3资本预算预测CapitalBudgetForecast5.4通过预算，结合与物价局洽商，提出物业管理收费方案ProposePropertyManagementFeeSchedulebaseonbudget,andworkwithProductPricingAuthoriity6、对外委托工作合同订立SigningofOutsourcingWorkContracts针对需要外委保洁、保安、电梯维修保养，参加合同条款审核，保证开发商利益和便于日后物业管理Participateinauditingestablishingtermsandconditionsinoutsourcingworkcontractsforcleaning,security,elevatormaintenanceandservicing,toensuredevelopersinterestsandeaseofpropertymanagementinthedaystocome7、节能管理EnergyConservationManagement制定节能方案，注意要符合本地特点，满足寻常项目内客户需要。EstablishEnergyConservationProgram,ensuringittobesensitivetothelocalconditionsofcity,satisfyingon-goingrequirementsofclients