戴德梁行专业策划要点.doc

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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 Shopping mall and Property Management Consulting Service Contents Outline 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: We will work with the local management team to collect the market information, plan the necessary preopening and consulting services in 4 parts and produce necessary work plan, progress reports or presentation： Part 1-业态规划Trade mix planning/店铺划分Shop lots sizing 1.1调查市场现状／进行市场分析 Survey marketing condition and conduct market analysis after receiving owner’s researched information and documents. Review survey information of market research company and provide additional inputs on information to be collected by research company 1.2市场优劣势／市场战略分析 Strength & weakness, and market strategy analysis 1.3竞争对手分析 Competitors analysis 1.4 商场定位Mall positioning 1.5 商场总面积建意Proposed Mall GFA 1.6 业态规划Trade mix planning 1.7 租户选配Tenant profiling 1.8 店铺划分Shop lots sizing 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。 Part 2-平面和空间设计及设计评审工作内容 Plan and Space Design & Design Critique Work Details 1、建筑设施顾问： Building & Facilities Consultant 1.1建筑构造及功能设计 Building Structural and Functional Design 1.1.1柱距设立建议 Suggestions on the Pillar Distance & Setup 1.1.2层高建议 Suggestions on the Level Height 1.1.3楼层单元分隔及编号 Floor Modular Demarcation and Numbering 1.1.4门窗高度、宽度建议 Suggestions on the Renovation Material Selection 1.3广告牌预留位置建议 Suggestions on the Marking out of Ads Post Location 1.4人流、车流外部导向 Human and Vehicular Traffic External Direction 1.5物业用房设立 Property Room Setup 1.6员工通道设立 Staff Access Setup 1.7 员工食堂设立建议，与否设立，如设立，位置及大小建议 Suggestions on the Setup of Staff Canteen, to Setup or not, if so, suggestions on the location and size. 1.8 员工区设立建议，具备哪些功能，位置和大小建议 Suggestions on the Setup of Staff Area, to incorporate what functions, suggestions on the location and size. 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 Suggestions on the Decoration and Renovation of Common Area, such that there is ease of operational maintenance and cleaning when property becomes operational 1.10卫生间设立建议，数量、位置、大小建议 Suggestions on the Setup of Washrooms, suggestions on the numbers, location and size 1.11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 Suggestions on the on the Setup of Loading/Unloading Area and Warehouse, Suggestions on the Location, Size and Traffic Coordination 1.12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 Suggestions on the Setup of Garage, ingress/egress, including Location, Coordination of Project Internal Human and Vehicular Traffic 1.13批示牌设立 Setup of Signboards 1.14垃圾房设立 Setup of Garbage Room 1.15机房、管道井设立建议 Suggestions on the Setup of Plant Room & Pipework Access Duct 1.16紧急疏散通道设立建议 Suggestions on the Setup of Emergency Exits 1.17实际过程中提出其她问题 Other questions raised during actual process 2、工程其她方面设立建议 Suggestions on the Setup of Other Engineering Aspects 2.1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； Suggestions on the Lighting and Cabling Setup, taking into consideration of the requirements on illumination, electricity, method of cabling of each location as to whether there will be ease of maintenance in the days to come 2.2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 Suggestions on the air-conditioning system: Overall consideration on the setup of air-conditioning system of the flagship shop, and the space to be marked out on the higher levels for the outdoor units of the air-conditioning system and the cabling considerations 2.3背景音乐系统设立建议，考虑紧急状况广播问题 Suggestions on the setup of background music system, with consideration on PA system in times of emergency 2.4综合布线某些建议，涉及需要增设综合布线机房设立建议 Suggestions on the overall cabling, including suggestions on the additional requirements for an integrated cabling plant room. 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 Suggestions on the Setup of Intelligent Management Systems, including monitoring system, security alarm system, AV intercom, Internet/Intranet, On-line Payment System, Car Park Management System, etc. 2.6消防系统设立建议 Suggestions on the Setup of Fire Control System 2.7煤气报警系统设立建议 Suggestions on the Setup of Gas Alarm System 2.8空调系统设立建议 Suggestions on the Setup of Air-Conditioning System 2.9信号放大器设立建议 Suggestions on the Setup of Amplifiers (Signal Amplifiers?) 2.10给、排水系统设立建议 Suggestions on the Water Supply & Drainage System 2.11中水系统设立建议 Suggestions on the Setup of 2.12热力供应系统设立建议 Suggestions on the Setup of Heating System 2.13电梯、货梯、扶梯以及消防电梯设立建议 Suggestions on the Setup of Passenger Lift, Cargo Lift, Escalator and Fire Lift 2.14程控互换机系统设立建议 Suggestions on the Setup of Remote Exchange System 2.15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 Suggestions on the Electrical Supply System, consideration for computation of the power rating, backup power supply system, cabling, etc. 2.16应急照明系统设立 Setup of the Emergency Lighting System 2.17可视对讲系统 AV Intercom System 2.18电话系统设立建议 Suggestions on the Setup of Telecommunication System 2.19项目景观设计建议 Suggestions on the Project Landscape Design 2.20实际过程中提出其她问题 Other questions raised during actual Process 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。 The Proposal for the above to incorporate two aspects, namely, written description and graphical explanation. 3.1平面和空间设计 Schematic and Spatial Design 3.1.1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 Effective Setup of Commercial Facilities like Corridors, Escalators, Elevators, etc., to direct the flow shoppers to every corner of the building 3.1.2商场出入口设计如何与周边公共交通工具 Entrance & Exit Design to Coordinate with Perimeter Public Transport Traffic 3.1.3相邻店面搭配 To tie-in with Neighboring Shop-front 3.2停车场 Car Park 4.Landlord's provision to tenanted premises 承租店面业主规定 -Anchor tenant, mini anchor, restaurants, fast food 旗舰店，小旗舰店，餐厅，快餐 -standard shop 原则店铺 -list down mechanical, electrical, plumbing and sanitary provisions 列出机电、水管以及卫生规定 -list down architectural finishes., height, floor loading of all tenanted premises 列出所有承租店面建筑终饰、高度，地板承重量 5. Common areas signages -external and internal 共用区批示牌－内部与外部 -Major tenant signs on external walls 外墙重要租户标示牌 -Mall signs and logo 商场标志和商标 -Facilities signs such as toilets, car park telephones etc 设备批示牌例如卫生间，停车场，电话，等等 -Car park signages and operational signages 停车场批示牌和寻常运作批示牌 -Work with the designer on brief on signages and graphics needs 与设计师合伙拟定批示牌和图象需要设计概要 -Review work done by designer 审核设计师所有工作 6.Carpark 停车场 -Recommend equipment and systems for car park 推荐停车场装置与系统 -Suggest list of safety mirrors, humps, protection/guard rails system to prevent vehicular damages 建议并列出防止车辆损坏安全镜，路丘，防护/围杆系统 7. Advertising and Promotional requirements 广告与促销需求 -Information or service counter 征询或服务台 -Stage for performances 表演台 -Exhibitions and events area 展览和节目区 -Advertising box-lighted and non lighted 广告版－有灯和无灯 -Postal panels 广告招贴版 -LED/plasma screens 液晶屏/plasma屏 -Pushcarts and kiosks 花车和售卖亭 -Provide brief, location of signs/advertising boxes for designer to produce design 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.IT infrastructure IT基本架构 -Provide brief for broadband (wired and wireless) 提供宽频 (有线和无线)设计概要 -Work with designer on current and future needs 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 Incorporating Commercial Presence, Traffic Movement Axis & Project Design Plans, propose a Setup for Internal car park in accordance with commercial norms. PART 3-、市场及租赁筹划 Marketing and Leasing Plans 1市场调查 Market Research 1.1调查市场现状／进行市场分析 Research on current market conditions/conduct market analysis 1.2市场优劣势／市场战略分析 Competitiveness Analysis/Marketing Strategy Analysis 1.3竞争对手分析 Competitive Analysis 2细分市场及目的 Market Segmentation and Objective 2.1市场细分 Market Segmentation 2.2市场目的确立 Establishing Marketing Objectives 3市场战略 Marketing Strategy 3.1预算 Budget 3.2产品方略（租金表、服务费、价格折扣／优惠） Product Strategy (Lease Schedule, Service Charges, Disounts) 4招商策划 Marketing & Leasing Planning 提出适合租赁条件，拟定商铺出租、销售价格 Propose suitable leasing conditions; establish leasing/sale pricing for shop space 5租赁方略 Leasing Strategy 5.1建立潜在租户名单 Establish Name List for Prospective Tenants with landlord’s Leasing team 5.2确认竞争对手在物业及服务方面优缺陷 Identify Competitor’s Strengths & Weaknesses in Property and Service Part 4-开业前运营顾问征询及培训筹划 Pre-opening Operation Consulting and Training Plan 1、物业验收、交接筹划 Property Inspection & Handover Plan 1.1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 Check Handover information; ensure property management in future to be normal 2、二次装修管理 Management of Second Renovation Property manager and chief Engineer recruited 2.1制定二次装修审批验收程序 Establish checking & takeover procedure for 2nd Renovation 2.2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 Establish the Management System for 2nd Renovation, including the requirements for transporting of renovation materials, piling of waste, etc. 3. 物业管理员工岗位职责 Property Management Job Descriptions 4、管理处建立 Establishment of Management Office 4.1办公室位置选取以及面积 Location selection and surface area of office 4.2基本办公设备采购 Purchasing of basic office facilities 5、财务及管理收费原则 Financial and Fee Collection Standard 5.1开业前物业管理预算 Pre-opening Property Management Budget 5.2第一年度营运预算 1st Year Operational Budget 5.3资本预算预测 Capital Budget Forecast 5.4通过预算，结合与物价局洽商，提出物业管理收费方案 Propose Property Management Fee Schedule base on budget, and work with Product Pricing Authoriity 6、对外委托工作合同订立 Signing of Outsourcing Work Contracts 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 Participate in auditing establishing terms and conditions in outsourcing work contracts for cleaning, security, elevator maintenance and servicing, to ensure developer’s interests and ease of property management in the days to come 7、节能管理 Energy Conservation Management 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。 Establish Energy Conservation Program, ensuring it to be sensitive to the local conditions of city, satisfying on-going requirements of clients

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