地产顾问公司全程策划内容要点.docx

ith 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-业态筹划Trade mix planning/店肆分别Shop lots sizing

1.1观察市场现状／进行市场阐发 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／市场战略阐发   Strength & weakness, and market strategy analysis
 Competitors analysis
1.4 商场定位Mall positioning
1.5 商场总面积建意Proposed Mall GFA
1.6 业态筹划Trade mix planning
1.7 租户选配Tenant profiling
1.8 店肆分别Shop lots sizing

为了达致最高和最好的观点，需要全面的研究观察：

1.. 市场类层资料 主要住宅密集区，办公室/酒店职员的数量/类型，旅客与暂时寄住的访客，外地访客的数量，住宅/外劳密集区和其它尚未开发的零售与办事类层

2.. 竞争数据
当前市面上所供给的，包罗所提供的办事和商场与零售业的修建特色
- 租户清空存货
- 当前零售、饮食、娱乐和休闲中心的体现
- 筹划和拟议中的直接和非直接竞争的扩建和新修建

3. 当前修建体现的数字
- 租金，办事费，租用率
- 物业治理和办事的尺度

4  目标园地阐发
- 舒适设施包罗出口
- 交通方便
- 人潮水通
- 周边用户
- 情况问题
- 停车 (立即革新是可能的)

5. 业主的行销团队/署理 (本地及国际)
- 招聘员工的水平
- 行销报告/员工专门技能的质量
- 行销署理所承接的项目
- 利益辩论
- 已执行的市场研究资料可供参考 (如果当前的数据资料不敷，超群可能会发起作增补研究)

目标物业的竞争比拟
- 零售
- 办公室
- 其它支援设备

SWOT 阐发 (弱点、优点、机会、威胁) 参加照料在中国或亚洲类似项目方面的专门知识，判断以及经验
- 物业(零售和办公室和设施) 物理属性和业主划定
- 代价战略(差别的选择，业主的财政目标)
- 行销战略 (署理，示范单元，直销，战略联盟)
- 促销 (媒体，杂志社与报馆的干系，告白筹划)

增值
- 硬件 (修建和舒适设施)
- 软件 (新办事以吸引主顾，制造不容易接纳的竞争优势)

定位和租户刮析和主顾

发起与实行
这报馆将成为项目质量的依据－在硬件、软件方面－以增强项目的竞争能力。将发出设计概述以提供开发的设计意向。

Part 2-平面和空间设计及 设计评审事情内容
 Plan and Space Design & Design Critique Work Details
1、修建设施照料：
Building & Facilities Consultant

Building Structural and Functional Design

Suggestions on the Pillar Distance & Setup

Suggestions on the Level Height

Floor Modular Demarcation and Numbering
1.1.4门窗高度、宽度发起

Suggestions on the Renovation Material Selection

Suggestions on the Marking out of Ads Post Location
1.4人流、车流的外部导向
Human and Vehicular Traffic External Direction

Property Room Setup

Staff Access Setup
1.7 员工食堂的设置发起，是否设置，如设置，位置及巨细的发起
Suggestions on the Setup of Staff Canteen, to Setup or not, if so, suggestions on the location and size.
1.8 员工区设置的发起，具备哪些功效，位置和巨细的发起
Suggestions on the Setup of Staff Area, to incorporate what functions,  suggestions on the location and size.
1.9大众区域装饰装修的发起，要便于日后使用中的维修和清洁
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卫生间的设置发起，数量、位置、巨细的发起
Suggestions on the Setup of Washrooms, suggestions on the numbers, location and size
1.11商场卸货区以及堆栈的设置的发起，位置、巨细以及交通的组织等的发起
Suggestions on the on the Setup of Loading/Unloading Area and Warehouse, Suggestions on the Location, Size and Traffic Coordination
1.12车库、收支口的设置发起，包罗位置、项目内部的车流、人流的交通组织等
Suggestions on the Setup of Garage, ingress/egress, including Location, Coordination of Project Internal Human and Vehicular Traffic

Setup of Signboards

Setup of Garbage Room
1.15机房、管道井的设置发起
Suggestions on the Setup of Plant Room & Pipework Access Duct

Suggestions on the Setup of Emergency Exits

Other questions raised during actual process

2、工程其他方面的设置发起
Suggestions on the Setup of Other Engineering Aspects
2.1商场照明设置以及布线发起，考虑各个位置的照明所需要的照度、需要的电量、布线方法是否利于日后维修、调养等；
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空调系统的发起：综合考虑项目出售主力百货店等的空调系统的设置，以及高层部门预留空调室外机位及空调走线的考虑
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配景音乐系统的设置发起，考虑紧急情况的广播问题
Suggestions on the setup of background music system, with consideration on PA system in times of emergency
2.4综合布线部门的发起，包罗需要增设的综合布线机房的设置发起
Suggestions on the overall cabling, including suggestions on the additional requirements for an integrated cabling plant room.
2.5智能化治理系统，包罗监督系统、安防报警系统、可视对讲系统、网络系统、联网收银系统、停车场治理系统等的设置发起
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.

Suggestions on the Setup of Fire Control System

Suggestions on the Setup of Gas Alarm System

Suggestions on the Setup of Air-Conditioning System

Suggestions on the Setup of Amplifiers (Signal Amplifiers?)
2.10给、排水系统的设置发起
Suggestions on the Water Supply & Drainage System

Suggestions on the Setup of

Suggestions on the Setup of Heating System
2.13电梯、货梯、扶梯以及消防电梯的设置发起
Suggestions on the Setup of Passenger Lift, Cargo Lift, Escalator and Fire Lift

Suggestions on the Setup of Remote Exchange System
2.15供配电系统的发起，考虑供电量的估算、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.

Setup of the Emergency Lighting System

AV Intercom System

Suggestions on the Setup of Telecommunication System

Suggestions on the Project Landscape Design

Other questions raised during actual Process
以上部门的发起陈诉，要求结合文字说明以及图纸介绍两部门。
The Proposal for the above to incorporate two aspects, namely, written description and graphical explanation.

Schematic and Spatial Design
3.1.1有效设置人行通道、扶梯、升降梯等商业设施，将客流引到商业的每一个角落
Effective Setup of Commercial Facilities like Corridors, Escalators, Elevators, etc., to direct the flow shoppers to every corner of the building

Entrance & Exit Design to Coordinate with Perimeter Public Transport Traffic

To tie-in with Neighboring Shop-front

Car Park
4.Landlord's provision to tenanted premises
承租店面的业主划定
-Anchor tenant, mini anchor, restaurants, fast food
旗舰店，小旗舰店，餐厅，快餐
-standard shop
尺度店肆
-list down mechanical, electrical, plumbing and  sanitary provisions
列出机电、水管以及卫生划定
-list down architectural finishes., height, floor loading of all tenanted premises
列出所有承租店面的修建终饰、高度，地板承重量

5. Common areas signages -external and internal
共用区指示牌 － 内部与外部
-Major tenant signs on external walls
外墙的主要租户标示牌
-Mall signs and logo
商场的标记和商标
-Facilities signs such as toilets, car park telephones etc
设备指示牌好比卫生间，停车场，电话，等等
-Car park signages and operational signages
停车场指示牌和日常运作指示牌
-Work with the designer on brief on signages and graphics needs
与设计师互助拟定指示牌和图象需要的设计提要
-Review  work done  by designer
审核设计师的所有事情

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
发起并列出防备车辆损坏的宁静镜，路丘，防护/围杆系统

7. Advertising and Promotional requirements
告白与促销需求
-Information or service counter
咨询或办事台
-Stage for performances
演出台
-Exhibitions and events area
展览和节目区
-Advertising box-lighted and non lighted
告白版 － 有灯和无灯
-Postal panels
告白招贴版
-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
提供指示牌/告白版的设计摘要与位置予设计师以完成设计
-Review
审核

8.IT infrastructure
IT底子架构
-Provide brief for broadband (wired and wireless)
提供宽频 (有线和无线)设计提要
-Work with designer on current and future needs
就当前与未来的需求与设计师互助

结合商业业态、交通动线与项目的设计图纸等，对体内停车场的设置提出切合商业纪律的方案
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市场观察
Market Research
1.1观察市场现状／进行市场阐发
Research on current market conditions/conduct market analysis
1.2市场优劣势／市场战略阐发
Competitiveness Analysis/Marketing Strategy Analysis

Competitive Analysis
2细分市场及目标
Market Segmentation and Objective

Market Segmentation

Establishing Marketing Objectives
3市场战略
Marketing Strategy

Budget
3.2产物计谋（租金表、办事费、代价折扣／优惠）
Product Strategy (Lease Schedule, Service Charges, Disounts)
4招商筹谋
Marketing & Leasing Planning
提出适合的租赁条件，确定商铺出租、销售的代价
Propose suitable leasing conditions; establish leasing/sale pricing for shop space
5租赁计谋
Leasing Strategy

Establish Name List for Prospective Tenants with landlord’s  Leasing team

Identify Competitor’s Strengths & Weaknesses in Property and Service

 Part 4-开业前运营照料咨询及培训筹划
 Pre-opening Operation Consulting and Training Plan

1、物业验收、交代筹划
Property Inspection & Handover Plan

1.2查抄交代资料，确保日后物业治理的正常进行
Check Handover information; ensure property management in future to be normal

2、二次装修的治理
Management of Second Renovation
Property manager and  chief Engineer recruited

Establish checking & takeover procedure for 2nd Renovation

2.2制定二次装修的治理制度，包罗装修的质料运输、垃圾堆放等要求
Establish the Management System for 2nd Renovation, including the requirements for transporting of renovation materials, piling of waste, etc.
3. 物业治理员工岗亭职责
Property Management Job Descriptions

4、治理处的创建
Establishment of Management Office

Location selection and surface area of office

Purchasing of basic office facilities

5、财政及治理收费尺度
Financial and Fee Collection Standard

Pre-opening Property Management Budget

1st Year Operational Budget

Capital Budget Forecast
5.4通过预算，结合与物价局洽商，提出物业治理收费方案
Propose Property Management Fee Schedule base on budget, and work with Product Pricing Authoriity
6、对外委托的事情的条约的签订
Signing of Outsourcing Work Contracts
针对需要外委的的保洁、保安、电梯的维修调养，到场条约条款的审核，包管开发商的利益和便于日后物业治理
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、节能治理
Energy Conservation Management
制定节能方案，注意要切合本地的特点，满足日常项目内客户的需要。
Establish Energy Conservation Program, ensuring it to be sensitive to the local conditions of  city, satisfying on-going requirements of clients