極地海洋世界商業(yè)定位及業(yè)態(tài)規(guī)劃建議書

1、第1頁極地海洋世界商業(yè)定位及業(yè)態(tài)規(guī)劃建議書極地海洋世界商業(yè)定位及業(yè)態(tài)規(guī)劃建議書目錄前言………………………………………………………………………………………………………………………………………………前言………………………………………………………………………………………………………………………………………………6第一章第一章本項目的相關(guān)研究……………………………………………………………………………………………………………………本項目的相關(guān)研究

2、……………………………………………………………………………………………………………………81、商業(yè)定位研究……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………82、商業(yè)品類研究………………………………………………………………………………………………………………………………………………………………………………

3、……………………………………………………………………………………83、服務(wù)功能設(shè)計……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………84、規(guī)劃布局設(shè)計及調(diào)整建議…………………………………………………………………………………………………………………………………………………………………………………

4、………………………………………………………95、建筑規(guī)劃設(shè)計及調(diào)整建議…………………………………………………………………………………………………………………………………………………………………………………………………………………………………………96、后期物業(yè)經(jīng)營管理模式建議…………………………………………………………………………………………………………………………………………………………………………………………………………………………

5、…………9第二章第二章項目市場調(diào)研結(jié)論分析………………………………………………………………………………………………………………項目市場調(diào)研結(jié)論分析………………………………………………………………………………………………………………9一、南沿線商業(yè)項目對比分析……………………………………………………………………………………………………………………………………………………………………………………………………………………………………10101

6、、競爭項目定位規(guī)劃及優(yōu)勢差別………………………………………………………………………………………………………………………………………………………………………………………………………………………………10102、競爭項目消費客群差異………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………11113、價格及現(xiàn)狀比對………

7、………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………12124、開發(fā)商策略比對………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………13135、小結(jié)…………………………

8、………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………1414第3頁1、階段釋疑………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………27272、形象定

9、位………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………28283、功能定位………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………29294

10、、總結(jié)…………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………3030二、項目整體定位布局思路…………………………………………………………………………………………………………………………………………………………………………………………………………………………………………31311、整

11、體定位思路……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………31312、項目分區(qū)域定位………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………32323、項目

12、整體定位布局…………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………4040三、目標客戶定位………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………45451、購買商鋪的目

13、標群分析………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………45452、租賃使用商鋪的目標群分析……………………………………………………………………………………………………………………………………………………………………………………………………………………………………46463、商鋪的目標消費群定位及分析………

14、………………………………………………………………………………………………………………………………………………………………………………………………………………………4848四、客群消費機會分析……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………50501、唯一性和排他性……………………………………………………

15、…………………………………………………………………………………………………………………………………………………………………………………………………………50502、吸引力……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………50503、資源整合………………………………………………………

16、………………………………………………………………………………………………………………………………………………………………………………………………………………………50504、區(qū)域中心………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………5151第四章第四章項目規(guī)劃設(shè)計調(diào)整建議…………………

17、……………………………………………………………………………………………項目規(guī)劃設(shè)計調(diào)整建議………………………………………………………………………………………………………………5252一、商業(yè)業(yè)態(tài)規(guī)劃調(diào)整原則…………………………………………………………………………………………………………………………………………………………………………………………………………………………………………52521、充分尊重極地海洋世界商業(yè)部分經(jīng)營規(guī)劃理念及成果