戴德梁行地產(chǎn)顧問公司全程策劃內(nèi)容要點.doc

膆莀葿螀裊膃蒅蝿肈 附件 AttachmentMall和物業(yè)管理咨詢服務(wù)內(nèi)容劃分Shopping mall and Property Management Consulting ServiceContents Outline方法: 我們會就以下4方面與當?shù)毓芾韴F隊協(xié)作收集市場資訊、 策劃所須的開業(yè)前與咨詢服務(wù),并擬出所須工作計劃、進度報告或講解：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-業(yè)態(tài)規(guī)劃Trade mix planning/店鋪劃分Shop lots sizing1.1調(diào)查市場現(xiàn)狀進行市場分析 Survey marketing condition and conduct market analysis after receiving owners researched information and documents. Review survey information of market research company and provide additional inputs on information to be collected by research company1.2市場優(yōu)劣勢市場戰(zhàn)略分析 Strength & weakness, and market strategy analysis1.3競爭對手分析 Competitors analysis1.4 商場定位Mall positioning1.5 商場總面積建意Proposed Mall GFA1.6 業(yè)態(tài)規(guī)劃Trade mix planning1.7 租戶選配Tenant profiling1.8 店鋪劃分Shop lots sizing 為了達致最高和最好的概念，需要全面的研究調(diào)查： 1. 市場類層資料 主要住宅密集區(qū)，辦公室/酒店職員的數(shù)量/類型，旅客與暫時寄住的訪客，外地訪客的數(shù)量，住宅/外勞密集區(qū)和其它尚未開發(fā)的零售與服務(wù)類層2. 競爭數(shù)據(jù)當前市面上所供應(yīng)的，包括所提供的服務(wù)和商場與零售業(yè)的建筑特色- 租戶清空存貨- 當前零售、飲食、娛樂和休閑中心的表現(xiàn)- 計劃和擬議中的直接和非直接競爭的擴建和新建筑3. 當前建筑表現(xiàn)的數(shù)字- 租金，服務(wù)費，租用率- 物業(yè)管理和服務(wù)的標準4 目標場地分析- 舒適設(shè)施包括出口- 交通方便- 人潮流通- 周邊用戶- 環(huán)境問題- 停車 (立即改進是可能的)5. 業(yè)主的行銷團隊/代理 (本地及國際)- 招聘員工的水平- 行銷陳述/員工專門技術(shù)的質(zhì)量- 行銷代理所承接的項目- 利益沖突- 已執(zhí)行的市場研究資料可供參考 (如果當前的數(shù)據(jù)資料不足，超群可能會建議作補充研究)目標物業(yè)的競爭對比- 零售- 辦公室- 其它支援設(shè)備SWOT 分析 (弱點、優(yōu)點、機遇、威脅) 加入顧問在中國或亞洲類似項目方面的專門知識，判斷以及經(jīng)驗- 物業(yè)(零售和辦公室和設(shè)施) 物理屬性和業(yè)主規(guī)定- 價格戰(zhàn)略(不同的選擇，業(yè)主的財務(wù)目標)- 行銷戰(zhàn)略 (代理，示范單位，直銷，戰(zhàn)略聯(lián)盟)- 促銷 (媒體，雜志社與報館的關(guān)系，廣告計劃)增值- 硬件 (建筑和舒適設(shè)施)- 軟件 (新服務(wù)以吸引顧客，制造不容易采用的競爭優(yōu)勢)定位和租戶刮析和顧客建議與實行這報館將成為項目質(zhì)量的依據(jù)在硬件、軟件方面以增強項目的競爭能力。將發(fā)出設(shè)計概述以提供開發(fā)的設(shè)計意向。 Part 2-平面和空間設(shè)計及 設(shè)計評審工作內(nèi)容 Plan and Space Design & Design Critique Work Details1、建筑設(shè)施顧問：Building & Facilities Consultant 1.1建筑結(jié)構(gòu)及功能設(shè)計Building Structural and Functional Design1.1.1柱距設(shè)置建議Suggestions on the Pillar Distance & Setup1.1.2層高建議Suggestions on the Level Height1.1.3樓層單元分隔及編號Floor Modular Demarcation and Numbering1.1.4門窗高度、寬度建議Suggestions on the Renovation Material Selection1.3廣告牌預(yù)留位置的建議Suggestions on the Marking out of Ads Post Location1.4人流、車流的外部導(dǎo)向Human and Vehicular Traffic External Direction1.5物業(yè)用房的設(shè)置Property Room Setup1.6員工通道設(shè)置Staff Access Setup1.7 員工食堂的設(shè)置建議，是否設(shè)置，如設(shè)置，位置及大小的建議Suggestions on the Setup of Staff Canteen, to Setup or not, if so, suggestions on the location and size.1.8 員工區(qū)設(shè)置的建議，具備哪些功能，位置和大小的建議Suggestions on the Setup of Staff Area, to incorporate what functions, suggestions on the location and size.1.9公共區(qū)域裝飾裝修的建議，要便于日后使用中的維修和清潔Suggestions on the Decoration and Renovation of Common Area, such that there is ease of operational maintenance and cleaning when property becomes operational1.10衛(wèi)生間的設(shè)置建議，數(shù)量、位置、大小的建議Suggestions on the Setup of Washrooms, suggestions on the numbers, location and size1.11商場卸貨區(qū)以及倉庫的設(shè)置的建議，位置、大小以及交通的組織等的建議Suggestions on the on the Setup of Loading/Unloading Area and Warehouse, Suggestions on the Location, Size and Traffic Coordination1.12車庫、出入口的設(shè)置建議，包括位置、項目內(nèi)部的車流、人流的交通組織等Suggestions on the Setup of Garage, ingress/egress, including Location, Coordination of Project Internal Human and Vehicular Traffic1.13指示牌的設(shè)置Setup of Signboards1.14垃圾房的設(shè)置Setup of Garbage Room1.15機房、管道井的設(shè)置建議Suggestions on the Setup of Plant Room & Pipework Access Duct1.16緊急疏散通道的設(shè)置建議Suggestions on the Setup of Emergency Exits1.17實際過程中提出的其他問題Other questions raised during actual process2、工程其他方面的設(shè)置建議Suggestions on the Setup of Other Engineering Aspects2.1商場照明設(shè)置以及布線建議，考慮各個位置的照明所需要的照度、需要的電量、布線方式是否利于日后維修、保養(yǎng)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 come2.2空調(diào)系統(tǒng)的建議：綜合考慮項目出售主力百貨店等的空調(diào)系統(tǒng)的設(shè)置，以及高層部分預(yù)留空調(diào)室外機位及空調(diào)走線的考慮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 considerations2.3背景音樂系統(tǒng)的設(shè)置建議，考慮緊急情況的廣播問題Suggestions on the setup of background music system, with consideration on PA system in times of emergency2.4綜合布線部分的建議，包括需要增設(shè)的綜合布線機房的設(shè)置建議Suggestions on the overall cabling, including suggestions on the additional requirements for an integrated cabling plant room.2.5智能化管理系統(tǒng)，包括監(jiān)視系統(tǒng)、安防報警系統(tǒng)、可視對講系統(tǒng)、網(wǎng)絡(luò)系統(tǒng)、聯(lián)網(wǎng)收銀系統(tǒng)、停車場管理系統(tǒng)等的設(shè)置建議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消防系統(tǒng)的設(shè)置建議Suggestions on the Setup of Fire Control System2.7煤氣報警系統(tǒng)的設(shè)置建議Suggestions on the Setup of Gas Alarm System2.8空調(diào)系統(tǒng)的設(shè)置建議Suggestions on the Setup of Air-Conditioning System2.9信號放大器的設(shè)置建議Suggestions on the Setup of Amplifiers (Signal Amplifiers?)2.10給、排水系統(tǒng)的設(shè)置建議Suggestions on the Water Supply & Drainage System2.11中水系統(tǒng)的設(shè)置建議Suggestions on the Setup of 2.12熱力供應(yīng)系統(tǒng)的設(shè)置建議Suggestions on the Setup of Heating System2.13電梯、貨梯、扶梯以及消防電梯的設(shè)置建議Suggestions on the Setup of Passenger Lift, Cargo Lift, Escalator and Fire Lift2.14程控交換機系統(tǒng)的設(shè)置建議Suggestions on the Setup of Remote Exchange System2.15供配電系統(tǒng)的建議，考慮供電量的估算、后備供電系統(tǒng)、供電線路等Suggestions on the Electrical Supply System, consideration for computation of the power rating, backup power supply system, cabling, etc.2.16應(yīng)急照明系統(tǒng)的設(shè)置Setup of the Emergency Lighting System2.17可視對講系統(tǒng)AV Intercom System2.18電話系統(tǒng)的設(shè)置建議Suggestions on the Setup of Telecommunication System2.19項目景觀設(shè)計建議Suggestions on the Project Landscape Design2.20實際過程中提出的其他問題Other questions raised during actual Process以上部分的建議報告，要求結(jié)合文字說明以及圖紙介紹兩部分。The Proposal for the above to incorporate two aspects, namely, written description and graphical explanation.3.1平面和空間設(shè)計Schematic and Spatial Design3.1.1有效設(shè)置人行通道、扶梯、升降梯等商業(yè)設(shè)施，將客流引到商業(yè)的每一個角落Effective Setup of Commercial Facilities like Corridors, Escalators, Elevators, etc., to direct the flow shoppers to every corner of the building3.1.2商場出入口設(shè)計如何與周邊公共交通工具Entrance & Exit Design to Coordinate with Perimeter Public Transport Traffic3.1.3相鄰店面的搭配To tie-in with Neighboring Shop-front 3.2停車場Car Park4.Landlords provision to tenanted premises承租店面的業(yè)主規(guī)定-Anchor tenant, mini anchor, restaurants, fast food旗艦店，小旗艦店，餐廳，快餐-standard shop標準店鋪-list down mechanical, electrical, plumbing and sanitary provisions列出機電、水管以及衛(wèi)生規(guī)定-list down architectural finishes., height, floor loading of all tenanted premises列出所有承租店面的建筑終飾、高度，地板承重量5. Common areas signages -external and internal共用區(qū)指示牌 內(nèi)部與外部-Major tenant signs on external walls外墻的主要租戶標示牌-Mall signs and logo商場的標志和商標-Facilities signs such as toilets, car park telephones etc設(shè)備指示牌比如衛(wèi)生間，停車場，電話，等等-Car park signages and operational signages停車場指示牌和日常運作指示牌-Work with the designer on brief on signages and graphics needs與設(shè)計師合作擬定指示牌和圖象需要的設(shè)計概要-Review work done by designer審核設(shè)計師的所有工作6.Carpark停車場-Recommend equipment and systems for car park推薦停車場裝置與系統(tǒng)-Suggest list of safety mirrors, humps, protection/guard rails system to prevent vehicular damages 建議并列出防止車輛損壞的安全鏡，路丘，防護/圍桿系統(tǒng)7. Advertising and Promotional requirements廣告與促銷需求-Information or service counter咨詢或服務(wù)臺-Stage for performances表演臺-Exhibitions and events area展覽和節(jié)目區(qū)-Advertising box-lighted and non lighted廣告版 有燈和無燈-Postal panels廣告招貼版-LED/plasma screens液晶屏/plasma屏-Pushcarts and kiosks花車和售賣亭-Provide brief, location of signs/advertising boxes for designer to produce design提供指示牌/廣告版的設(shè)計摘要與位置予設(shè)計師以完成設(shè)計-Review審核8.IT infrastructureIT基礎(chǔ)架構(gòu)-Provide brief for broadband (wired and wireless)提供寬頻 (有線和無線)設(shè)計概要-Work with designer on current and future needs就當前與將來的需求與設(shè)計師合作結(jié)合商業(yè)業(yè)態(tài)、交通動線與項目的設(shè)計圖紙等，對體內(nèi)停車場的設(shè)置提出符合商業(yè)規(guī)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-、市場及租賃計劃Marketing and Leasing Plans1市場調(diào)查Market Research1.1調(diào)查市場現(xiàn)狀進行市場分析Research on current market conditions/conduct market analysis1.2市場優(yōu)劣勢市場戰(zhàn)略分析Competitiveness Analysis/Marketing Strategy Analysis1.3競爭對手分析Competitive Analysis2細分市場及目標Market Segmentation and Objective2.1市場的細分Market Segmentation2.2市場目標的確立Establishing Marketing Objectives3市場戰(zhàn)略Marketing Strategy3.1預(yù)算Budget3.2產(chǎn)品策略（租金表、服務(wù)費、價格折扣優(yōu)惠）Product Strategy (Lease Schedule, Service Charges, Disounts)4招商策劃Marketing & Leasing Planning提出適合的租賃條件，確定商鋪出租、銷售的價格Propose suitable leasing conditions; establish leasing/sale pricing for shop space5租賃策略Leasing Strategy5.1建立潛在租戶名單Establish Name List for Prospective Tenants with landlords Leasing team5.2確認競爭對手在物業(yè)及服務(wù)方面的優(yōu)缺點Identify Competitors Strengths & Weaknesses in Property and Service Part 4-開業(yè)前運營顧問咨詢及培訓計劃 Pre-opening Operation Consulting and Training Plan1、物業(yè)驗收、交接計劃Property Inspection & Handover Plan1.1提供成品保護措施方案1.2檢查交接資料，確保日后物業(yè)管理的正常進行Check Handover information; ensure property management in future to be normal2、二次裝修的管理Management of Second RenovationProperty manager and chief Engineer recruited2.1制定二次裝修的審批驗收程序Establish checking & takeover procedure for 2nd Renovation2.2制定二次裝修的管理制度，包括裝修的材料運輸、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. 物業(yè)管理員工崗位職責Property Management Job Descriptions4、管理處的建立Establishment of Management Office4.1辦公室位置的選擇以及面積Location selection and surface area of office4.2基本辦公設(shè)備的采購Purchasing of basic office facilities5、財務(wù)及管理收費標準Financial and Fee Collection Standard5.1開業(yè)前物業(yè)管理預(yù)算Pre-opening Property Management Budget5.2第一年度營運預(yù)算1st Year Operational Budget5.3資本預(yù)算預(yù)測Capital Budget Forecast5.4通過預(yù)算，結(jié)合與物價局洽商，提出物業(yè)管理收費方案Propose Property Management Fee Schedule base on budget, and work with Product Pricing Authoriity6、對外委托的工作的合同的簽訂Signing of Outsourcing Work Contracts針對需要外委的的保潔、保安、電梯的維修保養(yǎng)，參與合同條款的審核，保證開發(fā)商的利益和便于日后物業(yè)管理Participate in auditing establishing terms and conditions in outsourcing work contracts for cleaning, security, elevator maintenance and servicing, to ensure developers interests and ease of property management in the days to come7、節(jié)能管理Energy Conservation Management制定節(jié)能方案，注意要符合本地的特點，滿足日常項目內(nèi)客戶的需要。Establish Energy Conservation Program, ensuring it to be sensitive to the local conditions of city, satisfying on-going requirements of clients 蒁莄螁膃芄蚃袀袃蒀