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1、CAPLAND PLAZA, QINGDAO凯悦国际，青岛DEVELOPMENT CONSULTANCY REPORT SUMMARY项目定位顾问报告摘要Qingdao CAPLAND Property Group Ltd.青岛凯悦置业集团有限公司February 2006二零零六年二月Contents目录Chapter章节Page No.页码1.0Project Overview 项目分析 1 31.1Introduction 项目简介1.2Site Analysis地块分析1.3Characteristics of Surrounding Areas周边环境1.4Development O
2、utlook 区域发展展望2.0Economic Overview经济情况回顾与分析 4 53.0Property Market Analysis 房地产市场研究 6 123.1Residential Sector住宅市场3.2Retail Sector商业市场3.3Office sector写字楼市场4.0Market Positioning 市场定位建议 13 193.1Market Positioning for Residential住宅定位3.2Market Positioning for Retail商业定位3.3Market Positioning for Office写字楼定位
3、5.0Design Issues 设计要点 20 295.1Overall Development Strategies 项目整体发展建议5.2Major Design Issues 物业设计要点6.0Financial Analysis 财务分析 30 356.1Basic Parameters and Assumptions基本参数及假设6.2Construction Cost 建安成本费用6.3Development Cost开发成本费用6.4Assumptions of Taxation and Others税务支出及其他假定6.5Construction Programme 工程进度
4、6.6Investment Schedule of the Development Cost投资进度Chapter章节Page No.页码6.7Assumption of Sales and Leasing Performance 租售情况假设6.8Profit & Loss 损益表6.9Cash flow Analysis 现金流量分析7.0Implementation Strategies 实施策略建议 36 397.1Disposal Strategies 项目处置策略建议7.2Marketing Strategies 市场推广策略建议7.3Management Strategies 物
5、业管理策略建议8.0Conclusions 结论 40 41Capland Plaza, Qingdao 凯悦国际，青岛- 41 -February 2006 二零零六年二月1.0 Project Overview 项目分析1.1Introduction 项目简介 The proposed development is to be located on the edge of the CBD area in Qingdao, with only the Yizhong Crowne Holiday Inn Hotel standing between the project and Xiang
6、gang Road. It is approximately 1.5 kilometres from the Qingdao municipal government. Both the business and retail environment are well established in the vicinity, which brings great potential to add value to the project. Figure 1.1 illustrates the geographical location of the project. 本项目地处青岛市自然形成的
7、CBD区域边缘，商务氛围较为成熟，与香港路仅隔颐中皇冠假日酒店。向东距离青岛市政府约1.5公里左右。周边不仅有浓厚的商务氛围，同时也具有良好的商业环境，得天独厚的区位优势使得项目具有良好的发展潜力及升值空间。图1.1为本项目的位置图。Figure 1.1: Location Map 图1.1：项目位置图Source: CB Richard Ellis 资料来源：世邦魏理仕 The shape of the site is an irregular rectangle, covering a land area of 8,542 square metres. The GFA is estimat
8、ed to reach 110,186 square metres, with 85,288 square metres aboveground, and a plot ratio of 9.98. The height of the project will reach 150 metres. It is preliminarily planned to consist of offices, apartments and retail. 项目地块呈不规划的矩形，总占地面积为8,542平方米，预计总建筑面积为110,186平方米，地上建筑面积为85,288平方米，容积率为9.98，建筑高度可
9、达到150米。项目初步规划为写字楼、公寓和商业。1.2Site Analysis 地块分析 Visibility: The project is not adjacent to major roads, which may have a negative impact on its visibility. However, with the height of construction reaching 150 metres, it will become a landmark, thus improving recognition of the project. 可视性：本项目不临主要的干道
10、，可视性受一定影响。但建筑高度可达150米，具有良好的标志性，提升了项目的标识性。 Road Systems: There are several main roads in the surrounding areas of the project, including Xianggang Road, Donghai Road and Fuzhou Road. Only Yanerdao Road, which is a one-way lane during the day, connects directly with the project. The public transportat
11、ion system in the vicinity is mature and connects to major areas of the city. 道路系统：项目周边的路网较为发达，有香港路、东海路和福州路等，但与项目直接相连的主要道路只有燕儿岛路，且燕儿岛路为限时单行，对项目各类型物业的开发均带来一定影响。本项目周边的公共交通系统较为发达，有效的连接了城市的主要区域。 Accessibility: Only Yanerdao Road is connected directly with the project. This, coupled with poor traffic con
12、ditions during peak hours will affect the accessibility of the project. The project is a mixed-use, which may require such accessibility issues to be resolved.通行状况：由于与本项目相连的主要道路只有燕儿岛路一条，且香港路和东海路在上下班高峰时段较为拥堵，一定程度上也限制了本项目的出行。本项目为综合性项目，通行的便利性尤为重要，这是本项目应该积极解决的重要问题。 Landscape: The landscape in surroundin
13、g areas of the project remains unpleasant. However, sea views are available on higher floors. This is invaluable in Qingdao, which suggests that it is appropriate to develop residential and office properties which will benefit from these views. 景观：本项目周边城市景观较差，但在较高楼层可以观赏到海洋景观，对于目前青岛较为稀缺的临海土地供应来说，本项目具
14、有良好的景观优势，适宜住宅及写字楼物业的开发。1.3Characteristics of Surrounding Areas 周边环境 The Kaiyue Plaza project is located in an area which has experienced rapid development. The business and retail environment, and the relevant supporting facilities are mature. It is convenient for living and working, and has good fu
15、ndamental conditions to develop retail, office and residential properties. 凯悦国际项目所处的位置是城市近几年正快速发展的区域，周边商务、商业氛围较为成熟，相关的配套设施也较为完善，为在此工作和生活提供了诸多的便利性，同时也为本项目开发商业、写字楼、住宅等物业打下良好的基础。 The landscape to the east of the site is relatively poor. It is acknowledged that there is little possibility of renovating and redeveloping the areas to the east of the site, and this may have a negative impact on the project. 地块的东边的城市景观较差，据了解，至2008年前，此区域的拆迁可能性较小，这将对本项目的未来发展带来一定的负面影响。 On the southernmost part of Yanerdao
