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1、Xihuan Plaza, Beijing北京西环广场Retail Consultancy - Final Draft Report商业顾问服务 - 最后草稿Beijing Finance Street ConstructionDevelopment Company Limited北京金融街建设开发有限责任公司VOLUME 1 - REPORT第一部分- 报告APRIL 2003二零零三年四月Table of ContentsCHAPTERPage No. 章节页码1.0INTRODUCTION 简介 1 - 21.1Assignment 任务介绍 1.2Scope of Work 服务内容
2、1.3Report Structure 报告结构2.0PROJECT BACKGROUND 项目介绍 3 - 7 2.1 Location 地理位置2.2 The Development 项目背景2.3 Characteristics of Surrounding Area 周边地区特征2.4 Accessibility/Transport Links 通行情况/交通线路3.0BEIJING ECONOMIC OVERVIEW 北京经济分析 8 - 143.1Administrative Divisions and Population 北京行政区划和人口3.2Economic Indicat
3、ors 经济分析3.3Other Influencing Events 其他影响因素3.4Market Outlook 总述CHAPTERPage No. 章节页码4.0REAL ESTATE RESEARCH 房地产市场研究 15 - 304.1Stock and Historical Supply of Retail Accommodation 商业用房的历史供应量4.2Major Retail Areas 主要商业区域4.3Future Supply of Retail Accommodation 未来商业面积的供应4.4Occupancy Rate 入住率情况4.5Rental / P
4、rice Analysis 租金/售价分析4.6Government Policy 政府政策法规4.7Anticipated Future Trends 未来发展趋势预测4.8Implications for Xihuan Plaza 对西环广场的影响5.0CONSUMER SURVEY 消费者调查 31 - 385.1Approach / Methodology 步骤/方法5.2Demographic Characteristics 消费者调研5.3Income Profile 收入分析5.4Spending Patterns 消费行为5.5Consumer Preferences 影响消费
5、者的因素5.6Brand Analysis 品牌分析5.7View on Current Retail Provision 对目前商业面积供应的看法5.8Implications for Xihuan Plaza 对西环广场的影响CHAPTERPage No. 章节页码6.0COMPETITION ANALYSIS 竞争对手分析39 - 466.1Approach/Methodology 步骤/方法6.2Existing Competitors 现时竞争对手6.3Competition Review 竞争对手分析6.4Characteristics of Existing Competitio
6、n 目前竞争对手的特征6.5Anticipated Future Competition 未来竞争对手6.6Implications for Xihuan Plaza 对西环广场的影响7.0INDUSTRY CONSULTATION 行业研究47 - 59 7.1Approach 方法7.2Market Outlook 总体概括7.3Preferred Retail Locations 希望进入的商业区域7.4Retailer Requirements 商家需求7.5Key Locational Factors 主要的选址因素7.6Xihuan Plaza - Positive Factors
7、 西环广场-优势7.7Xihuan Plaza - Negative Factors 西环广场-劣势7.8Implications for Xihuan Plaza 对西环广场的影响CHAPTERPage No. 章节页码8.0MARKET POSITIONING 市场定位60 - 65 8.1Competitive Position 竞争力8.2Catchment Areas 商圈界定8.3Target Audience 目标消费者8.4Market Gaps and Target Retailers for Xihuan Plaza 西环广场的潜在客户和市场空间9.0TENANT/MERC
8、HANDISING MIX 客户/商品组合 66 - 829.1Merchandising Strategy 商品组合策略9.2Tenant / Merchandise Mix 客户/商品组合9.3Analysis of Potential Sales / Rental Income 营业额和租金预测10.0DESIGN REVIEW 设计评审83 - 84 10.1General Design Issues 设计评审的总体因素10.2Critical Design Issues 设计要点11.0RECOMMENDED RETAIL CONCEPT 商业主题建议85 APPENDICES 附件
9、XIHUAN PLAZA, BEIJING 西環广场- ii -APRIL 2003二零零三年四月1.0Introduction 简介1.1 Assignment任务介绍 Insignia Brooke (“IB”) and Husband Retail Consulting Limited (“HRC”) were appointed by the Beijing Financial Street Construction Development Company Limited (“BFS”) in January 2003 to undertake a retail consultancy
10、 assignment in connection with a development in Xizhimen District, Beijing, to be known as Xihuan Plaza. 显盛保柏和Husband Retail Consulting Limited受北京金融街建设开发有限责任公司的委托，于2003年1月开始为位于西直门地区的西环广场的商业部分提供商业咨询服务。 The purpose of the assignment is to examine and investigate various issues affecting the proposed r
11、etail element of Xihuan Plaza, and to provide advice to BFS regarding the appropriate market positioning of the project, the optimum merchandise / tenant mix within the scheme, the design and layout of individual floors within the retail centre, as well as the overall concept associated with the ret
12、ail element of the development.此次服务的目的是研究影响西环广场商业部分的多种因素，为北京金融街建设开发有限责任公司提供西环广场适当的市场定位，适宜的商品组合/客户组合，商场内部每层的设计和平面规划，以及商场整体的概念。 Various documents have been submitted to BFS for review during the course of the assignment and the interim findings of the exercise were presented to BFS on 12th March 2003.
13、 This Final Report sets out the major findings and recommendations associated with the retail consultancy assignment, including but not limited to those previously presented to BFS. 2003年3月12日，一些文件和中期报告已经提交给北京金融街建设开发有限责任公司审阅。此份最终报告中将包括研究的主要发现和针对西环广场的商业建议，并不仅限于之前中期报告的基础上。1.2 Scope of Work 服务内容 It was
14、 agreed that the scope of work associated with this retail consultancy would involve the following tasks : 此份商业咨询报告的内容将包括下述内容：o Market Survey市场研究o Competition Analysis竞争对手分析o Determination of the Catchment Area商圈消费预测o Consultation of Local and International Retailers国内和国际零售商的访谈研究o Determination of t
15、he Optimum Size and Theming of the Centre商场主题与商业规模o Design Review设计评审o Analysis of Internal Layout内部规划布局的分析o Determination of Optimum Merchandise Mix商品组合建议o Determination of Potential Centre Sales预测商场销售额o Determination of Potential Rental Income of the Centre商场未来租金收入的预测1.3 Report Structure 报告结构 Section 2 : describes the background
