【正文】 : sets out a review of the retail sector of the real estate market in Beijing. 第 四 章 : 北京零售房地產(chǎn)市場分析 ? Section 5 : describes the approach / methodology associated with the consumer survey and sets out the major findings of the exercise. 第 五 章 ： 解釋消費者調(diào)查的方法和步驟并且給出調(diào)研的主要發(fā)現(xiàn)。 ? Section 6 : describes the approach / methodology associated with the petition analysis and sets out the major findings of the exercise. 第 六 章 : 解釋競爭對手分析的方法步驟論并且給出競爭對手的主要發(fā)現(xiàn)。 ? Section 7 : sets out the approach towards, and the key findings of, the consultation of local and international retailers. 第 七 章 : 給出國內(nèi) /國際零售商訪談的方法和主要發(fā)現(xiàn)。 ? Section 8 : identifies the market positioning of Xihuan Plaza, including the target market of the centre and the anticipated consumer profile of the scheme. 第 八 章 : 西環(huán)廣場的市場定位以及目標市場和潛在消費者 預測 ? Section 9 : establishes the proposed tenant / merchandising mix and estimates the potential sales revenues and rental ine to be generated from the centre. 第 九 章 : 建立提議的客戶組合 /商品組合以及預測商場銷售額和租金收入 ? Section 10 : highlights the critical design issues associated with the centre and puts forward remended solutions the resolve these issues. 第 十 章 : 對商場設(shè)計的意見和建議 ? Section 11 : puts forward the remended retail concept and presents a summary of the merits associated with the proposal. 第十 一 章 : 商場主題的建議和 優(yōu)勢 的總結(jié) PROJECT BACKGROUND 項目介紹 XIHUAN PLAZA, BEIJING 西環(huán)廣場 3 APRIL 2022 二零零三年四月 LOCATION 地理位置 ? Xihuan Plaza is situated within the central part of Xizhimen in Xicheng, immediately to the west of the existing railway station. It is bounded Xizhimenwei Main Road to the south, Gaibanhe to the north, West 2nd Ring Road to the east and Gaoliang Bridge to the west. 西環(huán)廣場位于西城區(qū)的西直門地區(qū)，位于西直門地鐵的西側(cè)。西環(huán)廣場南側(cè)是西直門外大街，北側(cè)是蓋板 河，東臨西二環(huán)，西臨高粱橋。 圖 ：西環(huán)廣場位置圖 資料來源：顯盛保柏 ? The development is situated in a prominent location and enjoys a high degree of visibility from various different vantage points, in particular from the northwest, where the majority of the developments are relatively low rise. 該項目位于非常顯著的位置，從各個方面的可視性都很好，尤其是從項目的西北側(cè)，多為低密度住宅。 ? The site is adjacent to a public transport interchange and railway station and there is therefore a very high volume of pedestrian flow in the vicinity of the site. Based upon an informal enquiry with a representatives of the subway, there are currently approximately 120,000 passengers per day passing through the Xizhimen subway, with an additional 32,000 passengers interchanging between the subway and the light rail transit station. 項目地塊近臨公交樞紐、地鐵和輕軌，所以在項目周邊聚集了大量的人流。根據(jù)與北京地鐵運營總公司工作人員的確認，目前每天乘坐西直門地鐵的人數(shù)有 12 萬人次，另外有 32,000 人次為輕軌和地鐵換乘者。 表 ：地鐵及輕軌日客流量 線路 出口人數(shù) 入口人數(shù) 總計 地鐵 60,000 60,000 120,000 輕軌 6,000 6,000 12,000 換乘 16,000 16,000 32,000 合計 82,000 82,000 164,000 資料來源：顯盛保柏 西西 環(huán)環(huán) 廣廣 場場 PROJECT BACKGROUND 項目介紹 XIHUAN PLAZA, BEIJING 西環(huán)廣場 4 APRIL 2022 二零零三年四月 ? It is estimated that approximately 12,000 people pass through Xizhimen light rail transit station and approximately 150,000 people use the at grade road work. Therefore, the current daily pedestrian flow in the immediate vicinity of the site has been assessed to be of the order of 320,000 to 350,000 persons. Assuming a growth rate of 20%25% in connection with the railway patronage, it is anticipated that the pedestrians in the immediate vicinity of Xihuan Plaza could reach a level of 350,000 to 400,000 persons per day in the medium term. 預計每天出入西直門輕軌的人數(shù)有 12,000 人次；還有每天約有 15萬人次使用西直門的路上交通工具，估計每天過往西環(huán)地區(qū)的人數(shù)約有 3235 萬人次。綜合西環(huán)地區(qū)的地上和地下交通，根據(jù)西直門地鐵工作人員介紹，輕軌乘客每年增長率將在 2025%之間，預計2022年西環(huán)地區(qū)每天過往人口將達到 35萬 40萬人次，甚至會更多。 表 ：西直門地區(qū)公交線路總站發(fā)車情況 線路 首車時間 未車時間 發(fā)車次數(shù) 334 5:30 22:30 340 多次 /天 360 支 5:30 22:15 200 多次 /天 375 5:15 23:00 300 多次 /天 375 支 5:20 21:30 200 多次 /天 392 5:30 21:00 200 多次 /天 65 5:00 23:00 200 多次 /天 902 5:30 20:30 200 多次 /天 612 5:45 20:15 378 次 /天 722 6:00 21:30 72 次 /天 749 6:00 21:30 260 次 /天 904 5:10 20:30 320 次 /天 933 5:30 20:00 235 次 /天 資料來源：顯盛保柏 THE DEVELOPMENT 項目背景 ? Xihuan Plaza is situated upon an elongated site which has an area of approximately 59,900 m178。. The development will have a total gross floor area of 264,000 square metres, of which 97,000 square metres is within the basement of the development, and 167,000 square metres is above the ground level. The project is due to be pleted in June 2022. 西環(huán)廣場占地 萬平方米 , 總建筑面積為 萬平方米，地上部分 萬平方米，地下部分 萬平方米，預計竣工時間為 2022年 6 月。 PROJECT BACKGROUND 項目介紹 XIHUAN PLAZA, BEIJING 西環(huán)廣場 5 APRIL 2022 二零零三年四月 ? Xihuan Plaza is a prehensive development prising the following elements : 項目包括以下組成部分： o office acmodation of 89,000 m178。 寫字樓面積為 萬平方米 o a shopping mall of 91,000 m178。, acmodated within seven floors between Basement One and the Sixth Floor of the development 商業(yè)用房面積為 萬平方米 , 從地下一層到地 上六層 o a public transport interchange area of 15,000 m178。 公交環(huán)路面積 15,000 平方米 o 2,000 carparking spaces 2,000 個車位 CHARACTERISTICS OF SURROUNDING AREA 周邊地區(qū)特征 ? There are a wide range of different land uses within Xizhimen and the surrounding area, including residential, mercial, cultural, institutional and tourist related uses. 西直門及周邊地區(qū)集中了多種類型的項目，包括住宅，寫字樓，教育，政府機構(gòu)和旅游景點。 ? Xinjiekou residential area is located to the east of the development. It is one of the oldest districts in Beijing with low density residential acmodation which is normally occupied by low ine groups. The area is currently under reconstruction and a number of new high quality developments have been built within the area, such as Ocean Prospect, Jin Hui Jia Yuan and S