【正文】 1 2020年 10月 31日 2 目錄 第一部分：商業(yè)部分 1大連市概況 4 11大連市概況 ....................................................................................................................... 4 2大連市的商業(yè)分析 5 21 市場(chǎng)回顧 .......................................................................................................................... 5 211 國(guó)營(yíng)商場(chǎng)同合資商場(chǎng)共存 ........................................................................................ 5 212 超市效應(yīng) ................................................................................................................ 6 213 商場(chǎng)相對(duì)比較集中 .................................................................................................. 6 22 大連商業(yè)分析 ................................................................................................................... 7 221 大連現(xiàn)時(shí)商業(yè)總存量 ............................................................................................... 7 222 未來(lái)商業(yè)供應(yīng) ......................................................................................................... 7 223 市場(chǎng)售價(jià)及租金反映 ............................................................................................... 9 23 大連商業(yè)個(gè)案分析 .......................................................................................................... 11 231 大連勝利廣場(chǎng) ....................................................................................................... 11 232 大連大世界家居廣場(chǎng) ............................................................................................. 12 233 大連奧林匹克購(gòu)物廣場(chǎng) ......................................................................................... 13 3 項(xiàng)目的商場(chǎng)部份分析 15 31 項(xiàng)目概況 ........................................................................................................................ 15 32 項(xiàng)目 SWOT 分析 ............................................................................................................ 16 S—— 項(xiàng)目?jī)?yōu)勢(shì) .............................................................................................................. 16 W—— 項(xiàng)目劣勢(shì) ............................................................................................................ 16 O—— 機(jī)會(huì) .................................................................................................................... 17 T—— 威脅 .................................................................................................................... 19 4市場(chǎng)定位 19 41 國(guó)內(nèi)市場(chǎng)形勢(shì) ................................................................................................................. 19 42 大連商城的形勢(shì) .............................................................................................................. 21 43 本項(xiàng)目覆蓋地域及經(jīng)濟(jì)潛力 ............................................................................................ 23 44 市場(chǎng)需要什么 ................................................................................................................. 24 441 商場(chǎng)檔次分析 ....................................................................................................... 25 442 商場(chǎng)類型 .............................................................................................................. 26 443 商場(chǎng)主題分析 ....................................................................................................... 26 45 本項(xiàng)目產(chǎn)品定位 .............................................................................................................. 28 451 檔次定位 .............................................................................................................. 28 452 本項(xiàng)目的主題定位 ................................................................................................ 29 ※ 首創(chuàng)旅游式主題的商業(yè)物業(yè)概念 .............................................................................. 29 ※ 主題新穎的吸引 ....................................................................................................... 29 ※ 市內(nèi)旅游文化的支持 ................................................................................................ 30 ※ 對(duì)消費(fèi)人群的吸引力 ................................................................................................ 30 ※ 借用概念的吸引力 ................................................................................................... 31 ※ 借用其它元素的吸引力 ............................................................................................ 31 453 形象定位 .............................................................................................................. 31 454 項(xiàng)目定位的發(fā)展優(yōu)勢(shì) ............................................................................................. 32 3 46 項(xiàng)目產(chǎn)品設(shè)計(jì)建議 .......................................................................................................... 34 461 針對(duì)項(xiàng)目整塊建議 ................................................................................................ 34 462 針對(duì) A、 B、 C、 X 地塊的業(yè)態(tài)？ ......................................................................... 35 463 針對(duì) D、 E 地塊規(guī)劃 ............................................................................................. 36 464 針對(duì) D、 E 地塊的業(yè)態(tài)設(shè)置 ................................................................................... 37 47 項(xiàng)目的特色如何營(yíng)造 ....................................................................................................... 39 5商場(chǎng)的租售策略 41 51 目標(biāo)客戶 ........................................................................................................................ 41 511 銷售目標(biāo)客戶 ....................................................................................................... 41 512 招商客戶 .............................................................................................................. 42 52 租售時(shí)機(jī) .......................................................................................................