【正文】 ： ； :； 群： 百榮世貿(mào) 市場(chǎng)交易中心 總體策劃報(bào)告 王志綱工作室 20xx 年 10 月 目 錄 一、 策劃的背景與宗旨 ..................................................................................................8 二、 批發(fā)市場(chǎng)發(fā)展的宏觀分析 ................................................................................ 10 （一）中國(guó)批發(fā)市場(chǎng)的研究 .................................................................................. 10 中國(guó)批發(fā)市場(chǎng)的態(tài)勢(shì) .......................................................................................... 10 中國(guó)批發(fā)市場(chǎng)建設(shè)與發(fā)展取得的基本經(jīng)驗(yàn) ...................................................... 11 中國(guó)批發(fā)市場(chǎng)的戰(zhàn)略性轉(zhuǎn)變 .............................................................................. 12 （二） 國(guó)外批發(fā)企業(yè)的競(jìng)爭(zhēng)分析 ......................................................................... 15 國(guó)際批發(fā)市場(chǎng)的發(fā)展趨勢(shì) .................................................................................. 15 國(guó)外批發(fā)企業(yè)進(jìn)入中國(guó)的模式 .......................................................................... 15 臺(tái)灣批發(fā)商的運(yùn)作模式 ...................................................................................... 17 WTO 對(duì)中國(guó)批發(fā)市場(chǎng)的沖擊 ............................................................................... 18 （三）、北京市批發(fā)市場(chǎng)的發(fā)展 ........................................................................... 19 北京商業(yè)批發(fā)業(yè)的發(fā)展現(xiàn)狀 .............................................................................. 19 北京商業(yè)批 發(fā)設(shè)施中存在的問(wèn)題 ...................................................................... 24 3 、北京批發(fā)市場(chǎng)的發(fā)展 ........................................................................................ 25 （四）南部區(qū)域批發(fā)型商業(yè)分析 ......................................................................... 27 北京市南城批發(fā)業(yè)概述 ...................................................................................... 27 北京南城各批發(fā)業(yè)類型 ...................................................................................... 28 北京南部批發(fā)市場(chǎng)升級(jí)發(fā)展的趨勢(shì) .................................................................. 30 三、 世貿(mào)的區(qū)位分析 ..................................................................................................... 31 （一）百榮世貿(mào)項(xiàng)目簡(jiǎn)介 ....................................................................................... 31 項(xiàng)目位置 .............................................................................................................. 31 規(guī)劃設(shè)計(jì) .............................................................................................................. 31 商業(yè)規(guī)劃 .............................................................................................................. 31 項(xiàng)目交通分析 ...................................................................................................... 31 項(xiàng)目開(kāi)發(fā)的目標(biāo) .................................................................................................. 32 項(xiàng)目區(qū)域環(huán)境分 析 .............................................................................................. 32 （二）百榮世貿(mào)的區(qū)位分析 .................................................................................. 33 從北京城市的區(qū)位分析 ...................................................................................... 33 北京南部區(qū)域的區(qū)位分析 .................................................................................. 35 百榮世貿(mào)項(xiàng)目地塊區(qū)位分析 .............................................................................. 38 四、 發(fā)市場(chǎng)面臨的主要問(wèn)題與對(duì)策 ................................................................... 41 （一）批發(fā)市場(chǎng)的主要問(wèn)題 .................................................................................. 41 批發(fā)市場(chǎng)的定義 .................................................................................................. 41 批發(fā)市場(chǎng)的特征 .................................................................................................. 41 批發(fā)市場(chǎng)的主要功能 .......................................................................................... 41 批發(fā)市場(chǎng)的作用 .................................................................................................. 42 國(guó)內(nèi)批發(fā)市場(chǎng)的主要問(wèn)題 .................................................................................. 42 （二）批發(fā)市場(chǎng)的主要對(duì)策 .................................................................................. 43 對(duì)策之一：整合資源 .......................................................................................... 43 對(duì)策之二：打造品牌 .......................................................................................... 45 對(duì)策之三：功能創(chuàng)新 .......................................................................................... 48 對(duì)策之四：向零售市場(chǎng)滲透 .............................................................................. 48 五、 百榮世貿(mào)的戰(zhàn)略理念與整體策略 .................................................................. 51 （一）項(xiàng)目總體理念 ................................................................................................ 51 理念一：做中國(guó)商業(yè)的門戶概念 ...................................................................... 51 理念二：做中國(guó)商業(yè)的制高點(diǎn)概念 .................................................................. 51 理念三：做南城區(qū)域板塊概念 .......................................................................... 52 理念四：復(fù)合房地產(chǎn)的開(kāi)發(fā)理念 ...................................................................... 52 理念五：做商業(yè)航母的品牌戰(zhàn)略概念 .............................................................. 53 理念六：“共繁榮”的經(jīng)營(yíng)理念概念 ................................................................ 53 （二）項(xiàng)目的整體策略 ............................................................................................ 53 關(guān)于策略的思考 .................................................................................................. 53 項(xiàng)目策略的目標(biāo) .................................................................................................. 55 具體的策略 .......................................................................................................... 56 六、 百榮世貿(mào)面臨的外部環(huán)境 ................................................................................. 59 （一）北京的申奧成功 ................