【正文】 色，同時(shí)還提煉并渲染自己的飲食文化。北京餐館林立，名店星羅棋布，魯、京、川、粵、蘇、湘、西式等風(fēng)味佳肴充分滿足顧客的不同口味。娛樂業(yè)的經(jīng)營對(duì)于餐飲業(yè)和零售業(yè)具有相當(dāng)?shù)囊栏叫裕浒l(fā)展特點(diǎn)和餐飲有一定的類似性，本節(jié)重點(diǎn)對(duì)餐飲市場進(jìn)行分析。在未來北京零售格局中，專業(yè)店、專賣店應(yīng)占有相當(dāng)?shù)谋戎亍 產(chǎn)品定位和市場定位細(xì)分趨勢明顯，專賣店、專業(yè)店得到很大發(fā)展，并且將在未來占據(jù)重要地位。目前國際大品牌企業(yè)已經(jīng)紛紛在醞釀進(jìn)北京發(fā)展便利店。從發(fā)展趨勢來看，各大零售集團(tuán)近幾年內(nèi)仍然會(huì)把北京作為在中國發(fā)展的重點(diǎn)區(qū)域，因此可以預(yù)計(jì)這股開店熱潮仍將持續(xù)相當(dāng)長的時(shí)間，估計(jì)在5年之內(nèi)還會(huì)不斷有新店出現(xiàn)。另外，北京商業(yè)市場也吸引著外地大型零售商的青睞，對(duì)商鋪需求構(gòu)成一支重要力量，如上半年山西華宇集團(tuán)的華宇時(shí)尚購物中心、云南盛興集團(tuán)的盛興購物廣場都已正式開業(yè)。迪奧分別落戶東方新天地和國貿(mào)商城，世界頂級(jí)品牌的入駐標(biāo)志著當(dāng)?shù)氐南M(fèi)水平的提高，并對(duì)其他品牌起帶動(dòng)作用。此外，很多國外品牌，也相繼進(jìn)入大陸市場和計(jì)劃擴(kuò)張其業(yè)務(wù)。為增強(qiáng)在市場的競爭力而重新包裝定位的舊項(xiàng)目，也開始投入市場，比如恒基中心和西單文化廣場。開業(yè)的購物中心，主要分布在木樨園、亞運(yùn)村、中關(guān)村等新興的商業(yè)中心。同時(shí)，消費(fèi)習(xí)慣中私家車與餐飲娛樂的重要性也越來越明顯。所以在高收入居民聚集的地方，休閑娛樂餐飲業(yè)一般有著更好的發(fā)展前景。北京居民的休閑娛樂與餐飲方面的消費(fèi)占到日?？傁M(fèi)的60％左右（其中餐飲更是占到了40%左右）。這就對(duì)商業(yè)項(xiàng)目周邊的公交系統(tǒng)提出要求，盡可能停靠更多的車次。同時(shí)，停車場在顧客考慮因素中的地位也越發(fā)重要，成為影響選擇某些類別的消費(fèi)場所的關(guān)鍵因素。 一方面消費(fèi)習(xí)慣對(duì)現(xiàn)有的商業(yè)發(fā)展起著指導(dǎo)作用；另一方面，通過正確引導(dǎo)，消費(fèi)習(xí)慣也可以做到逐步調(diào)整。住房和購車成為新的消費(fèi)熱點(diǎn)，特別是私家車消費(fèi)正處于加速階段，2002年北京市居民私家車保有量約為80萬輛，而到2003年年底已經(jīng)達(dá)到104萬輛，汽車消費(fèi)的高速增長帶動(dòng)了相關(guān)產(chǎn)業(yè)的發(fā)展，同時(shí)也從根本上擴(kuò)大了居民的行動(dòng)半徑，進(jìn)而使其消費(fèi)習(xí)慣得到質(zhì)的改變。2003年。而持續(xù)擴(kuò)張的人口基數(shù)也使得北京的消費(fèi)規(guī)模達(dá)到一個(gè)令商家垂涎的地步，為商家的成功經(jīng)營奠定基石。如果加上規(guī)模龐大的流動(dòng)人口，無疑將形成一個(gè)巨大的消費(fèi)市場規(guī)模。本節(jié)將分別闡述分析。三環(huán)、四環(huán)甚至是部分五環(huán)區(qū)域商業(yè)項(xiàng)目都成了商家竟相角逐的對(duì)象。未來幾年，環(huán)四環(huán)商業(yè)經(jīng)濟(jì)帶將迅速崛起。而從業(yè)態(tài)發(fā)展來看，近幾年，以大賣場和超市為代表的先進(jìn)商業(yè)業(yè)態(tài)在北京得到了年均增速30%以上的高速發(fā)展。2 投資環(huán)境、宏觀經(jīng)濟(jì)市場與商業(yè)市場分析 北京市概況及投資環(huán)境分析詳細(xì)內(nèi)容見附錄二 北京市宏觀經(jīng)濟(jì)發(fā)展基本情況詳細(xì)內(nèi)容見附錄二 北京市商業(yè)發(fā)展現(xiàn)狀分析我們認(rèn)為北京市的商業(yè)發(fā)展有以下主要特征：l 城市商業(yè)吸引力巨大，作為國際性的大都市，無論是出于戰(zhàn)略發(fā)展要求還是對(duì)龐大購買力的追逐，北京的商業(yè)吸引了國內(nèi)外諸多商家的進(jìn)駐，可以說北京的商家數(shù)量之多和種類之全在全國都是領(lǐng)先的。1 項(xiàng)目基本情況龍房商道項(xiàng)目是北京龍鼎華房地產(chǎn)開發(fā)公司在北京東四環(huán)窯洼湖地區(qū)開發(fā)的大型商業(yè)地產(chǎn)項(xiàng)目，項(xiàng)目占地46畝，開發(fā)商通過前期設(shè)計(jì)，計(jì)劃建設(shè)面積約為6萬平方米，擬建成東部地區(qū)的一個(gè)標(biāo)志性的購物中心。 方案二：特色業(yè)種為大型影城和電子數(shù)碼城。216。 項(xiàng)目規(guī)模定位根據(jù)商圈消費(fèi)力的估算，我們建議本項(xiàng)目的總面積在9萬平方米左右，其中包括約2萬平方米的停車場和7萬平方米的商業(yè)面積。項(xiàng)目定位建議通過分析，我們建議項(xiàng)目的定位是：為北京東南區(qū)域居民提供餐飲、娛樂和購物服務(wù)的休閑娛樂型購物中心（Shopping Center）。 項(xiàng)目周邊樓盤商業(yè)（如世紀(jì)華僑城）對(duì)本項(xiàng)目客流具一定的分流作用。 未來東邊三、四、五環(huán)之間商業(yè)發(fā)展的競爭關(guān)系將造成一定的威脅；216。 未來項(xiàng)目周邊眾多樓盤的興建和人口入住，將使本項(xiàng)目基本商圈擴(kuò)大。 與OUTLETS等商業(yè)的業(yè)態(tài)錯(cuò)位互補(bǔ)，將可能形成“1+12”的效果；216。 項(xiàng)目位于快速成長的環(huán)四環(huán)商業(yè)帶，將成為四環(huán)重要商業(yè)設(shè)施之一；216。216。 項(xiàng)目周邊的基礎(chǔ)設(shè)施相對(duì)不完善，窯洼湖橋的改善需要一定的時(shí)間；216。 項(xiàng)目雖在四環(huán)路邊，但由于周邊建筑和道路問題造成了展示性不佳；216。 開發(fā)商的商業(yè)物業(yè)持有經(jīng)營原則使得本項(xiàng)目商業(yè)運(yùn)營管理更易成功。 燕莎OUTLETS的開業(yè)形成初步且能夠互補(bǔ)的商業(yè)氛圍和充足客流；216。 項(xiàng)目周邊已經(jīng)有一定規(guī)模和層次的居民住宅落成，形成基本消費(fèi)；216。項(xiàng)目分析結(jié)果通過對(duì)項(xiàng)目的自身?xiàng)l件與市場環(huán)境的分析，對(duì)本項(xiàng)目判斷如下：216。clock in the morning. Erna is only fourteen years old and she hopes lo set up a new world record. She is a strong swimmer and many people feel that she is sure to succeed. Erna39。Lesson36 Across the Channel 橫渡海峽Rov Trenton used to drive a taxi. A short while ago, however, he became a busdriver and he was not regretted it. He is finding his new work far more exciting. When he was driving along Catford Street recently, he saw two thieves rush out of a shop and run towards a waiting car. One of them was carrying a bag full of money. Roy acted quickly and drove the bus straight at the thieves. The one with the money got such a fright that he dropped the bag. As the thieves were trying to get away in their car, Roy drove his bus into the back of it. While the battered car was moving away, Roy stopped his bus and telephoned the police. The thieves39。Lesson35 why he was wanted by the police, but he went to the station yesterday and now he is not worried any more. At the station, he was told by a smiling policeman that his bicycle had been found. Five days ago, the policeman told him, the bicycle was picked up in a small village four hundred miles away. It is now being sent to his home by train. Ted was most surprised when he heard the news. He wasTed Robinson has been worried all the week. Last Tuesday he received a letterNearly a week passed before the girl was able to explain what had happened to her. One afternoon she set out from the coast in a small boat and was caught in a storm. Towards evening, the boat struck a rock and the girl jumped into the sea. Then she swam to the shore after spending the whole night in the water. During that time she covered a distance of eight miles. Early next morning, she saw a light ahead. She knew she was near the shore because the light was high up on the cliffs. On arriving at the shore, the girl struggled up the cliff towards the light she had seen. That was all she remembered. When she woke up a day later, she found herself in hospital. her mother a free dress once a week !People are not so honest as they once were. The temptation to steal is greater than ever beforeespecially in large shops. A detective recently watched a welldressed woman who always went into a large store on Monday mornings. One Monday, there were fewer people in the shop than usual when the woman came in, so it was easier for the detective to watch her. The woman first bought a few small articles. After a little time, she chose one of the most expensive dresses in the shop and handed it to an assistant who wrapped it up for her as quickly as possible. Then the woman simply took the parcel and walked out of the shop without paying. When she was arrested, the detective found out that the shopassistant was her daughter. The girl39。s bicycle! Lesson31 Success story 成功者的故事The Wayle is a small river that cuts across the park near my home. I like sitting by the Wayle on fine afternoons. It was warm last Sunday, so I went and sat on the river bank as usual. Some children were playing games on the bank and there were some people rowing on the river. Suddenly, one of the children kicked a ball very hard and it went towards a passing boat. Some people on the bank called out to the man in the boat, but he did not hear them. The ball struck him so hard that he nearly fell into the water. I turned to look at the children, but there weren39。Lesson30. This wonderful plane can carry seven passengers. The most surprising thing about it, however, is that it can land anywhere: on snow, water, or even on a ploughed field. Captain Fawcett39。 is a small Swiss aeroplane called a 39。Captain Ben Fawcett has bought an unusual taxi and has begun a new service. The 39。 signs outside his gate, but these have not had any effect. Now he has put an ugly stone head over the gate. It is one of the ugliest faces I have ever seen. I asked him what it was and he told me that it was Medusa, the Gorgon. Jasper hopes that she will turn motorists to stone. But none of them has been turned to stone yet!Jasp