【正文】 ......................................................................................................163. 關(guān)于房地產(chǎn)商與商業(yè)管理公司的關(guān)系 ......................................................17 商業(yè)管理公司的作用 ...................................................................................................17 商業(yè)管理基本模式 .......................................................................................................17 物業(yè)管理代替商業(yè)管理 ...............................................................................................172 / 554. 從經(jīng)營業(yè)態(tài)上看不同商業(yè)經(jīng)營模式 ..........................................................19 百貨商場的經(jīng)營 ...........................................................................................................19 超市整租或聯(lián)營 ...........................................................................................................19 店中店和餐飲的招租 ...................................................................................................195. 本案的自身特點及初步分析 ......................................................................20 面積大，應(yīng)統(tǒng)一經(jīng)營、管理 .......................................................................................20 結(jié)合現(xiàn)規(guī)劃，應(yīng)有百貨主力店支撐人氣 ...................................................................20 根據(jù)投資型商業(yè)的特點，南半部適合店中店模式 ...................................................216. 本案建議營銷方案 ......................................................................................22 商場各經(jīng)營業(yè)態(tài)營銷方案 ...........................................................................................22 從不同業(yè)態(tài)看西環(huán)經(jīng)營模式 .......................................................................................22 由一家管理公司進(jìn)行統(tǒng)一經(jīng)營管理 ....................................................................22 由多家管理公司分開管理 ....................................................................................22 百貨的經(jīng)營模式 ....................................................................................................23 店中店的經(jīng)營模式（可售面積） ........................................................................23 從價格體系看各功能業(yè)態(tài)價格及收益分配 ...............................................................24 百貨 店 ..................................................................................................................24 店中店 ....................................................................................................................247. 實現(xiàn)營銷方案的工作步驟 ..........................................................................268. 營銷方案的要點 ..........................................................................................279. 后期須專題研究的問題 ..............................................................................283 / 55第二部分 西環(huán)廣場寫字樓總體營銷方案1. 西環(huán)廣場的特征 ..........................................................................................29 西環(huán)廣場重要賣點 ......................................................................................................29 西環(huán)廣場寫字樓的重要特征 ......................................................................................302. 確定寫字樓總體營銷方案 ..........................................................................32 營銷階段時機(jī)的劃分 .................................................................................................32 階段劃分依據(jù)及說明 ..................................................................................................32 確定寫字樓總體營銷方案 ..........................................................................................333. 階段性銷售策略建議 ..................................................................................34 整售階段 ......................................................................................................................34 本階段營銷模式 ....................................................................................................34 本階段總體目標(biāo) ..................................................................................................34 確定工作重點 ......................................................................................................35 確定本階段銷售渠道 ............................................................................................37 全面銷售階段 ..............................................................................................................40 本階段營銷模式 ..................................................................................................40 本階段總體目標(biāo) ..................................................................................................40 確定工作重點 ......................................................................................................40 確定本階段銷售渠道 ............................................................................................43 銷售持續(xù)期及收尾期階段 ..........................................................................................45 本階段營銷模式 ....................................................................................................45 本階段總體目標(biāo) ....................................................................................................454. 區(qū)域市場分析 ..............................................................................................464 / 55 區(qū)域市場供應(yīng)狀況（2022 年之前） .........................................................................46 直接競爭對手分析 ......................................................................................................475. 近期專題研究及急待解決的相關(guān)問題 ......................................................49 近期專題研究 ..............................................................................................................49 落實相關(guān)證件、律師事務(wù)所、按揭銀行（按揭額度、年限）等 ....................49 物業(yè)管理公司適時介入、物業(yè)費預(yù)估 ................................................................49 劃分具體的辦公面積、制定價單體系 ................................................................49 確定推廣方案及相關(guān)推廣費用 ............................................................................49 急待解決的問題 ..........................................................................................................50 確定