【正文】 0% 102% 100% 17,472 30% 榮尊堡 21,000 97% 98% 99% 100% 98% 99% 100% 22,999 15% 御園 36,000 99% 102% 103% 102% 100% 100% 100% 33,933 15% Sales Strategy 銷售推廣策略 根據(jù)市場比對法可得出項目的銷售均價： ?RMB30,000～ 35,000/平方米 (精裝修 ) 最佳開盤日期： 2023年 9月 銷 售 周 期： 12個月左右 注：本項目位置并非是目前市場豪宅的區(qū)域，所以如果采用市場比對法，根據(jù)項目目前的優(yōu)劣勢評分，只有奧運會的契機是對整體銷售價格最大的保障，如果要將整體項目品牌的樹立及打造未來區(qū)域良好的發(fā)展前景，給予購買者以較大信心，必須在前期需全力全方位打造項目整體品牌、并樹立高端形象以保證價格的實現(xiàn)。2023年 4月 七星 摩根 廣場 Prepared for: Agenda 1. Beijing Overview 2. Macro Economic Conditions 3. Policy Changes 4. Beijing Residential Market 5. 北京高檔租賃項目 6. 項目概況 7. 產(chǎn)品 SWOT分析 8. 產(chǎn)品定位 9. 目標客戶定位 10. 銷售推廣策略 11. 媒體推廣策略 Beijing SECTION 1: Beijing Overview Total Land Area 16, sq km / 6,336 sq miles Beijing City Administrative Districts 8 Inner City Districts 1,368 sq km / 528 sq miles ? Dong Cheng ? Xi Cheng ? Chong Wen ? Xuan Wu ? Chao Yang ? Hai Dian ? Feng Tai ? Shi Jing Shan 8 Districts Further Afield ? Men Tou Gou ? Fang Shan ? Tong Zhou ? Shun Yi ? Chang Ping ? Da Xing ? Ping Gu ? Huai Rou 2 Counties ? Yan Qing ? Mi Yun Ping Gu Huai Rou Chang Ping Men Tou Gou Fang Shan Da Xing Tong Zhou Mi Yun County Yan Qing County Inner City Districts Shun Yi ? Zhong Guan Cun High Tech Zone ? Olympics Centre ? Financial Street ? CBD ? Hai Dian, Shun Yi, Tong Zhou, Yi Zhuang and Shi Jing Shan Development Zones Haidian Shunyi Tongzhou Yizhuang Shijingshan Beijing City Urban Planning Multiple (Specialized) Centres Beijing City Urban Planning (20232023) ? Northsouth intersecting at Tian An Men Square 2 Axis ? Eastwest along Chang’An Ave 2 Development Belts ? Eastern Development Belt (Tong Zhou, Shun Yi, Yi Zhuang, Huai Rou, Mi Yun and Ping Gu) ? Western Development Belt (Da Xing, Fang Shan, Chang Ping, Yan Qing and Men Tou Gou) Multiple (Specialized) Centres Yanqing Changping Shahe Mentougou Yangfang Fangshan Daxing Huairou Miyun Shunyi Pinggu Tongzhou Yongle Yizhuang Existing and Future Subway Lines at a Glance Line Length (km) Line 1 31 Line 2 23 City Rail 41 Batong Line 19 Line 5 Olympic subline Line 10(Ph I) Airport Express Rail Line 4 Line 10 (Ph II) 6 Line 9 Yizhuang Subline Beijing City Subway System At Q1 2023: 3 4 5 ?Line 1 runs east west along Chang’An Avenue ?City Rail connects Wang Jin, Asian Games Village, Hai Dian and Xi Cheng district ?Line 2, loop line. Batong Line, from the east end of Line 1 to Tongzhou. 2 ?Line 10 connects Zhong Guan Cun, Lufthansa and CBD ?Olympics subline connects to Line 10 Olympics 2023: 2 3 4 5 ?4 new lines – 5, 8, 10 and Airport Express Rail Beijing City Subway System ?Line 5 runs northsouth between North 5th Ring Rd and South 3rd Ring Rd ?Airport Express Rail interchanges at Dong Zhi Men (Line 2) ?BeijingTianjin High Speed Railway After 2023: 2 3 4 5 Beijing City Subway System ?Line 10 (Phase II) ?Line 4 connects Zhong Guan Cun, Xicheng and Fengtai District. ?Line 9 connects Line 4 and the southwest area ?Yizhuang subline connects the Line 5 and Yizhuang, and it will connects with the intercity railway between Beijing and Tianjin ?Shunyi Line ?BeijingShanghai High Speed Railway ? Liangxiang Line Major Roads 2 3 4 5 6th Ring 151* *at present before 2023 Olympics 6 Road Length (km) Completion Chang’An Avenue 40 2nd Ring 1992 3rd Ring 48 1994 4th Ring 2023 5th Ring 98 2023 Airport Express Way 1993 Beijing Intercity Highway System ? Jincheng Highway : BeijingChengde ? Badaling Highway : BeijingBadalingZhangjiakou ? Jingshi Highway : BeijingShijiangzhuan ? Jingkai Highway : BeijingHenan ? Jingjintang Highway : BeijingTianjinTanshan ? Jingshen Highway : BeijingShenyang Jingcheng Highway Badaling Highway Jingshi Highway Jingkai Highway Jingjintang Highway Jingshen Highway SECTION 2: Beijing Macro Economic Conditions Macro Economic Conditions 2023 GDP continues to grow at a fast pace Source: National Bureau of Statistics, Beijing Bureau of Statistics 179 208 238 268 316 371 433 502 606 689 7729 . 0 %1 0 . 1 %9 . 5 %1 0 . 9 %1 1 . 8 % 1 1 . 7 %1 1 . 5 %1 1 . 0 %1 2 . 0 %1 1 . 1 %1 4 . 1 %1002003004005006007008001996 1997 1998 1999 2023 2023 2023 2023 2023 2023 2023R M B B i l l i o n0 . 0 %2 . 0 %4 . 0 %6 . 0 %8 . 0 %1 0 . 0 %1 2 . 0 %1 4 . 0 %1 6 . 0 %G D P G D P G r o w t h R a t eInvestment in Real Estate 52.2078.4098.90120.30147.30152.50171.9942.2037.7032.3032.801 2 . 8 0 %7 . 0 0 % 0 . 6 0 %1 4 . 3 0 %1 1 . 7 0 %3 . 5 0 %2 3 . 9 0 %5 0 . 1 0 %2 6 . 2 0 %2 2 . 5 0 %2 1 . 5 0 %0204060801001201401601801996 1997 1998 1999 2023 2023 2023 2023 2023 2023 2023R M B Bi l l i o n(1 0 % )0%10%20%30%40%50%60%I n v e s t m e n t i n R e a l Es t a t e G ro w t h i n I n v e s t m e n t i n R e a l Es t a t eSource: National Bureau of Statistics, Beijing Bureau of Statistics Foreign Direct Investment 1.551.592.062.232.461.771.792.153.083.534.552 9 . 1 0 %1 0 . 7 0 %2 . 5 7 %2 9 . 5 9 %8 . 0 9 %1 4 . 4 0 %1 0 . 1 8 %2 8 . 0 8 %1 . 3 8 %4 3 . 6 4 %1 9 . 7 6 %0 . 00 . 51 . 01 . 52 . 02 . 53 . 03 . 54 . 04 . 55 . 01996 1997 1998 1999 2023 2023 2023 202