百花大厦营销策划方案方案1.doc

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1、the St Lawrence River toward the Gulf of St Lawrence and down to the distant east coast, the cousins dreamed of French restaurants and red maple leaves.Iqaluit the frozen townThe reporter, Beth Allen, arrived in a northern community called Iqaluit in Nunavut. Nunavut was created in 1999 as a special

2、 area for Inuit people. Its name means “Our Land” in their language. It is in the farthest northeastern area of Canada, north or the Arctic Circle, and is very cold the average witer temperature in Nunavut is 35 degrees below zero.Beth said, “ I knew it would be could in January, but not this cold!

3、Maybe there is a dog sled that can take me into town.”The quiet man who had been on the plane with her said, “Ill take you into town, but I dont hace a dog sled. Most people only use the dogs for competitions, why are you visiting Iqaluit?”Beth answered, “ Im writing a story for my newspaper about I

4、qaluit wed like to advertise it as a holiday place, but I think its too cold.”The man laughed. “My name is Simon and I am Inuit,” he said. “I think its too far north here for holidays but more and more tourists are coming. They like ice fishing and photographing polar bears. I star as far away from

5、polar bears as possible. I like my warm office and my warm house.”“Im business man. My grandfather would live in ice houses when he hunted in winter, but not so many people do that now. the old men used to make one in a few hours. They used to live in skin tents in summer the tents were easy to move

6、 so the people could follow the animals.”A few minutes later they arrived in Iqaluit, a town with a population of 6000, on Simons snowmobile. It was two oclock in the afternoon, but it was already dark, and all the houses shone with bright lights. Beth said, “ Why is it so dark? Its the middle of th

7、e day!”Simon replied, “Its dark in the day because we are so far north. You should come in June. The sun shines all night in the north then. Thats why its called The Land of the Midnight Sun.” There were people on the streets and snowmobiles everywhere. There were even a few dog teams.必修四Unit 1A STU

8、DENT OF AFRICAN WILDLIFEIt is 5:45 am and the sun is just rising over Gombe National park in east Africa.Following Janes way of studying chimps,our group are all going to visit them in the forest.Jane has studied these families of chimps for many years and helped people understand how much they beha

9、ve like humans. Watching a familyof chimps waking up is our first activity of the day. This means going back to the place where we left the family sleeping in a tree the night before.Everybody sits and waits in the shade of the trees while the family begins to wake up and move off.Then we follow as

10、they wonder into the forest.Most of the time,chimps either feed or clean each other as a way of showing love in their family.Jane worns us that our grou is going tobe very tired and dirty by the afternoon and she is right.However,the evening makes it all worthwhile.We watch the mother chimpand her b

11、abies play in the tree.Then we see them go to sleep together in their nest for the night.We realize that the bond between members of a chimp family is as strong as in a human family. Nobody before Jane fully understood chimp behaviour.She spent years observing and recording their daily activities.Si

12、nce her childhood she had wanted to work with animals in their own environment.However,this was not easy.When she first arrived in Gombe in 1960,it was unusual for a woman to live in a forest.Only after her mother came to helpher for the first few months was she allowed to begin her project.Her work

13、 changed the way people think of chimps.For example,one important thing she discovered was that chimps hunt and eat meat.Until then every thought chimps only eat fruit and nuts.She also discovered how chimps communicate with each other,and her study of their body language helped her work out their s

14、ocial system. For forty years Jane Goodall has beenoutspoken about making the rest of the world understand and respect the life of these animals.She has argued that animals should be left in the wild and not used for entertainment or advertisements.She has helped to set up special places where the c

15、an live safely.She is leading a busy life but she says: “Once I stop,it all comes crowding in and I remember the chimps in laboratories.Its terrible.It affacts me when I watch the wild chimps.I say to myself,Arent they lucky?And then I think about small chimps in cages though they have done nothing

16、wrong.Once you have seen that you can never forget“ She has achieved everything she wanted to do:working with animals in their own environment,gaining a doctors degree and showing that women can live in the forest as men can.She inspires those who want to cheer the achievements of women. WHY NOT CAR

17、RY ON HER WORK?I enjyed English ,biology,and chemistry at school,but which one should I choose to study at university ?i did not know the answer until one evening when I sat down at the computer to do some research on great women of China.By chance I came across an article about a doctor called Lin

18、Qiaozhi, a specalist in womens diseases.She lived from 1901 to 1983 .It seemed that she had been very busy in her chosen career ,travling abored to study as well as writing books and articles.One of them caught my eye. It was a small book explaining how to keeping babies clean,healthy and free from

19、sickness.Why did she write that?Who were the women that Lin Qiaozhi thought needed this advice?I looked carefully at the text and realize that it was intended for women in the countryside.Perhaps if they had an emergency they could not reach a doctor. Suddenly it hit me how difficult it was for a wo

20、man to get medical training ata that time.That was a generation when girls education was always placred decond to boys.Was she so much cleverer than anyone else?Further reading made me realize that it was hard work and determination as well as her gentle nature that got her into medical school.What

21、made her succeed later on was the kindness and consideration she showed to all her patiens.There was story after story of how Lin Qiaozhi, tired after a days work,went late at night to deliver a baby for a pool family who could not pay her. By now I could not wait to find out more about her . I disc

22、overed that Lin Qiaozhi had devoted her whole life to herpatiens and had chosen not to have a family of her own.Instead she made sure that about 50,000 babies were safely delivered.By this time I was very excited.Why not study at medical college like Lin Qiaozhi and carry on her good work?It was sti

23、ll not too late for me to improve my studies,prepare for the university entrance examinations , and ELIZABETH FRYWhen the Quaker Elizabeth married Joseph Fry,it seemed as if her life would be comfortable and peaceful.However,Elizabeth was not content with her easy life and her growing family.She saw

24、 many poor people living near her and she wanted to help them. One day she was asked to visit a prison .At first the prison officers did not want to let her visit the women prisoners because they feared the prisoners would attack her,but Elizabeth was not afraid.She realized that the prisoners behav

25、e badlly because they were treated like animals.They had no beds,clean clothes,food or heating.Any child born in prison had to stay there and had no chance of an education.This meant they would probably have to beg or steal when they grew up and then would return to prison.So the first thing Elizabe

26、th did was to provide food,clean clothes and straw for beds.Later she began a prison schoolfor the chilldren and taught the women to sew,knit and make goods to sell.In this way they able to make a little money for themselves and gain some self-respect.Her lindnesshelped her gain the friendshipof pri

27、soners and they began to try to improve their conditions for themselves.Later Elizabeth was asked to go to the leaders of Britain to discuss how to improve the conditions for prisoners。 Of course she did not do all the work on her own.Other Quaker women helped her and went around the country raising

28、 money for her wprk.Some people did not like her ideas and quarrelled with her.They said that she should spend more time with her family.Other people said she enjoyed being famous toomuch.However,her husband,Joseph,supported and encouraged her,so she continued working to help improve the lives of po

29、or prisoners tillshe died.Her ideas did not disappear after her death and her work was remembered in 1947 when the Quakers were given the Noble Peace Prize. Unit 2A pioneer for all peopleAlthough he is one of Chinas most famous scientists, Yuan Longping considers himself a farmer, for he works the l

30、and to do his research. Indeed, his sunburnt face and arms and his slim, strong body are just like those of millions of Chinese farmers, for whom he has struggled for the past fice decades. Dr Yuan Longping grows what is called super hybrid rice. In 1974, he became the first agricultural pioneer in

31、the world to grow Rick that has a high output. This special strain of Rick makes it possible to produce one-third more of the crop in the same fields. Now more than 60% of the rice produced in China each year is from this hybrid strain.Born into a poor farmers family in 1930, Dr Yuan graduated from

32、Southwest Agricultural College in 1953. Since then, finding ways to grow more rice has been his life goal. As a young man, he saw the great need for incresing the rice output. At that time, hunger was a disturbing problem in many parts of the countryside. Dr Yuan searched for a way to百花大厦营销策划方案第一部分

33、市场调研与分析一、本次调研的目的1、通过深入仔细的市场调查,结合本项目的自身特点,分析研究目标客户群的要求,按本公司的销售准备要求及项目开发的思路与理念,对产品进行必要的细分、定位。2、制定出比较详细的建议性、可行性强的初步策划方案,为项目的销售成功做出必要的准备与铺垫。二、调研的指导思想通过点、线、面的立体调查和分析,在相对时间较短、风险较小的原则前提下,制定出适合本项目运作的营销策划方案,力争保障该项目销售工作的顺利进行。三、调查过程简述由于该项目地块位置的特殊性,已决定了该项目营销的市场定位,围绕已确定的该项目的建设方案来制定和完善项目的市场营销研究,因此本方案的物业调查着重于物业市场因

34、素影响的大小和消费群体的接受方式、接受能力方面进行制定。一方面通过对合肥市各区域有一定影响力(规模影响、价格影响)的高层物业进行调查了解,探明近年高层物业市场的发展趋势,研判宏观大市场对本项目的影响;第二方面,通过对合肥各区域有代表性的多层市场(档次较高)特别是该项目周边区域的(老城区)多层住宅市场进行调查分析,理出新、老多层市场客户的购房思路,为引导其购买与多层价格相近的黄金地段的高层住宅作铺垫;第三方面,通过对合肥市的物业租赁市场,特别是老一环以内的高层(多层)物业进行调查,并与本项目进行比较,为投资保值升值、以租养楼的客户群进行投资估算和引导;第四方面,通过对以往合肥的已建高层商务公寓的

35、调查,以及本项目前期运作的过程,为本项目提出一些建议。四、合肥市物业市场分析1、高层楼市分析1)、高层商务写字楼一段时间以来,商务写字楼项目的开发,在一些地区特别是沿海地区发展较快,曾出现过买卖楼花之经典之作,在89年至93年期间,成功的案例举不胜数,主要是顺应了我们国家初期的改革开放政策潮流。随后开发建设商务楼成风,使得9699年商务楼市场空置率一直居高不下,全国省会城市平均商务写字楼空置率高达55%,其后通过国家的宏观调控以及市场自身的调节,商务楼经过了较长时间的消化和整合。从资料分析看,目前的商务楼市场趋于成熟平稳发展的阶段,也是94年以来见高回落触低反弹阶段,由于我国已正式加入WTO,

36、在改革开放进一步深入并得到法律保障的同时,随着商务活动的日益频繁,独资、合资、外资等多种类型的企业将寻求理想的办公场所,高层商务将是他们的首选。在知识经济高速发展的今天,合肥除起到东西部发展桥梁作用的同时,会利用科技城市的优势吸引更多的外资到合肥投资,将会增加商务楼市的市场需求量。如今的全国乃至合肥的商务楼市的发展正在趋向于档次、品牌排定的时期,区位优势、地域配套优势、产品配置优势和品牌优势的高层商务楼将是今后一段时间(四年内)合肥市场的发展需求产品,当然需求的空间有限,速度很慢。而相反,对一些功能不明确的多层综合楼兼做商务写字楼的或一些配置较低的商务楼,无论从置业的角度还是租赁的角度均不是很

37、理想,它们虽然有一定的价格优势,但升值保值的机会较小,投资的风险较大。单从投资租赁这个角度看,合肥市老城区高层商务租赁价格差异较大,从25元/到70元/不等。从新华商务楼和润安大厦商务楼的发展以及邮电大厦、怡和锦江(原三荣大厦)更能验证上述分析的正确性。(详见附表1、2)新华商务楼运作了五年,剩余部分预计将在今年售完。润安大厦闲置了6年之久,目前正以较好的销售势头进行盘活,到目前为止,只剩为数不多的楼层。2)、高层住宅楼现阶段的合肥高层住宅,虽然销售周期相对较长,接受程度也较为有限,但从2002年合肥高层住宅投放量同比增加75%(111月份)猛增的趋势看小高层市场预热过程已经过去,热销会在激烈

38、的竞争中到来,原因是土地供应政策发生变化,为了充分利用土地资源,降低土地成本,提高项目的收益率,发展高层住宅是物业发展的必然趋势,同时随着居民的消费和生活水平的提高,以及居住观念的变化和心理上的逐渐接受,也为小高层发展奠定了基础。新建设的高层住宅,多是走精品型的综合素质路线,在规划设计、建筑设计(立面造型)、项目配套、智能化配置以及产品包装、项目销售定位等方面极具现代感,更有时代感,给高层楼盘赋予了更深的内涵,注入了较高的人居科技含量,吸引了较多的置业者垂青。较能反映合肥市各区域高层楼市市场状况的有新华商务楼、润安大厦、元一时代花园、东海花园等。(详见附表1、2)2、多层楼市分析1)、多层写字

39、楼每年合肥市有约5万的多层商务写字楼投放市场,近几年较为成功、较有名气的是政通大厦,政通大厦写字楼均价4000元/,租金30元/。此后均是一些利用老城区改建、改造过程沿街兴建的综合楼,除去一层、二层作为门面房外,其他剩余部分留做写字楼,较为集中的在淮河路步行街,约为10万,销售均价为5000元/,目前尚有2万多空置,其租金均在25元/左右。老一环至新一环之间区域的销售均价在2600元/,其租金均在18元/左右。2)、多层住宅楼通过对合肥市多层住宅抽样调查发现,东、南、西、北各物业小区的多层住宅发展状况不尽相同,以南区和西区发展较为成熟,档次略高,而北区和东区发展速度较快,但档次较低,均衡比较后

40、发现其市场有一定的饱和迹象,虽然价格缓慢上涨,销售和开发建设也同比增长,但空置率居高不下,并已超出国际上公认的警戒线的7个百分点。为此,就算是待成熟、正在发展的市场也应该是较为合理或宏观控制较为得力的市场。从资料中得知,明年初东、西区将有三个在50万左右的(凤凰城、颐和花园、福海新居)小区投入建设,会对市场有一定的冲击。目前除中心地带以外,合肥的多层住宅销售均价为2000元/,略低于全国平均水平,高于全省平均水平的80%。租赁价格为5元/,中心地带的多层销售均价在3000元/,租赁价格为10元/。 合肥市物业市场调查表(租赁)物业名称业主名称 安徽润安(国际)股份公司具体位置蒙城路与阜南路交口

41、物业规模6万市场环境市区内商业气氛浓,处交通要道出行方便建筑层数32层润 安 大 厦租赁价格(元/月*)50元/月(不含水电费)相关配置有地上车位和地下库,3部高速电梯.商家特征中介服务、广告公司为主;外地办事机构。备 注14层为酒店;5层以上商住;5层3830元/,每上一层加30元。物业名称业主名称市招商公司具体位置荣事达大道与淮河路交口物业规模8000市场环境比邻市政府,商业地势卓越。建筑层数7层相关配置(含停车位)无停车场、老式电梯一部。淮 安 大 厦租赁价格(元/月*)50元/月商家特征市政相关职能部门、广告公司、保险公司。备 注老式办公楼、建筑年限长;毛坯房出租。物业名称业主名称新华

42、社安徽分社具体位置六安路与淮河路交口物业规模3万市场环境商业重地,出行方便。建筑层数30层相关配置(含停车位)地下停车场、车位150元/月,电梯三部;一部货梯。新华大厦租赁价格(元/月*)32元/月(不含水电费)商家特征中介服务、广告建设材料公司外地公司驻肥办事处。备 注属商办楼;有余房出售售价5层3800元/,每上一层加30元/。合肥市物业市场调查表(租赁)物业名称业主名称省邮电局具体位置六安路淮合路交口物业规模25万市场环境商业重地高档办公建筑层数29层相关配置(含停车位)地上地下车位/库充足;中央空调;水电电话齐全。邮电大厦租赁价格(元/月*)77元/月商家特征一些知名企业合肥办事处;会

43、计师事务所;广告公司。备 注精装潢,公摊面积大,属纯高档商业办公楼。物业名称业主名称市府办公厅具体位置荣事达大道西侧物业规模1.5万市场环境商业气氛浓厚,出行方便。建筑层数7层相关配置(含停车位)电梯两部精装修,路边临时停车。政通大厦租赁价格(元/月*)30元/月(不含水电电梯使用费)商家特征市政府职能部门居多,另外开发公司;投资公司等。备 注物业名称业主名称万总商贸公司具体位置宿州路南段物业规模9000市场环境繁华地段,人流大,出行不便。建筑层数7层相关配置(含停车位)电梯两部,精装修,有地上停车场。太阳城写字楼租赁价格(元/月*)32元/月(水电自理)商家特征各种咨询公司,开发公司、美容公

44、司外商驻肥办事处。备 注/合肥市物业市场调查表(租赁)物业名称业主名称兴华物业公司具体位置六安路与长江路交口北物业规模2500市场环境商业气氛浓,出行不便。建筑层数7层相关配置(含停车位)电梯一部,无停车场。长安大厦租赁价格(元/月*)40元/月商家特征以咨询、广告、仓库学校为主。备 注/物业名称业主名称红旗饭店物业办具体位置三孝口东侧物业规模6000市场环境交通主干道,商业气氛浓。建筑层数6层相关配置(含停车位)无电梯和停车场红旗饭店租赁价格(元/月*)40元/月月商家特征中介、咨询、婚介公司等服务性且需要市内办公的公司。备 注/物业名称业主名称澳鑫房产具体位置寿春路百花井附近物业规模/市场

45、环境环境优越、出行方便建筑层数7层相关配置(含停车位)电梯;中央空调;底下停车库。百花大厦租赁价格(元/月*)45元/月月商家特征/备 注/合肥市物业市场调查表(租赁)物业名称业主名称皖科窿商贸公司具体位置荣事达大厦与环城路交口西物业规模7000市场环境环境幽静、出行方便。建筑层数8层相关配置(含停车位)电梯、室外停车场、水电电话。糖酒大厦租赁价格(元/月*)15元/月商家特征/备 注本大厦为83年房,有效使用年限约40年;倾向于出售:价格为2000元/;可采用50%的按揭付款方式。物业名称业主名称鸿达房产具体位置双岗十字路口东物业规模7000市场环境交通主干道,出行方便。建筑层数8层相关配置

46、(含停车位)地下车库、电梯、水电、电话。鸿达大厦租赁价格(元/月*)25元/月商家特征/备 注/合肥市物业市场调查表(租赁)业主名称盛安广场业主名称新鸿安大厦物业规模3万物业规模2.3万建筑层数建筑层数23层,主楼高90.8m建筑层数建筑层数20层租赁价格(元/月*)66元/月(电费另计)租赁价格(元/月*)46元/月/(水、电费另计)相关配置(含停车位)有62个停车位,300元/月相关配置(含停车位)200元/月(还有若干个车位)物业详况集办公、商业、餐饮、娱乐、停车场等功能于一体,1999年正式运行,主楼五层以上为敞开式写字楼,可任意分隔,四层以下及五层附楼均为综合性商场。办公用客梯四部,

47、客货梯一部,中央空调二台。物业详况一层大厅,二层以上均为办公场所,有地下停车场,仅两部办公用客梯。具体位置位于长江路与金寨路交叉口南15约200米具体位置紧邻安徽省教育学院,金寨路327号市场环境处交通要道,出入方便,周边商业气氛较浓厚,市场信息灵敏,便于商贸拓展。市场环境处交通要道,出入方便,但大楼主门较偏僻,无商业气氛,属安静办公场所。商家特征安徽盛安国际发展有限公司是安徽省粮油食品进出口集团公司和盛安国际(香港)有限公司共同合资成立的综合性公司。商家特征中国包装进出口安徽分公司,国企单位联系电话戚永伟 0551-2831133联系电话孟祥林 0551-2828517备 注还剩70的一间办公室,办公装潢环境较为气派

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