商业地产策划要点戴德梁行地产顾问公司全程策划要点
Attachment
Mall和物业管理咨询服务内容划分
Shopping mall and Property Management Consulting Service
Contents Outline

方法: 我们会就以下4方面与当地管理团队协作收集市场资讯、 策划所须的开业前与咨询服务,并拟出所须工作计划、进度报告或讲解：

Methodology: We will work with the local management team to collect the market information, plan the necessary preopening and consulting services in 4 parts and produce necessary work plan, progress reports or presentation：

Part 1-业态规划Trade mix planning/店铺划分Shop lots sizing

1.1调查市场现状／进行市场分析 Survey marketing condition and conduct market analysis after receiving owner’s researched information and documents. Review survey information of market research company and provide additional inputs on information to be collected by research company
1.2市场优劣势／市场战略分析 Strength & weakness, and market strategy analysis
1.3竞争对手分析 Competitors analysis
1.4 商场定位Mall positioning
1.5 商场总面积建意Proposed Mall GFA
1.6 业态规划Trade mix planning
1.7 租户选配Tenant profiling
1.8 店铺划分Shop lots sizing



为了达致最高和最好的概念，需要全面的研究调查：

1.. 市场类层资料 主要住宅密集区，办公室/酒店职员的数量/类型，旅客与暂时寄住的访客，外地访客的数量，住宅/外劳密集区和其它尚未开发的零售与服务类层

2.. 竞争数据
当前市面上所供应的，包括所提供的服务和商场与零售业的建筑特色
- 租户清空存货
- 当前零售、饮食、娱乐和休闲中心的表现
- 计划和拟议中的直接和非直接竞争的扩建和新建筑

3. 当前建筑表现的数字
- 租金，服务费，租用率
- 物业管理和服务的标准

4 目标场地分析
- 舒适设施包括出口
- 交通方便
- 人潮流通
- 周边用户
- 环境问题
- 停车 (立即改进是可能的)

5. 业主的行销团队/代理 (本地及国际)
- 招聘员工的水平
- 行销陈述/员工专门技术的质量
- 行销代理所承接的项目
- 利益冲突
- 已执行的市场研究资料可供参考 (如果当前的数据资料不足，超群可能会建议作补充研究)


目标物业的竞争对比
- 零售
- 办公室
- 其它支援设备

SWOT 分析 (弱点、优点、机遇、威胁) 加入顾问在中国或亚洲类似项目方面的专门知识，判断以及经验
- 物业(零售和办公室和设施) 物理属性和业主规定
- 价格战略(不同的选择，业主的财务目标)
- 行销战略 (代理，示范单位，直销，战略联盟)
- 促销 (媒体，杂志社与报馆的关系，广告计划)

增值
- 硬件 (建筑和舒适设施)
- 软件 (新服务以吸引顾客，制造不容易采用的竞争优势)

定位和租户刮析和顾客

建议与实行
这报馆将成为项目质量的依据－在硬件、软件方面－以增强项目的竞争能力。将发出设计概述以提供开发的设计意向。

Part 2-平面和空间设计及 设计评审工作内容
Plan and Space Design & Design Critique Work Details
1、建筑设施顾问：
Building & Facilities Consultant
1.1建筑结构及功能设计
Building Structural and Functional Design
1.1.1柱距设置建议
Suggestions on the Pillar Distance & Setup
1.1.2层高建议
Suggestions on the Level Height
1.1.3楼层单元分隔及编号
Floor Modular Demarcation and Numbering
1.1.4门窗高度、宽度建议

Suggestions on the Renovation Material Selection
1.3广告牌预留位置的建议
Suggestions on the Marking out of Ads Post Location
1.4人流、车流的外部导向
Human and Vehicular Traffic External Direction
1.5物业用房的设置
Property Room Setup
1.6员工通道设置
Staff Access Setup
1.7 员工食堂的设置建议，是否设置，如设置，位置及大小的建议
Suggestions on the Setup of Staff Canteen, to Setup or not, if so, suggestions on the location and size.
1.8 员工区设置的建议，具备哪些功能，位置和大小的建议
Suggestions on the Setup of Staff Area, to incorporate what functions, suggestions on the location and size.
1.9公共区域装饰装修的建议，要便于日后使用中的维修和清洁
Suggestions on the Decoration and Renovation of Common Area, such that there is ease of operational maintenance and cleaning when property becomes operational
1.10卫生间的设置建议，数量、位置、大小的建议
Suggestions on the Setup of Washrooms, suggestions on the numbers, location and size
1.11商场卸货区以及仓库的设置的建议，位置、大小以及交通的组织等的建议
Suggestions on the on the Setup of Loading/Unloading Area and Warehouse, Suggestions on the Location, Size and Traffic Coordination
1.12车库、出入口的设置建议，包括位置、项目内部的车流、人流的交通组织等
Suggestions on the Setup of Garage, ingress/egress, including Location, Coordination of Project Internal Human and Vehicular Traffic
1.13指示牌的设置
Setup of Signboards
1.14垃圾房的设置
Setup of Garbage Room
1.15机房、管道井的设置建议
Suggestions on the Setup of Plant Room & Pipework Access Duct
1.16紧急疏散通道的设置建议
Suggestions on the Setup of Emergency Exits
1.17实际过程中提出的其他问题
Other questions raised during actual process

2、工程其他方面的设置建议
Suggestions on the Setup of Other Engineering Aspects
2.1商场照明设置以及布线建议，考虑各个位置的照明所需要的照度、需要的电量、布线方式是否利于日后维修、保养等；
Suggestions on the Lighting and Cabling Setup, taking into consideration of the requirements on illumination, electricity, method of cabling of each location as to whether there will be ease of maintenance in the days to come
2.2空调系统的建议：综合考虑项目出售主力百货店等的空调系统的设置，以及高层部分预留空调室外机位及空调走线的考虑
Suggestions on the air-conditioning system: Overall consideration on the setup of air-conditioning system of the flagship shop, and the space to be marked out on the higher levels for the outdoor units of the air-conditioning system and the cabling considerations
2.3背景音乐系统的设置建议，考虑紧急情况的广播问题
Suggestions on the setup of background music system, with consideration on PA system in times of emergency
2.4综合布线部分的建议，包括需要增设的综合布线机房的设置建议
Suggestions on the overall cabling, including suggestions on the additional requirements for an integrated cabling plant room.
2.5智能化管理系统，包括监视系统、安防报警系统、可视对讲系统、网络系统、联网收银系统、停车场管理系统等的设置建议
Suggestions on the Setup of Intelligent Management Systems, including monitoring system, security alarm system, AV intercom, Internet/Intranet, On-line Payment System, Car Park Management System, etc.
2.6消防系统的设置建议
Suggestions on the Setup of Fire Control System
2.7煤气报警系统的设置建议
Suggestions on the Setup of Gas Alarm System
2.8空调系统的设置建议
Suggestions on the Setup of Air-Conditioning System
2.9信号放大器的设置建议
Suggestions on the Setup of Amplifiers (Signal Amplifiers?)
2.10给、排水系统的设置建议
Suggestions on the Water Supply & Drainage System
2.11中水系统的设置建议
Suggestions on the Setup of
2.12热力供应系统的设置建议
Suggestions on the Setup of Heating System
2.13电梯、货梯、扶梯以及消防电梯的设置建议
Suggestions on the Setup of Passenger Lift, Cargo Lift, Escalator and Fire Lift
2.14程控交换机系统的设置建议
Suggestions on the Setup of Remote Exchange System
2.15供配电系统的建议，考虑供电量的估算、后备供电系统、供电线路等
Suggestions on the Electrical Supply System, consideration for computation of the power rating, backup power supply system, cabling, etc.
2.16应急照明系统的设置
Setup of the Emergency Lighting System
2.17可视对讲系统
AV Intercom System
2.18电话系统的设置建议
Suggestions on the Setup of Telecommunication System
2.19项目景观设计建议
Suggestions on the Project Landscape Design
2.20实际过程中提出的其他问题
Other questions raised during actual Process
以上部分的建议报告，要求结合文字说明以及图纸介绍两部分。
The Proposal for the above to incorporate two aspects, namely, written description and graphical explanation.
3.1平面和空间设计
Schematic and Spatial Design
3.1.1有效设置人行通道、扶梯、升降梯等商业设施，将客流引到商业的每一个角落
Effective Setup of Commercial Facilities like Corridors, Escalators, Elevators, etc., to direct the flow shoppers to every corner of the building
3.1.2商场出入口设计如何与周边公共交通工具
Entrance & Exit Design to Coordinate with Perimeter Public Transport Traffic
3.1.3相邻店面的搭配
To tie-in with Neighboring Shop-front
3.2停车场
Car Park
4.Landlord's provision to tenanted premises
承租店面的业主规定
-Anchor tenant, mini anchor, restaurants, fast food
旗舰店，小旗舰店，餐厅，快餐
-standard shop
标准店铺
-list down mechanical, electrical, plumbing and sanitary provisions
列出机电、水管以及卫生规定
-list down architectural finishes., height, floor loading of all tenanted premises
列出所有承租店面的建筑终饰、高度，地板承重量

5. Common areas signages -external and internal
共用区指示牌 － 内部与外部
-Major tenant signs on external walls
外墙的主要租户标示牌
-Mall signs and logo
商场的标志和商标
-Facilities signs such as toilets, car park telephones etc
设备指示牌比如卫生间，停车场，电话，等等
-Car park signages and operational signages
停车场指示牌和日常运作指示牌
-Work with the designer on brief on signages and graphics needs
与设计师合作拟定指示牌和图象需要的设计概要
-Review work done by designer
审核设计师的所有工作

6.Carpark
停车场
-Recommend equipment and systems for car park
推荐停车场装置与系统
-Suggest list of safety mirrors, humps, protection/guard rails system to prevent
vehicular damages
建议并列出防止车辆损坏的安全镜，路丘，防护/围杆系统

7. Advertising and Promotional requirements
广告与促销需求
-Information or service counter
咨询或服务台
-Stage for performances
表演台
-Exhibitions and events area
展览和节目区
-Advertising box-lighted and non lighted
广告版 － 有灯和无灯
-Postal panels
广告招贴版
-LED/plasma screens
液晶屏/plasma屏
-Pushcarts and kiosks
花车和售卖亭
-Provide brief, location of signs/advertising boxes for designer to produce design
提供指示牌/广告版的设计摘要与位置予设计师以完成设计
-Review
审核

8.IT infrastructure
IT基础架构
-Provide brief for broadband (wired and wireless)
提供宽频 (有线和无线)设计概要
-Work with designer on current and future needs
就当前与将来的需求与设计师合作


结合商业业态、交通动线与项目的设计图纸等，对体内停车场的设置提出符合商业规律的方案
Incorporating Commercial Presence, Traffic Movement Axis & Project Design Plans, propose a Setup for Internal car park in accordance with commercial norms.


PART 3-、市场及租赁计划
Marketing and Leasing Plans
1市场调查
Market Research
1.1调查市场现状／进行市场分析
Research on current market conditions/conduct market analysis
1.2市场优劣势／市场战略分析
Competitiveness Analysis/Marketing Strategy Analysis
1.3竞争对手分析
Competitive Analysis
2细分市场及目标
Market Segmentation and Objective
2.1市场的细分
Market Segmentation
2.2市场目标的确立
Establishing Marketing Objectives
3市场战略
Marketing Strategy
3.1预算
Budget
3.2产品策略（租金表、服务费、价格折扣／优惠）
Product Strategy (Lease Schedule, Service Charges, Disounts)
4招商策划
Marketing & Leasing Planning
提出适合的租赁条件，确定商铺出租、销售的价格
Propose suitable leasing conditions; establish leasing/sale pricing for shop space
5租赁策略
Leasing Strategy
5.1建立潜在租户名单
Establish Name List for Prospective Tenants with landlord’s Leasing team
5.2确认竞争对手在物业及服务方面的优缺点
Identify Competitor’s Strengths & Weaknesses in Property and Service

Part 4-开业前运营顾问咨询及培训计划
Pre-opening Operation Consulting and Training Plan

1、物业验收、交接计划
Property Inspection & Handover Plan
1.1提供成品保护措施方案

1.2检查交接资料，确保日后物业管理的正常进行
Check Handover information; ensure property management in future to be normal

2、二次装修的管理
Management of Second Renovation
Property manager and chief Engineer recruited
2.1制定二次装修的审批验收程序
Establish checking & takeover procedure for 2nd Renovation

2.2制定二次装修的管理制度，包括装修的材料运输、垃圾堆放等要求
Establish the Management System for 2nd Renovation, including the requirements for transporting of renovation materials, piling of waste, etc.
3. 物业管理员工岗位职责
Property Management Job Descriptions


4、管理处的建立
Establishment of Management Office
4.1办公室位置的选择以及面积

Location selection and surface area of office

4.2基本办公设备的采购
Purchasing of basic office facilities

5、财务及管理收费标准
Financial and Fee Collection Standard
5.1开业前物业管理预算
Pre-opening Property Management Budget
5.2第一年度营运预算
1st Year Operational Budget

5.3资本预算预测
Capital Budget Forecast
5.4通过预算，结合与物价局洽商，提出物业管理收费方案
Propose Property Management Fee Schedule base on budget, and work with Product Pricing Authoriity
6、对外委托的工作的合同的签订
Signing of Outsourcing Work Contracts
针对需要外委的的保洁、保安、电梯的维修保养，参与合同条款的审核，保证开发商的利益和便于日后物业管理
Participate in auditing establishing terms and conditions in outsourcing work contracts for cleaning, security, elevator maintenance and servicing, to ensure developer’s interests and ease of property management in the days to come

7、节能管理
Energy Conservation Management
制定节能方案，注意要符合本地的特点，满足日常项目内客户的需要。
Establish Energy Conservation Program, ensuring it to be sensitive to the local conditions of city, satisfying on-going requirements of clients