xxx國際廣場招商運(yùn)營方案

1、X X X國際廣場招商運(yùn)營方案目錄一、項(xiàng)目概況1、地理位置·············································&

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27、3;·······5二、招商1、業(yè)態(tài)布局遵循的原則········································

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38、183;·····8 4、招商計(jì)劃及時(shí)間節(jié)點(diǎn)··········································&

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69、;··········15一、 項(xiàng)目概況1、地理位置：項(xiàng)目位于長江西路與西二環(huán)交叉口東北 2、交通狀況分析：長江西路和西二環(huán)為合肥市最為重要的主干道， 均為城市快速路，高架、下穿以及立交橋，雖縮短了項(xiàng)目和傳統(tǒng)商圈的距離，但也會(huì)人流產(chǎn)生嚴(yán)重的阻隔作用。3、商業(yè)氛圍：項(xiàng)目不處于成熟商圈，但周邊人口都較多，消費(fèi)趨向三里庵商圈。 4、人口及購買力狀況：XXX 國際廣場周邊約有 60 余個(gè)小區(qū)，人口超過 15 萬人。區(qū)域內(nèi)居住人口中高消費(fèi)群體所占比例較大。生活性消費(fèi)需求旺盛。中青年人群是消費(fèi)主力，消費(fèi)能力

70、較好。 5、商業(yè)部分規(guī)模：一層：6293.04 平米層高：6 米二層：3150 平米層高：5.6 米三層：3210.58 平米層高：5.6 米四層：2644.75 平米層高：6.6 米 6、周邊商業(yè)：（1）西華聯(lián)MALL地理位置：長江西路與休寧路交口項(xiàng)目性質(zhì)：綜合性商業(yè)項(xiàng)目商業(yè)面積：6 萬平方主力店：華聯(lián)超市，嘉禾影院次主力店： KFC，屈臣氏，蘋果體驗(yàn)店。（2）百大拓基廣場項(xiàng)目位置：長江西路與天柱路交口項(xiàng)目性質(zhì)：綜合性商業(yè)針對人群：周邊居住及工作人群品牌檔次：中等商業(yè)面積：6 萬平方主力店：鼓樓百貨，合家福超市，百大電器次主力店：KFC，鼓達(dá).歡樂城市（3）松芝萬象城項(xiàng)目位置：蜀山區(qū)長江西路

71、 478 號(hào)項(xiàng)目性質(zhì)：城市綜合體針對人群：城市中高端消費(fèi)人群品牌檔次：中高檔主力店：沃爾瑪超市招商目標(biāo)：遵循城市多核化發(fā)展趨勢打造合肥另一個(gè)副中心！立足合肥，打造合肥地標(biāo)式購物、娛樂、休閑聚集區(qū)。面對周邊消費(fèi)群體，發(fā)展成為地區(qū)性品牌商業(yè)綜合體，最大程度的發(fā)掘物業(yè)價(jià)值！ 7、SWOT（1）優(yōu)勢與機(jī)會(huì)項(xiàng)目地理位置優(yōu)越，交通便利餐飲、娛樂及零售業(yè)合理的利潤水平和良好的發(fā)展空間，為商業(yè)的招商和經(jīng)營奠定了基礎(chǔ)；樂購作為主力店的引入提高了項(xiàng)目的影響力和知名度。隨著大眾消費(fèi)能力和的提高，生活節(jié)奏變快，消費(fèi)者對購物、餐飲、娛樂、休閑一站式場所的需求也隨之提高。項(xiàng)目周邊消費(fèi)人群聚集、消費(fèi)能力較高。（2）劣勢與威

72、脅周邊商業(yè)中心及新興商業(yè)體較多，客戶可選擇余地較多。長江路高架阻斷消費(fèi)人群、影響項(xiàng)目曝光率。項(xiàng)目體量較小，業(yè)態(tài)組合難以分配齊全。分析：總的來說項(xiàng)目優(yōu)勢大于劣勢，部分劣勢可通過調(diào)整招商策略及建設(shè)規(guī)劃進(jìn)行規(guī)避和弱化。二、招商1、業(yè)態(tài)布局遵循的原則為使項(xiàng)目整體的消費(fèi)功能趨于完善，建立起真正意義上的品牌商業(yè)，完全有必要對商業(yè)的經(jīng)營布局和功能分區(qū)進(jìn)行規(guī)劃和引導(dǎo)，建議以下幾點(diǎn)布局原則。（1）符合整個(gè)商業(yè)戰(zhàn)略定位的原則，集購物、娛樂、休閑等功能于一體，商品的布局必須從滿足以上功能需求的角度出發(fā)。（2）適應(yīng)不同商品經(jīng)營業(yè)態(tài)格局的原則，如娛樂、休閑等適合三、四層經(jīng)營，如珠寶、化妝品等適合首層、分區(qū)經(jīng)營，可規(guī)劃柜

73、臺(tái)式經(jīng)營形態(tài)。（3）尊重市場需求和選擇的原則，經(jīng)營布局的規(guī)劃必須為招商服務(wù)，最終格局取決于招商的結(jié)果。（4）合理有效使用空間的原則，是一、二、三、四層組合還是分割經(jīng)營，必須從商品經(jīng)營的空間利用出發(fā)。（5）經(jīng)濟(jì)效益原則，應(yīng)充分考慮商戶的經(jīng)營利益，達(dá)成商戶與市場經(jīng)營者雙贏的局面。（6）關(guān)聯(lián)性原則，不同的商品適合不同的經(jīng)營組合，如購物和娛樂休閑可形成互補(bǔ)、互促經(jīng)營，這些關(guān)聯(lián)性商品可在同一功能區(qū)經(jīng)營。（7）大客戶和知名品牌優(yōu)先原則，大客戶和知名品牌對提升市場品牌，帶動(dòng)中小商戶的進(jìn)駐，以及帶動(dòng)消費(fèi)起著至關(guān)重要的作用，對這類客戶要優(yōu)先考慮。（8）充分考慮經(jīng)營戶愿望和要求的原則，考慮了經(jīng)營戶愿望和要求，才能

74、充分吸引經(jīng)營戶進(jìn)駐，并提高經(jīng)營戶的經(jīng)營信心，從而促進(jìn)市場快速形成。（9）方便顧客消費(fèi)的原則，在商業(yè)街商品布局及業(yè)態(tài)分布方面，充分享受一站式消費(fèi)的樂趣，符合人消費(fèi)的習(xí)慣。（10）視覺形象原則，整個(gè)經(jīng)營布局應(yīng)充分考慮視覺沖擊力和形象統(tǒng)一。2、市場定位（1）功能定位：結(jié)合項(xiàng)目實(shí)際情況及市場情況建議打造 周邊消費(fèi)人群對購物、娛樂、休閑多種功能一體化的消費(fèi)需求。（2）業(yè)態(tài)及業(yè)態(tài)組合定位：結(jié)合項(xiàng)目商業(yè)情況，以同業(yè)差異、異業(yè)互補(bǔ)的招商基本原則，建議擬定以下：1F：品牌珠寶、化妝品、品牌服飾等2F：品牌女裝、家紡、內(nèi)衣、童裝等3F：電器賣場（如國美、蘇寧）4F：餐飲，娛樂、休閑（不包括主力店超市）（3）檔次定

75、位：針對區(qū)域內(nèi)人口消費(fèi)狀況及商圈內(nèi)其他綜合體規(guī)模及定位建議本項(xiàng)目定位為中等檔次。3、招商推廣結(jié)合本地情況,并結(jié)合銷售制定以下招商推廣計(jì)劃:（1）制作招商巨幅 1 塊，裝于商場大樓前面（2）制作 8P 招商手冊 5000 份 1P 封面2P 公司介簡、地理位置和公司內(nèi)涵3P 商場商圈圖4P 公司的管理與理念5P 公司的設(shè)施與配套6P 業(yè)態(tài)定位及布局7P 商場一二樓圖紙和招商對象8P 封底（3）場外、路邊廣告位宣傳位置：沿長江路及西二環(huán)選擇一至二個(gè)高炮及戶外路邊廣告（4）車坐位宣傳將招商廣告有選擇的張貼至圍繞項(xiàng)目周邊公交車車體及車內(nèi)廣告位上。（5）手機(jī)短信將招商信息以短信的形式，發(fā)送到目標(biāo)人群的手

76、機(jī)上（6）報(bào)紙?jiān)诤戏释韴?bào)、新安晚報(bào)連續(xù)刊登彩色招商廣告 4、招商計(jì)劃及時(shí)間節(jié)點(diǎn)招商階段時(shí)間安排階段任務(wù)第一階段2012.4 前1500 平米下定。女裝、童裝、零售 10 家左右，并儲(chǔ)備20 家意向客戶。第二階段2012.6·前5000 平米下定。重點(diǎn)客戶部分下定，第三階段2012.8 前6000 平米下定。部分客戶直接簽訂租賃合同，配合商戶做裝修設(shè)計(jì)。第四階段2012.10 前1500 平米簽訂。訂鋪協(xié)議更換成租賃合同、監(jiān)督配合商戶入駐裝修。第五階段2012.12 前1000 平米補(bǔ)充和調(diào)整招商。完成商戶入駐，穩(wěn)定客戶經(jīng)營，為后期運(yùn)營做好準(zhǔn)備。5、招商策略、價(jià)格策略租賃經(jīng)營采用放水養(yǎng)魚的原則。因?yàn)橘徫镏行慕?jīng)營具有長期性特點(diǎn)， 將整個(gè)購物中心真正做旺。這樣， 發(fā)展商與商戶才能一同成長。放水養(yǎng)魚的原則可以理解為“先做人氣， 再做生意，一起分享成長空間"的原則。應(yīng)該說只有經(jīng)營戶 生存并盈利才有相應(yīng)的租金回報(bào)，且如出現(xiàn)大量商戶經(jīng)營困難并倒閉則后續(xù)二次招商難度更大且無法保證質(zhì)量。建議租金應(yīng)保持在較低水平。低開高走，迅速完成高質(zhì)量招商， 搶先于其他新興商業(yè)體形成商業(yè)氛圍， 對后期運(yùn)營及物業(yè)升值都有極大的好處。建議制作兩種招商政策，分別為：對外統(tǒng)一說辭和招商部經(jīng)理掌控的最終優(yōu)惠政策。最