【2019年整理】戴德梁行地產(chǎn)顧問(wèn)公司全程策劃內(nèi)容要點(diǎn)

1、附件AttachmentMall 和物業(yè)管理咨詢(xún)服務(wù)內(nèi)容劃分Shopping mall and Property Management Consulting ServiceContents Outline方法: 我們會(huì)就以下 4 方面與當(dāng)?shù)毓芾韴F(tuán)隊(duì)協(xié)作收集市場(chǎng)資訊、 策劃所須的開(kāi)業(yè)前與咨詢(xún) 服務(wù) ,并擬出所須工作計(jì)劃、進(jìn)度報(bào)告或講解：Methodology: We will work with the local management team to collect the market information, plan the necessary preopening and consul

2、ting services in 4 parts and produce necessary work plan, progress reports or presentationPart 1- 業(yè)態(tài)規(guī)劃 Trade mix planning/ 店鋪劃分 Shop lots sizing調(diào)查市場(chǎng)現(xiàn)狀進(jìn)行市場(chǎng)分析 Survey marketing condition and conduct market analysis after receiving owner s resear icnhfeordmation and documents. Review surveyinformation o

3、f market research company and provide additional inputs on information to be collected by research company市場(chǎng)優(yōu)劣勢(shì)市場(chǎng)戰(zhàn)略分析Strength & weakness, and market strategy analysis競(jìng)爭(zhēng)對(duì)手分析 Competitors analysis商場(chǎng)定位 Mall positioning商場(chǎng)總面積建意 Proposed Mall GFA業(yè)態(tài)規(guī)劃 Trade mix planning租戶(hù)選配 Tenant profiling店鋪劃分 Shop lots si

4、zing為了達(dá)致最高和最好的概念，需要全面的研究調(diào)查：1. 市場(chǎng)類(lèi)層資料 主要住宅密集區(qū)，辦公室 / 酒店職員的數(shù)量 / 類(lèi)型，旅客與暫時(shí)寄住的訪(fǎng) 客，外地訪(fǎng)客的數(shù)量，住宅 / 外勞密集區(qū)和其它尚未開(kāi)發(fā)的零售與服務(wù)類(lèi)層2. 競(jìng)爭(zhēng)數(shù)據(jù) 當(dāng)前市面上所供應(yīng)的，包括所提供的服務(wù)和商場(chǎng)與零售業(yè)的建筑特色- 租戶(hù)清空存貨- 當(dāng)前零售、飲食、娛樂(lè)和休閑中心的表現(xiàn)- 計(jì)劃和擬議中的直接和非直接競(jìng)爭(zhēng)的擴(kuò)建和新建筑當(dāng)前建筑表現(xiàn)的數(shù)字- 租金，服務(wù)費(fèi)，租用率- 物業(yè)管理和服務(wù)的標(biāo)準(zhǔn)目標(biāo)場(chǎng)地分析- 舒適設(shè)施包括出口- 交通方便- 人潮流通- 周邊用戶(hù)- 環(huán)境問(wèn)題- 停車(chē) （ 立即改進(jìn)是可能的 ）5. 業(yè)主的行銷(xiāo)團(tuán)隊(duì)

5、/ 代理 （ 本地及國(guó)際 ）- 招聘員工的水平- 行銷(xiāo)陳述 / 員工專(zhuān)門(mén)技術(shù)的質(zhì)量- 行銷(xiāo)代理所承接的項(xiàng)目- 利益沖突- 已執(zhí)行的市場(chǎng)研究資料可供參考 （ 如果當(dāng)前的數(shù)據(jù)資料不足，超群可能會(huì)建議作補(bǔ)充研 究） 目標(biāo)物業(yè)的競(jìng)爭(zhēng)對(duì)比- 零售- 辦公室- 其它支援設(shè)備SWOT 分析 （弱點(diǎn)、優(yōu)點(diǎn)、機(jī)遇、威脅 ） 加入顧問(wèn)在中國(guó)或亞洲類(lèi)似項(xiàng)目方面的專(zhuān)門(mén)知 識(shí)，判斷以及經(jīng)驗(yàn)- 物業(yè) （ 零售和辦公室和設(shè)施 ） 物理屬性和業(yè)主規(guī)定- 價(jià)格戰(zhàn)略 （ 不同的選擇，業(yè)主的財(cái)務(wù)目標(biāo) ）- 行銷(xiāo)戰(zhàn)略 （ 代理，示范單位，直銷(xiāo)，戰(zhàn)略聯(lián)盟 ）- 促銷(xiāo) （媒體，雜志社與報(bào)館的關(guān)系，廣告計(jì)劃 ）增值- 硬件 （建筑和舒適設(shè)

6、施 ）- 軟件 （新服務(wù)以吸引顧客，制造不容易采用的競(jìng)爭(zhēng)優(yōu)勢(shì)）定位和租戶(hù)刮析和顧客建議與實(shí)行 這報(bào)館將成為項(xiàng)目質(zhì)量的依據(jù)在硬件、軟件方面以增強(qiáng)項(xiàng)目的競(jìng)爭(zhēng)能力。將發(fā)出設(shè)計(jì) 概述以提供開(kāi)發(fā)的設(shè)計(jì)意向。Part 2- 平面和空間設(shè)計(jì)及 設(shè)計(jì)評(píng)審工作內(nèi)容Plan and Space Design & Design Critique Work Details1、建筑設(shè)施顧問(wèn)：Building & Facilities Consultant建筑結(jié)構(gòu)及功能設(shè)計(jì)Building Structural and Functional Design柱距設(shè)置建議Suggestions on the Pillar Di

7、stance & Setup層高建議Suggestions on the Level Height樓層單元分隔及編號(hào)Floor Modular Demarcation and Numbering門(mén)窗高度、寬度建議Suggestions on the Renovation Material Selection廣告牌預(yù)留位置的建議Suggestions on the Marking out of Ads Post Location人流、車(chē)流的外部導(dǎo)向Human and Vehicular Traffic External Direction物業(yè)用房的設(shè)置Property Room Setup員工通

8、道設(shè)置Staff Access Setup員工食堂的設(shè)置建議，是否設(shè)置，如設(shè)置，位置及大小的建議Suggestions on the Setup of Staff Canteen, to Setup or not, if so, suggestions on the location and size.員工區(qū)設(shè)置的建議，具備哪些功能，位置和大小的建議Suggestions on the Setup of Staff Area, to incorporate what functions, suggestions on the location and size.公共區(qū)域裝飾裝修的建議，要便于日

9、后使用中的維修和清潔Suggestions on the Decoration and Renovation of Common Area, such that there is ease of operational maintenance and cleaning when property becomes operational衛(wèi)生間的設(shè)置建議，數(shù)量、位置、大小的建議Suggestions on the Setup of Washrooms, suggestions on the numbers, location and size商場(chǎng)卸貨區(qū)以及倉(cāng)庫(kù)的設(shè)置的建議，位置、大小以及交通的組織

10、等的建議 Suggestions on the on the Setup of Loading/Unloading Area and Warehouse, Suggestions on the Location, Size and Traffic Coordination車(chē)庫(kù)、出入口的設(shè)置建議，包括位置、項(xiàng)目?jī)?nèi)部的車(chē)流、人流的交通組織等Suggestions on the Setup of Garage, ingress/egress, including Location, Coordination of Project Internal Human and Vehicular Traffi

11、c指示牌的設(shè)置Setup of Signboards垃圾房的設(shè)置Setup of Garbage Room機(jī)房、管道井的設(shè)置建議Suggestions on the Setup of Plant Room & Pipework Access Duct緊急疏散通道的設(shè)置建議Suggestions on the Setup of Emergency Exits實(shí)際過(guò)程中提出的其他問(wèn)題Other questions raised during actual process2、工程其他方面的設(shè)置建議Suggestions on the Setup of Other Engineering Aspect

12、s商場(chǎng)照明設(shè)置以及布線(xiàn)建議，考慮各個(gè)位置的照明所需要的照度、需要的電量、布 線(xiàn)方式是否利于日后維修、保養(yǎng)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空調(diào)系統(tǒng)的建議：綜合考慮項(xiàng)目出售主力百貨店

13、等的空調(diào)系統(tǒng)的設(shè)置，以及高層部 分預(yù)留空調(diào)室外機(jī)位及空調(diào)走線(xiàn)的考慮Suggestions on the air-conditioning system: Overall consideration on the setup of airconditioning 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背景音樂(lè)系

14、統(tǒng)的設(shè)置建議，考慮緊急情況的廣播問(wèn)題Suggestions on the setup of background music system, with consideration on PA system in times of emergency綜合布線(xiàn)部分的建議，包括需要增設(shè)的綜合布線(xiàn)機(jī)房的設(shè)置建議Suggestions on the overall cabling, including suggestions on the additional requirements for an integrated cabling plant room.智能化管理系統(tǒng)，包括監(jiān)視系統(tǒng)、安防報(bào)警系統(tǒng)、

15、可視對(duì)講系統(tǒng)、網(wǎng)絡(luò)系統(tǒng)、聯(lián)網(wǎng) 收銀系統(tǒng)、停車(chē)場(chǎng)管理系統(tǒng)等的設(shè)置建議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.消防系統(tǒng)的設(shè)置建議Suggestions on the Setup of Fire Control System煤氣報(bào)警系統(tǒng)的設(shè)置建議

16、Suggestions on the Setup of Gas Alarm System空調(diào)系統(tǒng)的設(shè)置建議Suggestions on the Setup of Air-Conditioning System信號(hào)放大器的設(shè)置建議Suggestions on the Setup of Amplifiers (Signal Amplifiers?)給、排水系統(tǒng)的設(shè)置建議Suggestions on the Water Supply & Drainage System中水系統(tǒng)的設(shè)置建議Suggestions on the Setup of熱力供應(yīng)系統(tǒng)的設(shè)置建議Suggestions on the S

17、etup of Heating System電梯、貨梯、扶梯以及消防電梯的設(shè)置建議Suggestions on the Setup of Passenger Lift, Cargo Lift, Escalator and Fire Lift程控交換機(jī)系統(tǒng)的設(shè)置建議Suggestions on the Setup of Remote Exchange System供配電系統(tǒng)的建議，考慮供電量的估算、后備供電系統(tǒng)、供電線(xiàn)路等Suggestions on the Electrical Supply System, consideration for computation of the power

18、rating, backup power supply system, cabling, etc.應(yīng)急照明系統(tǒng)的設(shè)置Setup of the Emergency Lighting System可視對(duì)講系統(tǒng)AV Intercom System電話(huà)系統(tǒng)的設(shè)置建議Suggestions on the Setup of Telecommunication System項(xiàng)目景觀(guān)設(shè)計(jì)建議Suggestions on the Project Landscape Design實(shí)際過(guò)程中提出的其他問(wèn)題Other questions raised during actual Process 以上部分的建議報(bào)告，要

19、求結(jié)合文字說(shuō)明以及圖紙介紹兩部分。 The Proposal for the above to incorporate two aspects, namely, written description and graphical explanation.平面和空間設(shè)計(jì)Schematic and Spatial Design有效設(shè)置人行通道、扶梯、升降梯等商業(yè)設(shè)施，將客流引到商業(yè)的每一個(gè)角落 Effective Setup of Commercial Facilities like Corridors, Escalators, Elevators, etc., to direct the flo

20、w shoppers to every corner of the building商場(chǎng)出入口設(shè)計(jì)如何與周邊公共交通工具Entrance & Exit Design to Coordinate with Perimeter Public Transport Traffic相鄰店面的搭配To tie-in with Neighboring Shop-front3.2 停車(chē)場(chǎng)Car ParkLandlords provision to tenanted premises 承租店面的業(yè)主規(guī)定-Anchor tenant, mini anchor, restaurants, fast food 旗艦店

21、，小旗艦店，餐廳，快餐-standard shop標(biāo)準(zhǔn)店鋪-list down mechanical, electrical, plumbing and sanitary provisions 列出機(jī)電、水管以及衛(wèi)生規(guī)定-list down architectural finishes., height, floor loading of all tenanted premises 列出所有承租店面的建筑終飾、高度，地板承重量Common areas signages -external and internal 共用區(qū)指示牌 內(nèi)部與外部 -Major tenant signs on exte

22、rnal walls 外墻的主要租戶(hù)標(biāo)示牌 -Mall signs and logo 商場(chǎng)的標(biāo)志和商標(biāo) -Facilities signs such as toilets, car park telephones etc 設(shè)備指示牌比如衛(wèi)生間，停車(chē)場(chǎng)，電話(huà)，等等 -Car park signages and operational signages 停車(chē)場(chǎng)指示牌和日常運(yùn)作指示牌 -Work with the designer on brief on signages and graphics needs 與設(shè)計(jì)師合作擬定指示牌和圖象需要的設(shè)計(jì)概要 -Review work done by de

23、signer 審核設(shè)計(jì)師的所有工作Carpark停車(chē)場(chǎng)-Recommend equipment and systems for car park 推薦停車(chē)場(chǎng)裝置與系統(tǒng)-Suggest list of safety mirrors, humps, protection/guard rails system to prevent vehicular damages建議并列出防止車(chē)輛損壞的安全鏡，路丘，防護(hù)/圍桿系統(tǒng)Advertising and Promotional requirements 廣告與促銷(xiāo)需求-Information or service counter咨詢(xún)或服務(wù)臺(tái)-Stage f

24、or performances表演臺(tái)-Exhibitions and events area展覽和節(jié)目區(qū)-Advertising box-lighted and non lighted 廣告版 有燈和無(wú)燈-Postal panels廣告招貼版-LED/plasma screens 液晶屏 /plasma 屏 -Pushcarts and kiosks 花車(chē)和售賣(mài)亭-Provide brief, location of signs/advertising boxes for designer to produce design 提供指示牌 /廣告版的設(shè)計(jì)摘要與位置予設(shè)計(jì)師以完成設(shè)計(jì)-Review

25、 審核8.IT infrastructureIT 基礎(chǔ)架構(gòu)-Provide brief for broadband (wired and wireless) 提供寬頻 (有線(xiàn)和無(wú)線(xiàn) )設(shè)計(jì)概要-Work with designer on current and future needs 就當(dāng)前與將來(lái)的需求與設(shè)計(jì)師合作結(jié)合商業(yè)業(yè)態(tài)、交通動(dòng)線(xiàn)與項(xiàng)目的設(shè)計(jì)圖紙等，對(duì)體內(nèi)停車(chē)場(chǎng)的設(shè)置提出符合商業(yè)規(guī)律 的方案Incorporating Commercial Presence, Traffic Movement Axis & Project Design Plans, propose a Setup fo

26、r Internal car park in accordance with commercial norms.PART 3- 、市場(chǎng)及租賃計(jì)劃M(mǎn)arketing and Leasing Plans市場(chǎng)調(diào)查Market Research調(diào)查市場(chǎng)現(xiàn)狀進(jìn)行市場(chǎng)分析Research on current market conditions/conduct market analysis市場(chǎng)優(yōu)劣勢(shì)市場(chǎng)戰(zhàn)略分析Competitiveness Analysis/Marketing Strategy Analysis競(jìng)爭(zhēng)對(duì)手分析Competitive Analysis細(xì)分市場(chǎng)及目標(biāo)Market Segmen

27、tation and Objective市場(chǎng)的細(xì)分Market Segmentation市場(chǎng)目標(biāo)的確立Establishing Marketing Objectives市場(chǎng)戰(zhàn)略Marketing Strategy預(yù)算Budget產(chǎn)品策略(租金表、服務(wù)費(fèi)、價(jià)格折扣優(yōu)惠)Product Strategy (Lease Schedule, Service Charges, Disounts)招商策劃M(mǎn)arketing & Leasing Planning提出適合的租賃條件，確定商鋪出租、銷(xiāo)售的價(jià)格Propose suitable leasing conditions; establish leasi

28、ng/sale pricing for shop space租賃策略L(fǎng)easing Strategy建立潛在租戶(hù)名單Establish Name List for Prospective Tenantswith landlord s Leasing team確認(rèn)競(jìng)爭(zhēng)對(duì)手在物業(yè)及服務(wù)方面的優(yōu)缺點(diǎn)Identify Competitor s Strengths & Weaknesses in Property and ServicePart 4- 開(kāi)業(yè)前運(yùn)營(yíng)顧問(wèn)咨詢(xún)及培訓(xùn)計(jì)劃Pre-opening Operation Consulting and Training Plan1、物業(yè)驗(yàn)收、交接計(jì)劃Pr

29、operty Inspection & Handover Plan提供成品保護(hù)措施方案檢查交接資料，確保日后物業(yè)管理的正常進(jìn)行Check Handover information; ensure property management in future to be normal2、二次裝修的管理Management of Second RenovationProperty manager and chief Engineer recruited制定二次裝修的審批驗(yàn)收程序Establish checking & takeover procedure for 2nd Renovation制定二次裝修的管理制度，包括裝修的材料運(yùn)輸、垃圾堆放等要求Establish the Management System for 2 nd Renovation, including the requirements for transporting of renovation materials, piling of waste, etc.物業(yè)管理員工崗位職責(zé)Property Managem