xxx國際廣場招商運營方案

1、X X X國際廣場招商運營方案目錄一、項目概況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、招商計劃及時間節(jié)點··········································&

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69、;··········15一、 項目概況1、地理位置：項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，雖縮短了項目和傳統(tǒng)商圈的距離，但也會人流產(chǎn)生嚴重的阻隔作用。3、商業(yè)氛圍：項目不處于成熟商圈，但周邊人口都較多，消費趨向三里庵商圈。 4、人口及購買力狀況：XXX 國際廣場周邊約有 60 余個小區(qū)，人口超過 15 萬人。區(qū)域內(nèi)居住人口中高消費群體所占比例較大。生活性消費需求旺盛。中青年人群是消費主力，消費能力

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目性質(zhì)：綜合性商業(yè)項目商業(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，蘋果體驗店。（2）百大拓基廣場項目位置：長江西路與天柱路交口項目性質(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.歡樂城市（3）松芝萬象城項目位置：蜀山區(qū)長江西路

71、 478 號項目性質(zhì)：城市綜合體針對人群：城市中高端消費人群品牌檔次：中高檔主力店：沃爾瑪超市招商目標：遵循城市多核化發(fā)展趨勢打造合肥另一個副中心！立足合肥，打造合肥地標式購物、娛樂、休閑聚集區(qū)。面對周邊消費群體，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)價值！ 7、SWOT（1）優(yōu)勢與機會項目地理位置優(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目的影響力和知名度。隨著大眾消費能力和的提高，生活節(jié)奏變快，消費者對購物、餐飲、娛樂、休閑一站式場所的需求也隨之提高。項目周邊消費人群聚集、消費能力較高。（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人群、影響項目曝光率。項目體量較小，業(yè)態(tài)組合難以分配齊全。分析：總的來說項目優(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目整體的消費功能趨于完善，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)進行規(guī)劃和引導，建議以下幾點布局原則。（1）符合整個商業(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)濟效益原則，應(yīng)充分考慮商戶的經(jīng)營利益，達成商戶與市場經(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、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，帶動中小商戶的進駐，以及帶動消費起著至關(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)營戶進駐，并提高經(jīng)營戶的經(jīng)營信心，從而促進市場快速形成。（9）方便顧客消費的原則，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的樂趣，符合人消費的習慣。（10）視覺形象原則，整個經(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)合項目實際情況及市場情況建議打造 周邊消費人群對購物、娛樂、休閑多種功能一體化的消費需求。（2）業(yè)態(tài)及業(yè)態(tài)組合定位：結(jié)合項目商業(yè)情況，以同業(yè)差異、異業(yè)互補的招商基本原則，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)人口消費狀況及商圈內(nèi)其他綜合體規(guī)模及定位建議本項目定位為中等檔次。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目周邊公交車車體及車內(nèi)廣告位上。（5）手機短信將招商信息以短信的形式，發(fā)送到目標人群的手

76、機上（6）報紙在合肥晚報、新安晚報連續(xù)刊登彩色招商廣告 4、招商計劃及時間節(jié)點招商階段時間安排階段任務(wù)第一階段2012.4 前1500 平米下定。女裝、童裝、零售 10 家左右，并儲備20 家意向客戶。第二階段2012.6·前5000 平米下定。重點客戶部分下定，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。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，為后期運營做好準備。5、招商策略、價格策略租賃經(jīng)營采用放水養(yǎng)魚的原則。因為購物中心經(jīng)營具有長期性特點， 將整個購物中心真正做旺。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，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