重庆现代广场整体运的营方案.doc

重庆现代商业广场整体商业运营方案 目 录 第一部分 前 言 1.背 景 ··································· 4 2.目 的 ··································· 4 3.方案的涉及出发点 ·························· 5 4.方案说明 ·································· 6 第二部分 市场研究 GDP ······································ 7 GDP的构成 ································ 8 居民消费价格指数 ·························· 10 固定资产投入 ······························ 11 社会消费品零售总额 ························ 12 居民消费能力 ····························· 15 人口及人口发展状况 ························ 18 重庆未来发展规划及重大事件影响分析 ········· 25 零售业趋势及商业地产发展趋势 ··············· 31 重庆商圈现状及商圈发展趋势 ·············· 37 第三部分 项目概要 ······················· 46 第四部分 项目SWOT分析 ·················· 53 第五部分 项目定位及定位思想 商圈战略定位 ······························· 58 项目战略定位 ······························· 60 企业文化 ··································· 61 业态定位 ··································· 63 主体定位 ··································· 64 功能定位 ··································· 66 市场定位 ··································· 67 形象定位 ··································· 69 第六部分 项目规划与布局 资产处建议与规划规模确定 ··················· 70 业态组合及分布 ······························ 72 项目物业规划及改造 ·························· 82 第七部分 运营管理纲要 组织机构 ···································· 87 招商运营 ···································· 88 营销策略 ···································· 91 管理理念 ···································· 93 第八部分 项目投资、经营绩效分析（概算） 项目投资概算 ······························· 94 年度经营绩效概算 ··························· 96 年度经营费用概算 ··························· 98 五年财务流量分析 ·························· 100 物业价值变现及变现能力分析 ················· 102 题后记说明 ··································· 104 重庆现代广场整体商业运营方案 第一部分：前 言 背 景 · 重庆市江北区国有资产经营管理有限责任公司(以下简称“国资委”)在江北区观音桥商业步行街所属项目“现代广场”为大型综合性商业项目，共分A、B、C、D四个区域。本方案另综合考虑原观音桥农贸市场纳入整体规划之中，共有商业（裙楼）建筑面积约234722平方米（未含农贸市场部分）。 · 重庆盎然实业有限公司与国资委共同协商，就上述项目的商业部分（以下简称“本项目”）拟共同出资合作运营。特出具本报告以确立本项目的宏观运营方略。 2. 目 的 · 研究并评估本项目的商业经营潜力； · 为本项目确立可持续发展战略和运营方略； ·