南宁华星时代广场剩余物业市场调研及定位报告
     
    南宁·华星时代广场
    剩余物业市场调研及定位报告
     
     
     
    
     
    深圳市圆满咨询顾问有限公司
    二OO八年一月五日
     
    目录
    第一部分：南宁市场调研··························································································4
    第一章：南宁社会经济发展概况····················································································5
    一、南宁城市综述························································································5
    二、南宁社会经济发展概况················································································7
    三、城市规划（2006年——2020年）········································································18
    第二章：南宁商业市场调研························································································24
    一、商圈格局及调研分析··················································································24
    二、典型商业调研分析····················································································43
    三、商业市场调研总结····················································································43
    第三章：调研总结及启示··························································································45
    一、调研总结····························································································45
    二、调研启示····························································································47
    第二部分：华星时代广场剩余物业市场定位··········································································48
    第一章：项目解析································································································49
    一、项目概况····························································································50
    二、周边情况分析························································································50
    三、项目SWOT分析·······················································································51
    第二章：项目市场定位····························································································55
    一、定位原则····························································································55
    二、定位思路····························································································56
    三、定位主题方向························································································56
    四、业态定位····························································································57
    五、档次定位····························································································58
    六、项目形象定位························································································58
    七、客户定位····························································································59
    八、赢利模式定位························································································59
    九、经营管理模式定位····················································································62
    十、对王府井百货的一点建议··············································································62
     
     
     
     
     
     
     
    第一部分：南宁市场调研
    
    市场调研的目的：市场调研主要是为项目提供经营功能定位的依据及理由，对项目进行全面正确的定位，避免定位的决策失误。
    ◆了解项目处在怎样的市场环境之中（城市经济、商业环境）？
    ◆解决项目定性、定位问题，知道项目适合做什么（从市场找答案、以市场为支撑）？
    ◆强化项目定位的科学性、准确性、减少盲目性。
     
    
     
     
     
     
     
     
     
     
     
     
    第一章：南宁社会经济发展概况
     
    一、南宁城市综述：
    （一）南宁概况：
    南宁，广西壮族自治区首府，毗邻粤港澳，背靠大西南，面向东南亚，是我国西南出海大通道枢纽城市和区域性核心城市，是中国走向东盟的前沿城市，也是中国经济快速发展的新区域和外商投资的新热点。城市建设日新月异，园林绿化环境优美，自然条件得天独厚，绿化覆盖率居全国前列，以“中国绿城”成为城市的代名词。南宁处于中国与东南亚各国接壤的前沿地带，又是东南亚经济圈、粤港澳经济圈、中国华南和西南经济圈的几何中心；细看中国交通运输网络，这座城市还是中国西南地区出海通道的枢纽城市。
     
    （二）城市性质与职能：
    1、城市性质：南宁是广西壮族自治区首府，西南地区交通枢纽，中国-东盟自由贸易区的区域性国际城市。
    2、城市主要职能：
    ①区域性国际城市：中国－东盟自由贸易区的区域性物流基地、商贸基地和加工制造业基地，以及区域性信息中心、交通中心和金融中心。
    ②泛珠三角经济圈西部区域性中心城市：珠三角经济向西扩散的枢纽，新兴产业化基地。
    ③西南地区交通枢纽：承担西南大通道的交通枢纽职能。
    ④广西壮族自治区首府：承担政治、经济、文化与信息中心职能。
    ⑤北部湾（广西）经济区的核心城市：承担区域现代服务中心与科技创新基地的职能。
     
    （三）城市规模：
    1、人口规模：人口总量保持平稳增长。据公安部门统计，2006年末，全市户籍人口达671.89万人，比上年增加12.35万人，增长1.87%，其中市区人口254.86万人，增加5.19万人，增长2.08%。全市人口出生率为11.54‰，比上年上升1.05个千分点；人口死亡率3.41‰，比上年下降0.24个千分点；人口自然增长率8.13‰，比上年增加1.29个千分点。南宁市流动人口（外来人口）登记在册68万人，实际远大于这个数字，估计已达到80—100万人左右，其中主要集在中心城区。
    2、市域规模：南宁辖6区6县，分别为兴宁区、青秀区（项目所在区）、江南区、西乡塘区、良庆区、邕宁区、武鸣县、横县、宾阳县、上林县、马山县、隆安县，市域面积22293平方公里，市区面积6479平方公里。
     
    （四）区位、交通优势：
    1、区位优势：南宁地理位置优越，处于中国华南、西南和东南亚经济圈的结合部，是环北部湾沿岸重要经济中心；具有得天独厚的区位优势和地缘优势，是新崛起的大西南出海通道枢纽城市。南宁市对广西沿海城市发挥着中心城市的依托作用，对华南、西南经济圈发挥着枢纽城市的连接作用，对东南亚各国发挥着中国前沿城市的开放作用。
    2、交通优势：南宁是中国西南地区出海通道的枢纽城市，具备四通八达的水陆空交通系统。距钦州港、防城港、北海港仅104公里、173公里和204公里；是西南地区重要的铁路枢纽，湘桂、黔桂、黎湛和南昆铁路在南宁交汇；邕江是西江的支流，而西江又是珠江的干流，西江二期整治工程完工后，1000吨级内河船舶可以从南宁直达港澳。南宁市内交通十分便利，公共汽车、专线车、出租车等组成多种类、多层次的营连格局，施行十分便捷。
    （五）小结：
    通过对南宁城市性质、职能、规模、区位优势、城市交通优势等多方面的综合阐述，我们了解到了南宁城市的发展程度以及发展方向，并做以下几点总结：
    1、南宁区位优势明显，处于华南、西南、珠三角和东南亚多个经济圈的结合部，具有带领区域性经济发展的责任和使命；
    2、南宁近年来人口及城市规模进一步增加扩大，城市化进程进一步加速；
    3、省会城市各项职能越发显现及增强，城市辐射力增强；
    4、南宁交通优势明显，是中国大西南的交通枢纽城市；
    5、南宁具有经济快速发的潜质，城市经济的发展后劲十足。
     
    二、南宁社会经济发展概况
    （一）宏观经济总体运行状况及发展分析
    1、国民生产总值状况：
    ●经济总量和增长速度迈上新台阶。2006年全市生产总值达到861.94亿元，比上年增长15.1%，全市人均生产总值12947元。其中，第一产业增加值134.68亿元，增长8.9%；第二产业增加值293.53亿元，增长20.9%；第三产业增加值433.73亿元，增长13.6%。产业结构继