深圳市天健商业物业运营有限公司
    地铁5号线塘朗综合体项目
    策划·招商·运营框架报告
    
    深圳市天健商业物业运营有限公司
    2012年4月
    
目  录
    第一篇：策划篇
    一、项目概况······················································································2
    二、区域商业发展现状··············································································4
    三、商业定位······················································································8
    四、商业规划建议··················································································11
    第二篇：招商篇
    一、基本策略······················································································16
    二、基本目标······················································································17
    三、商家的引进···················································································18
    四、商家进驻要求和原则···········································································19
    五、招商管理控制·················································································20
    六、铺位控制······················································································21
    七、步骤及流程····················································································22
    八、工作流程·····················································································28
    九、保障及资源···················································································29
    第三篇：运营篇
    一、租金及递增率··················································································32
    二、免租期·······················································································34
    三、价格制定·····················································································35
    四、经营方式····················································································36
    五、盈利模型····················································································37
    六、管理理念····················································································40

     
     
     
     
     
    策 划 篇
                               —— 三军未动  粮草先行
    
一、项目概况
    

1、项目区位：
    项目位于地铁5号线塘朗车辆段东北角，位于塘朗山北侧，留仙大道南侧，毗邻南山大学城地区，处在大学城片区的核心位置，南方科技大学附近、面对塘朗山，具备良好的地段及资源价值。
    
    
    2、项目指标：

区域	功能	用地面积	建筑面积	容积率
A区	综合体项目	43585㎡	26.15万㎡	6
B区	保障性住房	22514㎡	78000㎡	3.46
C区	配套小学	19788㎡	8000㎡	0.41
D区	保障性住房	125395㎡	191800㎡	1.53
F区	轨道实训基地	-	-	-

    




    本次报告所指的策划、招商、运营等内容均指向A区综合体项目商业部分（下同），A区综合体项目主要规划指标如右图所示。商业初步定为区域集中型商业，体量为48000平方米。
    

3、周边状况
    项目西北和东北面属塘朗村、福光村占地，大量农民房和工厂扎堆，但同时南方科大、中科院研究院和西丽高尔夫球场等昭示片区发展潜力。项目北至塘朗村，南至南坪、东北至崇文公园和田寮村，西南至大学城，目前现状未来将出现巨大调整，未来将打造成为深圳大学学府圣地。本项目周边未来的整体发展将是以大学学府为核心的新型发展区域。
    4、交通体系：
    

南山及福田等地都可经沙河西路、留仙大道、福龙大道、南坪快速等顺畅到达本项目，此外还有地铁5号线以及全市轨道交通系统建立起来的覆盖全市的路网，项目整体可达性良好。
    项目整体上属于深圳次区级中心，片区目前成熟度不高，大学城建设尤其南方科大和深大等高校的建设以及地铁经济的不断发展，将促使本区域成为南山最有潜力的区域之一。
    二、区域商业发展现状：
    1、西丽片区商业发展格局：
    目前区域形成了西丽镇、龙珠片区、桃源村三大商圈，大学城片区商业配套相对薄弱。
    西丽镇商圈以天虹商场为核心的商业带，有百货以及超市，定位为区域商业配套，同时辐射大学城片区，档次中低；
    

龙珠商圈以华润万家超市为核心的商业带，定位为龙珠片区社区商业配套，以满足区域内部生活需求为主，档次中低；
    桃源村商圈是围绕桃源村形成的商业带，多以街铺为主，有集中性超市卖场，定位为社区居民配套商业类型，档次较低。
    大学城片区商业目前为社区街铺与自然村中商业为主，没有形成规模，档次很低，以社区型超市为核心分布，整体商业配套不足。
    2、主要商圈发展概况

商圈名称

主要业态

商业面积（㎡）

租金区间

典型商业

人流量

商圈描述

桃源村商圈

超市、百货、五金、家居、服饰、

约5万

80-200元/月/㎡

岁宝百货

较旺

1、位于桃源村内部，居住人口多，商业氛围较好；

2、拥有中型商业网点，辐射范围为桃源村片区；

3、居家类商业功能较齐全；

4、满足中低层次人群的商业消费需求；

5、商业形态较为单一。

西丽镇商圈

便利店、五金、文具、餐饮、美容美发、社区诊所

约6.7万

80-250元/月/㎡

天虹商场、人人乐

良好

1、该商业为西丽区域的核心商业，人气较好；

2、拥有中大型商业网点，辐射西丽片区；

3、满足中低层次人群的商业消费需求；

4、商业形态较为丰富，可满足不同阶层人士消费。

龙珠商圈

餐饮、汽车交易、美容美发、便利店

约3万

50-150元/月/㎡

华润万家

一般

1、该商圈为满足珠光村区域需求而形成；

2、以人人乐超市为核心，辐射范围为龙珠片区；

3、满足中低层次人群的商业消费需求；

4、商业形态以满足生活需求为主。

    3、区域商业
    目前项目所在片区商业氛围不浓，且档次非常低，与片区未来发展的需