1, market research and analysis
1. 1 macro market analysis 1.2 regional market analysis 1.3 customer analysis 1.4 consumer analysis.
1.5 competitor analysis 1.6 swot analysis 1.7 future business forecast analysis.
2. Positioning analysis
2. 1 overall strategic positioning 2.2 business positioning
3. Planning and design suggestions
3. 1, market foundation 3.2, planning and design concept 3.3, overall market image 3.4, planning and conceptual design
3.5. Conceptual design of environmental landscape. Conceptual design of building products
4. Format combination planning
4. 1 Industry Selection 4.2 Industry Combination Proportion 4.3 Industry Function Design 4.4 Brand Industry Layout 4.5 Floor Theme
5. Economic analysis
5. 1 target budget 5.2 analysis and evaluation
The first step of pre-planning market research and analysis
I. Main contents of market research and analysis
1, macro market analysis
1. 1 industry environment 1.2 urban planning 1.3 policies and regulations 1.4 macro environment
2. Regional market analysis
2. 1 local business environment 2.2 regional business environment
2.3 business circle analysis (urban development, business environment, business model, business circle scope)
3. Customer analysis
1, business scope analysis 2, investment trend analysis 3, business situation analysis 4, customer demand analysis
4. Consumer analysis
1, consumption structure research 2, consumption level research
5. Analysis of competitors
1, competitor 2, competitive project
6. Forecast and analysis of future business
7. four-point analysis
Second, how to conduct market research and analysis.
1, task:
Through the comprehensive investigation and market research and analysis of the project environment, with the project as the core, the current economic environment, the supply and demand situation of the commercial real estate market in this city, the current situation of similar commercial properties in the project area and the leasing behavior of enterprise operators are investigated and analyzed; Combined with the swot analysis of the project, based on the above survey data, the market positioning of the project is accurate, the project value discovery analysis is carried out, and the profit opportunities are captured. And transform the development concept into the sustainable brand strategy of the project, guide the overall planning and design of the project, carry out the pricing simulation and input-output analysis of the project, give strategic tips to avoid risks, and put forward salt industry opinions on the development rhythm of the project, so as to make the project investment take the first step of success.
2. Main work:
(1) project-oriented market research work
(2) Formulation of the overall development strategy of the project.
(3) Report on the overall strategy of product development of the project
3. Purpose of work:
(1) Deeply grasp the regional environment of the project and gain insight into the business opportunities of the project;
(2) Clarify the current planning mode in the future, endow the project with a unique and personalized theme concept, form a selling point gap with other projects in the same region, and refine the core attraction of the project;
(3) Refine the market positioning of the project, shape the real differentiation of the project, and shape the dazzling characteristics of the project.
(4) Through professional operation, combined with the actual needs of strategic alliance merchants, the strategic positioning of the project is defined, leading the commercial market in the same industry and becoming a new engine of commercial revolution in the same regional business circle.
4, work content:
(1) Market research report
Through the investigation of the overall supply and demand situation of the commercial property market in this city and the supply and demand situation in the project area, as well as the investigation of the specific target population, we can understand the distribution, consumption psychology and consumption characteristics of the target merchants, and comprehensively analyze and judge the trend of the commercial property market in this city in the next 3-5 years, thus providing basis and guidance for the market positioning, development strategy and project planning of the project.
(2) Planning and formulation of the overall development strategy of the project.
On the premise of serious market investigation and analysis, the overall project development report is a basic and in-depth thinking on strategy, a comprehensive study on strategic ideas and overall product development steps, a preliminary judgment on the above main contents, and an action plan for the characteristics and processes of future project development, which will be implemented in a planned way in future land development, investment attraction and management. So as to formulate a set of overall decision-making and planning scheme for the development of the project;
1, the overall development goal of the project
2. Overall development strategy of the project
3. Control of project development rhythm: phased development strategy.
4. Overall analysis of project target business
5. Analysis of overall strategic positioning of the project
6. Consider the overall competitive strategy of the project.
7. Construction of the core competitive advantage of the project
8. The annual development strategy of the project
Third, market research and analysis strategy
1, market research steps
Step 1: Define the problem Step 2: Find a solution to the problem.
Step 3: Make a research plan Step 4: Enter the site or collect information.
Step 5: Collate and analyze the data Step 6: Prepare and submit the research report.
2. Market research and classification research
Market research is classified according to two standards: the purpose of finding problems and the purpose of solving problems;
(1) The investigation aimed at identifying problems helps to identify potential problems;
(1) the market potential-up and down; ② Market share-expansion and contraction; ③ Corporate image
④ Market characteristics ⑤ Investment promotion and sales ⑤ Market trends-short-term and long-term forecasts
(2) Research steps aimed at solving problems
① Basis for market segmentation ② Basis for determining segmentation
③ Determine the market potential of each market segment ④ Select the target market.
3. Various market research.
Research scope of information needed for investigation type
Business circle research conducts basic research on the business circle where the project is located, and finds out the radiation scope, business format, business varieties, commercial rent level, people flow, traffic situation and purchasing power of the business circle.
Consumer research investigates consumer group structure, consumption ability analysis, consumption habits, income, preferences, etc.
Investment customer research: conduct basic research on the shops invested by investment customers, such as business hours, performance and pavement conditions.
4. Determine the method of market research.
The accuracy of market research depends largely on the market research methods adopted. Generally speaking, the market research of commercial real estate can adopt the following four ways:
(1) Direct investigation
Communicate directly with government officials, real estate agents, developers, financial departments, industry associations, social organizations and market activists, ask for advice, and get the required market information at a faster speed. The information obtained in this way is often more reliable.
(2) Indirect investigation
Collect real estate information, development trend and market analysis through newspapers, periodicals and other media. Of course, these materials should be compared and analyzed to eliminate the false and retain the true.
(3) Direct negotiation
This method is relatively difficult, but the information obtained has strong reference and is of great significance to project positioning and marketing. To use this method, we must first prepare a questionnaire to fill in the questions we learned from the consultation. Consultation and investigation should pay attention to the choice of subjects, and reasonably select respondents from all walks of life with different ages, cultures and income levels to make the investigation representative. This method can also be used for random street interviews or questionnaires at trade fairs.
(4) Field trip
Investigators directly enter the sales site as buyers, and obtain information by asking about the real estate information, listening to the introduction of sales staff, field investigation and observation. However, we should pay attention to whether there are exaggerated and incomplete places in the introduction of real estate information and sales personnel, and don't be confused by its appearance. As far as possible, by visiting real estate and construction sites, people in the industry and some people who have purchased houses will conduct in-depth investigations to increase the reliability of the survey results.
Fourth, carry out investigation and analysis
1, macroeconomic environment analysis of commercial projects
(1) population factor analysis (2) economic level and gdp analysis (3) policies and regulations
(4) Municipal Planning and Construction (5) Social Environment and Cultural Analysis (6) Traffic Situation
2. Overall analysis of regional market of commercial projects
Based on the comprehensive investigation and market research and analysis of the project environment, the economic environment, business environment, the current situation of similar commercial projects in the region and the leasing behavior of operators are investigated and analyzed with the project as the core.
Including the business environment analysis of the city, the business environment analysis of this area and the business environment analysis of this block, that is, the business circle analysis.
(1) analysis of business environment of the city where the project is located.
Including the analysis of the city's gross national product, gdp, living standards, purchasing power, economic development speed, population and population growth rate on the development of regional commercial real estate market, as well as the analysis of the city's commercial development, development model, commercial structure distribution and commercial consumption characteristics.
(2) Analysis of business environment in the project area
① Investigation and analysis of regional business conditions
Investigate and analyze the overall business planning, business layout, business function and format distribution, business network pattern, business circle distribution, business form, future planning, scale and format of major commercial projects in this region.
② Analysis of the overall situation of regional commercial market.
Analysis of supply and demand trend, price trend, rent trend, berth division trend, format function trend and delivery standard.
(3) Analysis of the industry situation in this region
④ Investigation and analysis of merchants in the region.
The characteristics of various businesses, site selection requirements, leasing capacity of different types of businesses, requirements for leasing area, and requirements of different businesses for supporting shopping malls.
⑤ Regional End Customer Analysis
Study on Consumption Level, Consumption Habits and Consumption Structure
⑥ Investigation of regional competition events
Study the situation, theme concept, functional division, business combination, project progress, supporting facilities, on-site packaging, media selection, advertising efficiency, selling price, rent, investment rate, merchant combination, operating conditions and property management of competitive real estate development plots.
⑦ Forecast of urban development direction and regional status of the project in the next 3-5 years.
(3) Analysis of the business circle and competitive business circle where the project is located.
Business circle, also known as buying circle and business potential circle, refers to the radiation range of retail stores that attract customers along a certain direction and distance with their location as the center. Simply put, it is the geographical scope where customers come to the store to live. Theoretically, it is determined by the local population size, per capita disposable income, travel cost and business format.
Belief Kay's sales activities usually have certain geographical boundaries, that is, there is a relatively stable business circle. Different stores, different regions, different operating scales, different operating methods, different operating varieties and different operating conditions.