戴德梁行Mall和物業(yè)管理咨詢服務(wù)大綱上課講義

戴德梁行Mall和物業(yè)管理咨詢服務(wù)大綱ShoppingmallandPropertyManagementConsultingServiceContentsOutline方法：我們會(huì)就以下4方面與當(dāng)?shù)毓芾韴F(tuán)隊(duì)協(xié)作收集市場資訊、策劃所須的開業(yè)前與咨詢服務(wù)，并擬出所須工作計(jì)劃、進(jìn)度報(bào)告或講解：Methodology:Wewillworkwiththelocalmanagementteamtocollectthemarketinformation,planthenecessarypreopeningandconsultingservicesin4partsandproducenecessaryworkplan,progressreportsorpresentation：Part1-業(yè)態(tài)規(guī)劃UTrademixplanning/店鋪劃分Shoplotssizing調(diào)查市場現(xiàn)狀/進(jìn)行市場分析Surveymarketingconditionandconductmarketanalysisafterreceivingowner'sresearchedinformationanddocuments.Reviewsurveyinformationofmarketresearchcompanyandprovideadditionalinputsoninformationtobecollectedbyresearchcompany市場優(yōu)劣勢/市場戰(zhàn)略分析Strength&weakness,andmarketstrategyanalysis競爭對手分析Competitorsanalysis商場定位Mallpositioning1.5商場總面積建意ProposedMallGFA業(yè)態(tài)規(guī)劃Trademixplanning租戶選配Tenantprofiling店鋪劃分Shoplotssizing為了達(dá)致最高和最好的概念，需要全面的研究調(diào)查：市場類層資料主要住宅密集區(qū)，辦公室/酒店職員的數(shù)量/類型，旅客與暫時(shí)寄住的訪客，外地訪客的數(shù)量，住宅/外勞密集區(qū)和其它尚未開發(fā)的零售與服務(wù)類層競爭數(shù)據(jù)當(dāng)前市面上所供應(yīng)的，包括所提供的服務(wù)和商場與零售業(yè)的建筑特色-租戶清空存貨-當(dāng)前零售、飲食、娛樂和休閑中心的表現(xiàn)-計(jì)劃和擬議中的直接和非直接競爭的擴(kuò)建和新建筑3.當(dāng)前建筑表現(xiàn)的數(shù)字-租金，服務(wù)費(fèi)，租用率-物業(yè)管理和服務(wù)的標(biāo)準(zhǔn)4目標(biāo)場地分析-舒適設(shè)施包括出口-交通方便-人潮流通-周邊用戶-環(huán)境問題-停車（立即改進(jìn)是可能的）5.業(yè)主的行銷團(tuán)隊(duì)/代理（本地及國際）-招聘員工的水平-行銷陳述/員工專門技術(shù)的質(zhì)量-行銷代理所承接的項(xiàng)目-利益沖突-已執(zhí)行的市場研究資料可供參考（如果當(dāng)前的數(shù)據(jù)資料不足，超群可能會(huì)建議作補(bǔ)充研究）目標(biāo)物業(yè)的競爭對比-零售-辦公室-其它支援設(shè)備SWOT分析（弱點(diǎn)、優(yōu)點(diǎn)、機(jī)遇、威脅）加入顧問在中國或亞洲類似項(xiàng)目方面的專門知識，判斷以及經(jīng)驗(yàn)-物業(yè)（零售和辦公室和設(shè)施）物理屬性和業(yè)主規(guī)定-價(jià)格戰(zhàn)略（不同的選擇，業(yè)主的財(cái)務(wù)目標(biāo)）-行銷戰(zhàn)略（代理，示范單位，直銷，戰(zhàn)略聯(lián)盟）-促銷（媒體，雜志社與報(bào)館的關(guān)系，廣告計(jì)劃）增值-硬件（建筑和舒適設(shè)施）-軟件（新服務(wù)以吸引顧客，制造不容易采用的競爭優(yōu)勢）定位和租戶刮析和顧客建議與實(shí)行這報(bào)館將成為項(xiàng)目質(zhì)量的依據(jù)一在硬件、軟件方面一以增強(qiáng)項(xiàng)目的競爭能力。將發(fā)出設(shè)計(jì)概述以提供開發(fā)的設(shè)計(jì)意向。Part2-平面和空間設(shè)計(jì)及設(shè)計(jì)評審工作內(nèi)容PlanandSpaceDesign&DesignCritiqueWorkDetails1、建筑設(shè)施顧問：Building&FacilitiesConsultant1.1建筑結(jié)構(gòu)及功能設(shè)計(jì)BuildingStructuralandFunctionalDesign1.1.1柱距設(shè)置建議SuggestionsonthePillarDistance&Setup1.1.2層高建議SuggestionsontheLevelHeight1.1.3樓層單元分隔及編號FloorModularDemarcationandNumbering1.1.4門窗高度、寬度建議SuggestionsontheRenovationMaterialSelection1.3廣告牌預(yù)留位置的建議SuggestionsontheMarkingoutofAdsPostLocation1.4人流、車流的外部導(dǎo)向HumanandVehicularTrafficExternalDirection1.5物業(yè)用房的設(shè)置PropertyRoomSetup1.6員工通道設(shè)置StaffAccessSetup1.7員工食堂的設(shè)置建議，是否設(shè)置，如設(shè)置，位置及大小的建議SuggestionsontheSetupofStaffCanteen,toSetupornot,ifso,suggestionsonthelocationandsize.1.8員工區(qū)設(shè)置的建議，具備哪些功能，位置和大小的建議SuggestionsontheSetupofStaffArea,toincorporatewhatfunctions,suggestionsonthelocationandsize.1.9公共區(qū)域裝飾裝修的建議，要便于日后使用中的維修和清潔SuggestionsontheDecorationandRenovationofCommonArea,suchthatthereiseaseofoperationalmaintenanceandcleaningwhenpropertybecomesoperational1.10衛(wèi)生間的設(shè)置建議，數(shù)量、位置、大小的建議SuggestionsontheSetupofWashrooms,suggestionsonthenumbers,locationandsize1.11商場卸貨區(qū)以及倉庫的設(shè)置的建議，位置、大小以及交通的組織等的建議SuggestionsontheontheSetupofLoading/UnloadingAreaandWarehouse,SuggestionsontheLocation,SizeandTrafficCoordination1.12車庫、出入口的設(shè)置建議，包括位置、項(xiàng)目內(nèi)部的車流、人流的交通組織等SuggestionsontheSetupofGarage,ingress/egress,includingLocation,CoordinationofProjectInternalHumanandVehicularTraffic1.13指示牌的設(shè)置SetupofSignboards1.14垃圾房的設(shè)置SetupofGarbageRoom1.15機(jī)房、管道井的設(shè)置建議SuggestionsontheSetupofPlantRoom&PipeworkAccessDuct1.16緊急疏散通道的設(shè)置建議SuggestionsontheSetupofEmergencyExits1.17實(shí)際過程中提出的其他問題Otherquestionsraisedduringactualprocess2、工程其他方面的設(shè)置建議SuggestionsontheSetupofOtherEngineeringAspects2.1商場照明設(shè)置以及布線建議，考慮各個(gè)位置的照明所需要的照度、需要的電量、布線方式是否利于日后維修、保養(yǎng)等；SuggestionsontheLightingandCablingSetup,takingintoconsiderationoftherequirementsonillumination,electricity,methodofcablingofeachlocationastowhethertherewillbeeaseofmaintenanceinthedaystocome2.2空調(diào)系統(tǒng)的建議：綜合考慮項(xiàng)目出售主力百貨店等的空調(diào)系統(tǒng)的設(shè)置，以及高層部分預(yù)留空調(diào)室外機(jī)位及空調(diào)走線的考慮Suggestionsontheair-conditioningsystem:Overallconsiderationonthesetupofair-conditioningsystemoftheflagshipshop,andthespacetobemarkedoutonthehigherlevelsfortheoutdoorunitsoftheair-conditioningsystemandthecablingconsiderations2.3背景音樂系統(tǒng)的設(shè)置建議，考慮緊急情況的廣播問題Suggestionsonthesetupofbackgroundmusicsystem,withconsiderationonPAsystemintimesofemergency2.4綜合布線部分的建議，包括需要增設(shè)的綜合布線機(jī)房的設(shè)置建議Suggestionsontheoverallcabling,includingsuggestionsontheadditionalrequirementsforanintegratedcablingplantroom.2.5智能化管理系統(tǒng)，包括監(jiān)視系統(tǒng)、安防報(bào)警系統(tǒng)、可視對講系統(tǒng)、網(wǎng)絡(luò)系統(tǒng)、聯(lián)網(wǎng)收銀系統(tǒng)、停車場管理系統(tǒng)等的設(shè)置建議SuggestionsontheSetupofIntelligentManagementSystems,includingmonitoringsystem,securityalarmsystem,AVintercom,Internet/Intranet,On-linePaymentSystem,CarParkManagementSystem,etc.2.6消防系統(tǒng)的設(shè)置建議SuggestionsontheSetupofFireControlSystem2.7煤氣報(bào)警系統(tǒng)的設(shè)置建議SuggestionsontheSetupofGasAlarmSystem2.8空調(diào)系統(tǒng)的設(shè)置建議SuggestionsontheSetupofAir-ConditioningSystem2.9信號放大器的設(shè)置建議SuggestionsontheSetupofAmplifiers(SignalAmplifiers?)2.10給、排水系統(tǒng)的設(shè)置建議SuggestionsontheWaterSupply&DrainageSystem2.11中水系統(tǒng)的設(shè)置建議SuggestionsontheSetupof2.12熱力供應(yīng)系統(tǒng)的設(shè)置建議SuggestionsontheSetupofHeatingSystem2.13電梯、貨梯、扶梯以及消防電梯的設(shè)置建議SuggestionsontheSetupofPassengerLift,CargoLift,EscalatorandFireLift2.14程控交換機(jī)系統(tǒng)的設(shè)置建議SuggestionsontheSetupofRemoteExchangeSystem2.15供配電系統(tǒng)的建議，考慮供電量的估算、后備供電系統(tǒng)、供電線路等SuggestionsontheElectricalSupplySystem,considerationforcomputationofthepowerrating,backuppowersupplysystem,cabling,etc.2.16應(yīng)急照明系統(tǒng)的設(shè)置SetupoftheEmergencyLightingSystem2.17可視對講系統(tǒng)AVIntercomSystem2.18電話系統(tǒng)的設(shè)置建議SuggestionsontheSetupofTelecommunicationSystem2.19項(xiàng)目景觀設(shè)計(jì)建議SuggestionsontheProjectLandscapeDesign2.20實(shí)際過程中提出的其他問題OtherquestionsraisedduringactualProcess以上部分的建議報(bào)告，要求結(jié)合文字說明以及圖紙介紹兩部分。TheProposalfortheabovetoincorporatetwoaspects,namely,writtendescriptionandgraphicalexplanation.3.1平面和空間設(shè)計(jì)SchematicandSpatialDesign3.1.1有效設(shè)置人行通道、扶梯、升降梯等商業(yè)設(shè)施，將客流引到商業(yè)的每一個(gè)角落EffectiveSetupofCommercialFacilitieslikeCorridors,Escalators,Elevators,etc.,todirecttheflowshopperstoeverycornerofthebuilding3.1.2商場出入口設(shè)計(jì)如何與周邊公共交通工具Entrance&ExitDesigntoCoordinatewithPerimeterPublicTransportTraffic3.1.3相鄰店面的搭配Totie-inwithNeighboringShop-front3.2停車場CarParkLandlord'sprovisiontotenantedpremises承租店面的業(yè)主規(guī)定-Anchortenant,minianchor,restaurants,fastfood旗艦店，小旗艦店，餐廳，快餐-standardshop標(biāo)準(zhǔn)店鋪-listdownmechanical,electrical,plumbingandsanitaryprovisions列出機(jī)電、水管以及衛(wèi)生規(guī)定-listdownarchitecturalfinishes.,height,floorloadingofalltenantedpremises列出所有承租店面的建筑終飾、高度，地板承重量Commonareassignages-externalandinternal共用區(qū)指示牌一內(nèi)部與外部-Majortenantsignsonexternalwalls外墻的主要租戶標(biāo)示牌-Mallsignsandlogo商場的標(biāo)志和商標(biāo)-Facilitiessignssuchastoilets,carparktelephonesetc設(shè)備指示牌比如衛(wèi)生間，停車場，電話，等等-Carparksignagesandoperationalsignages停車場指示牌和日常運(yùn)作指示牌-Workwiththedesigneronbriefonsignagesandgraphicsneeds與設(shè)計(jì)師合作擬定指示牌和圖象需要的設(shè)計(jì)概要-Reviewworkdonebydesigner審核設(shè)計(jì)師的所有工作Carpark停車場-Recommendequipmentandsystemsforcarpark推薦停車場裝置與系統(tǒng)-Suggestlistofsafetymirrors,humps,protection/guardrailssystemtopreventvehiculardamages建議并列出防止車輛損壞的安全鏡，路丘，防護(hù)/圍桿系統(tǒng)AdvertisingandPromotionalrequirements廣告與促銷需求-Informationorservicecounter咨詢或服務(wù)臺-Stageforperformances表演臺-Exhibitionsandeventsarea展覽和節(jié)目區(qū)-Advertisingbox-lightedandnonlighted廣告版一有燈和無燈-Postalpanels廣告招貼版-LED/plasmascreens液晶屏/plasma屏-Pushcartsandkiosks花車和售賣亭-Providebrief,locationofsigns/advertisingboxesfordesignertoproducedesign提供指示牌/廣告版的設(shè)計(jì)摘要與位置予設(shè)計(jì)師以完成設(shè)計(jì)-Review審核8.ITinfrastructureIT基礎(chǔ)架構(gòu)-Providebriefforbroadband(wiredandwireless)提供寬頻(有線和無線)設(shè)計(jì)概要-Workwithdesigneroncurrentandfutureneeds就當(dāng)前與將來的需求與設(shè)計(jì)師合作結(jié)合商業(yè)業(yè)態(tài)、交通動(dòng)線與項(xiàng)目的設(shè)計(jì)圖紙等，對體內(nèi)停車場的設(shè)置提出符合商業(yè)規(guī)律的方案IncorporatingCommercialPresence,TrafficMovementAxis&ProjectDesignPlans,proposeaSetupforInternalcarparkinaccordancewithcommercialnorms.PART3-、市場及租賃計(jì)劃MarketingandLeasingPlans1市場調(diào)查MarketResearch1.1調(diào)查市場現(xiàn)狀/進(jìn)行市場分析Researchoncurrentmarketconditions/conductmarketanalysis1.2市場優(yōu)劣勢/市場戰(zhàn)略分析CompetitivenessAnalysis/MarketingStrategyAnalysis1.3競爭對手分析CompetitiveAnalysis2細(xì)分市場及目標(biāo)MarketSegmentationandObjective2.1市場的細(xì)分MarketSegmentation2.2市場目標(biāo)的確立EstablishingMarketingObjectives3市場戰(zhàn)略MarketingStrategy3.1預(yù)算Budget3.2產(chǎn)品策略(租金表、服務(wù)費(fèi)、價(jià)格折扣/優(yōu)惠)ProductStrategy(LeaseSchedule,ServiceCharges,Disounts)4招商策劃Marketing&LeasingPlanning提出適合的租賃條件，確定商鋪出租、銷售的價(jià)格Proposesuitableleasingconditions;establishleasing/salepricingforshopspace5租賃策略LeasingStrategy5.1建立潛在租戶名單EstablishNameListforProspectiveTenantswithlandlord'sLeasingteam5.2確認(rèn)競爭對手在物業(yè)及服務(wù)方面的優(yōu)缺點(diǎn)IdentifyCompetitor'sStrengths&WeaknessesinPropertyandServicePart4-開業(yè)前運(yùn)營顧問咨詢及培訓(xùn)計(jì)劃UPre-openingOperationConsultingandTrainingPlan1、物業(yè)驗(yàn)收、交接計(jì)劃PropertyInspection&HandoverPlan1.1提供成品保護(hù)措施方案1.2檢查交接資料，確保日后物業(yè)管理的正常進(jìn)行CheckHandoverinformation;ensurepropertymanagementinfuturetobenormal2、二次裝修的管理ManagementofSecondRenovationPropertymanagerandchiefEngineerrecruited2.1制定二次裝修的審批驗(yàn)收程序Establishchecking&takeoverprocedurefor2ndRenovation2.2制定二次裝修的管理制度，包括裝修的材料運(yùn)輸、垃圾堆放等要求EstablishtheManagementSystemfor2ndRenovation,includingtherequirementsfortransportingofrenovationmaterials,pilingofwaste,etc.物業(yè)管理員工崗位職責(zé)PropertyManagement