市場(chǎng)營銷策劃-新加坡升濤灣案例分析課件

1、Real Estate Marketing房地產(chǎn)市場(chǎng)營銷ContentBasic Concepts of Real Estate MarketingA Case Study of A High-End Luxurious Condominium in Singapore:Beachfront Collection at Sentosa Cove Marketing vs. Real Estate Marketing市場(chǎng)營銷 vs.房地產(chǎn)市場(chǎng)營銷Marketing （市場(chǎng)營銷）an organisational function and set of process for creating,

2、communicating, and delivering value to customers and for managing customer relationships in ways that benefit organisation and stakeholdersMarketing vs. Real Estate Marketing市場(chǎng)營銷 VS. 房地產(chǎn)市場(chǎng)營銷Marketing Management （營銷管理）a process of planning and executing the conception, pricing, promotion and distribu

3、tion of goods, services, and ideas to create exchanges that satisfy individual and organizational goalsReal Estate Marketing（房地產(chǎn)市場(chǎng)營銷）Marketing efforts would have to be strategised to bring out the uniqueness of real estateMarketing vs. Real Estate Marketing市場(chǎng)營銷 VS. 房地產(chǎn)市場(chǎng)營銷To market a real estateproj

4、ect/development 房地產(chǎn)項(xiàng)目營銷Understand the firms mission and objective (企業(yè)理念)Thorough market analysis (市場(chǎng)分析)Site Analysis (土地位置分析)Market positioning (市場(chǎng)定位)Targeted Market (目標(biāo)市場(chǎng))Marketing Strategies (營銷策略)A Brief Introduction to SC Global Developments & Location of Sentosa CoveSource: .sg/Mission Statemen

5、t 企業(yè)理念 SC Global is one of niche players focused on top-end residential properties in Sinapore. Aims to establish itself as an innovative developer with bold new ideas, paying attention to designs, layouts and finishes.Mission and visionTo deliver premium and luxury residential development to the ma

6、rketSource: .sg/“THE ULTIMATE LIVING”Sentosa Cove (升濤灣）Source: Sentosa Cove (升濤灣）Source: /home.html a residential enclave in the East of Sentosa Island in Singapore eventually housing about 2,500 units when fully developed largely made-up of reclaimed land being marketed as a exclusive oceanfront re

7、sidential community and the only true seafront residential property in Singapore the latter purchased the site from the Singapore Land Authority for a sum of about S$800 million 3 precincts constitutes the entire Sentosa CoveSite AnalysisLand area (土地面積): 10,572 sq mMax. permissible plot ratio (最大容積

8、率): 1.31Maximum permissible gross floor area (最大建筑面積): 13,849 sq mMaximum permissible height (最高層數(shù)）: 4 storeys with 88 unitsUnit price of the land (土地單價(jià)): S$1,800 psf pprTotal land cost (土地總價(jià)): S$270 million Source: /home.html Tanjong BeachA Golf CourseFacing the seaREMA of High-end Residential Mark

9、et新加坡高端住宅市場(chǎng)調(diào)查Potential Demand潛在需求 Average household income of Singaporeans are increasing. Higher proportion of high-net worth individuals in Singapore (1.5 percentage point increase from 2006-2007).Income 收入狀況家庭工作月收入Foreign Direct Investment外國直接投資FDI from 2001 to 2006 (Source: Computed from Singsta

10、t data, ) Amount of FDI has increased This will increase the number of expatriates-executives in Singapore. Some of these expatriates will form the demand for super-luxurious residential properties.Number of Expatriates in Singapore 派駐在新加坡的高級(jí)行政管理人員數(shù)目 Actual figures on number of expatriates in Singap

11、ore is not known yet. But based on 2005 data, there were 80, 000 foreigners in Singapore on employment passes (qualified professionals and specialists) Todays figure may be higher.Supply供應(yīng) The decrease in vacancy rate shows that new residential projects are being taken up by market, from 2005-2007 S

12、upply of private residential projects increased greatly from 2006-2007新加坡私人住宅空置率新加坡私人住宅供應(yīng)量Macro-Economic & Real Estate Market Trends宏觀經(jīng)濟(jì)&房地產(chǎn)市場(chǎng)大體走勢(shì)Synergy effect from major projects carried on along Marina Bay such as IR, F1, Singapore Flyers, etc.Boost Singapores attractiveness as a premium destinat

13、ion for business and leisure visitors from around the worldOne of the marketing factors for the residential projects along Sentosa coveRaising profile of the SC Global brand 新加坡新濱海灣近期主要項(xiàng)目方案規(guī)劃對(duì)住宅市場(chǎng)的總體影響Marketing Strategies市場(chǎng)營銷策略Significant Characteristics of SC Globals Products: （SC Global住宅產(chǎn)品的重要特征）P

14、rime location（黃金地段）Uniqueness of design, layout and finishes（唯一設(shè)計(jì)）Prime Location （黃金地段）Source: .sg/Some examples of Uniqueness of design, layout and finishes（唯一設(shè)計(jì)）The MarqSource: .sg/ 15-meter cantilevered lap pool in every unit（每套房間都擁有獨(dú)立的15米長懸吊式游泳池） 6.5-meter double-volume spaces （客廳、餐廳以及廚房范圍擁有6.5米

15、的層高） resort-style steam room in every unit （每套房間擁有獨(dú)立的度假村式蒸汽房） 2500 sqm sky terrace with botanical retreat spread over（2500平方米空中露臺(tái)花園） exclusive dedicated lift from ground floor to penthouses（直接通向屋頂公寓的獨(dú)立電梯）HilltopsSource: .sg/Some examples of Uniqueness of design, layout and furnitureBLVDSource: .sg/S

16、ome examples of Uniqueness of design, layout and finishes private lift access to each housing unit（每套房間擁有獨(dú)立的電梯入口） Two sky terraces for fitness, relaxation & entertainment, plus a cantilevered pool deck with private function room（兩個(gè)空中露臺(tái)會(huì)所）Pricing （定價(jià)）A going-rate pricing strategy is always adopted by

17、 SC Global (based market value).Enjoyable high premium.Source: .sg/Selling （銷售）Direct sale（開發(fā)商-消費(fèi)者） Soft launch which invitation is needed for private preview （軟性發(fā)行）Promotion （促銷）Advertising （雜志廣告）Source: .sg/PromotionPublic Relations （公共關(guān)系）Source: .sg/Marketing strategies of Beachfront Collection市場(chǎng)

18、營銷策略Products Features （產(chǎn)品特征）Berths for yacht will be integrated in Beachfront Collection （游艇泊位）Private terrace with Jacuzzi facing the sea in each unit （私人獨(dú)立具有沖浪式按摩浴缸的面海露臺(tái)）Stylish exterior and interior designs by world-class architect in order to attract foreign buyers (經(jīng)典時(shí)尚的建筑外觀設(shè)計(jì)）Pricing （定價(jià)）Going-rate pricing strategy with a high premium derived from strategic prime location and exclusive designMarketing strategi