a創(chuàng)智天地品牌構(gòu)建

Confidential––notfordistribution機(jī)密密文文件件KNOWLEDGEINNOVATIONCOMMUNITYBusinessModelFramework創(chuàng)智智天天地地知知識(shí)識(shí)創(chuàng)新新社區(qū)區(qū)商業(yè)業(yè)模模式式框框架架February20092009年年2月月1KNOWLEDGEINNOVATIONCOMMUNITYBusinessModelFramework創(chuàng)智智天天地地知知識(shí)識(shí)創(chuàng)創(chuàng)新新社社區(qū)區(qū)商業(yè)業(yè)模模式式框框架架ExecutiveSummaryChuangZhiTianDi,alsoknownastheKnowledgeInnovationCommunity(KIC)isatacriticaljuncture.Sinceitsinception,ithaslaidthefoundationwithasolidrealestatemodel.KIChasalwaysbeenpoisedforgreatness;ithasbeenaconceptframeworkthatcaninnovativelyadapttotheeverchangingandevolvingnatureofcommercializationofknowledge,sciencesandtechnologyinChina.ThepurposeofthisdocumentistolookatKIC’’sfuturedirection,tightentheconceptualframeworkandofferings,thenstructureimmediatenextstepsforaction.Itproposessixkeyplatformsontopofthebaserealestatemodel:venturecapital,incubation/acceleration,innovation,creativity,technologyandsustainability.ThesecanevolvewiththemarketandcommercializationcapacityovertimesothatKICwillachievesuccessasthe““cradleofinnovation””inChina.Itisespeciallyimportant,giventhecurrenteconomiccrisis,toincreaseworkefficiency,economizefundsandresourcestowardshighlyeffectiveresults.Therefore,akeyelementisKIC’sbranddevelopmenttocontinuetoelevatethevalueproposition.Throughbrandempowerment,internalteamscanleverageeachother’sworktowardsthesamebrandpositionandprojectittotheexternalaudience.ExecutiveSummaryStructureoftheReport:Areviewofthebusinessmodel,community,ambience,lifestyle,offeringsandbrandcharacterandhowthesecanshifttothenexthigherlevel.2.Definitionofvision,mission,objectivesandprinciplestowardsprocessalignment.3.StrategyforbuildingaVC/Incubationfundingandmanagementcomponentandhowtointroducethisovertimeandincreaseitsspatialpresence.4.DefiningthepositioningandactionsatKICandintheYangpuDistrictto:a)Increasethepresenceoftheventurecapitalplatformtowardsfuturedealflow.b)Generateopportunitiesforsuccessfulstart-upsthroughincubationandacceleration,includinginthecleantechsector.c)Solidifythecentralplatformofinnovationwithanemphasisofhowtotranslatethisintophysicalspaceaswellasmanagementsystems.d)Expandthecreativitybasetodrawoutthespaceforinnovationandtoattractawidercustomersegment,e)CelebratethetechnologyplatformandtakestepstomakeKICpartofaglobaldigitalcommunity.includingwithaparallelvirtualcommunitythatwillexpandKIC’’spresenceinacosteffectiveway.f)Understandandstructurethesocial,environmentalandeconomicresponsibilitiestowardsservingthegreatersocietywhileallowingKICtocapitalizefromthesewithbestbusinesspractices.ExecutiveSummaryStructureofthereport:5.Increasingthebrandvalueandutilizingbrandingtolinkalltheplatformstowardsimplementation.Structuringtheorganizationtoaccomplishthegoals,includinghowthismayexpandinthefuture,includinghavingahighlevelinternationalandnationaladvisoryboardtoadvise,connectnetworksandincreaseKIC’spresence.Puttingforthasustainablefundingmodelandunderstandingitsphasing.Asummaryofactionplansfor2009,takingintoaccounttheavailabilityofin-houseresourcesandlowcostsolutions.9.TheAppendixcontainsadditionalcontentforbranddevelopment,a“dipstick”researchsurveysummary,marketingstrategy,businessperformancereview,competitoranalysisandbenchmarkstudies,abrandblueprintandbrandempowerment.ImplementationofthecoordinatedactionplanswillenableKICtoleverageitsstrengthsanddistinguishitselfasthepremierinnovativedevelopmentinChina.FromGoodtoGreat從優(yōu)秀到卓卓越6FromGoodtoGreat從從優(yōu)秀到卓卓越FrontEndRealEstate+BackEndVCandIncubatorBusinessModelthatmaximizesthesumofrents/salesofthewhole前端的傳統(tǒng)統(tǒng)房地產(chǎn)模模式加后端端的風(fēng)投及及孵化器商商業(yè)模式的的協(xié)同效應(yīng)應(yīng)使整個(gè)系系統(tǒng)達(dá)到利利潤(rùn)最大化化1.BusinessModel商商業(yè)模型RealEstateBusinessModelmaximizingrent/salesoneachspace傳統(tǒng)房地產(chǎn)產(chǎn)業(yè)模式通通過租售達(dá)達(dá)到利潤(rùn)最最大化。FromGoodtoGreat從從優(yōu)秀到卓卓越Quality,innovativepeople,institutionsandcompanies一個(gè)具有高高質(zhì)量的具具有創(chuàng)新精精神的人群群，機(jī)構(gòu)和企業(yè)業(yè)的社區(qū)2.Community社社區(qū)“Comeone,comeall”社區(qū)組成單單一，一個(gè)個(gè)來(lái)等于全全部來(lái)的租租戶組成FromGoodtoGreat從從優(yōu)秀到卓卓越Anenvironmentforthesoulofinnovation具有創(chuàng)新精精神的氛圍圍3.Ambience氛氛圍營(yíng)造造Emptyspacesandstreets,lackofinteraction缺乏人氣及及互動(dòng)的街街道及空間間FromGoodtoGreat從從優(yōu)秀到卓卓越IntegrateLive,Work,Learn,PlayandLearn融融生生活，工作作，學(xué)習(xí)和和娛樂與一一體的綜合合型生活方方式4. Lifestyle生生活活方式Separatecommunitiesandindividuals沒有連接互互動(dòng)的社區(qū)區(qū)和個(gè)人FromGoodtoGreat從從優(yōu)秀到卓卓越Culturalexperiences,entertainmentandritualfocusedexcellence文化娛樂體體驗(yàn)注重習(xí)習(xí)俗的培養(yǎng)養(yǎng)5.Offering提提供服務(wù)務(wù)NicebuildingsandspacesBroadmixofsectors只是有漂亮亮的房子和和空間，但組團(tuán)沒有有重點(diǎn)，太太寬泛FromGoodtoGreat從從優(yōu)秀到卓卓越IdentitythatinformsthespiritandcapturesthesoulClaritytoanyone鮮明清晰的的品牌個(gè)性性及品牌精精神6.Brandcharacter品品牌特特質(zhì)FragmentedcharacterEverythingtoeveryone分散的品牌牌個(gè)性，每個(gè)人對(duì)品品牌有著不不同的理解解和詮釋FRAMEWORK框架13Vision遠(yuǎn)遠(yuǎn)景目標(biāo)TocreatethecradleofinnovationforChina,bringinguntapped,tacitcultureandknowledgetotheglobefore,andacceleratingthisthroughinternationalbestpractices.通過最佳國(guó)國(guó)際化實(shí)踐踐以及觸及及全球前端端未探及領(lǐng)領(lǐng)域的知識(shí)識(shí)分享來(lái)建建立中國(guó)的的創(chuàng)新?lián)u籃籃。MissionStatement

使命命Toinnovatebyusingrealestateasanenablingtooltocommercializeknowledge,creativity,scienceandtechnologyintoproductsandservicesthatservesocietalgoodandleadintothe22ndcentury.創(chuàng)新以房地地產(chǎn)為工具具，將知識(shí)識(shí)，創(chuàng)造力力，科學(xué)和和技術(shù)轉(zhuǎn)化化成對(duì)社會(huì)會(huì)有益的產(chǎn)產(chǎn)品和服務(wù)務(wù)，領(lǐng)先著著進(jìn)入22世紀(jì)。Process進(jìn)進(jìn)程BusinessModelandFiscalResponsibilityStructureandSystem商業(yè)模型和財(cái)務(wù)責(zé)任結(jié)構(gòu)和系統(tǒng)OperationsandManagementAlignment營(yíng)運(yùn)和管理統(tǒng)一Marketing,SalesandLeasingtargets市場(chǎng)推廣、銷售和租賃目標(biāo)PlanningandDesign,Parameters,Flexibility,Evolution規(guī)劃設(shè)計(jì)，參數(shù)，靈活性，演變STRATEGY策略17TraditionalRealEstateDevelopmentModel傳統(tǒng)房地產(chǎn)產(chǎn)開發(fā)模式式VC風(fēng)險(xiǎn)投資Incubator孵化器InnovativeRealEstateDevelopmentModel創(chuàng)新房地產(chǎn)產(chǎn)開發(fā)模式式NewBusinessModeltoIncreaseDistrictValue提升城區(qū)定定位及價(jià)值值InnovationDistrict創(chuàng)新城區(qū)KICOverallConcept整整體概念念I(lǐng)ncubator+Accelerator孵化器＋＋加速器器Non-TraditionalFinancing非傳統(tǒng)融資資e.g.VentureCapital;風(fēng)投AngelCapital天使基基金PhysicalSpace實(shí)體空間High-techFacilityandService高科技設(shè)施和服務(wù)Eco-System知識(shí)共享服務(wù)平臺(tái)RealEstateBase:HardEnvironment:BuildingSoftEnvironment:Management房地產(chǎn)開發(fā)發(fā)－實(shí)現(xiàn)硬硬件環(huán)境－管理軟環(huán)環(huán)境SustainableCommunity可持續(xù)發(fā)展展的社區(qū)SustainableTechnology可持續(xù)發(fā)展展技術(shù)SustainableEnvironment可持續(xù)發(fā)展展的環(huán)境INTEGRATEDPLATFORMS綜合平臺(tái)VentureCapitalPlatform風(fēng)風(fēng)險(xiǎn)險(xiǎn)投資平臺(tái)臺(tái)DealFlowisKey:Generate+Increase項(xiàng)目是關(guān)鍵鍵：孕育并并發(fā)展項(xiàng)目目NeedPlace-basedandWeb-based“Places”forExchange需要實(shí)體和和網(wǎng)絡(luò)的交交易場(chǎng)所UnderstandNeedsandObjectives理解需求和和目標(biāo)CullEarly,MidandLateStageOpportunities精選早期，，中期和晚晚期的機(jī)會(huì)會(huì)AngelInvestors天使投資人人Clusters產(chǎn)業(yè)集群EnablingMechanisms啟動(dòng)機(jī)制Howtoexpand,whototarget?如何發(fā)展項(xiàng)項(xiàng)目，誰(shuí)是是目標(biāo)客戶戶？Monetization:howdoesSOL,KIC,Yangpuwanttocapturethis?Howtoally+align?融資：瑞安安，KIC和楊浦和和誰(shuí)進(jìn)行策策略聯(lián)盟？？如何合作作來(lái)把握這這個(gè)機(jī)會(huì)？？Non-TraditionalMonetization非非傳統(tǒng)統(tǒng)融資平臺(tái)臺(tái)Yangpu:VentureCapitalPositioning楊浦:風(fēng)險(xiǎn)投資定定位? MorelikelytoattractveryearlystageVCfirms傾向投資位位于早期發(fā)發(fā)展階段的的創(chuàng)業(yè)公司司的風(fēng)投– Severalspecializeinthissegment(~1/3)(e.g.NEA,Sequoia,Softbank)約三分之一一的主要風(fēng)風(fēng)險(xiǎn)投資企企業(yè)專注于于先期投資資（如NEA,Sequoia,Softbank）– FirmsthatfocusonlargerinvestmentslikelytolocateinPudongordowntown專注于更大大型投資的的企業(yè)傾向向于選擇浦浦東或市中中心? Needaccesstodealflow需要接近交交易流– NewstartupsinKIC創(chuàng)智天地中中的新創(chuàng)業(yè)業(yè)企業(yè)– StartupsfoundedbyYangpuinstituteanduniversitypeople區(qū)內(nèi)各機(jī)構(gòu)構(gòu)和高校建建立的創(chuàng)業(yè)業(yè)企業(yè)– StartupsthatemployYangpuuniversitygraduates聘用區(qū)內(nèi)高高校畢業(yè)生生的創(chuàng)業(yè)企企業(yè)? SatelliteofficesinKIC創(chuàng)智天地中中的衛(wèi)星辦辦公室– Withmainofficesdowntowncoveringnation/region總部位于市市中心，以以覆蓋國(guó)家家/區(qū)域市市場(chǎng)CultureShift文化轉(zhuǎn)移KnowledgeExchange+Iteration知識(shí)革新＋＋轉(zhuǎn)化Hub+Spoke/Octopus=Networks:中心＋輻輻射途徑徑＝網(wǎng)網(wǎng)絡(luò)：? “Whoknowswhoknowswhat”“知道誰(shuí)知知道什么””Notjust““whoknowswho”,or““whoknowswhat””不只是“誰(shuí)誰(shuí)認(rèn)識(shí)誰(shuí)””，或“誰(shuí)誰(shuí)知道什么么”Place-based:Flexibility+FocalPoint基地定位：：可變動(dòng)性性＋聚聚焦點(diǎn)Virtual實(shí)體還是虛虛體CivicEngagement公眾參與LinkagewithotherKnowledgeCenters與其他知識(shí)識(shí)中心的聯(lián)聯(lián)系ResearchInstitutes,R+DCenters,Academia,Individuals科研機(jī)構(gòu)構(gòu)，研研發(fā)中心心，大大專院校校，個(gè)個(gè)體企業(yè)業(yè)InnovationSoul創(chuàng)創(chuàng)新靈靈魂Culture

創(chuàng)新新文化Architecture建建筑空空間Lifestyle生生活方方式InnovationPlatform創(chuàng)創(chuàng)新平臺(tái)臺(tái)CreativityPlatform創(chuàng)意平臺(tái)臺(tái)秘方成功：四類的集合推理性設(shè)計(jì)推理性工程內(nèi)部的 外表的RichGoldAnneBalsamo行動(dòng)思維實(shí)干分子藝術(shù)科學(xué)設(shè)計(jì)工程和Solidifyingtheplatform完善平臺(tái)臺(tái)建設(shè)Convergenceofdata,voiceandvideo整合數(shù)據(jù)據(jù)，影音音資料Utilizeserviceprovidersnotvendors與服務(wù)供供應(yīng)商而而不是單單純的硬硬件供應(yīng)應(yīng)商合作作TheemergenceofChineseproviders扶持國(guó)內(nèi)內(nèi)供應(yīng)商商Goingwirelessandubiquitous(GPRS,CDMA,3G+)無(wú)線網(wǎng)絡(luò)絡(luò)建設(shè)(GPRS,CDMA,3G)Sustainablemasstechnologiesvs.differentiation可持續(xù)的的廣泛應(yīng)應(yīng)用的技技術(shù)vs差異化化技術(shù)Futurecollocation(IDC)provisionforSME’’s?為中小企企業(yè)度身身定做技技術(shù)平臺(tái)臺(tái)Developaparallelvirtual/cybercommunitythathaslinkagevalue-addedpropositionstothereal/physicalKIC建立一個(gè)個(gè)能提升升創(chuàng)智天天地價(jià)值值的虛擬擬網(wǎng)絡(luò)社社區(qū)TechnologyPlatform

技術(shù)術(shù)平臺(tái)DigitalCityFrameworkInfrastructure-NetworkUbiquitousSensorNetworkAccessControlConvergenceNetworkGovernmentLearning360eGovernmenteHealthERSTrafficControlPollutionControlEnvironmentInfrastructure-DataRFID

Tag

HubSpatialDataHubIdentity

Mgt

HubLifestyle@Home@Work@Street@CommunityCommercialEnergySavingSecurityAccessPAFM-CommerceContentDeliveryIntelligentBuildingInventoryMgtUbiquitousSensorNetworkAccessControlConvergenceNetworkUbiquitousSensorNetworkAccessControlPollutionControl數(shù)碼城市市框架基礎(chǔ)建設(shè)設(shè)－網(wǎng)網(wǎng)絡(luò)UbiquitousSensorNetworkAccessControlConvergenceNetwork政府全方位學(xué)學(xué)習(xí)電子政務(wù)務(wù)電子醫(yī)療療地球資源源衛(wèi)星交通控制制PollutionControlRFID電子標(biāo)簽技術(shù)中心空間數(shù)據(jù)中心身份管理中心生活方式式@家@工作@街上@社區(qū)商業(yè)能源控制安全管制PAF移動(dòng)商務(wù)內(nèi)容提送行業(yè)信息建設(shè)設(shè)倉(cāng)儲(chǔ)管理UbiquitousSensorNetworkAccessControl集中網(wǎng)絡(luò)無(wú)所不在的傳傳感器門戶網(wǎng)絡(luò)數(shù)據(jù)庫(kù)管管理污染控制環(huán)境基礎(chǔ)建設(shè)－數(shù)數(shù)據(jù)SustainabilityStructure可可持續(xù)性結(jié)構(gòu)構(gòu)ECONOMY:ProfitableReturnsoverTime經(jīng)濟(jì)：久而久之的利利潤(rùn)回報(bào)EQUALITY:SocialWell-Being,PublicWelfare社會(huì)權(quán)益：社會(huì)幸福，公公共福利ENVIRONMENT:Land,Transit,FreshWaterSystemandAir環(huán)境：土地、運(yùn)輸、、新鮮供水系系統(tǒng)和空氣SUSTAINABILITY:DevelopmentModel可持續(xù)性：發(fā)發(fā)展模型Example:Equity––Equality(Economy––Social)SustainabilityStructurePrinciple1:JobCreationPrinciple2:TaxGenerationPrinciple3:CommunityOutreachandEngagementPrinciple4:SetupTrainingProgramstoincreasetheKnowledgeofLocalResidentsPrinciple5:ProvideMultigenerationalSettings andProgramsPrinciple6:AllowforNon-ProfitCommunityGroupsPrinciple7:ProvideEnvironmentsforaBalancedLive-Work-Learn-PlayLifestylePrinciple8:Unique-CannotReplicate實(shí)例:經(jīng)經(jīng)濟(jì)效益––均衡發(fā)發(fā)展(經(jīng)濟(jì)濟(jì)–社會(huì)會(huì))可持續(xù)續(xù)發(fā)展模型原則1:創(chuàng)創(chuàng)造就業(yè)業(yè)崗位原則2:創(chuàng)創(chuàng)造稅收收原則3:社社區(qū)發(fā)展展和融合原則4:針針對(duì)社區(qū)區(qū)業(yè)主開展培培訓(xùn)項(xiàng)目以增增加他們的知識(shí)原則5:提提供多年年齡層次的軟軟硬件服務(wù)原則6:接接納非營(yíng)營(yíng)利機(jī)構(gòu)入住住原則7:營(yíng)營(yíng)造一個(gè)個(gè)生活-工作作-學(xué)習(xí)-娛娛樂平衡的氛圍原則8:獨(dú)獨(dú)特性––無(wú)法復(fù)復(fù)制社區(qū)文化環(huán)境經(jīng)濟(jì)發(fā)展網(wǎng)絡(luò)化BrandDevelopment

品牌發(fā)發(fā)展43ValueofBranding

品牌牌推廣的價(jià)值值Tocreatealargershareofthefuture創(chuàng)造品牌更大大的未來(lái)CONVENTION傳統(tǒng)市場(chǎng)DISRUPTIVEIDEA顛覆性理念VISION創(chuàng)造更大未來(lái)來(lái)的遠(yuǎn)景Product商品Service服務(wù)Experience經(jīng)經(jīng)驗(yàn)Value價(jià)價(jià)值TheRelationshipbetweenBusinessModelandtheBrand商業(yè)模式與品品牌的關(guān)系簡(jiǎn)簡(jiǎn)述BrandValue品牌價(jià)值BrandEvolution品牌發(fā)展Product商品Service服務(wù)Experience經(jīng)驗(yàn)Values價(jià)值TheRelationshipbetweenBusinessModelandtheBrand商業(yè)模式與品品牌的關(guān)系簡(jiǎn)簡(jiǎn)述Process：It’saJourneyofRe-discovery過過程：重新新發(fā)現(xiàn)的旅程程CorporateCulture企業(yè)文化MarketingStrategy市場(chǎng)策略ConsumerUnderstanding理解消費(fèi)者CompetitorAnalysis&Benchmarking競(jìng)爭(zhēng)者分析析和標(biāo)桿BrandBlueprint品品牌藍(lán)圖Whatisourkeybrandpositioning?什么是我們們的品牌定定位？What’’sthebrandarchitecturethatarticulateandcrystallizewhatthebrandstandsfor?以精煉的品品牌藍(lán)圖來(lái)來(lái)闡述我們們的品牌精精神BrandEssence品牌精髓WHATDOYOUSTANDFOR?你代表著什么？BrandDifferentiator品牌區(qū)分點(diǎn)WhatmakeyouuniqueandNOTREPLACABLE?什么讓你獨(dú)特并不可取代？BrandCharacter品牌個(gè)性Personifythebrandbyclearcharacters.什么是品牌清晰的個(gè)性？RTB理由Tellyourstoryonwhyyoucandeliverthosebenefits.什么是你的品牌故事，令人信服？Benefits益處Ashowcaseofyourfunctionalandemotionalbenefits.功能性和情感性的益處。ConsumerInsights消費(fèi)者洞悉Naildownthekeyinsightthatwillbecomethetippingpoint.什么消費(fèi)者洞察是我們的切入點(diǎn)？TargetAudience目標(biāo)消費(fèi)人群Definethepeopleyouwanttotalkto,spendmoneyon,establishlongtermrelationshipwith.定義你所要進(jìn)行交流并保持長(zhǎng)久關(guān)系的人群。Competitors競(jìng)爭(zhēng)環(huán)境Def