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RealEstateMarketing
房地產(chǎn)市場營銷ContentBasicConceptsofRealEstateMarketingACaseStudyofAHigh-EndLuxuriousCondominiuminSingapore:
BeachfrontCollectionatSentosaCoveMarketingvs.RealEstateMarketing
市場營銷vs.房地產(chǎn)市場營銷Marketing〔市場營銷〕anorganisationalfunctionandsetofprocessforcreating,communicating,anddeliveringvaluetocustomersandformanagingcustomerrelationshipsinwaysthatbenefitorganisationandstakeholdersMarketingvs.RealEstateMarketing
市場營銷VS.房地產(chǎn)市場營銷MarketingManagement〔營銷管理〕aprocessofplanningandexecutingtheconception,pricing,promotionanddistributionofgoods,services,andideastocreateexchangesthatsatisfyindividualandorganizationalgoalsCharacteristicsofRealEstate房地產(chǎn)特征Location〔地段〕-immobilityandheterogeneityHighprice〔高價〕-largeamountofcapitalrequired,useofcreditTimelag〔延時〕-longtimetakenforcompletion,variationoffinalproductispossibleLegalrestrictions〔法律約束〕-use,ownershipandresalecontrolledManagement〔管理〕-needtobemaintainedMarketingvs.RealEstateMarketing
市場營銷VS.房地產(chǎn)市場營銷RealEstateMarketing〔房地產(chǎn)市場營銷〕MarketingeffortswouldhavetobestrategisedtobringouttheuniquenessofrealestateMarketingvs.RealEstateMarketing
市場營銷VS.房地產(chǎn)市場營銷Tomarketarealestate
project/development
房地產(chǎn)工程營銷Understandthefirm’smissionandobjective(企業(yè)理念)Thoroughmarketanalysis(市場分析)SiteAnalysis(土地位置分析)Marketpositioning(市場定位)TargetedMarket(目標(biāo)市場)MarketingStrategies(營銷策略)ACaseStudyofAHigh-EndLuxuriousCondominiuminSingapore:
BeachfrontCollectionatSentosaCoveABriefIntroductiontoSCGlobalDevelopments&LocationofSentosaCoveSource::///MissionStatement
企業(yè)理念
SCGlobalisoneof
nicheplayersfocusedontop-endresidentialpropertiesinSinapore.Aimstoestablishitselfasaninnovativedeveloperwithboldnewideas,payingattentiontodesigns,layoutsandfinishes.MissionandvisionTodeliverpremiumandluxuryresidentialdevelopmenttothemarket
Source::///“THEULTIMATELIVING〞SentosaCove(升濤灣〕Source:://SentosaCove(升濤灣〕Source:
aresidentialenclaveintheEastofSentosaIslandinSingaporeeventuallyhousingabout2,500unitswhenfullydevelopedlargelymade-upofreclaimedlandbeingmarketedasa"exclusiveoceanfrontresidentialcommunity"andthe"onlytrueseafrontresidentialproperty"
inSingaporethelatterpurchasedthesitefromtheSingaporeLandAuthorityforasumofaboutS$800million3precinctsconstitutestheentireSentosaCoveSiteAnalysisLandarea(土地面積):10,572sqmMax.permissibleplotratio(最大容積率):1.31Maximumpermissiblegrossfloorarea(最大建筑面積):13,849sqmMaximumpermissibleheight(最高層數(shù)〕:4storeyswith88unitsUnitpriceoftheland(土地單價):S$1,800psfpprTotallandcost(土地總價):S$270million
Source:TanjongBeachAGolfCourseFacingtheseaSWOTAnalysisofSubjectSiteStrengthsStrategiclocationAccessibilityandamenitiesWeaknessesConstraintsonthescaleofthedevelopmentLeasingtenureOpportunitiesGovernmentsupportSynergyeffectNichedevelopmentThreatsExtremelyhighlandpriceExisting&up-comingsupplyofresidentialprojectsREMAof
High-endResidentialMarket
新加坡高端住宅市場調(diào)查PotentialDemand
潛在需求GrossDomesticProductGDPThegovernmentadjustedtheGDPforecastto4-6%from4.5-6.5%inearly2021.Theadjustmentsmaybeduetovariouspossiblefactors,suchasslowereconomicgrowthanduncertaintywithlowerbuyers’confidencebroughtaboutbyUSsub-primecrisis.
AveragehouseholdincomeofSingaporeansareincreasing.Higherproportionofhigh-networthindividualsinSingapore(1.5percentagepointincreasefrom2006-2007).Income收入狀況家庭工作月收入%ForeignDirectInvestment
外國直接投資FDIfrom2001to2006(Source:ComputedfromSingstatdata,)
AmountofFDIhasincreasedThiswillincreasethenumberofexpatriates-executivesinSingapore.Someoftheseexpatriateswillformthedemandforsuper-luxuriousresidentialproperties.NumberofExpatriatesinSingapore派駐在新加坡的高級行政管理人員數(shù)目
ActualfiguresonnumberofexpatriatesinSingaporeisnotknownyet.Butbasedon2005data,therewere80,000foreignersinSingaporeonemploymentpasses(qualifiedprofessionalsandspecialists)Today’sfiguremaybehigher.Supply
供給
Thedecreaseinvacancyrateshowsthatnewresidentialprojectsarebeingtakenupbymarket,from2005-2007Supplyofprivateresidentialprojectsincreasedgreatlyfrom2006-2007新加坡私人住宅空置率新加坡私人住宅供給量Macro-Economic&RealEstateMarketTrends
宏觀經(jīng)濟&房地產(chǎn)市場大體走勢GeneralRealEstateMarketTrends〔房地產(chǎn)市場大體走勢〕
RecentspateofeventsliketheUSsub-primecrisisandgovernmentpoliciesliketheabolishmentofthedeferredpaymentscheme(DPS)andtheincreaseindevelopmentchargesledtothestagnation,orevendeclineofthepropertymarket.WiththereducedGDPgrowthpredictionof4%-6%,coupledwithacreditcrunch,demandmaystagnate,asbuyersarelikelytobemoreconservative.SynergyeffectfrommajorprojectscarriedonalongMarinaBaysuchasIR,F1,SingaporeFlyers,etc.BoostSingapore’sattractivenessasapremiumdestinationforbusinessandleisurevisitorsfromaroundtheworldOneofthemarketingfactorsfortheresidentialprojectsalongSentosacoveRaisingprofileoftheSCGlobalbrand新加坡新CBD濱海灣近期主要工程方案規(guī)劃對住宅市場的總體影響MarketingStrategies
市場營銷策略CommonMarketingStrategiesusedinpreviousprojectsExistingProjects〔現(xiàn)有工程〕Source::///SignificantCharacteristicsofSCGlobal’sProducts:〔SCGlobal住宅產(chǎn)品的重要特征〕Primelocation〔黃金地段〕Uniquenessofdesign,layoutandfinishes〔唯一設(shè)計〕PrimeLocation〔黃金地段〕Source::///SomeexamplesofUniquenessofdesign,layoutandfinishes
〔唯一設(shè)計〕TheMarqSource::///15-metercantileveredlappoolineveryunit〔每套房間都擁有獨立的15米長懸吊式游泳池〕6.5-meterdouble-volumespaces〔客廳、餐廳以及廚房范圍擁有6.5米的層高〕resort-stylesteamroomineveryunit〔每套房間擁有獨立的度假村式蒸汽房〕2500sqmskyterracewithbotanicalretreatspreadover〔2500平方米空中露臺花園〕exclusivededicatedliftfromgroundfloortopenthouses〔直接通向屋頂公寓的獨立電梯〕HilltopsSource::///SomeexamplesofUniquenessofdesign,layoutandfurnitureBLVDSource::///SomeexamplesofUniquenessofdesign,layoutandfinishesprivateliftaccesstoeachhousingunit〔每套房間擁有獨立的電梯入口〕Twoskyterracesforfitness,relaxation&entertainment,plusacantileveredpooldeckwithprivatefunctionroom〔兩個空中露臺會所〕Pricing〔定價〕Agoing-ratepricingstrategyisalwaysadoptedbySCGlobal(basedmarketvalue).Enjoyablehighpremium.Source::///Selling〔銷售〕Directsale〔開發(fā)商-消費者〕Softlaunchwhichinvitationisneededforprivatepreview〔軟性發(fā)行〕Promotion〔促銷〕Advertising〔雜志廣告〕Source::///PromotionPublicRelations〔公共關(guān)系〕Source::///Marketing
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