广西南宁市世邦魏理仕商业项目策划报告

　　1.0 项目介绍...................................................................................................1

　　1.1 项目介绍.....................................................................................................................................1

　　1.2 研究目的.....................................................................................................................................2

　　1.3 研究方法.....................................................................................................................................2

　　1.4 项目相关技术性指标..................................................................................................................3

　　2.0 宏观环境分析............................................................................................4

　　2.1 南宁市宏观环境..........................................................................................................................4

　　2.2 南宁市新城市规划....................................................................................................................12

　　2.3 南宁市商业发展规划................................................................................................................14

　　2.4 经济发展状况对南宁商业发展的影响....................................................................................16

　　3.0 商业市场研究..........................................................................................18

　　3.1 南宁市零售业态发展分析........................................................................................................18

　　3.2 南宁市商业发展现状分析........................................................................................................19

　　3.3 商业物业市场租赁情况............................................................................................................21

　　3.4 主要商圈情况............................................................................................................................24

　　3.5 未来商业物业............................................................................................................................37

　　4.0 竞争对手分析..........................................................................................40

　　4.1 简介...........................................................................................................................................40

　　4.2 万达商业广场............................................................................................................................41

　　4.3 南城百货...................................................................................................................................43

　　4.4 梦之岛百货（民族店）及华联超市........................................................................................45

　　4.5 城市碧园商业广场....................................................................................................................46

　　4.6 对项目的影响............................................................................................................................47

　　5.0 消费力调查分析.......................................................................................48

　　5.1 商圈辐射范围............................................................................................................................48

　　5.2 第一商圈消费力分析................................................................................................................48

　　5.3 第二商圈消费力分析................................................................................................................54

　　5.4 目标消费群分析及建议............................................................................................................56

　　6.0 经营者需求研究.......................................................................................58

　　6.1 研究目的...................................................................................................................................58

　　6.2 研究方法...................................................................................................................................58

　　6.3 经营者选址要素........................................................................................................................58

　　6.4 经营者需求特征分析................................................................................................................59

　　6.5 经营者在南宁的发展现状及计划............................................................................................62

　　目录

　　南宁市商业项目 - ii -

　　二零零五年七月

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　　6.6 经营者对南宁及项目未来发展前景的看法............................................................................62

　　6.7 项目的正面影响因素................................................................................................................63

　　6.8 项目的负面影响因素................................................................................................................63

　　6.9 对本项目的启示........................................................................................................................64

　　7.0 项目区位分析..........................................................................................65

　　7.1 项目所在区域简介....................................................................................................................65

　　7.2 项目所在区域的交通状况分析................................................................................................66

　　7.3 项目所在区域的人口状况分析................................................................................................67

　　7.4 项目所在行政区域未来商业发展规划....................................................................................68

　　7.5 总结...........................................................................................................................................69

　　8.0 项目竞争力分析.......................................................................................70

　　8.1 项目优势与劣势分析................................................................................................................70

　　8.2 项目机会点与威胁点分析........................................................................................................71

　　8.3 项目竞争力分析........................................................................................................................72

　　9.0 项目定位.................................................................................................73

　　9.1 整体定位...................................................................................................................................73

　　9.2 商圈界定...................................................................................................................................74

　　9.3 目标客户定位............................................................................................................................75

　　9.4 目标经营客户............................................................................................................................76

　　9.5 整体形象档次定位....................................................................................................................76

　　9.6 功能与主题定位........................................................................................................................77

　　9.7 各层定位...................................................................................................................................78

　　9.8 分区主题定位............................................................................................................................78

　　10.0 经营分析及计划.......................................................................................79

　　10.1 项目租金成长分析....................................................................................................................79

　　10.2 租金可行性论证........................................................................................................................85

　　10.3 结论及建议...............................................................................................................................87

　　11.0 结论及建议..............................................................................................89

　　11.1 项目综合评价............................................................................................................................89

　　11.2 发展建议...................................................................................................................................90