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1、If the performance of 20th century architecture is technological capability . Then the 21st century will be the creativity of the highest value. Building the future will be like create an art their the performance of 20th century architecture is technological capability .Then the 21st century will b
2、e the creativity of the highest value. Building the future will be like create an art that 中骏地产中骏地产 2010 黄金海岸项目提报 The greatest art of architectures for the descendents of the dragon 项/目/提/报 2010/11/15 AN ENTERPRISE WITH A CITYS DREAM CONSTANT PURSUIT OF PROGRESS REAL ESTATE DEVELOPMENT CHARACTERISTI
3、CS OF BRAND LONGYAN CITY CONSTRUCTION DEVELOPMENT 中骏 黄金海岸 If the performance of 20th century architecture is technological capability . Then the 21st century will be the creativity of the highest value. Building the future will be like create an art their the performance of 20th century architecture
4、 is technological capability .Then the 21st century will be the creativity of the highest value. Building the future will be like create an art that 中骏地产中骏地产 2010 黄金海岸项目提报 The greatest art of architectures for the descendents of the dragon 大泉州城市联盟,随着城市快速路网的大力建设, 未来的大泉州格局日益显现 占据大泉州稀有的景观海岸线资源, 集中骏地产多年
5、开发经验, 承载中骏地产跨入一流品牌地产商的历史使命, 黄金海岸未来的成功将拉开中骏地产一流品牌的序幕 前言 If the performance of 20th century architecture is technological capability . Then the 21st century will be the creativity of the highest value. Building the future will be like create an art their the performance of 20th century architecture is
6、 technological capability .Then the 21st century will be the creativity of the highest value. Building the future will be like create an art that If the performance of 20th century architecture is technological capability . Then the 21st century will be the creativity of the highest value. Building
7、the future will be like create an art their the performance of 20th century architecture is technological capability .Then the 21st century will be the creativity of the highest value. Building the future will be like create an art that 中骏地产中骏地产 2010 黄金海岸项目提报 The greatest art of architectures for th
8、e descendents of the dragon 【壹】 地块解读 【贰】市 场 篇 【叁】营 销 篇 【肆】企 划 篇 目 录目 录CONTENTS If the performance of 20th century architecture is technological capability . Then the 21st century will be the creativity of the highest value. Building the future will be like create an art their the performance of 20th
9、 century architecture is technological capability .Then the 21st century will be the creativity of the highest value. Building the future will be like create an art that 中骏地产中骏地产 2010 黄金海岸项目提报 The greatest art of architectures for the descendents of the dragon 关于黄金海岸的三点思考关于黄金海岸的三点思考 1、石狮人眼里的黄金海岸 2、石
10、狮能否消化本项目那么大的量体,如何定位? 3、如何承接和发扬中骏地产品牌影响力 1、石狮人眼里的黄金海岸 2、石狮能否消化本项目那么大的量体,如何定位? 3、如何承接和发扬中骏地产品牌影响力 If the performance of 20th century architecture is technological capability . Then the 21st century will be the creativity of the highest value. Building the future will be like create an art their the pe
11、rformance of 20th century architecture is technological capability .Then the 21st century will be the creativity of the highest value. Building the future will be like create an art that 中骏地产中骏地产 2010 黄金海岸项目提报 The greatest art of architectures for the descendents of the dragon 壹、项目地块解读壹、项目地块解读 If th
12、e performance of 20th century architecture is technological capability . Then the 21st century will be the creativity of the highest value. Building the future will be like create an art their the performance of 20th century architecture is technological capability .Then the 21st century will be the
13、 creativity of the highest value. Building the future will be like create an art that 中骏地产中骏地产 2010 黄金海岸项目提报 The greatest art of architectures for the descendents of the dragon 黄金海岸位于大泉州最宝贵的海岸性资源石狮市永宁镇海滨度假区,原来 的闽南黄金海岸度假区于1992年成立,规划占地6000亩,首期开发1980 亩。是福建省十大重点旅游景区之一。 黄金海岸的历史价值黄金海岸的历史价值 If the performa
14、nce of 20th century architecture is technological capability . Then the 21st century will be the creativity of the highest value. Building the future will be like create an art their the performance of 20th century architecture is technological capability .Then the 21st century will be the creativit
15、y of the highest value. Building the future will be like create an art that 中骏地产中骏地产 2010 黄金海岸项目提报 The greatest art of architectures for the descendents of the dragon 黄金海岸的经营不善,区域配套尚为形成,偏离市区,距泉州市区28公 里,距石狮市区10公里。所处永宁镇也是一个房地产开发的空白区,作 为住宅项目,市场认可度并不高。 黄金海岸的现状黄金海岸的现状 If the performance of 20th century a
16、rchitecture is technological capability . Then the 21st century will be the creativity of the highest value. Building the future will be like create an art their the performance of 20th century architecture is technological capability .Then the 21st century will be the creativity of the highest valu
17、e. Building the future will be like create an art that 中骏地产中骏地产 2010 黄金海岸项目提报 The greatest art of architectures for the descendents of the dragon 黄金 海岸 黄金 海岸 2000年来一度成为泉州人旅游度 假的好去处,在泉州提起玩就去 黄金海岸。 2000年来一度成为泉州人旅游度 假的好去处,在泉州提起玩就去 黄金海岸。 娱乐设施没有更新,收费太高, 人们渐渐失去了新鲜感 娱乐设施没有更新,收费太高, 人们渐渐失去了新鲜感 经营不善,后期投入不足, 缺
18、乏管理。末落了! 经营不善,后期投入不足, 缺乏管理。末落了! 泉州最美丽 的海岸线 泉州最美丽 的海岸线 If the performance of 20th century architecture is technological capability . Then the 21st century will be the creativity of the highest value. Building the future will be like create an art their the performance of 20th century architecture is
19、technological capability .Then the 21st century will be the creativity of the highest value. Building the future will be like create an art that 中骏地产中骏地产 2010 黄金海岸项目提报 The greatest art of architectures for the descendents of the dragon 政府打造发展方向:政府打造发展方向: 将永宁黄金海岸作为城市向海挺进龙头,是石狮滨海城市的重要战略基点。 If the perf
20、ormance of 20th century architecture is technological capability . Then the 21st century will be the creativity of the highest value. Building the future will be like create an art their the performance of 20th century architecture is technological capability .Then the 21st century will be the creat
21、ivity of the highest value. Building the future will be like create an art that 中骏地产中骏地产 2010 黄金海岸项目提报 The greatest art of architectures for the descendents of the dragon 分区规划在概念规划的基础上 形成了“一轴一带三核两片区” 的规划结构 定位:石狮市主城区的有机组 成部分,未来现代服务业的集 中地和滨海旅游度假基地。 定位:石狮市主城区的有机组 成部分,未来现代服务业的集 中地和滨海旅游度假基地。 If the perfo
22、rmance of 20th century architecture is technological capability . Then the 21st century will be the creativity of the highest value. Building the future will be like create an art their the performance of 20th century architecture is technological capability .Then the 21st century will be the creati
23、vity of the highest value. Building the future will be like create an art that 中骏地产中骏地产 2010 黄金海岸项目提报 The greatest art of architectures for the descendents of the dragon 新城片区:新城片区:总用地总用地338.73公顷,主 要为商务办公、文化娱乐、主题购 物中心、商务公园、商住及滨海宾 馆等用地 公顷,主 要为商务办公、文化娱乐、主题购 物中心、商务公园、商住及滨海宾 馆等用地 规模:规模:至至2020年规划人口年规划人口2.
24、0万人, 规划容积率 万人, 规划容积率2.53.5. 老镇片区:老镇片区:总用地总用地552.37公顷,主 要为二类居住、商住用地、客运港 口及旅游综合用地 公顷,主 要为二类居住、商住用地、客运港 口及旅游综合用地 规模:规模:至至2020年人口年人口6.0万人,规划 容积率 万人,规划 容积率1.82.5. 石狮城市格局将有现有城市中心区向永宁,蚶江,祥芝三大组团外拓发展。 其中永宁组团主要承担起构建宜居新城的重任。 If the performance of 20th century architecture is technological capability . Then the
25、 21st century will be the creativity of the highest value. Building the future will be like create an art their the performance of 20th century architecture is technological capability .Then the 21st century will be the creativity of the highest value. Building the future will be like create an art
26、that 中骏地产中骏地产 2010 黄金海岸项目提报 The greatest art of architectures for the descendents of the dragon 黄金海岸黄金海岸 永宁镇永宁镇 石狮市区石狮市区 永宁镇功能定位:永宁镇功能定位:以现代服务业领航的现代化滨海新城 A、服务之城、服务之城泉州湾专业性服务中心区泉州湾专业性服务中心区 B、都市副心、都市副心石狮市未来中心区的有机组成部分石狮市未来中心区的有机组成部分 C、旅游之城、旅游之城海峡西岸休闲旅游度假区海峡西岸休闲旅游度假区 If the performance of 20th century a
27、rchitecture is technological capability . Then the 21st century will be the creativity of the highest value. Building the future will be like create an art their the performance of 20th century architecture is technological capability .Then the 21st century will be the creativity of the highest valu
28、e. Building the future will be like create an art that 中骏地产中骏地产 2010 黄金海岸项目提报 The greatest art of architectures for the descendents of the dragon 大泉州经济的蓬勃发展,随着政府的大力投入,未来交通的完善, 未来的黄金海岸发展可期。 If the performance of 20th century architecture is technological capability . Then the 21st century will be the
29、 creativity of the highest value. Building the future will be like create an art their the performance of 20th century architecture is technological capability .Then the 21st century will be the creativity of the highest value. Building the future will be like create an art that 中骏地产中骏地产 2010 黄金海岸项目
30、提报 The greatest art of architectures for the descendents of the dragon 在石狮人眼里黄金海岸是什么在石狮人眼里黄金海岸是什么? If the performance of 20th century architecture is technological capability . Then the 21st century will be the creativity of the highest value. Building the future will be like create an art their the
31、 performance of 20th century architecture is technological capability .Then the 21st century will be the creativity of the highest value. Building the future will be like create an art that 中骏地产中骏地产 2010 黄金海岸项目提报 The greatest art of architectures for the descendents of the dragon 购买滨海住宅房子的用途购买滨海住宅房子
32、的用途 20% 40% 10% 30% 20% 40% 10% 30% 投资投资养老养老居住居住兼具多重兼具多重 是否会考虑购买黄金海岸置业是否会考虑购买黄金海岸置业 55% 25% 20% 55% 25% 20% 会会暂时不会暂时不会不会不会 对黄金海岸改造成果预期对黄金海岸改造成果预期 30% 50% 15% 5% 30% 50% 15% 5% 很好很好较好较好一般一般较差较差 是否知道黄金海岸改造工程 97% 3% 是否知道黄金海岸改造工程 97% 3% 是是否否 针对目前的黄金海岸进行的口碑的调查针对目前的黄金海岸进行的口碑的调查 石狮实地拦访, 有效样本227份 If the per
33、formance of 20th century architecture is technological capability . Then the 21st century will be the creativity of the highest value. Building the future will be like create an art their the performance of 20th century architecture is technological capability .Then the 21st century will be the crea
34、tivity of the highest value. Building the future will be like create an art that 中骏地产中骏地产 2010 黄金海岸项目提报 The greatest art of architectures for the descendents of the dragon 黄金海岸发展旅游业,前期投入不足,仅有部分项目建成开业,旅游 品种单一,产品附加值低。后期主要旅游景点的海洋世界的资金出现 断裂。近两年来,主要游览、度假设施缺乏维护,景区内游人稀疏。 一般旅客到达景区后,只能看到大海、海滩,然后吃海鲜和观赏海洋 世界生物
35、,留不住游客。 由于上述种种原因,黄金海岸的由于上述种种原因,黄金海岸的品牌影响力日益衰弱,旅游没落了旅游没落了 目前的市场影响力仅仅在石狮本地,到访的旅游者清一色就是石 狮本地居民。黄金海岸的功能也被单一化,被仅局限在在夏天消暑的 海滨浴场。仅是游泳和吃海鲜的地方。 调查中发现 If the performance of 20th century architecture is technological capability . Then the 21st century will be the creativity of the highest value. Building the f
36、uture will be like create an art their the performance of 20th century architecture is technological capability .Then the 21st century will be the creativity of the highest value. Building the future will be like create an art that 中骏地产中骏地产 2010 黄金海岸项目提报 The greatest art of architectures for the des
37、cendents of the dragon 这么好的景观资源没有开发起来太可惜了, 在调查中人们充满期待! 希望看到真正的黄金海岸! 调查中发现 If the performance of 20th century architecture is technological capability . Then the 21st century will be the creativity of the highest value. Building the future will be like create an art their the performance of 20th cent
38、ury architecture is technological capability .Then the 21st century will be the creativity of the highest value. Building the future will be like create an art that 中骏地产中骏地产 2010 黄金海岸项目提报 The greatest art of architectures for the descendents of the dragon 贰、石狮市场解读贰、石狮市场解读 If the performance of 20th
39、century architecture is technological capability . Then the 21st century will be the creativity of the highest value. Building the future will be like create an art their the performance of 20th century architecture is technological capability .Then the 21st century will be the creativity of the hig
40、hest value. Building the future will be like create an art that 中骏地产中骏地产 2010 黄金海岸项目提报 The greatest art of architectures for the descendents of the dragon 市中心板块市中心板块 北环板块北环板块 服装城板块服装城板块 城城 东东 板板 块块 块块 一板块定位/ 石狮房地产版块分析 If the performance of 20th century architecture is technological capability . Then
41、 the 21st century will be the creativity of the highest value. Building the future will be like create an art their the performance of 20th century architecture is technological capability .Then the 21st century will be the creativity of the highest value. Building the future will be like create an
42、art that 中骏地产中骏地产 2010 黄金海岸项目提报 The greatest art of architectures for the descendents of the dragon 市中心板块:市中心板块:各项配套成熟,但是土地资源日益稀缺,目前以旧城改造为主,老城 区“旧貌换新颜”,改善人居环境。 北环板块:北环板块:教育、交通、休闲等配套日臻完善,居住品质逐步提升,目前,城北产 品品质中档,相比市中心板块商业氛围还不足。 服装城板块:服装城板块:重点发展商贸为主,提升产业集群效应,但是板块发展相对滞后,周 边环境较为喧嚣,居住较品质一般。目前配套仍然处于发展起步阶段,市政
43、配套有待 加强。 东区板块:东区板块:云集市级行政单位、市政配套设施,是未来的新城中心,区域市场发展 热度较高,土地开发规模,产品品质相对较高,价格也处于较高的水平上。 If the performance of 20th century architecture is technological capability . Then the 21st century will be the creativity of the highest value. Building the future will be like create an art their the performance o
44、f 20th century architecture is technological capability .Then the 21st century will be the creativity of the highest value. Building the future will be like create an art that 中骏地产中骏地产 2010 黄金海岸项目提报 The greatest art of architectures for the descendents of the dragon 与石狮房地产版块对比与石狮房地产版块对比 版块版块版块属性、定位版
45、块属性、定位代表个案代表个案主力规划主力规划价格水平价格水平客源分析客源分析 市中心版块老市区泉美豪庭 90二房 160三房 5600元/ 本地个体户经商、私企占为 主 城东版块 未来行政中心,新 城区,高档居住区 府东壹号,畔山 云海,濠江国际 120-170三房, 180-210四房 6000-6400元 / 本地和晋江五镇个体户经 商、私企主,石狮事业单 位、公务员、教师 北环版块 城市外拓的休闲、 居住区 兴进豪园,百江 明珠 140三房 5000-5400元 / 石狮本地居民 服装城版块商贸配套功能区 华闽世贸国际, 鼎盛公元 90二房 140三 房 180四房 5000-5200元
46、 / 晋江五镇,来石狮从事服生 意经营户 与本案对比与本案对比本案劣势本案劣势如何应对如何应对本案优势本案优势客源客源 石狮市区各版 块 石狮市区各版 块 地处石狮市核心区心, 交通便利,配套成熟 石狮和晋江五镇经商、私企 主,石狮机关事业单位人员 黄金海岸黄金海岸 位于永宁镇,偏离市 区,配套刚刚起步。 差异定位,休闲旅游和居 住多功能;主打未来性, 永宁,黄金海岸的市政、 交通规划。 差异定位,休闲旅游和居 住多功能;主打未来性, 永宁,黄金海岸的市政、 交通规划。 海景、旅游资源海景、旅游资源 立足石狮,涵盖大泉州中高端 企业主,商务人士 立足石狮,涵盖大泉州中高端 企业主,商务人士 I
47、f the performance of 20th century architecture is technological capability . Then the 21st century will be the creativity of the highest value. Building the future will be like create an art their the performance of 20th century architecture is technological capability .Then the 21st century will be
48、 the creativity of the highest value. Building the future will be like create an art that 中骏地产中骏地产 2010 黄金海岸项目提报 The greatest art of architectures for the descendents of the dragon 户 型户 型项目项目面 积面 积量 体量 体已售套数已售套数销售率销售率剩余套数剩余套数总价带总价带 一房百江明珠32-55 25224496.83%818-31W 小计小计一房252套,占9.31%一房252套,占9.31%252252
49、244244 96.83%96.83% 8 8 泉美豪庭906060100%050W 华闽 世贸国际903636100%051W 百德康桥假日二期97 605795%358W 二房二厅 府东壹号70-90 6464100%045-58W 小计小计二房220套,占8.13%二房220套,占8.13%22022021721798.64%98.64%3 3 140-150 34031091%3075-81W 兴进豪园二期 160-180 16514990%1664-97W 百江明珠115-125 605795 %364-70W 泉美豪庭160302066.67%1090W 华闽 世贸国际1403838100 %078.5W 百德康桥假日二期120-161208208100%072-96W 府东壹号120-17052845486%7477-109W 三房两厅 濠江时代广场15012011091.67%1066W 小计小计三房1489套,占55.03%三房1489套,占55.03%148914891346134690.40%90.40%143143 石狮总的住宅市场容量石狮总的住宅市场容量 If the performance of 20th century architecture is technolo
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