Part I Commercial Positioning

Chapter I Overall Positioning of the Project

I. Summary of the previous communication

II. Overall Positioning of the Project

III. Functional Positioning of the Project

Chapter II Commercial Format Positioning

I. Reasons for Positioning

II. Format Positioning

Chapter III Commercial Name Positioning. Positioning of business case name

II. Explanation of Expo City

Chapter IV Positioning of business management function

I. Existing management pattern

II. Positioning of management function of Jin Run logistics

III. Modern management system

Chapter V Positioning of business operation types

I. Positioning of theme logistics

II. Positioning of business types < Positioning planning

Part II Investment Promotion Strategy

Chapter I General Investment Promotion Strategy

Chapter II Investment Promotion Stage Setting

Chapter III Investment Promotion Work Schedule

Preface

Commercial property is the property form with the highest economic value in the real estate industry. In the dynamic economic environment, commercial property is tired and active? High returns stimulate huge development; And the difficulty of operation increases the risk. Let commercial property from? Hot hand? To? Can it be hot? Transformation, it is necessary to analyze the large property environment, combined with the project itself, step by step, to overcome the risk of the castle.

The advent of the era of shops has catalyzed the competition in the commercial market and accelerated the prosperity of urban commerce. Emerging business districts have challenged traditional business districts. With the acceleration of urban transformation and the deepening promotion of the concept of shops, the situation of downtown business districts and commercial districts in Hongcheng market has been broken, and Xiangjiang and Hongshunde have emerged one after another. If this project wants to occupy the highest point in the fierce commercial war, it is necessary to do a good job in every link of the work, and attracting investment is a key link in the work circle, and whether it wins or not is related to the strategy of the sales war.

to do a good job in attracting investment, we must have a good investment strategy to guide it. What is our investment strategy? Call again if you win? Under the general strategy, all the work links are interlocking, do a good job? Win? After work, then? Call again? Next battle.

in order to survive, the project must do a good job in attracting investment and accumulate early customers; The success of investment promotion can only be guaranteed by a good strategy. However, the strategy is not born out of thin air, but on the basis of the market, after accurately positioning the business, it is not creative in concept, but also thoughtful in management.

part I project positioning

chapter I overall positioning of the project

I. summary of preliminary communication

this project is not a simple commercial real estate or commercial operation project, so when evaluating and exploring its commercial value, we are looking for an appropriate way out in the macro-regional market category and large circulation field.

based on sufficient market research, the previous report deeply studied the commercial development pattern of Nanchang, and creatively put forward? Wholesale MALL? Market image positioning concept and logistics center positioning. However, in terms of market positioning, the report did not put forward more options for reference. Did not fully reflect the relative market advantage of this case? Wholesale MALL? The market positioning also cannot fully reflect the core competitiveness of this case, and it lacks sufficient market detonating power.

in view of this, we made an in-depth analysis of some contents in the previous market research report.

As the overall competitive environment of the wholesale and retail industry in Nanchang is deteriorating, commercial wars are imminent. In order to avoid confrontation and seek a higher level of marginal competitive advantage, this project was adopted in the previous report. Rockefeller doesn't hunt for gold? Strategy, jump out of the circle and find a new way in industrial selection.

In view of the market characteristics and the advantages of this project, in order to strengthen the market detonation force, our company further promoted the theme logistics concept by positioning the logistics center on the basis of the original plan.

second, the overall positioning of the project

this project is a large-scale modern theme logistics center with strong radiation, which is based on serving the surrounding markets, integrating the functions of wholesale, retail trade and logistics distribution.

III. Functional orientation of the project

1. Functional combination

(1) Display and trading functional area

This functional area is the main functional area of this case. Display function and transaction function area, forming the front? Exhibition? After? Shop? Based on the strong radiation effect of Nanchang on Jiangxi, the radiation radius of this project will be enhanced through dynamic exhibition.

the main differences from the current wholesale market are as follows:

? Centralized theme planning and convenient shopping guide (absorbing the advantages of retail business);

　? The display design is added, which provides a dynamic display platform for the transaction (which is conducive to displaying the elegance of the goods and facilitating the ordering of samples);

　? Brand products are the leading products (exhibition provides a platform for brand enterprises to promote new products and display enterprises, which is helpful to attract brand enterprises to enter this project and reflect the positioning of the mid-range commodity trading center of this project);

　? The sales form is mainly open-shelf sales, and unified settlement has created a good shopping environment (a good shopping environment is conducive to attracting brands or brand-name enterprises to enter and expand retail and wholesale transactions; Reduce the work depression of managers and create a comfortable working environment)

? For small agents, warehousing, wholesale and retail can be integrated, but it needs to meet the requirements of display function (design standard mode, similar to street stores);

　? Can be equipped with computer, customer management, warehouse management (MIS system)-reserved pipeline.

(2) exhibition meeting, promotion and training service functional area

This area is a supporting functional area of the market, mainly to improve the grade and level of this case;

　? With colleges, industry associations and other * * * to set up an expert consultant organizing committee with certain authority to lay the foundation for exhibition meetings, launches and training;

　? Organize all kinds of exhibition meetings in a planned and thematic way. For clothing, we can arrange fashion shows with various themes, dynamically launch new products, and become a unique scenic city, such as: seasonal themes: spring, summer, autumn and winter; Category theme: fashion series, sports series, gentlemen series, students series, ladies series? Dynamic, series of activities that can increase the market? Hot spot? And? Excited? , attracting people;

　? Organize various domestic and regional thematic exchange meetings and forums;

　? Organize a series of training for employees and managers of wholesale enterprises purposefully and in a planned way, so as to improve the quality of operators, develop their skills, develop their potential and become more talented;

(3) Retail functional area

The retail functional area is mainly to stimulate the popularity of the market, but the retail industry introduced is not in accordance with the format of the central business district, but is beneficial to the operation of the wholesale market; The introduced enterprises should be the leaders of the industry and can drive other small and medium-sized enterprises and individuals to enter. For example, 61-71% of Metro's customers are group customers, and it takes a C& C's warehouse supermarket function of wholesale and retail.

or introduce brand merchants of professional stores, such as Gome, Suning and other electrical appliance dealers; Oriental home, B&Q, Haomeijia, Oppein and other building materials and home furnishing supermarkets, as well as the French low-voltage electrical appliance distributor Langesai. Integrate the giant of the industry with small wholesale enterprises, and form a cluster of certain wholesale products with the help of the dislocation management of large enterprises and small wholesale enterprises.

At the same time, the introduction of supermarkets and franchise stores with a certain proportion of area can gather the flow of consumers, increase the sale or rental area of the project, reduce the risk of investors and increase the success rate of the project.

(4) Leisure and entertainment functions

The operator of this case is not only a huge business group, but also a huge consumer group, and there must be a huge demand for leisure and entertainment functions. On the one hand, in order to meet the needs of business, customers need certain leisure and entertainment facilities. On the other hand, the wholesale business usually ends at 3-4 o'clock in the afternoon, which requires a space for consumption. At the same time, there are no high-grade leisure and entertainment facilities and places in Hongcheng District of Nanchang. Establishing certain leisure and entertainment facilities in this case can fill the relatively lack of leisure and entertainment industry demand in Hongcheng District.

this area is a supporting service area, which is oriented to meet the needs of the project operators and consumers, and takes into account the leisure and entertainment needs of Hongcheng area. It is possible to plan the wholesaler's club and set up various fashionable and leisure projects, such as gym, table tennis room, beauty salon, squash room, chess room and other sports and leisure projects. Restaurants and tea rooms with various themes; Set up business entertainment, catering and leisure activities in spare time.

(5) warehousing and logistics function

As a new wholesale MALL located in Hongcheng area, the warehousing and logistics function is an important part of this case. It will not only serve the business operators in this case, but also fill the market space of the whole region and enjoy a profit sky exclusively. Combined with the current wholesale market? Multi-batch and small batch? It can provide small packaging and centralized distribution for this type of wholesale transaction;

　? Storage can be used in two ways: leasing for personal use and entrusting management of storage service area;

　? Standardized packaging mode must be designed for processing;

　? The whole warehousing logistics service can be entrusted to a third-party logistics company to operate, and the warehouse receipt business model can be introduced to realize logistics modernization;

　? The main functions are position leasing, custody, packaging, processing service, delivery service, goods inspection, garage and car rental.

(6) Information service function

The function area of information service is mainly to collect, process and handle all kinds of market conditions, and timely release information for settled enterprises, so as to guide their production and business activities. The goal is to establish an intelligent information center in the 21th century and become an industry market information release center. Its main functions are media publishing industry information, information analysis and collection, new advertising exhibition planning, display advertising design, establishing economic model supply and demand lines, and running media (magazines).

　? Entrust a university or research institute to design the economic structure model of the market and establish the corresponding supply and demand curve to predict and analyze the market prospect;

　? Collect relevant information in an organized way and provide free and paid services;

　? Establish its own professional magazines and newspapers in the market, promote products and mail order services, and publish promotional activities and corporate image publicity;

　? Booths display theme design services, advertising creativity and design services of enterprises and commodities, and improve the overall image level of the market;

　? Responsible for the market's own publicity, and must have a complete advertising plan, advertising theme, advertising creativity and design scheme every year to ensure the interests of the operators;

　? Publish all kinds of information through Internet.

(7) Business Office Service Functional Area

Because the main target customers of this case are enterprises, not individual operators, in the course of business operation, some people inevitably need certain office space, and there are also many business activities. Because increasing staff will increase the cost, the business function service area is the agent business service. Because of their small scale and limited financial capacity, these enterprises urgently need an office environment that can provide a perfect business service in their business activities.

　? Business negotiation room: for small enterprises to rent by the hour, so as to avoid the inconvenience of business negotiation caused by small office space or no office space. With the lease of business negotiation room, it also provides various business services;

　? Meeting room/center: used by small and medium-sized enterprises to hold various meetings;

　? Club: a paradise for small and medium-sized entrepreneurs. On the one hand, it has a fixed place, on the other hand, it can get many discounts and services.

　? E-commerce center: word processing system (typing, copying, fax, binding, etc.), but services must be priced to reduce the operating costs of operators; Various consulting services to make up for some shortcomings of operators;

　? Secretarial service: it is a major feature, dealing with public affairs outside the operator's booth, including contract management, telephone and online order recording services, negotiation records, etc.

　? Financial management service: it is the agent of financial management (accounting, vouchers, statements), which truly understands the financial situation of the operation and gives financial guidance and tips;

　? Settlement service: under the unified guidance and management of banks, it ensures the safety of funds and the credibility of business processes;

　? Offices of accounting, lawyers, advertising, printing and other related service industries;

　? The business office area will become the office of big customers and the trading place of small customers, and provide various related business supporting services to interact with the shop transaction.

(8) Management function

Management is the basic guarantee to ensure the normalization of transactions

? Organize a market management committee with the participation of relevant government departments, developers and business entities;

　? To formulate and revise market management regulations;

　? Solve market disputes and differences;

　? Check and supervise the quality of products;

　? Decide on the import and export, anti-theft and fire prevention during non-business hours;

　? Determine the standard of commodity packaging;

　? Dealing with emergencies;

　? Organize market-friendly activities such as promotion, exhibition and training;

　? Strive for the preferential policies of the government and create a good market platform environment;

　? Establish intermediary service organizations, professional chambers of commerce and trade associations with industry characteristics.

(9) Public facilities and environmental service areas

Perfect public facilities can guarantee the normal operation of the wholesale market. The public environment includes both inside and outside the market. The external public environment is a direct reflection of the external image of the market. In architectural design, it pursues the flavor of the times and the theme style of coordinated supporting environment, including public parking lot, good landscape environment, comfortable working environment, convenient shopping tools, fast food bar and so on. The internal environment is designed with smooth and clear shopping lines, high space utilization rate and clean environment, which provides people with a comfortable working and shopping environment, including telephone, public network, water supply, electric heating equipment, security, alarm, fire prevention and catering facilities.

2. Industrial structure combination

Based on the market survey, the report determines the industrial combination mode of 42 commodity categories in five categories, eleven standard categories

Category allocation standard category weight proportion category subdivision base.