Chang'an Garden Industrial Villa Full Case Marketing Strategy Case Chapter 1 Project Overall Planning Market Analysis Project Background Analysis: A. Project Macro Background: ●Project Era Background: The Chinese government implements the epoch-making strategy of developing the western region ●Project Location Background: The industrial villa is located in Xi'an

Chang'an Science and Technology Industrial Park is the northern demonstration area of ??the industrial park.

Chang'an Science and Technology Industrial Park is an important part of the national development zone-Xi'an High-tech Industrial Development Zone. It is one of the key construction projects in the implementation of Xi'an's western development strategy. After completion, it will become the most technologically entrepreneurship potential in western China.

Industry Base.

B. Project establishment background: ●Xi'an is the bridgehead for the development of the western region. Chang'an Science and Technology Industrial Park of the High-tech Development Zone is a concentrated segment of urban dynamic real estate. Industrial villas are one of the demonstration real estate projects and a bold innovation of new office properties.

●Market demand: The birth of industrial villas stems from the market's abandonment of various impersonal factors in traditional professional office buildings and the demand for new business office concepts and methods.

2. Market overview analysis: Market overview: ● Foreign high-end office products are rich in form, among which business villa products have accumulated experience in supporting facilities and humanized design. Such products are called "office park" or "villa park", etc.

.

●The domestic demand for high-end office space is growing day by day.

It is urgent to develop humanized and ecological office buildings that can meet the requirements of the latest generation of office customers.

●There are no office villa products on the market in Xi'an and the northwest region.

●In Beijing, Guangzhou, Chongqing, Xi'an and other places, companies have begun to move into villas for offices. However, these villas were built for residential purposes and lacked the business environment necessary for offices.

●Nationally, industrial villas are still high-end and scarce products.

Only Beijing has comparable projects that have just been launched.

Sengen International: Located in the Beiyuan area of ??Beijing, it is the first TOWNHOUSE style office building in Beijing.

The project is divided into four phases. The first phase of the business area has a strong German embassy style and consists of three low-rise German-style office buildings.

Building 1# has 1500M2 above ground and underground each, with a floor height of 5.5 meters; Office buildings 2 and 3# are independently divided into six units. Each unit in Building 2# is approximately 800M2, with a utilization rate of 88%; Building 3# has approximately 600M2 per unit, with a utilization rate of 88%.

96%.

The project has relatively complete supporting facilities such as parking spaces and broadband Internet access.

The price is 10,000 yuan/M2, which is not much different from the price of general high-end high-rise office buildings in Beijing.

B. Brief analysis of Xi'an office market: ●High-end office buildings in Xi'an are concentrated in the High-tech West District, along the South Second Ring Road and in the city.

●High-tech West District is a concentration of high-end office buildings. The office buildings in this area are mainly high-rise and attract customers with intelligent, high-tech and other supporting services. The average price is around 6,000 yuan/?.

●Most of the office buildings in South Second Ring Road are new projects.

The market is divided into two types: "commercial and residential" office buildings and pure business office buildings. The average price is around 5,000 yuan/?.

Market sales are good.

●The main office buildings in the city are North Street, Hepingmen and New Town Square.

The biggest feature of the office buildings in this area is that various commercial facilities are mature and abundant, but there is a lack of commercial office facilities and related supporting industries. The average price is 6,000 yuan/?, and the market sales situation is not good.

●At present, high-end office buildings in Xi'an generally pursue technology and business atmosphere, but there has never been a breakthrough in the humanization and ecologicalization of the office environment.

2. Project Analysis Product Analysis Product Type: Industrial villa is an upgraded product that has the function of filling a gap in the market. Its architectural form is a villa, and its practical function is business office.

B. Product differentiation analysis: Industrial villas need to reflect the noble, humane, and garden-like advantages of residential villas, and at the same time, they must have higher-end business facilities than traditional office buildings.

●Disadvantages of traditional office buildings: long hours of waiting for elevators, poor public transportation, which affects work efficiency; b. The office has no natural ventilation and poor natural lighting, resulting in a waste of resources and is not good for your health; c. The effective floor is high and low, causing

The space feels small and crowded; d. There is no rest room for employees or the rest room is in poor condition; e. The parking spaces are in poor order; d. There are few pleasing landscapes near the office area; f. The work space is rigid, lacks vitality, and lacks people and interaction.

Natural dialogue, lack of humanity, and lack of humanistic care directly affect the enthusiasm of workers and curb people's creative desire and innovative spirit.