西南院方案第三轮汇报1115减缩版

1、3 IN 1三景一宅CHENGDU . CHINAArea # 5 PLANNING DESIGN OF CHENGDU NEW WORLD RIVERSIDE RESIDENTIAL AREA OF 526 Oct 20123 IN 1三景一宅CHENGDU | CHINAArea # 5 PLANNING DESIGN OF CHENGDU NEW WORLD RIVERSIDE RESIDENTIAL AREA OF 527 sep 2012WORK SUMMARY1 項目背景及定位 Project Background and positioning2 項目概念及特點 Project

2、concepts and features 方案設定及解析 Program set and Analysis3 IN 1三景一宅CHENGDU | CHINAArea # 5 PLANNING DESIGN OF CHENGDU NEW WORLD RIVERSIDE RESIDENTIAL AREA OF 526 Oct 2012WORK SUMMARY項目背景及定位Project Background and positioning壹3 IN 1三景一宅CHENGDU | CHINAArea # 5項目背景及定位Project Background and positioningThe m

3、ood silent as the lotus麓山板块 青城板块浣花板块光华大道板块牧马山板块大城北板块浦江板块金堂板块龙泉板块郊区别墅区（第二居所、度假）城市别墅区（第一居所）红字成熟别墅区黑字新兴别墅区3 IN 1三景一宅CHENGDU | CHINAArea # 5项目背景及定位Project Background and positioning麓山国际蔚蓝卡地亚本项目 本项目处于麓山板块；在区域、价格、品牌、资源优势等条件上与本项目形成直接竞争的项目为麓山国际社区和蔚蓝卡地亚3 IN 1三景一宅CHENGDU | CHINAArea # 5项目背景及定位Project Backgrou

4、nd and positioning圈层 Circle麓山国际成为了一种身份地位象征的符号核心价值点The core values of points高尔夫 Golf种从容闲适的生活态度产品 Product优雅高贵的乡村风情格调麓山国际项目基础信息开发商成都万华房地产有限责任公司项目位置双流县人民南路南延线麓山大道 占地面积2600余亩，高尔夫1200亩容积率别墅约0.5建筑面积1220000（麓山别墅420000、麓镇800000）物业形态麓山别墅（独栋别墅）麓镇（叠拼别墅、花园洋房、中高层电梯）产品景观配套区位麓山国际社区独栋别墅，密集麓山板块浅丘坡地、12000亩高尔夫球场景观，上千亩的

5、碧野景观道18洞标准高尔夫球场、麓镇欧洲风情商业小镇、教育配套齐全南延线，麓山板块本项目独栋别墅，密度小，花园洋房自然河景五星级酒店、皮划艇俱乐部，象棋俱乐部各类学校南延线，麓山板块对比本项目产品密度相对高景观优势明显未来规划配套齐全且档次较高，配套更实用本项目城市属性更强，别墅市场认知不高3 IN 1三景一宅Area # 5项目背景及定位Project Background and positioning麓山国际气质形象：“一圈人，彰显荣耀”麓山国际3 IN 1三景一宅CHENGDU | CHINAArea # 5项目背景及定位Project Background and positioni

6、ng麓山国际关键词：气度 胸怀 从容 自信气质形象：“一圈人，彰显荣耀”3 IN 1三景一宅CHENGDU | CHINAArea # 5项目背景及定位Project Background and positioning顶端圈层 The top circle高价格只为那些看不见的金字塔顶端人群核心价值点The core values of points顶级配套 Top supporting独享尊贵的高端私人山地会所顶级服务 Top service体验不一样的尊贵蔚蓝卡地亚项目基础信息开发商成都阳明房地产开发有限责任公司 占地面积589 亩 容积率0.65建筑面积29 万平方米 物业形态独栋，双

7、拼，联排，叠拼别墅内部配套山地会所、内外泳池、咖啡厅、电影厅等休闲场馆 产品景观配套区位蔚蓝卡地亚3期以独栋为主，面积区间较大2万平米的人工湖、市政公园10000平米六星级会馆、1亿元打造南延线，麓山板块本项目独栋别墅，密度小，花园洋房自然河景五星级酒店、皮划艇俱乐部，象棋俱乐部各类学校南延线，麓山板块对比本项目产品密度相对高各有千秋各有千秋本项目城市属性更强，更实用3 IN 1三景一宅Area # 5项目背景及定位Project Background and positioning蔚蓝卡地亚气质形象：“一圈人，彰显荣耀”麓山国际3 IN 1三景一宅CHENGDU | CHINAArea #

8、5项目背景及定位Project Background and positioning关键词： 私享 奢侈 尊崇气质形象：“一个女人，贪恋奢侈”蔚蓝卡地亚城南、城西客户对成都别墅楼盘的看法 项目优点缺点总体印象麓山国际高端圈层影响力高尔夫带来的国际化生活方式高尔夫景观物管水平高别墅太密了高尔夫绿地的农药可能对身体有伤害生活配套缺乏花园小户型一般有钱人有身份人的别墅社区有高尔夫景观的密集型别墅；蔚蓝卡地亚奢侈感、尊贵感私密感、安全感联排花园小，独栋产品没有了一件奢侈品客户对别墅楼盘的看法麓山国际3 IN 1三景一宅Area # 5项目背景及定位Project Background and posi

9、tioning庐山国际大家说好，绝对好，削尖脑袋也要搞蔚蓝卡地亚大家说好，才是好九分面子，一分实在六分面子，四分实在城南、城西与城北客户总结：购买意图项目名称区域城南城北面子、圈层、虚荣核心点客户购买别墅置业因素:口碑、面子细节、品质区位、配套资源、产品客户购买别墅置业心理：上门前的市场口碑及圈层朋友介绍因素60%、现场细节体验印证、产品适合度40%城南、城西客户对成都别墅楼盘的看法麓山国际3 IN 1三景一宅Area # 5项目背景及定位Project Background and positioning3 IN 1三景一宅CHENGDU | CHINAArea # 5项目背景及定位Proj

10、ect Background and positioning天然的自然河景在工作与生活之间恣意切换的城市第一居所高档配套将生活点缀的更加丰富优势Superiority属于混合物业别墅区用地比较局促城市道路将基地与府河分隔劣势Inferior3 IN 1三景一宅CHENGDU | CHINAArea # 5项目背景及定位Project Background and positioning景观资源 Landscape resources无敌的河景资源核心价值点The core values of points实用型居所 Practicality homes营造实用的空间形态文化价值 Cultura

11、l values具有现代性及成都文化韵味的“艺术品”3 IN 1三景一宅CHENGDU | CHINAArea # 5项目背景及定位Project Background and positioning联排别墅 Townhouse每户面积为270350叠拼别墅 Townhouse每户面积为220310花园洋房 Garden house每户面积为120170产品类型Product Type3 IN 1三景一宅CHENGDU | CHINAArea # 5项目背景及定位Project Background and positioning核心客户群重要客户群游离客户123其他高端客户省内二级城市和省外

12、客户为主以城东城南、城西高端客户为主置业目的：以自住为主，其次是长线投资客户年龄：30-50岁置业特征：景观资源、生活配套、产品品质置业次数：首次置业项目客户定位Project Customer Orientation3 IN 1三景一宅CHENGDU | CHINAArea # 5项目背景及定位Project Background and positioning潜在消费群体Potential consumer groups企业高管 新贵 金领 城市精英 3 IN 1三景一宅CHENGDU | CHINAArea # 5 PLANNING DESIGN OF CHENGDU NEW WORLD

13、 RIVERSIDE RESIDENTIAL AREA OF 528 sep 2012WORK SUMMARY项目概念及特点Project concepts and features貳3 IN 1三景一宅CHENGDU | CHINAArea # 5項目概念及特點Project concepts and featuresLive like the lotus生如莲花3 IN 1三景一宅CHENGDU | CHINAArea # 5借景viewborrowing 項目概念及特點Project concepts and features3 IN 1三景一宅CHENGDU | CHINAArea #

14、 5收无限于有限之中unlimited in limited項目概念及特點Project concepts and features3 IN 1三景一宅CHENGDU | CHINAArea # 5STEP-1 远借 river viewborrowing . 三景之江景STEP-2 互借 garden viewborrowing . 三景之院景STEP-3 仰借 sky viewborrowing . 三景之天景項目概念及特點Project concepts and features3 IN 1三景一宅CHENGDU | CHINAArea # 5 River viewborrowing R

15、oof Garden viewborrowingGarden viewborrowingGarden viewborrowing 借江景+借院景項目概念及特點Project concepts and features3 IN 1三景一宅CHENGDU | CHINAArea # 5 天空 Sky viewborrowing 天空 Sky 天空 Sky viewborrowing 借天景項目概念及特點Project concepts and features3 IN 1三景一宅CHENGDU | CHINAArea # 5 項目概念及特點Project concepts and features

16、3 IN 1三景一宅CHENGDU | CHINAArea # 5 項目概念及特點Project concepts and features3 IN 1三景一宅CHENGDU | CHINAArea # 5項目概念及特點Project concepts and features3 IN 1三景一宅CHENGDU | CHINAArea # 5 PLANNING DESIGN OF CHENGDU NEW WORLD RIVERSIDE RESIDENTIAL AREA OF 528 sep 2012WORK SUMMARY产品气质項目概念及特點Project concepts and feat

17、ures3 IN 1三景一宅CHENGDU | CHINAArea # 5混合风格Mixed style項目概念及特點Project concepts and features3 IN 1三景一宅CHENGDU | CHINAArea # 5混合风格Mixed style項目概念及特點Project concepts and features3 IN 1三景一宅CHENGDU | CHINAArea # 5现代风格Minimalist項目概念及特點Project concepts and features3 IN 1三景一宅CHENGDU | CHINAArea # 5现代风格Minimali

18、st項目概念及特點Project concepts and features3 IN 1三景一宅CHENGDU | CHINAArea # 5简中风格Modern Chinese 項目概念及特點Project concepts and features3 IN 1三景一宅CHENGDU | CHINAArea # 5简中风格Modern 項目概念及特點Project concepts and features3 IN 1三景一宅CHENGDU | CHINAArea # 5暖白色石材灰色条石材质分析暖色木材項目概念及特點Project concepts and features3 IN 1三景

19、一宅CHENGDU | CHINAArea # 5 PLANNING DESIGN OF CHENGDU NEW WORLD RIVERSIDE RESIDENTIAL AREA OF 526 Oct 2012WORK SUMMARY方案設定及解析Program set and Analysis叁3 IN 1三景一宅CHENGDU | CHINAArea # 5 PLANNING DESIGN OF CHENGDU NEW WORLD RIVERSIDE RESIDENTIAL AREA OF 526 Oct 2012WORK SUMMARY方案一project plan-13 IN 1三景一

20、宅CHENGDU | CHINAArea # 5project plan-1联排：136户叠拼：306户 方案設定及解析 Program set and AnalysisABCD方案分為4個序列：A.B.C.D3 IN 1三景一宅CHENGDU | CHINAArea # 5ABCDC.D序列在一个标高为叠拼别墅A.B序列在一个标高为联排别墅C.D序列相对于A.B序列抬高4MA.B序列相对于地形标高抬高2M 方案設定及解析 Program set and Analysis3 IN 1Area # 5CHENGDU | CHINAproject plan-1A序列C序列B序列D序列 方案設定及解

21、析 Program set and Analysis3 IN 1三景一宅CHENGDU | CHINAArea # 5project plan-1project plan-1A.B序列车道入口，相对地形标高降低2MC.D序列车道入口，平进即可 方案設定及解析 Program set and Analysis3 IN 1三景一宅CHENGDU | CHINAArea # 5project plan-1 方案設定及解析 Program set and Analysis3 IN 1三景一宅CHENGDU | CHINAArea # 5project plan-1 方案設定及解析 Program se

22、t and Analysis3 IN 1Area # 5River viewborrowing CHENGDU | CHINA475.80 HeightB序列江景视线分析 方案設定及解析 Program set and Analysis3 IN 1Area # 5CHENGDU | CHINAHeight analysisACA,C序列江景视线剖面分析 方案設定及解析 Program set and Analysis3 IN 1Area # 5CHENGDU | CHINARiver viewborrowing A序列C序列 方案設定及解析 Program set and Analysis3

23、IN 1Area # 5CHENGDU | CHINAproject plan-1A序列C序列B序列D序列 方案設定及解析 Program set and Analysis3 IN 1Area # 5River viewborrowing CHENGDU | CHINA481.80 HeightD序列江景视线分析 方案設定及解析 Program set and Analysis3 IN 1Area # 5CHENGDU | CHINAHeight analysisBDB.D序列江景视线剖面分析 方案設定及解析 Program set and Analysis3 IN 1Area # 5CHEN

24、GDU | CHINARiver viewborrowing B序列D序列 方案設定及解析 Program set and Analysis3 IN 1三景一宅CHENGDU | CHINAArea # 5D序列的变化方案一D序列的特征解析 方案設定及解析 Program set and Analysis3 IN 1三景一宅CHENGDU | CHINAArea # 5D序列叠拼D2D序列叠拼D1 方案設定及解析 Program set and Analysis3 IN 1三景一宅CHENGDU | CHINAArea # 5D1D2 River viewborrowingGarden vie

25、wborrowing River viewborrowingGarden viewborrowing 方案設定及解析 Program set and Analysis3 IN 1三景一宅CHENGDU | CHINAArea # 5 方案設定及解析 Program set and Analysis3 IN 1三景一宅CHENGDU | CHINAArea # 527 sep 201227 sep 2012 方案设定及解析 Program set and Analysis 方案設定及解析 Program set and Analysis3 IN 1三景一宅CHENGDU | CHINAArea

26、# 5 方案設定及解析 Program set and Analysis3 IN 1三景一宅CHENGDU | CHINAArea # 5 PLANNING DESIGN OF CHENGDU NEW WORLD RIVERSIDE RESIDENTIAL AREA OF 526 Oct 2012WORK SUMMARY方案二project plan-23 IN 1三景一宅CHENGDU | CHINAArea # 5project plan-2 方案设定及解析 Program set and Analysis3 IN 1三景一宅CHENGDU | CHINAArea # 5project p

27、lan-2 方案设定及解析 Program set and Analysis-沿河设置第一线联排 正面面河-靠后设置若干联排组团 山墙面河，可透过后院25米宽视线 通廊看到河景，山墙对高层，可减低 高层对别墅的压抑，避免视线干扰-叠拼设置在用地靠河最远处 除可享受自然河景外，还可以享受 人工河景，”双面看河“-用地中部结合人工河 设置特有的“岛居别墅”3 IN 1三景一宅CHENGDU | CHINAArea # 5project plan-2 方案设定及解析 Program set and Analysis3 IN 1三景一宅CHENGDU | CHINAArea # 5project pl

28、an-2联排：246户叠拼：128户地上建筑面积：93000平方米 方案设定及解析 Program set and Analysis3 IN 1三景一宅CHENGDU | CHINAArea # 5project plan-2 方案设定及解析 Program set and Analysis地面交通架空层下部交通3 IN 1三景一宅CHENGDU | CHINAArea # 5project plan-2 方案设定及解析 Program set and Analysis采用立体交通实现人车分流3 IN 1三景一宅CHENGDU | CHINAArea # 5project plan-2 方案设

29、定及解析 Program set and Analysis采用立体交通实现人车分流3 IN 1三景一宅CHENGDU | CHINAArea # 5project plan-2 方案设定及解析 Program set and Analysis”前山“入口意向3 IN 1三景一宅CHENGDU | CHINAArea # 5project plan-2 方案设定及解析 Program set and Analysis”前山“入口意向3 IN 1三景一宅CHENGDU | CHINAArea # 5project plan-2 方案设定及解析 Program set and Analysis”前山

30、“入口意向3 IN 1三景一宅CHENGDU | CHINAArea # 5project plan-2 方案设定及解析 Program set and Analysis”前山“入口意向3 IN 1三景一宅CHENGDU | CHINAArea # 5project plan-2 方案设定及解析 Program set and Analysis”后院“景观意向3 IN 1三景一宅CHENGDU | CHINAArea # 5project plan-2 方案设定及解析 Program set and Analysis”后院“景观意向3 IN 1三景一宅CHENGDU | CHINAArea #

31、 5project plan-2 方案设定及解析 Program set and Analysis”后院“景观意向3 IN 1三景一宅CHENGDU | CHINAArea # 5project plan-2 方案设定及解析 Program set and Analysis”后院“景观意向3 IN 1三景一宅CHENGDU | CHINAArea # 5project plan-2 方案设定及解析 Program set and Analysis-叠拼的“亲水平台”处理意向3 IN 1三景一宅CHENGDU | CHINAArea # 5project plan-2 方案设定及解析 Progr

32、am set and Analysis-叠拼的“亲水平台”处理意向3 IN 1三景一宅CHENGDU | CHINAArea # 5project plan-2 方案设定及解析 Program set and Analysis-架空层“堡坎”处理意向3 IN 1三景一宅CHENGDU | CHINAArea # 5project plan-2 方案设定及解析 Program set and Analysis-架空层“堡坎”处理意向3 IN 1三景一宅CHENGDU | CHINAArea # 5project plan-2 方案设定及解析 Program set and Analysis-组团

33、公共休闲广场意向3 IN 1三景一宅CHENGDU | CHINAArea # 5project plan-2 方案设定及解析 Program set and Analysis-组团公共休闲广场意向3 IN 1三景一宅CHENGDU | CHINAArea # 5project plan-2 方案设定及解析 Program set and Analysis-组团公共休闲广场意向3 IN 1三景一宅CHENGDU | CHINAArea # 5project plan-2 方案设定及解析 Program set and Analysis-岛居别墅意向3 IN 1三景一宅CHENGDU | CHI

34、NAArea # 5project plan-2 方案设定及解析 Program set and Analysis-岛居别墅意向3 IN 1三景一宅CHENGDU | CHINAArea # 5project plan-2 方案设定及解析 Program set and Analysis-岛居别墅意向3 IN 1三景一宅CHENGDU | CHINAArea # 5project plan-2 方案设定及解析 Program set and Analysis-方案一方案二总结方案一-通过大规模分台造“山地建筑”，形成丰富高差景观-走传统别墅区规划路线，难度较小，风险较小方案二-院落空间丰富，层次感强烈，产品形态丰富，空间“热闹”-相比传统别墅区规划路线，显得与众不同，产品更加有特色3 IN 1三景一宅CHENGDU | CHINAArea # 5 PLANNING DESIGN OF CHENGDU NEW WORLD RIVERSIDE RESIDENTIAL AREA OF 526 Oct 2012WORK SUMMARY花园洋房 方案设定及解析 P