市场营销策划-新加坡升涛湾案例分析课件

1、Real Estate Marketing房地产市场营销ContentBasic Concepts of Real Estate MarketingA Case Study of A High-End Luxurious Condominium in Singapore:Beachfront Collection at Sentosa Cove Marketing vs. Real Estate Marketing市场营销 vs.房地产市场营销Marketing （市场营销）an organisational function and set of process for creating,

2、communicating, and delivering value to customers and for managing customer relationships in ways that benefit organisation and stakeholdersMarketing vs. Real Estate Marketing市场营销 VS. 房地产市场营销Marketing Management （营销管理）a process of planning and executing the conception, pricing, promotion and distribu

3、tion of goods, services, and ideas to create exchanges that satisfy individual and organizational goalsReal Estate Marketing（房地产市场营销）Marketing efforts would have to be strategised to bring out the uniqueness of real estateMarketing vs. Real Estate Marketing市场营销 VS. 房地产市场营销To market a real estateproj

4、ect/development 房地产项目营销Understand the firms mission and objective (企业理念)Thorough market analysis (市场分析)Site Analysis (土地位置分析)Market positioning (市场定位)Targeted Market (目标市场)Marketing Strategies (营销策略)A Brief Introduction to SC Global Developments & Location of Sentosa CoveSource: .sg/Mission Statemen

5、t 企业理念 SC Global is one of niche players focused on top-end residential properties in Sinapore. Aims to establish itself as an innovative developer with bold new ideas, paying attention to designs, layouts and finishes.Mission and visionTo deliver premium and luxury residential development to the ma

6、rketSource: .sg/“THE ULTIMATE LIVING”Sentosa Cove (升涛湾）Source: Sentosa Cove (升涛湾）Source: /home.html a residential enclave in the East of Sentosa Island in Singapore eventually housing about 2,500 units when fully developed largely made-up of reclaimed land being marketed as a exclusive oceanfront re

7、sidential community and the only true seafront residential property in Singapore the latter purchased the site from the Singapore Land Authority for a sum of about S$800 million 3 precincts constitutes the entire Sentosa CoveSite AnalysisLand area (土地面积): 10,572 sq mMax. permissible plot ratio (最大容积

8、率): 1.31Maximum permissible gross floor area (最大建筑面积): 13,849 sq mMaximum permissible height (最高层数）: 4 storeys with 88 unitsUnit price of the land (土地单价): S$1,800 psf pprTotal land cost (土地总价): S$270 million Source: /home.html Tanjong BeachA Golf CourseFacing the seaREMA of High-end Residential Mark

9、et新加坡高端住宅市场调查Potential Demand潜在需求 Average household income of Singaporeans are increasing. Higher proportion of high-net worth individuals in Singapore (1.5 percentage point increase from 2006-2007).Income 收入状况家庭工作月收入Foreign Direct Investment外国直接投资FDI from 2001 to 2006 (Source: Computed from Singsta

10、t data, ) Amount of FDI has increased This will increase the number of expatriates-executives in Singapore. Some of these expatriates will form the demand for super-luxurious residential properties.Number of Expatriates in Singapore 派驻在新加坡的高级行政管理人员数目 Actual figures on number of expatriates in Singap

11、ore is not known yet. But based on 2005 data, there were 80, 000 foreigners in Singapore on employment passes (qualified professionals and specialists) Todays figure may be higher.Supply供应 The decrease in vacancy rate shows that new residential projects are being taken up by market, from 2005-2007 S

12、upply of private residential projects increased greatly from 2006-2007新加坡私人住宅空置率新加坡私人住宅供应量Macro-Economic & Real Estate Market Trends宏观经济&房地产市场大体走势Synergy effect from major projects carried on along Marina Bay such as IR, F1, Singapore Flyers, etc.Boost Singapores attractiveness as a premium destinat

13、ion for business and leisure visitors from around the worldOne of the marketing factors for the residential projects along Sentosa coveRaising profile of the SC Global brand 新加坡新滨海湾近期主要项目方案规划对住宅市场的总体影响Marketing Strategies市场营销策略Significant Characteristics of SC Globals Products: （SC Global住宅产品的重要特征）P

14、rime location（黄金地段）Uniqueness of design, layout and finishes（唯一设计）Prime Location （黄金地段）Source: .sg/Some examples of Uniqueness of design, layout and finishes（唯一设计）The MarqSource: .sg/ 15-meter cantilevered lap pool in every unit（每套房间都拥有独立的15米长悬吊式游泳池） 6.5-meter double-volume spaces （客厅、餐厅以及厨房范围拥有6.5米

15、的层高） resort-style steam room in every unit （每套房间拥有独立的度假村式蒸汽房） 2500 sqm sky terrace with botanical retreat spread over（2500平方米空中露台花园） exclusive dedicated lift from ground floor to penthouses（直接通向屋顶公寓的独立电梯）HilltopsSource: .sg/Some examples of Uniqueness of design, layout and furnitureBLVDSource: .sg/S

16、ome examples of Uniqueness of design, layout and finishes private lift access to each housing unit（每套房间拥有独立的电梯入口） Two sky terraces for fitness, relaxation & entertainment, plus a cantilevered pool deck with private function room（两个空中露台会所）Pricing （定价）A going-rate pricing strategy is always adopted by

17、 SC Global (based market value).Enjoyable high premium.Source: .sg/Selling （销售）Direct sale（开发商-消费者） Soft launch which invitation is needed for private preview （软性发行）Promotion （促销）Advertising （杂志广告）Source: .sg/PromotionPublic Relations （公共关系）Source: .sg/Marketing strategies of Beachfront Collection市场

18、营销策略Products Features （产品特征）Berths for yacht will be integrated in Beachfront Collection （游艇泊位）Private terrace with Jacuzzi facing the sea in each unit （私人独立具有冲浪式按摩浴缸的面海露台）Stylish exterior and interior designs by world-class architect in order to attract foreign buyers (经典时尚的建筑外观设计）Pricing （定价）Going-rate pricing strategy with a high premium derived from strategic prime location and exclusive designMarketing strategi