盘古大观营销策划报告 经典营销策划方案报告案例

2 Counties
• Yan Qing • Mi Yun
Haidian Shijingshan
CB Richard Ellis | Page 5
Beijing City Urban Planning
Shunyi Tongzhou
Multiple (Specialized) Centres
▪ Zhong Guan Cun High Tech Zone
Growth in Investment in Real Estate
Source: National Bureau of Statistics, Beijing Bureau of Statistics
CB Richard Ellis | Page 15
Foreign Direct Investment
Badaling Highway
Jingshi Highway
Jingkai Highway
Jingcheng Highway
Jingshen Highway Jingjintang Highway
▪ Jincheng Highway : BeijingC▪ hBaendgadlineg Highway : Beijing-
Men Tou Gou Fang Shan
Inner City Districts
Tong Zhou
Da Xing
CB Richard Ellis | Page 4
Total Land Area 16,410.54 sq km / 6,336 sq miles
8 Inner City Districts 1,368 sq km / 528 sq miles
Multiple (Specialized) Centres
CB Richard Ellis | Page 6
Existing and Future Subway Lines at a Glance
Line Line 1 Line 2 City Rail Batong Line Line 5 Olympic sub-line Line 10(Ph I) Airport Express Rail Line 4 Line 10 (Ph II) Line 9 Yizhuang Sub-line
USD Billion 5.0 4.5 4.0 3.5 3.0 10.70%
2.57% 2.5 2.0 1.5 1.0 0.5
29.59%
43.64% 14.40%
50% 29.10%
40%
30%
19.76%
10.18%
20%
8.09%
10% 1.38% 28.08%
0%
(10%)
(20%)
(30%)
Length (km) 31 23 41 19 27.5 5.9 24.6 27.3 28.6 6 17.3 24.5
CB Richard Ellis | Page 7
Beijing City Subway System
At Q1 2007:
▪ Line 1 runs east west along Chang’An Avenue
5
4
3
▪ Line 2, loop line.
2
▪ City Rail connects Wang Jin, Asian Games Village, Hai Dian and Xi Cheng district
Batong Line, from the east end of Line 1 to Tongzhou.
CB Richard Ellis | Page 12
SECTION 2: Beijing Macro Economic Conditions
CB Richard Ellis | Page 13
Macro Economic Conditions 2006
GDP continues to grow at a fast pace
RMB Billion 800
700
600 500 9.0%
10.1%
9.5%
12.0% 14.1% 11.1% 10.9% 11.8% 11.7% 11.5% % 10.0%
400
8.0%
300
6.0%
200
4.0%
179 208 238 268 316 371 433 502 606 689 772
100
2.0%
-
0.0%
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006
GDP
GDPGrowth Rate
Source: National Bureau of Statistics, Beijing Bureau of Statistics
CB Richard Ellis | Page 14
Investment in Real Estate
RMB Billion 180 160 140 120 100
50.10%
12.80% 60%
3.50%
22.50%
50%
21.50%
40%
26.20%
23.90%
30%
80
20%
14.30% 11.70%
Men Square
2 Development Belts
• Eastern Development Belt (Tong Zhou, Shun Yi, Yi Zhuang, Huai Rou, Mi Yun and Ping Gu)
• Western Development Belt (Da Xing, Fang Shan, Chang Ping, Yan Qing and Men Tou Gou)
• Dong Cheng • Xi Cheng • Chong Wen • Xuan Wu • Chao Yang • Hai Dian • Feng Tai • Shi Jing Shan
8 Districts Further Afield
• Men Tou Gou • Fang Shan • Tong Zhou • Shun Yi • Chang Ping • Da Xing • Ping Gu • Huai Rou
Length (km)
40
32.7 48 65.3
Completion
1992 1994 2001
5th Ring
98
6th Ring
151*
*at present
Airport Express Way
18.735
2003 before 2008
Olympics
1993
Beijing Intercity Highway System
▪ Line 10 (Phase II)
▪ Line 9 connects Line 4 and the southwest area
▪ Yizhuang sub-line connects the Line 5 and Yizhuang, and it will connects with the inter-city railway between Beijing and Tianjin
SECTION 1: Beijing Overview
CB Richard Ellis | Page 3
Beijing City Administrative Districts
Yan Qing County
Huai Rou
Mi Yun County
Chang Ping
Shun Yi
Ping Gu
▪ Olympics Centre
▪ Financial Street
▪ CBD ▪ Hai Dian, Shun Yi, Tong Zhou,
Yi Zhuang and Shi Jing Shan Development Zones
Yizhuang
Beijing City Urban Planning (2004-2020)
Badaling-Zhangjiakou
▪ Jingshi Highway : BeijingShijiangzhuan ▪ Jingkai Highway : Beijing-Henan
▪ Jingjintang Highway : Beijing-TianjinTanshan
▪ Jingshen Highway : BeijingShenyang
RMB 20,000
18,000
16,000
14,000
12,000
10,000
8,000
6,000
4,000
2,000
0 1996
1997
1998
1999
▪ Beijing-Tianjin High Speed Railway
5 4 3 2
CB Richard Ellis | Page 10
Beijing City Subway System
After 2008:
▪ Line 4 connects Zhong Guan Cun, Xicheng and Fengtai District.
60
10%
40 7.00% 0.60%
0% 20
32.80 32.30 37.70 42.20 52.20 78.40 98.90 120.30 147.30 152.50 171.99
0 1996
1997
1998
1999
2000
2001
2002
2003
2004
2005