深圳地铁号线塘朗综合体项目招商运营报告前期策划
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A 区 综合体项目 43585 ㎡ 26.15 万㎡ 6
B 区 保障性住房 22514 ㎡ 78000 ㎡ 3.46
C区
配套小学
19788 ㎡ 8000 ㎡ 0.41
D 区 保障性住房 125395 ㎡ 191800 ㎡ 1.53
F 区 轨道实训基地
-
-
-
2
深圳市天健商业物业运营有限公司
本案
F区
D区
深圳市天健商业物业运营有限公司
六、铺位控制······················································································21 七、步骤及流程····················································································22 八、工作流程·····················································································28 九、保障及资源···················································································29
第二篇：招商篇
一、基本策略······················································································16 二、基本目标······················································································17 三、商家的引进···················································································18 四、商家进驻要求和原则···········································································19 五、招商管理控制·················································································20
深圳市天健商业物业运营有限公司
策划篇
—— 三军未动 粮草先行
1
一、项目概况
1、项目区位： 项目位于地铁 5 号线塘朗车辆段东北角，位于塘朗山北侧，
留仙大道南侧，毗邻南山大学城地区，处在大学城片区的核心 位置，南方科技大学附近、面对塘朗山，具备良好的地段及资 源价值。 2、项目指标：
区域
功能
用地面积 建筑面积 容积率
体量为 48000 平方米。
酒店
准五星 3 万㎡
3、周边状况 项目西北和东北面属塘朗村、福光村占地，大量农民房和工厂 高尔夫球场
扎堆，但同时南方科大、中科院研究院和西丽高尔夫球场等昭示片 区发展潜力。项目北至塘朗村，南至南坪、东北至崇文公园和田寮 大学城 村，西南至大学城，目前现状未来将出现巨大调整，未来将打造成 塘朗村
C区ຫໍສະໝຸດ Baidu
A区 B区
深圳市天健商业物业运营有限公司
本次报告所指的策划、招商、 运营等内容均指向 A 区综合体项 目商业部分（下同），A 区综合体 项目主要规划指标如右图所示。
物业类型 产品定位 指标
住宅 公寓 商业
中高档 5.6 万㎡
商务
7.6 万㎡
区域集中 4.8 万㎡
商业初步定为区域集中型商业，
写字楼 中高端 5 万㎡
第三篇：运营篇
一、租金及递增率··················································································32 二、免租期·······················································································34 三、价格制定·····················································································35 四、经营方式····················································································36 五、盈利模型····················································································37 六、管理理念····················································································40
深圳市天健商业物业运营有限公司
地铁 5 号线塘朗综合体项目
策划·招商·运营框架报告
深圳市天健商业物业运营有限公司 2012 年 4 月
深圳市天健商业物业运营有限公司
目录
第一篇：策划篇
一、项目概况······················································································2 二、区域商业发展现状··············································································4 三、商业定位······················································································8 四、商业规划建议··················································································11