RealEstateMarketing

房地產(chǎn)市場(chǎng)營(yíng)銷ContentBasicConceptsofRealEstateMarketingACaseStudyofAHigh-EndLuxuriousCondominiuminSingapore:

BeachfrontCollectionatSentosaCoveMarketingvs.RealEstateMarketing

市場(chǎng)營(yíng)銷vs.房地產(chǎn)市場(chǎng)營(yíng)銷Marketing（市場(chǎng)營(yíng)銷）anorganisationalfunctionandsetofprocessforcreating,communicating,anddeliveringvaluetocustomersandformanagingcustomerrelationshipsinwaysthatbenefitorganisationandstakeholdersMarketingvs.RealEstateMarketing

市場(chǎng)營(yíng)銷VS.房地產(chǎn)市場(chǎng)營(yíng)銷MarketingManagement（營(yíng)銷管理）aprocessofplanningandexecutingtheconception,pricing,promotionanddistributionofgoods,services,andideastocreateexchangesthatsatisfyindividualandorganizationalgoalsCharacteristicsofRealEstate

房地產(chǎn)特征Location（地段）-immobilityandheterogeneityHighprice（高價(jià)）-largeamountofcapitalrequired,useofcreditTimelag（延時(shí)）-longtimetakenforcompletion，variationoffinalproductispossibleLegalrestrictions（法律約束）-use,ownershipandresalecontrolledManagement（管理）-needtobemaintainedMarketingvs.RealEstateMarketing

市場(chǎng)營(yíng)銷VS.房地產(chǎn)市場(chǎng)營(yíng)銷RealEstateMarketing（房地產(chǎn)市場(chǎng)營(yíng)銷）MarketingeffortswouldhavetobestrategisedtobringouttheuniquenessofrealestateMarketingvs.RealEstateMarketing

市場(chǎng)營(yíng)銷VS.房地產(chǎn)市場(chǎng)營(yíng)銷Tomarketarealestate

project/development

房地產(chǎn)項(xiàng)目營(yíng)銷Understandthefirm’smissionandobjective(企業(yè)理念)Thoroughmarketanalysis(市場(chǎng)分析)SiteAnalysis(土地位置分析)Marketpositioning(市場(chǎng)定位)TargetedMarket(目標(biāo)市場(chǎng))MarketingStrategies(營(yíng)銷策略)ACaseStudyofAHigh-EndLuxuriousCondominiuminSingapore:

BeachfrontCollectionatSentosaCoveABriefIntroductiontoSCGlobalDevelopments&LocationofSentosaCoveSource:http:///MissionStatement

企業(yè)理念

SCGlobalisoneof

nicheplayersfocusedontop-endresidentialpropertiesinSinapore.Aimstoestablishitselfasaninnovativedeveloperwithboldnewideas,payingattentiontodesigns,layoutsandfinishes.MissionandvisionTodeliverpremiumandluxuryresidentialdevelopmenttothemarket

Source:http:///“THEULTIMATELIVING”SentosaCove(升濤灣）Source:http://SentosaCove(升濤灣）Source:

aresidentialenclaveintheEastofSentosaIslandinSingaporeeventuallyhousingabout2,500unitswhenfullydevelopedlargelymade-upofreclaimedlandbeingmarketedasa"exclusiveoceanfrontresidentialcommunity"andthe"onlytrueseafrontresidentialproperty"

inSingaporethelatterpurchasedthesitefromtheSingaporeLandAuthorityforasumofaboutS$800million3precinctsconstitutestheentireSentosaCoveSiteAnalysisLandarea(土地面積):

10,572sqmMax.permissibleplotratio(最大容積率):1.31Maximumpermissiblegrossfloorarea(最大建筑面積):13,849

sqmMaximumpermissibleheight(最高層數(shù)）:4storeyswith88unitsUnitpriceoftheland(土地單價(jià)):S$1,800psfpprTotallandcost(土地總價(jià)):S$270million

Source:TanjongBeachAGolfCourseFacingtheseaSWOTAnalysisofSubjectSiteStrengthsStrategiclocationAccessibilityandamenitiesWeaknessesConstraintsonthescaleofthedevelopmentLeasingtenureOpportunitiesGovernmentsupportSynergyeffectNichedevelopmentThreatsExtremelyhighlandpriceExisting&up-comingsupplyofresidentialprojectsREMAof

High-endResidentialMarket

新加坡高端住宅市場(chǎng)調(diào)查PotentialDemand

潛在需求GrossDomesticProductGDP

ThegovernmentadjustedtheGDPforecastto4-6%from4.5-6.5%inearly2008.Theadjustmentsmaybeduetovariouspossiblefactors,suchasslowereconomicgrowthanduncertaintywithlowerbuyers’confidencebroughtaboutbyUSsub-primecrisis.

AveragehouseholdincomeofSingaporeansareincreasing.Higherproportionofhigh-networthindividualsinSingapore(1.5percentagepointincreasefrom2006-2007).Income收入狀況家庭工作月收入％FDIfrom2001to2006(Source:ComputedfromSingstatdata,)

AmountofFDIhasincreasedThiswillincreasethenumberofexpatriates-executivesinSingapore.Someoftheseexpatriateswillformthedemandforsuper-luxuriousresidentialproperties.NumberofExpatriatesinSingapore派駐在新加坡的高級(jí)行政管理人員數(shù)目

ActualfiguresonnumberofexpatriatesinSingaporeisnotknownyet.Butbasedon2005data,therewere80,000foreignersinSingaporeonemploymentpasses(qualifiedprofessionalsandspecialists)Today’sfiguremaybehigher.Supply

供應(yīng)

Thedecreaseinvacancyrateshowsthatnewresidentialprojectsarebeingtakenupbymarket,from2005-2007Supplyofprivateresidentialprojectsincreasedgreatlyfrom2006-2007新加坡私人住宅空置率新加坡私人住宅供應(yīng)量Macro-Economic&RealEstateMarketTrends

宏觀經(jīng)濟(jì)&房地產(chǎn)市場(chǎng)大體走勢(shì)GeneralRealEstateMarketTrends（房地產(chǎn)市場(chǎng)大體走勢(shì)）

RecentspateofeventsliketheUSsub-primecrisisandgovernmentpoliciesliketheabolishmentofthedeferredpaymentscheme(DPS)andtheincreaseindevelopmentchargesledtothestagnation,orevendeclineofthepropertymarket.WiththereducedGDPgrowthpredictionof4%-6%,coupledwithacreditcrunch,demandmaystagnate,asbuyersarelikelytobemoreconservative.SynergyeffectfrommajorprojectscarriedonalongMarinaBaysuchasIR,F1,SingaporeFlyers,etc.BoostSingapore’sattractivenessasapremiumdestinationforbusinessandleisurevisitorsfromaroundtheworldOneofthemarketingfactorsfortheresidentialprojectsalongSentosacoveRaisingprofileoftheSCGlobalbrand新加坡新ＣＢＤ濱海灣近期主要項(xiàng)目方案規(guī)劃對(duì)住宅市場(chǎng)的總體影響MarketingStrategies

市場(chǎng)營(yíng)銷策略CommonMarketingStrategiesusedinpreviousprojectsExistingProjects（現(xiàn)有項(xiàng)目）Source:http:///Source:http:///SomeexamplesofUniquenessofdesign,layoutandfinishes

（唯一設(shè)計(jì)）TheMarqSource:http:///

15-metercantileveredlappoolineveryunit（每套房間都擁有獨(dú)立的15米長(zhǎng)懸吊式游泳池）6.5-meterdouble-volumespaces（客廳、餐廳以及廚房范圍擁有6.5米的層高）

resort-stylesteamroomineveryunit（每套房間擁有獨(dú)立的度假村式蒸汽房）2500sqmskyterracewithbotanicalretreatspreadover（2500平方米空中露臺(tái)花園）exclusivededicatedliftfromgroundfloortopenthouses（直接通向屋頂公寓的獨(dú)立電梯）HilltopsSource:http:///SomeexamplesofUniquenessofdesign,layoutandfurnitureBLVDSource:http:///SomeexamplesofUniquenessofdesign,layoutandfinishes

privateliftaccesstoeachhousingunit（每套房間擁有獨(dú)立的電梯入口）

Twoskyterracesforfitness,relaxation&entertainment,plusacantileveredpooldeckwithprivatefunctionroom（兩個(gè)空中露臺(tái)會(huì)所）Pricing（定價(jià)）Agoing-ratepricingstrategyisalwaysadoptedbySCGlobal(basedmarketvalue).Enjoyablehighpremium.Source:http:///Selling（銷售）Directsale（開(kāi)發(fā)商-消費(fèi)者）Softlaunchwhichinvitationisneededforprivatepreview（軟性發(fā)行）Promotion（促銷）Advertising（雜志廣告）Source:http:///PromotionPublicRelations（公共關(guān)系）Source:http:///MarketingstrategiesofBeach