郑州市某广场商业部分市场调查及定位报告.doc

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1、谨呈：首座国际广场商业部分市场调查及定位报告北京泰益德置业有限公司郑州分公司商业部二零零八年五月廿五日目录第一部分城市经济与规划分析·························02n国民经济生产总值·································02n工业和建筑业······································06n固定资产投资······································06n国内贸易··········································08n综合分析

2、··········································09第二部分商业市场调查分析····························10n量贩大卖场调查分析································11n百货调研分析······································16n步行街区调研分析··································25n分析总结··········································29第三部分商业个案调查分析··

3、··························34n个案调查··········································49n调查分析总结······································78第四部分项目定位····································82nSWOT分析···········································82n战略定位···········································84n主体定位········

4、···································85n经营定位···········································87n客户定位···········································91n功能定位···········································96第五部分本方案可行性及投资收益分析···················99第一部分城市经济与规划分析一．国民经济生产总值市国民经济持续健康快速发展。初步核算，全年完成生产总值2421.2亿元，比

5、上年增长15.6％；人均生产总值33169元，增长14%。其中第一产业增加值88.4亿元，增长4.6％；第二产业增加值1308.7亿元，增长18.9％；第三产业增加值1024.1亿元，增长12.3％。产业结构出现新的变化，由上年的3.8：53.5：42.7调整为3.6：54.1：42.3，二、三产业比重比上年提高0.2个百分点。非公有制经济完成增加值1404.3亿元，增长22.6％，占生产总值的58.0％，比上年提高2.8个百分点。积极推进城镇化战略，城镇化进程进一步加快，中心城市集聚功能和辐射作用增强，年末全市城镇化水平达到61.3％，比上年提高1.1个百分点l

6、城市经济指标：GDP进入快速增长通道，虽然在2007年增长速度略有缓和，但发展势头良好房地产发展与GDP增速之间的关系小于4%4—5%5—8%大于8%萎缩停滞稳定发展高速发展图2产业增长状况l城市经济指标：第三产业比例一直低于第二产业，对房地产发展尤其是价格的上升有一定制约作用房地产发展与第三产业比重之间的关系小于30%30—50%大于50%客户结构单调，市场平淡市场产品结构不清晰，发展不确定客户多元、交易活跃、产品丰富市场价格上涨较快。全年城镇居民消费价格比上年上涨5.6％，其中食品价格上涨14.1％，家庭设备用品及服务价格上涨3.4％，烟酒及用品价格上涨5.2

7、％，衣着价格上涨0.8％，娱乐教育文化用品及服务价格上涨1.2％，居住价格上涨7.2％；医疗保健及个人用品价格下降2.4％，交通和通信价格下降2.9％。l居民消费价格指数：在居民人均收入一定的情况下，消费价格指数增长过快，则会影响居民投资。对于房地产尤其商业地产的发展产生一定的影响二．工业和建筑业全年全部工业完成增加值1166.9亿元，比上年增长20.8％，其中全市建筑业完成增加值141.8亿元，比上年增长10.2％。具有建筑业资质的独立核算建筑业企业共完成建安工作量552.8亿元，增长37.8％；实现利润总额13.1亿，增长81.9％；实现税金总额17.3亿元，

8、增长38.