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单击此处编辑标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,Real Estate Marketing,房地产市场营销,Real Estate Marketing房地产市场营销,1,Content,Basic Concepts of Real Estate Marketing,A Case Study of A High-End Luxurious Condominium in Singapore:Beachfront Collection at Sentosa Cove,ContentBasic Concepts of Real,2,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,communicating,and delivering value to customers and for managing customer relationships in ways that benefit organisation and stakeholders,Marketing vs.Real Estate Mark,3,Marketing 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 distribution of goods,services,and ideas to create exchanges that satisfy individual and organizational goals,Marketing vs.Real Estate Mark,4,Characteristics of Real Estate,房地产特征,Location,（地段）,-immobility and heterogeneity,High price,（高价）,-large amount of capital required,use of credit,Time lag,（延时）,-long time taken for completion,，,variation of final product is possible,Legal restrictions,（法律约束）,-use,ownership and resale controlled,Management,（管理）,-need to be maintained,Marketing vs.Real Estate Marketing,市场营销,VS.,房地产市场营销,Characteristics of Real Estate,5,Real Estate Marketing,（房地产市场营销）,Marketing efforts would have to be strategised to bring out the uniqueness of real estate,Marketing vs.Real Estate Marketing,市场营销,VS.,房地产市场营销,Real Estate MarketingMarketing,6,To market a real estateproject/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,),To market a real estateprojec,7,A Case Study of A High-End Luxurious Condominium in Singapore:Beachfront Collection at Sentosa Cove,A Case Study of A High-End Lux,8,A Brief Introduction to SC Global Developments&Location of Sentosa Cove,A Brief Introduction to SC Glo,9,Source:http:/.sg/,Mission Statement,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.,Source:http:/www.scglobal.co,10,Mission and vision,To deliver premium and luxury residential development to the market,Source:http:/.sg/,“THE ULTIMATE LIVING”,Mission and visionTo deliver p,11,Sentosa Cove(,升涛湾）,Source:http:/,Sentosa Cove(升涛湾）Source:http,12,Sentosa Cove(,升涛湾）,Source:,http:/ 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 residential 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$800 million,3 precincts constitutes the entire Sentosa Cove,Sentosa Cove(升涛湾）Source:http,13,Site Analysis,Land area(,土地面积,):,10,572,sq m,Max.permissible plot ratio(,最大容积率,):,1.31,Maximum permissible gross floor area,(,最大建筑面积,):,13,849,sq m,Maximum permissible height(,最高层数）,:,4 storeys with 88 units,Unit price of the land,(,土地单价,):S$,1,800,psf ppr,Total land cost,(,土地总价,):S$,270,million,Source:,http:/ Beach,A Golf Course,Facing the sea,Site AnalysisLand area(土地面积):,14,SWOT Analysis of Subject Site,Strengths,Strategic location,Accessibility and amenities,Weaknesses,Constraints on the scale of the development,Leasing tenure,Opportunities,Government support,Synergy effect,Niche development,Threats,Extremely high land price,Existing&,up-coming,supply of residential projects,SWOT Analysis of Subject SiteS,15,REMA,of High-end Residential Market,新加坡高端住宅市场调查,REMA of High-end Residential,16,Potential Demand,潜在需求,Potential Demand潜在需求,17,Gross Domestic Product,GDP,The government adjusted the GDP forecast to 4-6%from 4.5-6.5%in early 2008.,The adjustments may be due to various possible factors,such as slower economic growth and uncertainty with lower buyers confidence brought about by US sub-prime crisis.,Gross Domestic Product The gov,18,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,Average household income of S,19,Foreign Direct Investment,外国直接投资,FDI from 2001 to 2006(Source:Computed from Singstat 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.,Foreign Direct Investment外国直接,20,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 Singapore 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.,Number of Expatriates
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