XX花园市场调研报告.docx
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XX花园市场调研报告.docx
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XX花园市场调研报告
市场调研报告目录
前言
第一部分基础篇
一、市场调研背景·············································································4
二、市场调研的目的·········································································5
三、市场调研的原则·········································································5
四、市场调研的方法·········································································5
五、市场调研的对象·········································································6
六、市场调研小组的构成··································································7
七、市场调研工作流程······································································7
八、市场调研应避免的问题·······························································7
第二部分项目调查分析
一、宏观经济环境·············································································8
二、供给环境····················································································10
三、需求环境····················································································14
四、三亚市旅游规划背景··································································17
五、三亚市房地产项目市场调查······················································19
(一)三亚市房地产市场概况··································································19
(二)调查对象确立·············································································27
(三)房地产市场调查情况客观陈述························································28
1、项目概况····················································································28
2、销售状况·····················································································34
(四)调查结果分析···············································································35
1、现有消费者特征分析·······································································35
2、买房动机·····················································································36
3、购买模式和使用·············································································37
4、物业管理及售后服务分析··································································38
(五)三亚近期房地产市场状况··································································
六、三亚市酒店市场调查····································································38
(一)三亚市酒店市场概况········································································38
(二)调查对象确立··················································································41
(三)酒店市场调查情况客观陈述·······························································42
1、调查酒店综合对比···········································································42
2、硬件状况······················································································44
3、客房、餐饮经营及销售情况陈述··························································45
4、人力资源状况················································································49
(四)调查结果分析··················································································52
1、供需环境分析··················································································52
2、硬件状况分析··················································································54
3、经营状况分析··················································································54
4、销售状况分析··················································································55
5、人力资源状况分析·············································································57
第三部分汇凯酒店项目定位
一、项目概况···························································································59
(一)项目用地区位条件·············································································59
(二)项目各项经济指标·············································································60
(三)项目基本情况····················································································61
二、项目定位·····························································································61
(一)项目定位及定位因素······································································61
(二)项目定位比较分析·········································································62
(三)项目定位后呈现的基本销售特征······················································63
三、客户定位····························································································64
(一)三亚市调查房地产项目购买及成交动向·············································64
(二)客户市场细分················································································64
(三)客户构成分析················································································66
(四)客户定位······················································································66
四、项目SWOT分析·····················································································66
(一)项目主题的竞争··············································································66
(二)购房优先因素·················································································67
(三)项目SWOT分析················································································68
五、项目规划建议························································································68
(一)项目规划基本原则············································································68
(二)项目规划指导思想·············································································68
(三)设计规划初步建议·············································································69
(四)环境保护政策····················································································70
(五)配套设施··························································································72
(六)小区特色与主题················································································72
(七)专项报告··························································································73
第四部分经营分析
一、酒店物业管理盈亏平衡点分析····························································73
二、传统酒店经营盈亏平衡点分析····························································75
三、酒店客房经营盈亏平衡点分析····························································77
四、酒店动力运行经济预测和分析····························································78
五、经营结论·······························································································83
第五部分风险分析
一、市场定位风险······················································································86
二、产品设计风险······················································································86
三、系统管理风险······················································································86
四、需求不旺风险······················································································87
五、竞争风险·····························································································87
六、系统性风险·························································································87
七、项目运作中可能产生的争议·······························································87
二○○三年七月三日,海南天福源酒店管理有限公司(以下简称管理公司)与海南汇凯能源有限公司本着资源共享、交流合作的原则签订了“酒店技术服务合同书”,泰华酒店管理有限公司作为海南汇凯能源有限公司的“汇凯产权酒店式度假公寓”(暂定名)项目的技术顾问方,在合作过程中,从市场调研、咨询建议到各种规范咨询文本的制作,将始终坚持客观、科学、实事求是的服务态度。
市场调研是市场营销学的组成部分,属社会科学范畴,市场调研技术综合了市场学、社会学、心理学、统计学等多门学科中已被反复证明过的各种应用理论和方法,泰华酒店管理有限公司市场调研人员将合理地在实践中运用这些理论和方法,并以此作为形成本市场调研报告的基础。
前言
本市场调研报告由海南天福源酒店管理有限公司制作,是为汇凯能源有限公司在三亚海坡旅游开发区土地项目的开发规划准备条件。
根据“发展休闲度假旅游产业”这一海南省旅游业发展的指导原则及《海南省旅游产业“十五”计划和2020年远景目标规划纲要》,依托目前国务院给予海南省激活房地产业的一系列优惠而特殊的政策,泰华酒店管理有限公司认为需要凭借细致的开发规划,在保留项目用地内的自然特色的同时,运用独具匠心的主题设计,将该项目建设成为具有旅游房地产概念,集公寓式酒店、会务中心、顶级别墅、会所、娱乐场所等于一体的富有特色的海滨休闲度假胜地。
汇凯项目用地位于三亚市海坡旅游度假开发区内,毗邻三亚湾,全线面海,其特有的海岸线及150米的银白色沙滩,为建设一个充满热带海洋风情的房地产旅游度假区提供了得天独厚的自然条件。
本市场调研报告将从以下几个方面对此进行分析和阐述:
第一部分——基础篇;第二部分——项目调查;第三部分——汇凯公寓项目定位;第四部分——经营分析;第五部分——风险分析。
第一部分基础篇
一、市场调研背景:
(一)基于海南天福源酒店管理有限公司与海南汇凯能源有限公司签订的
“酒店技术服务合同书”,按照合同要求,管理公司履行合约条款。
(二)汇凯能源有限公司拟在三亚海坡旅游开发区打造一个旅游房地产精品项目,市场调研成为项目规划、实施的前期必然。
(三)在市场调研期间,充分了解三亚市房地产、旅游、酒店市场、三亚市未来发展规划、客源增长速度等,为项目建成后的经营、管理打下基础。
二、市场调研的目的
市场调研的目的解决为什么要调查的问题,其他工作围绕调研的目的展开,本次市场调研的目的为:
(一)为汇凯能源有限公司(即发展商)提供符合行业发展的策略及建议,帮助其了解客观环境,为规划设计、市场定位、客户定位提供第一手资料,为市场预测和投资决策提供重要的依据。
(二)结合项目的内生资源和外生资源,提供个性化服务。
(三)根据行业及当地市场特色,制定有效可行的战略目标和具体实施步骤。
三、市场调研的原则
做任何事情均需把握一定的尺度,坚持一定的原则,本次市场调研我们秉承以下四大原则:
(一)真实性原则。
市场调研获取的信息必须是真实准确的,模棱两可甚至完全虚假错误的信息会给投资决策带来灾难性的影响。
(二)客观性原则。
调研结果的评价必须是客观的,避免片面性的偏见,不能凭主观意图夸大事实或隐瞒真相。
(三)及时性原则。
调研资料的收集、分析和反映必须做到及时,不可拖延时间,这样才能提高信息的参考价值。
(四)经济性原则。
市场调研要耗费人力、财力和时间,注重市场调研的效果与投入比例,制订合理的市场调研计划,采用科学的市场调研方法。
四、市场调研的方法
用什么方法取得调查资料,对资料的真实性、准确性有着至关重要的影响。
国内外进行市场调研的方法很多,结合调查的对象和内容,本次市场调研主要采取以下调查方法:
(一)面谈调查法,即调查人员与被调查者面对面交谈询问有关问题。
这种调查法在本次调查中得以大量使用,它具有这样几个特点:
1、富有灵活性,可以随机提出新问题,进行深一步的询问;2、信息获取率高;3、当面听取被调查人的意见,了解被调查人的真实态度;4、调查结果受调查人员业务水平和态度的影响。
(二)电话调查法。
由于电话调查受调查对象的限制,且复杂深入的问题不便了解,故我们只对问题较简单的使用了电话调查方法。
(三)留置问卷调查法。
调查人员将设计好的调查问卷或表格当面或邮寄或通过网络等交给被调查人员,说明填写要求,问卷填好后,由调查人员按时回收。
这种调查方法回收率高,被调查人员有较充裕的时间作答,提高问卷的回答质量。
(四)统计调查法。
在调查对象中选一部分重点或典型进行调查,如竞争对手、可比项目、区位新增项目、潜在竞争对手等。
(五)信息资料收集法。
通过公开发行的各种经济统计年鉴、行业报表、报刊、网络等渠道获得二手资料。
五、市场调研的对象
即从谁的手里、什么地方获取资料。
本次市场调研的对象主要有:
(一)三亚市旅游局企业管理科、信息科、市场开发科、三亚市旅游信息中心。
(二)三亚市海航度假中心、椰林滩大酒店、金海大酒店、金凤凰大酒店、海天大酒店、明珠海景大酒店、丽景海湾大酒店、金棕榈度假酒店、天域度假酒店的财务经理、营销经理、人力资源部经理、总经理办公室主任、大堂经理。
(三)三亚市碧海蓝天、兰海花园、万勃、瑞海豪庭等房地产项目售楼处,拿取售楼书,与售楼经理深入、全面的交谈,了解市场状况,获取相关信息。
六、市场调研工作流程(见下页图)
七、市场调研应避免的问题:
市场调研的使命是为项目投资决策提供可靠的科学依据,客观、准确是其灵魂。
分析目前诸多市场调查报告存在的一些问题和缺陷,为不影响其精度,管理公司在市场调研报告形成过程中将着力避免如下问题:
(一)忽视周边地区同类旅游资源和项目的存在,不做客观的竞争态势分析,只谈优势和强项,对其劣势和不足轻描淡写或避而不谈。
(二)不明确指出项目的目标市场主体是什么地域、层面,未通过目标市场调查、项目比照、地区总量比例等预测方法确定项目客源量和发展趋势,主观臆断,夸大市场。
(三)脱离地区经济水平实际。
(四)对地区市场规律缺乏了解,主观判断项目客源量将逐年上升。
市场调研工作流程
确定具体市调内容
第二部分项目调查
本部分由六个调查项目构成,包括:
宏观经济环境调查、供给环境调查、需求环境调查、三亚市旅游规划背景、三亚市房地产市场调查、三亚市酒店市场调查。
一、宏观经济环境调查分析
(一)我国宏观经济的基本状况
在世界经济增长明显放缓的环境下,我国经济依靠国内需求的拉动继续保持了7.5%的较快增长,经济运行的质量和效益继续改善。
1、初步测算,今年上半年GDP指标按可比价格计算,比上年同期增长7.9%,与世界经济明显放缓的态势相比,我国经济较高水平稳定增长的特点比较明显。
2、内需在经济增长中的主导作用突出。
进入2001年后,国家采取了一系列诸如银行降息、增加利息税、股市降低印花税等财税政策及假日经济的启动,这在很大程度上弥补了外需下降的影响,内需成为支持国民经济稳步增长的主要因素。
3、经济运行的质量和效益继续提高。
在2000年国企改革使企业经济效益大幅度提高,进入2001年后,深化国企改革使经济效益继续提高。
针对当前的宏观经济走势和国际经济步入衰退的情况,国家宏观经济政策将仍以“稳”为基调,不断完善社会主义市场经济体制,并继续改进和完善扩大内需的政策体系,做好入世的体制和管理方面的准备。
4、2001年主要宏观经济统计指标:
表2-1-1
名称
日期
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