Transcript ADVANCED MARKETING &OTHER STRATEGIC PLANNING FOR

ADVANCED MARKETING &OTHER
STRATEGIC PLANNING FOR OPTIMUM
PRODUCTIVITY
提高生产力的前瞻
性营销与策略规划
Lecturer: Mr. Charlie C.S. Lin
主讲人：林宠升先生
EXTERNAL CHALLENGES
外部挑战
Political Climate
政治气候
Local Economy
地方经济
Trade Area Sales Potential
商圈销售潜力
Consumer Attitudes
消费态度
Competition
竞争
INTERNAL/INDUSTRY CHALLENGES
内部/行业挑战
Retailer Performance
零售商业绩
Property Position/Branding
物业定位/品牌化
Ownership Priorities
业主优先权
Questioning Marketing’ s Contribution
颇受质疑的营销贡献
Center Potential
中心潜力
Size of Budget
预算规模
THE PROPERTY AS A PRODUCT
物业产品化
Analyzing the Center
分析购物中心
Competitive Advantages
竞争优势
Competitive Disadvantages
竞争劣势
Physical Characteristics
建筑特色
Merchandise Opportunities
商品机会
Selling its Benefits
优势推广
Tenant Mix
租户组合
Location
地理位置
Uniqueness
独特性
Customer Services
客户服务
Connecting to the Consumer
接近消费者
Research
市场调研
How Old?
年龄
Where Do They Live?
居住地
What’ Their Income?
收入
Where Do They Shop?
购物地点
How Often Do They Shop Your Property?
到购物中心消费频率
How Much Do They Spend at Your
Property?
在购物中心购物支出
What Stores Do They Shop?
光顾的店铺
Who Is Your Most Productive Shopper?
贡献最高的消费群
Media
媒体
What Are They Reading?
读什么
What Are They Watching?
看什么
What Are They Listening TO?
听什么
Do you Have The Right Message?
有否准确的信息
Are You Delivering The Message at The Right
Time?
是否在恰当的时间发布信息
INTEGRATING MARKETING WITH OTHER
DISCIPLINES
营销与其他组织的整合
Management
管理
Security Perception
对安全的理解
Maintenance/Housekeeping Issues that Affect
Consumer
影响消费者的维护/物业管理问题
Understanding Property Cash Flow
理解物业的现金流
Interfacing with Retailers
与零售商的合作
Leasing
租赁
Marketing as Partner in Securing Deals
将租户视为“共赢”的伙伴关系
Analyzing Sales to Find Opportunities
分析销售额以发现市场机会
Understanding Consumer Trends And Finding the
Stores to Meet Them
掌握消费趋势，寻找商户满足需求
THE POWER OF MARKETING (CORE
CUSTOMERS)
营销的力量 （核心客户）
Strategic and Tactical Planning
战略性和战术行规划
Long Term Branding Program
长期品牌计划
For Newly Opened or Remodeled Centers
新建或改建的购物中心
For Centers With Unique Product or Market Niche
独吞撒产品或利基市场购物中心
For Store Awareness (New Stores, High profile
Stores)
提高店铺知名度（新店铺，高知晓度店铺）
Sales Driven Plan for Immediate
Results
立竿见影的销售额提升方案
To Increase Store/Category Productivity
提高店铺/品类的产出率
Based on Consumer/Seasonal Demand
基于消费者/季节性需求
Customer Service
客户服务
As a Competitive Advantage
视为竞争优势
As a Marketing Angle
视为营销视角
THE POWER OF MARKETING:
TOURISM/VISITORS
营销力量：
旅游业/游客
Every Property Has an Inflow Market
每一个购物中心都存在一个流动人口市场
Tourists, Casual Visitors, Weekend Vacationers,
Etc
旅游者，无目的游客，周末度假者等
Where Do They Come From?
他们来自何方？
How do they Travel?
旅游交通方式？
Where Do they Stay?
他们下榻何处？
Where Do They Go?
他们去何处？
Research the Visitor Market
研究游客市场
Convention and Visitors Bureau
各类会议何旅游局
Bus/Transportation Companies
公交汽车/运输公司
Hotels
旅馆
Tourism Advertising
旅游业广告
Media
媒体
Hotel Brochures / Outdoor
旅馆宣传手册 /户外广告
Airport / Magazines
机场 / 杂志
Partnership Programs
伙伴计划
HOTELS
旅馆
Cab, Tour buses, Train
出租车，旅游车，火车
Hotel Shopping Shuttles
旅馆购物往返车
Rental Car Agencies
汽车出租公司
Cruise Lines
巡回线路车
Tourism Marketing Programs
旅游业营销计划
Coupon Books
优惠券名册
Entertainment and Events
娱乐和活动
Tour Bus Driver Programs
旅游车司机计划
Trades Shows
商业展示
THE POWER OF MARKETING：
SPONSORSHIP/PARTNERSHIPS
营销力量：主办 / 伙伴
Introduction
导言
Think Globally，Act Locally
全球化思维，本土化行动
Match Up Prospective Sponsors with Market
Demographics
预期的的主办者与市场人口特征配合度
Determine What Can Be Sponsored
确定能发起的活动内容
Types of Sponsorship
主办方式
Income Generating
产生收入
Long term/Naming Rights
长期 / 冠名权
Shopping Center Use Fees for Short Term Programs and
promotions
短期节目和推广的使用费
Prizes
奖品
Advertising
广告
Exhibits
展览展示
Merchant Resources
贸易商资源
Local Headquarters for National Promotion
全国性推广的地方性总部
Cross Promotion with Non-Competitive
Resources
与非竞争经营者的交互推广
Sponsorship Sales Tools
主办销售工具
Demographics
人口统计
Amount of Common Area Space and Size of
Parking Lot
公共区域大小和停车场规模
Traffic Counts
人流计数
Retailers That Sell the Sponsor’s product
销售主办者产品的零售商书
Signing，Marquee，Advertising and Publicity
标识，遮阳伞，广告和公告信息
Making the Sale
提高销售额
Establishing Relationships
建立关系
Pricing Based on Gross Impression Cost of Print，Broadcast
Media
基于印刷，广播媒体成本制定价格
Marketing the Property as a Viable，Alternative Media
将购物中心作为有效的替补媒体
Placing Value Based on Sponsorship
Goals
基于主办目标确定活动价值
Do Dollars Stay at Property?
购物中心能获利吗？
Do Dollars Go Back to Property Bottom Line?
收益能弥补成本吗？
ASSESSING MARKETING
PRODUCTIVITY
评估营销产出率
Bases on Overall Property Performance/Cash
Flow
基于整体物业业绩 / 现金流
Based on Income Generated
基于所获收入
Based on Customer Response
基于顾客反应
Base on Continued Retailer Interest
基于零售商兴趣