商業(yè)資料翻譯-中英對照版

TIT創(chuàng)意園功能分區(qū)、招商策略、價(jià)格定位建議
Function Division, Investment Promotion Strategy and Pricing Suggestion of TIT Creative Park

一、 系統(tǒng)分區(qū)
I. System Division
在園區(qū)的發(fā)展建設(shè)過程中，無論是功能區(qū)域定位及分布，或者是建筑物的現(xiàn)狀，都與最初園區(qū)規(guī)劃發(fā)生了不同程度的變化。而原有的物業(yè)也因其安全性、以及配合園區(qū)規(guī)劃的需要，或是修復(fù)、或是推倒重建、或是拆除，導(dǎo)致原有物業(yè)編號(hào)變得凌亂。對園區(qū)重新整體系統(tǒng)分區(qū)，定制新的物業(yè)編號(hào)，一方面有利于園區(qū)清晰的導(dǎo)視系統(tǒng)的建立，另一方面，在與客戶簽訂合同時(shí)，清晰的物業(yè)編號(hào)可以明確表明租賃的范圍，避免了由于對租賃范圍的文字表述不清而造成歧義。
During the development and construction of the Park, the function area positioning and distribution or the current situation of the building differs from the initial park planning to some extent. Taking the safety and the demand of park planning into consideration, the original property has been restored, or pulled down to reconstruct, or removed, which leads to disorder of the former property number. To implement integrated system division of the Park and formulate new property number is not only beneficial for constructing clear guiding system for the Park, but also definitely indicates the leasing area depending on clear property number when signing contract with customers, which avoids the ambiguity caused by unclear character expression of the leasing area.
系統(tǒng)分區(qū)以營銷部對過往來訪客戶的需要分析及物業(yè)類型的使用功能作為主要?jiǎng)澐衷瓌t，劃分為以下九大功能區(qū)域，以英文標(biāo)識(shí)。每個(gè)區(qū)域內(nèi)物業(yè)編號(hào)以該區(qū)域英文標(biāo)識(shí)與阿拉伯?dāng)?shù)字組合形式表現(xiàn)（如：品牌設(shè)計(jì)區(qū)2#建筑物為：B2）。
Based on the dividing principle of the demand of the former visiting customers analyzed by the Sales Department and the use function of the property type, the Park is divided into the following nine function areas marked in English. The property number in each area is expressed by the combining form of the English mark in the area and the Arabic numerals (for example, 2# building in brand design area is expressed as B2).

A——服務(wù)配套區(qū)
A——Service Supporting Area
B——品牌設(shè)計(jì)區(qū)
B——Brand Design Area
C——跨界創(chuàng)意區(qū)
C——Crossover Creative Area       首期
D——展示發(fā)布區(qū)               Phase 1
D——Display and Release Area 
E——休閑紅酒區(qū)
E——Entertainment and Wine Area
F——時(shí)尚名店區(qū)
F——Fashion Shop Area
G——探索發(fā)展區(qū)
G——Grope and Development Area
H——商務(wù)接待區(qū)                    二期
H——Business Reception Area         Phase 2
I ——互動(dòng)交流區(qū)
I——Interactive Communication Area

二、 各功能區(qū)域物業(yè)描述
II. Property Description of Each Function Area
◆ A——服務(wù)配套區(qū) （Apartment，公寓）
◆ A——Service Supporting Area (Apartment)
特色——向園區(qū)提供配套餐飲及客房住所服務(wù)
Feature——providing supporting catering and room service for the Park
建筑物業(yè)——面積3200平方米中式酒樓、公寓一期、二期（100套住房）
Property building——3200m2 Chinese restaurant, and phase 1 and 2 of apartment (100 suites)
招商策略——自營
Investment promotion strategy——self-support
◆ B——品牌設(shè)計(jì)區(qū)（Brand，品牌）
◆ B——Brand Design Area（Brand）
特色——集展示、創(chuàng)作于一體的獨(dú)立工作別墅
Feature——the independent work villas integrating display and creation
物業(yè)建筑——由六棟獨(dú)立小別墅和五棟原有建筑組成
Property building——comprising six independent villas and five existing buildings
目標(biāo)客戶——國內(nèi)外一流服裝品牌的設(shè)計(jì)中心
Target customer——the design center of the first-class fashion brands at home and abroad
改造方向——在別墅四周建立矮籬笆，提供獨(dú)立花園及停車空間，形成相對獨(dú)立的空間，以提升物業(yè)價(jià)值。
Reconstruction direction——constructing the low hedge surrounding the villa and providing independent garden and parking space, which forms relatively independent space and promotes the property value.
◆ C——跨界創(chuàng)意區(qū)（Creative，創(chuàng)造性的）
◆ C——Crossover Creative Area（Creative）
特色——濃厚的工業(yè)色彩寬廣的空間組合成多元的創(chuàng)意平臺(tái)
Feature——strong industrial color combines with broad space to form diversified creative platform
物業(yè)建筑——由十棟大小不一的廠房改造而成
Property building——reconstructed from ten variably-sized factory buildings
目標(biāo)客戶——服裝相關(guān)行業(yè)的創(chuàng)意機(jī)構(gòu)、藝術(shù)家等各種創(chuàng)意企業(yè)
Target customer——various creative enterprises like the creative agency and artist of the clothing industry
改造方向——部分層高較高的廠房做間隔出租，層高較矮的大面積廠房進(jìn)行分割出租。
Reconstruction direction——the partial relatively higher factory buildings will be separated to rent and the relatively lower factory buildings with large area will be divided to rent.
◆ D——展示發(fā)布區(qū)（Display，展覽，陳列）
◆ D——Display and Release Area(Display)
特色——廣州最好的時(shí)尚發(fā)布平臺(tái)
Feature——the best fashion release platform in Guangzhou
物業(yè)建筑——由3個(gè)不同的展場組合而成，總面積4332㎡
Property building——comprising three different exhibition areas and the total area is 4332m2
目標(biāo)客戶——服裝發(fā)布會(huì)、酒品促銷會(huì)、藝術(shù)展覽、新車發(fā)布會(huì)、企業(yè)展示
Target customer——fashion show, wine promotion, art exhibition, new car presentation and company show
改造方向——在外墻身增加廣告位
Reconstruction direction——increasing advertising sites on external walls
◆ E——休閑紅酒區(qū)（Entertainment，娛樂消遣，招待）
◆ Entertainment and Wine Area (Entertainment and Reception)
特色——廣州唯一地下酒窖
Feature——the only storage cellar in Guangzhou
物業(yè)建筑——由防空洞及地上1-2層單體建筑組成
Property building——comprising the air-raid shelter and the first and second over-ground single buildings
目標(biāo)客戶——紅酒銀行、紅酒吧、咖啡館、西餐、雪茄館等
Target customer——wine bank, wine bar, cafe, western-style restaurant and cigar gallery, etc.
改造方向——防空洞改造、地上草坪、大露臺(tái)建筑
Reconstruction direction——reconstruction of air-raid shelter, over-ground lawn and building with extended balcony
◆ F——時(shí)尚名店區(qū)（Fashion，時(shí)尚）
◆ F——Fashion Shop Area （Fashion）
特色——時(shí)尚品牌展示區(qū)、潮流風(fēng)向標(biāo)
Feature——the exhibition area of fashion brands and the wind vane of trend
物業(yè)建筑——由T臺(tái)西側(cè)臨街物業(yè)組成
Property building——comprising the frontage property in the west side of the T platform
目標(biāo)客戶——國內(nèi)外一流服裝品牌
Target customer——the first-class fashion brands at home and abroad
改造方向——原有物業(yè)修葺、道路改造
Reconstruction direction——renovation of the existing property and the road reconstruction
◆ G——探索發(fā)展區(qū)（Grope，探索）
◆ G——Grope and Development Area（Grope）
特色——獨(dú)立工作室
Feature——independent studio
物業(yè)建筑——水塔及附近地勢較高物業(yè)
Property building——the water tower and the nearby higher ground property
目標(biāo)客戶——國內(nèi)外創(chuàng)意設(shè)計(jì)師
Target customer——creative designers at home and abroad
改造方向——改造成設(shè)計(jì)師之家一類的獨(dú)立別墅物業(yè)
Reconstruction direction——reconstructing to the independent villa property like the home of the designers
◆ H——商務(wù)接待區(qū)（Hotel，酒店）
◆ H——Business Reception Area（Hotel）
◆ I ——互動(dòng)交流區(qū)（Interaction，互動(dòng)）
◆ I——Interactive Communication Area（Interaction）
特色——配套服務(wù)電視觀光塔及新領(lǐng)事館區(qū)的商務(wù)、旅游人士需求
Feature——serving the demand of the business person and the tourist in the TV sightseeing tower and the new consulate area
物業(yè)建筑——目前停車場地塊、北門地塊
Property building——the current parking plot and the north gate plot
目標(biāo)客戶——商務(wù)及旅游觀光客戶
Target customer——business customers and tourists
招商策略——自營
Investment promotion strategy——self-support
改造方向——新建
Reconstruction direction——newly-built

三、 招商策略
III. Investment Promotion Strategy
作為一個(gè)“以T臺(tái)為核心、服裝為主題的商業(yè)項(xiàng)目”，TIT創(chuàng)意園的主力客戶以服裝企業(yè)及其研發(fā)部門、服裝設(shè)計(jì)師、藝術(shù)工作者、創(chuàng)意企業(yè)、休閑娛樂經(jīng)營者為主力客戶。對于這些擁有“圈子小”、“封閉性強(qiáng)”、“重視口碑傳播”等特征的客戶來說，招商策略應(yīng)更著重于“如何在小范圍內(nèi)制造高調(diào)的小圈子傳播”為出發(fā)點(diǎn)。在招徠客戶的同時(shí)，我們必須注重考核客戶的價(jià)格目標(biāo)（租金水平）及素質(zhì)目標(biāo)（綜合實(shí)力、影響力），選擇園區(qū)進(jìn)駐企業(yè)。營銷部提供相關(guān)招商策略如下：
As a business project focusing on T platform and fashion, the main customers of the TIT Creative Park are the clothing enterprises and their R&D departments, fashion designers, artists, creative enterprises and entertainment operators. For these customers featuring “small circle”, “strong tightness” and “paying attention to oral spreading”, the investment promotion strategy should focus on “how to develop a high-profile small circle spreading atmosphere on a small scale”. We should pay attention to checking the price objective (rental level) and quality objective (comprehensive strength and influence) of customers, as well as choose the located enterprises of the Park when drumming up the customers. The relevant investment promotion strategy provided by the Sales Department is as follows:
? 建立以T臺(tái)為核心的營銷活動(dòng)
? Implement the Marketing Activities Focusing on T Platform
T臺(tái)是項(xiàng)目的主體靈魂所在，也是日后經(jīng)營中一個(gè)未知的難題（目前廣州地區(qū)同類型發(fā)布場地均處于虧損狀態(tài)），項(xiàng)目招商前期確立以T臺(tái)為核心，通過不同類型主題營銷活動(dòng)的開展，吸引目標(biāo)客戶的關(guān)注，并為日后T臺(tái)的運(yùn)營打下良好的基礎(chǔ)。
As the main body of the project, T platform is also an unknown difficulty in future operation (all the current similar release sites in Guangzhou are in a deficit position). The preliminary project investment focuses on T platform and attracts target customers’ attention through developing marketing activities with different themes, which lays a stable foundation for the future operation of T platform.
? 聘請顧問，整合多方資源
? Invite Consultants and Integrate Multi-resources
由于目標(biāo)客戶純在著“圈子小、封閉性強(qiáng)”的特征，如能從過來來訪的園區(qū)客戶中聘請業(yè)內(nèi)知名人士作為項(xiàng)目發(fā)展顧問，形成一個(gè)云集各方精英的多元化“領(lǐng)袖顧問團(tuán)”，各圈層內(nèi)的其它知名人士也將應(yīng)聲而來，有利于對好客戶的挖掘與開拓，提高項(xiàng)目社會(huì)知名度。
Since the target customers feature “small circle and strong tightness”, if the renowned insiders among the former visiting customers can be invited as project development consultants to form a diversified “leading consultant team” gathering all elites, other celebrities in the circle will be attracted, which is beneficial for exploring and developing potential customers and promoting the social popularity of the project.
專業(yè)類別
Specialty  領(lǐng)袖人物
Leader 提供服務(wù)
Service  報(bào)酬
Remuneration
室內(nèi)設(shè)計(jì)
Interior Design 梁志天
Liang Zhitian 定期組織研討會(huì)，就項(xiàng)目規(guī)劃、建筑、園林、客戶組合、經(jīng)營、未來發(fā)展等方面提供專業(yè)意見，作為顧問出席并出現(xiàn)在園區(qū)的宣傳活動(dòng)（資料）。
Periodically organize seminars to provide professional advices in the aspects of project planning, architecture, gardening, customer portfolio, operation and future development, as well as participate in the propaganda activities of the Park as the consultant (materials).  8-11月期間由創(chuàng)意園提供免費(fèi)場地組織業(yè)內(nèi)交流活動(dòng)或演出一次，創(chuàng)意園為活動(dòng)提供1萬元/場的經(jīng)費(fèi)補(bǔ)助。
The Creative Park provides the free site to organize the industry exchange activity or one show during August to November and provides a budget subsidy of 10,000 yuan/show for the activity.
空間藝術(shù)
Spatial Art 崔華峰
Cui Huafeng  
攝影家
Photographer Emil Fedida、許培武
Emil Fedida and Xu Peiwu   
音樂人
Musician  黑楠、方正
Hei Nan and Fang Zheng   
服裝設(shè)計(jì)Fashion Design Jenny（MO&CO）品牌
Jenny（MO&CO） Brand   
策展人Curator 段煜婷
Duan Yuting   
廣告人Adman  張小平（黑馬）
Zhang Xiaoping (Dark Horse)  
紅酒師
Wine Specialist 鄧志紅
Deng Zhihong   
飛越傳媒
Fly Media 賀誠
He Cheng   
領(lǐng)事館
Consulate  法國、英國領(lǐng)事館參贊
Counselors of French and Britain Consulates  

? 媒體公關(guān)，炒作宣傳
? Media Public Relations, Speculation and Propaganda
以專業(yè)人士牽頭，組織不同專業(yè)的媒體公關(guān)推薦會(huì)，讓項(xiàng)目在不同領(lǐng)域迅速火紅，通過對媒體寫手的招募，建立以軟性繕稿炒作為主的宣傳模式。
Organize the media public relations recommendation conference of different specialties leaded by the professionals, so as to make the project rapidly popularize in different fields. In addition, establish the propaganda model based on soft releases through recruiting media writers.
? 意向訂金，篩選確定
? Intention Deposit, Screen to Confirm
對于意向進(jìn)駐客戶，采用收取意向金形式，以1棟物業(yè)收取5個(gè)客戶意向金為原則，同時(shí)對客戶進(jìn)行回訪考察，了解客戶的綜合實(shí)力，從而選擇租賃價(jià)格及綜合實(shí)力最佳的租戶。
Collect the intention deposit from the customers with intention to access based on the principle of collecting from five customers for each building. Meanwhile, pay a return visit and investigate the customers and learn about their comprehensive strength to select the tenant in optimal rental price and comprehensive strength.

四、 租賃價(jià)格擬定
IV. Rental Pricing
B：品牌設(shè)計(jì)區(qū)
B: Brand Design Area
優(yōu)化建議：品牌設(shè)計(jì)區(qū)包括6棟小別墅、原廠區(qū)幼兒園、及一組3棟平房組合而成，建議通過利用矮墻籬笆將起圍合成8個(gè)獨(dú)立的空間，提高物業(yè)的獨(dú)立性，通過植被的栽種增加私人綠化空間，并適當(dāng)?shù)慕鉀Q一部分車位的停放問題，有助于提高物業(yè)價(jià)值。
Optimization Suggestion: The brand design area is composed of six villas, the kindergarten of the former factory and three one-storey houses. We recommend enclosing it to eight independent spaces through constructing the low hedge, which promotes the independence of the property; increasing the private greening space through planting vegetation; and promoting the value of the property through properly solving the parking problem for partial carports.
價(jià)格建議：由于該類型物業(yè)在園區(qū)內(nèi)數(shù)量稀少，通過優(yōu)化后，價(jià)值將進(jìn)一步提高，價(jià)格擬定不以其建筑面積計(jì)算，按棟出租。
Price Suggestion: Since it is rare in the Park, the value will be promoted after optimization. The Price is not calculated as per the building area, but the block.
價(jià)格表：
Price List
區(qū)域編號(hào)
Area Number 原對應(yīng)編號(hào)Former Corresponding Number 建筑面積（㎡）Building Area (m2) 租賃價(jià)格（元/月）Rental Price (yuan/month)
B1 47#、48# 560.57 11萬
110,000
B2 2# 351.78 8萬
80,000
B3 3# 351.78 8萬
80,000
B4 4# 237.93 6萬
60,000
B5 38#、39#、40# 359.47 8萬
80,000
B6 6# 191.73 5萬
50,000
B7 7# 552.27 11萬
110,000
B8 8# 191.73 5萬
50,000

C：跨界創(chuàng)意區(qū)
C: Crossover Creative Area
優(yōu)化建議：跨界創(chuàng)意區(qū)由11棟廠房組成，廠房位置、面積、開間進(jìn)深、層高均有所差別，建議將層高較高空間大的物業(yè)由我司分割為兩層出租，以增加可租賃面積。對于層高較矮面積較大的物業(yè)，建議通過內(nèi)部間隔，將其分割為100-200平方米一間的小型物業(yè)，以滿足面積需求較小的公司進(jìn)駐，同時(shí)小面積的分割也有利于租賃單價(jià)的提高。
Optimization Suggestion: The crossover creative area is composed of 11 factory buildings with different locations, areas, widths and depths, and heights, so we recommend dividing the relatively higher property with large space to two floors to rent by our company, so as to increase the rental area. For the relatively lower property with large area, we recommend implementing internal separation and dividing into the small property with 100-200m2 to meet the demand of small companies. Meanwhile, the division of small area also promotes the rental unit price.
價(jià)格建議：目前部分物業(yè)已簽訂合同或租賃意向。
Price Suggestion: At present, the contract or rental intention has been signed for partial properties.
價(jià)格表：Price List:
區(qū)域編號(hào)
Area Number  原對應(yīng)編號(hào)
Former Corresponding Number 建筑面積（㎡）
Building Area (m2) 采用策略
Strategy  租賃價(jià)格（元/㎡/月）
Rental Price (yuan/ m2/month)
C1 17# 695.00 紡工貿(mào)自用
Used by Guangzhou Textiles Industry & Trade Holding Ltd. 
C2 18# 1120.81 崔華峰預(yù)定
分割兩層出租
Scheduled by Cui Huafeng
Divided into two floors to rent 按分割后面積90元/㎡/月出租
Rent in 90 yuan/m2/month according to the area after division
C3 19# ——  70元/㎡/月
70 yuan/m2/month
C4 20# 204.10  80元/㎡/月
80 yuan/m2/month
C5 21# 1233.40  80元/㎡/月
80 yuan/m2/month
C6 24# 1502.75  85元/㎡/月
85 yuan/m2/month
C7 27# 1331.42 分割為100-200㎡小面積出租
Rent in small areas through dividing into 100-200 m2 70元/㎡/月
70 yuan/m2/month
C8 37# 561.94 改樓梯位置，將一、二層組合，增加租賃面積
Change the staircase position and combine the first and second floors to increase the rental area 70元/㎡/月
70 yuan/m2/month
C9 30# 1256.17 分割為100-200㎡小面積出租
Rent in small areas through dividing into 100-200 m2 70元/㎡/月
70 yuan/m2/month
C10 22# 932.40 分割兩層出租
Divide into two floors to rent  按分割后面積90元/㎡/月出租
Rent in 90 yuan/m2/month according to the area after division
C11 103# 763.20 分割兩層出租，附送天臺(tái)花園
Divide into two floors to rent and additionally present the roof garden   按分割后面積90元/㎡/月出租
Rent in 90 yuan/m2/month according to the area after division
C12 102# 1185.60 分割兩層出租Divide into two floors to rent 按分割后面積90元/㎡/月出租
Rent in 90 yuan/m2/month according to the area after division
D：展示發(fā)布區(qū)
D: Display and Release Area
優(yōu)化建議：展示發(fā)布區(qū)包括T臺(tái)、多功能展廳等物業(yè)，可考慮增加外墻廣告發(fā)布位置以加強(qiáng)展覽發(fā)布?xì)夥铡M足客戶宣傳需求。
Optimization Suggestion: The display and release area possesses the properties of T platform and multifunctional exhibition hall, so the advertising sites can be increased in the external walls to strengthen the exhibition and release atmosphere and meet the propaganda demand of customers.
價(jià)格建議：T臺(tái)主要涉及長期經(jīng)營，按日租形式進(jìn)行租賃，目前廣州地區(qū)主要服裝發(fā)布場所的租賃情況并不理想（平均1個(gè)月舉辦一次），在市場培育前期，價(jià)格不適宜過高，如何招徠新絲路等專業(yè)T臺(tái)運(yùn)營機(jī)構(gòu)，可考慮采用部分外聘形式操作。
Price Suggestion: For the long-term operation, the T platform will be rented by the day. Since the rental situation of the current main fashion release sites in Guangzhou is not ideal (one time per month averagely), the price cannot be too high in the earlier stage of the market cultivation. The operation may resort to part outside employment to drum up the professional operation organizations of T platform like New Silk Road.
價(jià)格表：
Price List:
區(qū)域編號(hào)
Area Number 原對應(yīng)編號(hào)
Former Corresponding Number  租賃價(jià)格（元/天）
Rental Price (yuan/day)
D1 65#（多功能展示廳）
65# (Multifunctional Exhibition Hall) 4萬
40,000
D2 接待廳
Reception Hall  1.5萬
15,000 6萬
60,000
D3 68#（T臺(tái)）
68# (T Platform)  5萬
50,000 
E：休閑紅酒區(qū)
E: Entertainment and Wine Area
優(yōu)化建議：通過對防空洞的改造，打造廣州地區(qū)唯一地下酒窖，以紅酒銀行的概念進(jìn)行經(jīng)營，帶動(dòng)地上物業(yè)租賃。
Optimization Suggestion: Create the only storage cellar in Guangzhou through reconstructing the air-raid shelter and operate based on the concept of wine bank to promote the over-ground property rent.
價(jià)格建議：目前尚處于規(guī)劃當(dāng)中，具體價(jià)格有待建筑進(jìn)一步落實(shí)后通過對紅酒、咖啡、西餐、雪茄等經(jīng)營者考察再另行擬定。
Price Suggestion: The project is under planning, so the specific price will be additionally determined through investigating the operators of wine, coffee, western-styled food and cigar after the further construction of the building.
F：時(shí)尚名店區(qū)
F: Fashion Shop Area
優(yōu)化建議：人流量將決定該區(qū)域的商業(yè)價(jià)值，故此如何吸引電視觀光塔廣場游客，T臺(tái)的經(jīng)營情況將直接影響該區(qū)域租賃價(jià)格。在實(shí)際招商過程中，如租賃狀況未如理想，可考慮將其與品牌設(shè)計(jì)區(qū)融合。
Optimization Suggestion: The visitors flow rate determines the commercial value of the area, so how to attract the tourists of TV sightseeing tower and promote the operation of T platform will directly influence the rental price of the area. In the practical investment promotion process, if the rental situation is not good, it can be combined with the brand design area.
價(jià)格建議：目前正處于建設(shè)當(dāng)中，具體價(jià)格將參考周邊臨街商鋪價(jià)格擬定。
Price Suggestion: The project is under construction, so the specific price will be determined referring to that of the neighboring frontage shops.