艺术人文绿洲主题产业园项目中标方案设计.pdf

1、?设计五问WHAT市场精神：如何精准市场定位，思考自持售卖、补缴地价提容、研发类居住、算赢经济账。Market spirit:Consider self-supporting and selling,reimbursement of land price and capacity increase,R&D and residence,and calculation of win-win economic accounts.企业精神：如何体现山湖海品牌形象，提升品牌影响力。Enterprise spirit:How to reflect Shan Hu Hai brand image,enhan

2、ce brand influence产品精神：如何紧抓政策红利，提升产品适应性及附加值。Product spirit:How to grasp the policy dividend,enhance product adaptability and added value客户精神：客户是谁？如何定位产品调性，契合客群痛痒点。Customer spirit:Who is the customer?How to position the product tonality,fit the customer group pain point.城市精神：如何让项目成为片区示范性地标。Urban spir

3、it:How to make the project a demonstration landmark山湖海光明 ECO 新城Evolving多适应Commensalism可共生Oasis造绿洲群山环绕，都市绿脉，高低有致，净享一片山水。Surrounded by mountains,urban green vein,high and low,enjoy a clean landscape.Evolving进化Commensalism共生Oasis绿洲随市场变化而产品进化极强可适应性与生命力Products evolve as markets change Strong adaptabilit

4、y and vitality区域发展共生产学研共生Regional development symbiosis Industry-university-research symbiosis群山环绕艺术人文绿洲Surrounded by mountains Oasis of art and humanityE C O项目概况Project overview做产业还是做地产？售卖 or 自持？Do industry or do estate?Sell or own?规划策略Planning strategy产品策略Product strategy设计说明Design specification目录

5、CONTENTS123451项目概况PROJECT OVERVIEWPART大湾区计划丨GREATER BAY AREA PROJECT大湾区核心环上的重要节点，广深科技创新走廊重要节点An important node in the core ring of the greater bay area,and an important node in the guangzhou-shenzhen science and technology innovation corridor光明区GUANGMING CITY中国CHINA广东GUANGDONG粤港澳大湾区GREATER BAY AREA

6、广深科技创新走廊Guangzhou-Shenzhen Science And Technology Innovation Corridor广州中新知识城Guangzhou Zhongxin Knowledge City广州科学城Guangzhou Science City东莞松山湖Dongguan Songshan Lake东莞滨海湾新区Dongguan Binhai Bay New AreaLake光明科学城Guangming Science City基地 SITE核心创新平台 Heart Innovation Platform创新节点 Innovation node广深科技创新走廊Guan

7、gzhou-Shenzhen Science And Technology Innovation CorridorSITE深圳坂雪岗科技城Shenzhen Banxuegang Science and Technology City大运新城Universiade city坪山高新区Pingshan high-tech zone东莞生态园Dongguan ecological park银瓶创新园Silver bottle innovation park国际生物岛园区International biological island park宝安中心区Baoan central district深圳国

8、际生物谷Shenzhen International Biological Valley深圳高新区Shenzhen High-tech Zone深圳空港新城Shenzhen Airport New City广州琶洲互联网创新集聚区Pazhou Internet Innovation Cluster 广州大学城-国际创新城Guangzhou University City-International Innovation CityN光明科学城Guangming Science CitySITE区位分析丨 LOCATION ANALYSIS地铁 6 号线地铁 6 号线支线地铁 29 号线地铁 13

9、 号线地铁 18 号线光明凤凰城Guangming Phoenix City光明城站Guangmingcheng Railway Station光明天安云谷CLOUD PARK天安云谷投资800 亿华星光电投资538 亿华侨城光明小镇投资500 亿光明科学城10km落户光明，打造新硅谷中山大学2 万人次中山大学附属医院，市属三甲医院到 2020 年，新建大学2所，新建幼儿园30所，新建、扩建中小学校16所，新增中小学学位超过20000个。光明新区投资规模、创新水平、配套、文教卫设施大幅跃升，区域跃升，城启光明时代。The investment scale,innovation level,su

10、pporting facilities,culture,education and health facilities in guangming new area have been greatly improved,and the area has been greatly improved.华侨城光明小镇Guangming Town,OCT华星光电Huaxing photoelectric中小企业总部园区Headquarters Park of Small and Medium-sized Enterprises中山大学深圳校区Sun Yat-Sen University Shenzhen

11、 CampusN交通分析丨 TRAFFIC ANALYSISSITE中大站Sun Yat-sen University Station 科学城站Science city station地铁6号线支线Metro Line 6 Extension罗仔路 Luozai road碧成路 Bicheng road碧美路 Bimie road碧丽路 Bicheng road圳美四路 Zhenmei 4th road圳美大道 Zhenmei road圳美三路 Zhenmei 3rd road东新路 dongxin road碧康路 Bikang road圳美二路 Zhenmei 2nd road圳美一路 Zh

12、enmei 1st road光凤大道 Guangfeng road公常路 Gongchang road三级道路 Level 3 road二级道路 Level 2 road一级道路 Level 1 road地铁线 Metro lineN0.4 KM0.8 KM基地位于中大站与科技城站之间，到达两站直线距离均为 0.8KM，接驳道路为二三级道路，以罗仔路为主，圳美四路、碧成路为辅。The base is located between zhongtai station and sci-tech city station.The direct distance to both stations is

13、 0.8km.The connecting roads are second and third-level roads,mainly luozi road,supplemented by Zhenmei 4th road and bicheng road.景观分析丨 LANDSCAPE ANALYSIS铜锣公园Tongluo Park绿地 Green space水景 Waterscape猪公山Zhugong Mountain猪婆山Zhupo Mountain公明水库Gongming Reservoir石狗公水库Shigougong Reservoir笔架山Bijia Mountain塘角山T

14、angjiao Mountain石介头公园Shijietou Park1.5 KM40 dB80 dB0.5 KM尖领公园Jianling ParkN视线值 sight levels噪音值 Noise levels依据项目基地位置，从噪音、视线、绿地、水景等多方面分析，判断项目东南方向景观极佳。According to the location of the project site,from the noise,line of sight,green space,waterscape and other aspects of analysis,judge that the southeast

15、 direction of the project landscape is excellent.SITE高空视野丨 HIGH-ALTITUDE VISIONN11324234中山大学深圳校区Sun Yat-Sen University Shenzhen Campus项目用地位于深圳光明新区，光明科学城配套区域。光明科学城配套区域的建设正在快速推进。中山大学深圳校区、光明云谷、光明小镇已经开工，中山大学附属第七医院一期投入运营，科学城智慧公园、中山大学附属中小学、中山大学人才保障房等项目将加快建设。The project land is located in guangming new are

16、a,supporting area of guangming science city.The construction of supporting area of bright science city is advancing rapidly.The shenzhen campus,guangming yungu and guangming town of sun yat-sen university have been started,the first phase of the seventh affiliated hospital of sun yat-sen university

17、has been put into operation,and the construction of intelligent park of science city,primary and secondary schools affiliated to sun yat-sen university,talent guarantee room of sun yat-sen university and other projects will be accelerated.SITE医院 Hospital居住 Residential商业 Commercial学校 School办公 Office光

18、明科学城科教区Guangming Science City Education Area中大附属第七医院The Seventh Affiliated Hospital,Sun Yat-sen University中山大学附属中小学The Middle School Attached To Sun Yet-sen Universit光明科学城配套区（光明天安云谷）Guangming Science City Supporting Area(CLOUD PARK)中国科学院深圳理工大学（拟选址）Chinese Academy Of Sciences Shenzhen University Of T

19、echnologyN周边分析丨 PERIPHERAL ANALYSIS双大学犄角相望助力产学研再升级光明科学城启动区Guangming Science CityStart Area（在建办公园区）（待建办公园区）项目用地位于深圳光明新区，光明科学城配套区域。光明科学城配套区域的建设正在快速推进。中山大学深圳校区、光明云谷、光明小镇已经开工，中山大学附属第七医院一期投入运营，科学城智慧公园、中山大学附属中小学、中山大学人才保障房等项目将加快建设。The project land is located in guangming new area,supporting area of guangmi

20、ng science city.The construction of supporting area of bright science city is advancing rapidly.The shenzhen campus,guangming yungu and guangming town of sun yat-sen university have been started,the first phase of the seventh affiliated hospital of sun yat-sen university has been put into operation,

21、and the construction of intelligent park of science city,primary and secondary schools affiliated to sun yat-sen university,talent guarantee room of sun yat-sen university and other projects will be accelerated.SITE医院 Hospital居住 Residential商业 Commercial学校 School办公 Office中大附属第七医院The Seventh Affiliate

22、d Hospital,Sun Yat-sen University中山大学附属中小学The Middle School Attached To Sun Yet-sen Universit光明科学城配套区（光明天安云谷）Guangming Science City Supporting Area(CLOUD PARK)中大中山大学深圳校区Sun Yat-Sen University Shenzhen Campus光明科学城启动区Guangming Science CityStart Area光明科学城科教区Guangming Science City Education Area中国科学院深圳理

23、工大学（拟选址）Chinese Academy Of Sciences Shenzhen University Of TechnologyN周边分析丨 PERIPHERAL ANALYSIS与“天安云谷”共生机遇与挑战并存（中山大学配套住宅）（住宅用地）定位八大产业Position Eight Major Industries天安云谷分析丨 ANALYSIS OF CLOUD PARK 12345678健康产业Health industry养老产业The pension industry智能制造Intelligent manufacturing文化新经济Cultural new economy

24、智慧城市Cultural new economy生物产业Biological industry现代农业Modern agriculture绿色产业Green industry总面积：588.4 万天安云谷分析丨 CLOUD PARK ANALYSIS天安云谷核心竞争力CLOUD PARK core competitiveness具有市场竞争力的运营机制和服务体系A competitive market operation mechanism and service system专业的团队和各产业链环节优秀的合作伙伴Professional team and excellent partners

25、 in each industrial chain园区规划和产品创新开发能力Park planning and product innovation and development capabilities客户企业资源和战略联盟Customer enterprise resources and strategic alliances品牌影响力Brand influence商业资源整理能力Business resource management capability天安云谷分析丨 ANALYSIS OF CLOUD PARK 用地类型LandType容积率FAR计容建筑面积GFA()备注Note

26、sM0产业用地M0IndustryLand626,96729.2%5.06.03,431,130M1产业用地M1IndustryLand252,87411.8%2.54.0837,715含保留地块用地面积14.9ha，保留地块建筑面积425,931.Includeexistinglandarea14.9ha,existinglandGFA425,931.R2居住用地ResidentialLand4.51,091,961含中大居住用地6.7ha石介头老村改造居住用地3.4ha新增居住用地14haIncludeSYSUresidentialland6.7haShiJieTouvillageresi

27、dentialland3.4haNewlyincreasedresidentialland14haC商业用地CommercialLand2.03.090,379GIC公共服务及中大配套用地（管理/文化体育/医院/学校等）CIVICFACILITYLAND653,600含22.2ha医院用地，7.29ha中大配套幼儿园及中小学校用地，2.2ha新增人口配套学校用地Includehospitalland22.2ha,7.29haSYSUSchoolland,2.2haotherschoolland.道路、公共绿地及水体Road&GreenLand总面积TotalArea6,104,785用地面积（

28、）LandArea（）用地比例LandProportion40.9%11.3%1.8%242,65837,93514.8%31.3%100.0%879841317,263672,3032,150,000FAR:6.0FAR:6.0FAR:6.0FAR:6.0FAR:6.0FAR:6.0FAR:6.0FAR:3.0FAR:2.0FAR:4.5FAR:4.5FAR:4.5FAR:4.5FAR:4.5FAR:4.5FAR:4.5FAR:4.5FAR:4.5FAR:4.5FAR:4.5FAR:4.5FAR:4.5FAR:4.5FAR:5.0FAR:5.0FAR:5.0FAR:4.0FAR:4.0FAR

29、:2.5保留地块FAR:2.8学校学校学校学校医院扩展区医院扩展区医院FAR:5.0FAR:5.0FAR:5.0FAR:5.0FAR:5.0FAR:5.0FAR:5.0FAR:5.0FAR:5.0FAR:5.0FAR:6.0C 商业用地COMMERCIAL LANDM0 工业用地M0 INDUSTRIAL LANDM1 工业用地M1 INDUSTRIAL LANDGIC 公共设施用地COMMUNITY LAND R 居住用地RESIDENTIAL LAND E 水域WATER AREAG 绿地GREEN SPACEProposed landuse调整后土地利用天安云谷分析丨 ANALYSIS

30、OF CLOUD PARK 50.88%24.00%8.98%4.30%1.02%10.83%计容建筑面积Gross floor area总面积588.4 万商业服务 25.3 万 住宅 141.2 万 学校 6 万 公共配套设施 63.7 万 配套宿舍 52.8 万产业计容总建筑面积 299.4 万 CIC55（学校）31.5 万 R（住宅）31.4 万 道路广场及绿地水体 80.5 万 C（商业）1.5 万 M0（工业）75.1 万 片区居住人口规模（不含中大）万人备注：M0 新型产业用房 1215 /人R2 住宅用房 30 /人 C 商业用房 20 /人片区就业人口规模（不含医院）万人用

31、地面积The land area总面积220 万34.13%14.29%0.68%14.31%36.59%人口测算(静态）Population measurement(static)25.24.8*2018 年版规划首开区天安云谷分析丨 ANALYSIS OF CLOUD PARK 龙岗天安云谷核心客群分析丨CORE CUSTOMER GROUP ANALYSIS随着周边区域项目的逐渐成熟，多样化、高素质的产业办公人群与生活居住人群，将成为本项目重点关注的核心客群。With the gradual maturity of surrounding regional projects,divers

32、ified and high-quality industrial office and living groups will become the core customer group that this project focuses on.未来主要包括以下几种：1.光明科学城高新产业企业2.两大高校产学研机构与创新创业人群3.天安云谷龙头企业的上下游关联企业The future mainly includes the following:1.High-tech enterprises in bright science city 2.Industrial,educational and

33、 research institutions and innovation and entrepreneurship groups of the two universities 3.Upstream and downstream affiliated enterprises of leading enterprises in tian an cloud valley未来主要包括以下几种：1.高新产业人才2.高校教职工3.高校学生4.生态资源与医疗资源所吸引的健康养老人群The future mainly includes the following:1.High-tech industry

34、talents 2.Faculty and staff of colleges and universities 3.College students 4.Healthy elderly population attracted by ecological resources and medical resources随着区域发展的逐渐成熟，地块发展潜力成为投资客关注热点。小户型的公寓与办公物业，将成为投资客重点关注方向。With the gradual maturity of regional development,land development potential has become

35、 a hot spot for investors.Small apartment and office property,will become the focus of investors focus on the direction.产业办公企业Industrial office enterprise生活居住人群Living population投资客Investors2做产业还是做地产？售卖 or 自持？Do industry or do estate?Sell or own?PART以租代售/补地价售卖Rent instead of selling/Sale at land prem

36、ium以租代售补地价售产业办公Industry office联嘉祥新材料研发中心恒大盐田太平洋工业区华南城花样年ICPARK观澜锦峰 峰创时代信义宝安奔迅汽车玻璃工业园更新中科院(深圳)育成总部基地花样年拾乐府正中创益大厦正中华丽中心正中科兴科学园恒大大浪建滔工业园更新项目旭升融合谷正中澳特中心正中光明龙邦正中沙井业片区若做产业INDUSTRYDO若做地产REAL ESTATE这里需要什么？What do we need here?做产业-产业园发展丨 INDUSTRY-INDUSTRIAL PARK DEVELOPMENT科技产业园的发展呈现出明显的代际关系，未来更注重新型产业与智慧城市Th

37、e development of science and technology industrial park shows obvious intergenerational relationship,and it will pay more attention to new industries and smart cities in the future产业类型园区功能增值方式空间形态经验案例第二阶段产业主导特征阶段外向型产业，以电子及通讯设备制造为主以产品制造为主茶光工业区升级改造沙井康威科技园纯产业区，空间上围绕核心企业延伸布局“产业链”增值手段第一阶段生产要素聚集阶段低附加值，劳动密

38、集型传统产业加工型，单一产品制造纯工业区，在空间上呈现沿交通轴线布局低附加值，劳动密集型传统产业郑州中美产业园 福建省平潭综合实验区高新技术研发园金安城茭塘工业片区华中科学生态城项目第三阶段创新突破阶段技术密集型，创新型产业,高速信息网络技术,生物技术等新领域研发型，科技产业区，制造，研发复合功能产业社区，产生协同效应，空间上形成围绕产业集群多层布局“创新链”增值手段松岗沙浦围产业园项目科兴科学园第四阶段现代创意都市阶段科技创新产业及其他高端现代服务业复合型，现代化综合城市功能，产业聚集，人气聚集区综合新城，在空间上城市功能和产业功能完全融合科技服务业为主体，“财富链”增值手段做产业-经验案例

39、丨 INDUSTRY-EXPERIENCE IN CASE科兴科学园Science Park Phase 设计关注四点Design concerns four points产城融合Industrial and urban以人为本People-oriented全部自持All self-sustaining品质至上Quality first全新一代产业综合体integration of a new generation of industrial complex功能需求的极大满足Functional requirements of the great satisfaction专注产业运营与解化Fo

40、cus on industrial operation and deconstruction高标准生态智能园区High standard ecological intelligent park做产业-三业并举丨 INDUSTRY-TRIPARTITE COMMON DEVELOPMENT公寓酒店商场银行医院学校休闲娱乐文体设施园区餐厅便利超市商务咖啡办公用品其它配套园中园大型产业园产业INDUSTRY商业BUSINESS物业PROPERTY产业运营是驱动商业配套是保障物业管理是基础资源管理 客户管理报修管理 安防管理财务管理 行政管理保洁管理 广告管理资产管理 能源管理企业孵化公共服务平台搭建

41、园区公共关系建设园区内生发展配套通 Know the Supporting市场通 Know the market人脉通 Know the connection政策通 Policy the connection融资通 Financing the connection基础通 Basics the connection经营通 Manage the connection理念通 Theory the connection园区平衡发展 Balanced development of the park做产业-九通一平丨 INDUSTRY-NINE AREAS OF MASTERY,ONE AREA OF B

42、ALANCE这里需要什么？What do we need here?若做产业INDUSTRYDO若做地产REAL ESTATE+产业地产报批愈发严格，我们在关注产品的同时也要考虑后期报批报建，方案施工图及加建、隐蔽工程的风险可控。The application for approval of industrial real estate has become more and more strict.While focusing on products,we should also consider the application for approval and construction a

43、t a later stage.The risks of construction drawings,additions and concealed projects can be controlled.做地产-三要素丨 REAL ESTATE-THE THREE ELEMENTS严控政策风险We will strictly control policy risks产品极强适应性Strong adaptability of products易于报批报建Easy to apply for approval and construction做地产-经验案例丨 REAL ESTATE-EXPERIE

44、NCE IN CASE联嘉祥新材料研发中心珠江均安新城观澜锦峰 峰创时代启迪协信龙岗大运新城项目特点Project characteristics小地块全功能配置Small plot full function configuration123456模块化，创新型，高附加值Modular,innovative,high value-added全周期户型Full cycle units景观视野最优化Optimization of landscape view市场环境下的业态的灵活切换Flexible switching of format under market environment产品层面

45、设计优化和品质提升Product level design optimization and quality improvement做地产-市场研究丨 REAL ESTATE-MARKET RESEARCH深圳SHENGZHEN2018 年深圳办公物业空置率有所回升，趋向于平稳，空置率大概为 15%。据高力国际研究，2019 年深圳仅甲级办公物业的新增入市面积就高达约 57.8 万平方米大量写字楼入市将为办公租金水平带来下行压力，预计 2019 年新增供应入市或导致平均租金下降 4%，整体空置率将上升 14 百分点至 30%。In 2018,the vacancy rate of office

46、 property in shenzhen has rebounded and tends to be stable,with the vacancy rate around 15%.According to colliers international,the newly added market area of grade a office property alone in shenzhen in 2019 is as high as about 578,000 square meters.A large number of office buildings entering the m

47、arket will bring downward pressure on the office rent level.It is expected that the newly added supply into the market in 2019 May lead to a decrease of 4%in average rent,and the overall vacancy rate will rise by 14 percentage points to 30%.始于 2013 年深圳市政府发布 1+6 新政，深圳开启工改工大热潮，究其原因，大概五个方面：1、旧工业区存量多；2、

48、旧工业区业主相对单一，比起城中村拆迁实施可行性强；3、由于当年智慧广场、美年广场及天安数码新城都取得较好的销售业绩，特别是 M0 用地政策鼓励发展新型产业空间，工改工可以实现较高的市场溢价和开发效益；4、申报审批相对较为容易，改造时间相对较快；5、前期投入较小，当然这个是对于业主自改而言。于是，工改工如雨后春笋般迅猛发展。政策鼓励，市场激进，短短几年下来，深圳工改工未来的潜在供应量竟高达3000多万平方米，包括城市更新类和非城市更新类。这还不包括商办物业的供应。工改工面临严重供大于求的局面。*2019-02-03 合一城市更新 发布深圳写字楼市场走势（新增供应，净吸纳量与空置率）*数据来源高力

49、国际做地产-市场研究丨 REAL ESTATE-MARKET RESEARCH光明区GUANGMING DISTRICT光明新区是深圳市非传统办公区域，研发办公物业主要集中于凤凰城、高新园片区及公明片区，品质型研发办公物业较少，区域城市形象比较落后，产业功能以生产制造为主，对高端研发办公需求的吸引力不足。总体来说，目前光明新区研发办公氛围比较薄弱，在未来深圳研发办公物业逐渐供过于求的背景下，本项目可能面临一定的市场风险，因此要求项目产品的多样化与灵活性。光明区域主要研发办公物业目前光明新区研发办公类物业整体入住率约为 65%-70%，但市场去化周期约需 2-3年时间，一定程度反映出当地虽然存在

50、一定的研发办公需求，但需求的旺盛程度相比成熟区 域而言相对较低。区域内各产业园主流客户现阶段以电子信息类及其上下游关联企业为主，同时包括贸易、金融保险等服务业客户。基于产业发展现状，光明新区研发办公企业类型较为单一，高科技企业较少。光明新区研发办公市场价格处于深圳“低洼”地带，品质相对较好的研发物业租金水平在 60 元/平米，普遍租金水平在 40-50 元/平米左右。区域内的研发办公类物业的主力面积区段在 200-500m2，常见最小分割户型面积在200左右，反映出区域内的研发办公物业以中小型企业为主要客群，承租能力有限。市场情况Market situation客户构成Customer for