1、Cinema Survey2008年北京12345678910Cinema Situation Market Analysis Market Background Market Strategy123456789Cinema Situationb01 截止截止20062006年年1212月月3131日，中國日，中國v廣大農(nóng)村有著3.5萬個(gè)流動(dòng)電影放映隊(duì)v有3000多座專業(yè)影院v有有13131313家現(xiàn)代化影院和家現(xiàn)代化影院和29682968多塊銀幕多塊銀幕v全國共有36條電影院線v已建成高端市場(chǎng)的數(shù)字影院有已建成高端市場(chǎng)的數(shù)字影院有200200多家，預(yù)計(jì)到多家，預(yù)計(jì)到20102010年，數(shù)量將

2、年，數(shù)量將達(dá)到達(dá)到10001000家家v電影票房達(dá)25億元人民幣，其中國產(chǎn)影片票房14億元v影院數(shù)量不到5%的星級(jí)影院的票房已占全國票房總收入的45%v電影觀眾達(dá)10億多人次 -2007年廣電總局統(tǒng)計(jì)數(shù)據(jù)Market Analysis Target Marketb02Target Marketl必須是專業(yè)電影院（Professional Cinema)Professional CinemalHigh-end : Digital Cinema （數(shù)字影院）lMiddle-end : Mix Cinema （現(xiàn)代化影院：可放數(shù)字與膠片電影）lLow-end : Film Cinema （普通影院：

3、只可放膠片電影）Market Analysis Cinema Capacityb03vThe next five years is the prime time for the cinema to develop. 6,500 new cinemas will be established by 2013. vThe digital cinema mainly be set up in tie 1 and tie 2 cities. The mix Cinema be set up not only in tie 1 cities, but also in tie 4 cities. The

4、film cinema mainly be set up in small cities, county and country.vThe digital cinemas have good profit and high box office, so the operating companies will establish more chain cinemas with high enthusiasm.vGovernment policy will encourage to establish more cinemas in small cities and county to impr

5、ove the cultural life of the masses. Cinema Volume 2006-2013(F)400%62%78%100%39%67%3,0005,8009,50093%64%Market Analysis Market Sizeb04vEach the digital cinema with an average of five printers. Each the mix Cinema with an average of three printers. Each the film cinema with an average of one printers

6、.vThe cinema ticket printer volume are 6,026 units in 2006. It would increase to 13,400 units in 2010 and 22,500 in 2013.vThe digital cinema printer market share improve to 45% to reach 10k in 2013 mainly due to 2k cinemas will be established.vThe film cinemas also increase 196% by 2013, but its pri

7、nter market share is expected to drop down to 22%.vThe mix cinemas printer market is always very important, though its market share drop down from 55% in 2006 to 33% in 2013.Cinema ticket printer Volume 2006-2013(F)400%62%78%100%39%67%(Volume: unit)6,02613,40022,500122%68%l 17%l 55%l 28%l 37%l 40%l

8、24%l 45%l 33%l 22%DigitalMixFilm200620102013Market Analysis Ticketb05Thermal80mmThermal60mmThermal49mmThermal58mmSARFT PolicylTickets must be printed.lThere isnt the norms of the tickets size.Currently SituationlThere are still more than 30% cinemas use the pre-printed ticket. Most of them are the l

9、ow-end cinemas.l There are 65% cinemas use the thermal printer. Most of them are 58mm, a little ones are 80mm. Market Analysis Opportunity & Threatenb06OpportunityThreatenl The market is large enough , even we just focus on the high-end market. And its growth rate is highly in the next five year

10、s.l High-end cinemas would like to purchase to the high-end printer. Because each printer prints about 800 tickets pre day, the quality is the most important for them.l Ticket Kiosk will be more popularity in the high-end cinema, because of the increasing staff cost.l We have chance to establish the

11、 ticket standard.l Most of cinemas are accustomed to use 58mm thermal printers.l Some cinemas are highly concerned about cost, especially the low-end cinemas.Market Background Softb07Soft InformationSoft IntroducevIn 2001, SARFT made a norm of the movie ticket sales software.vThe soft must meet the

12、norm, and need to pass the SARFTs testing.vThere are five kinds of soft can be sold in China. 滿天星 occupy 75% market share。火烈鳥 occupy 20% market share.火鳳凰 rank third, occupying 4%. Others are Visita, 大地。滿天星售票軟件vMarket Share: 75%vCompany：北京華夏滿天星城市售票網(wǎng)絡(luò)技術(shù)有限公司vBackground:廣東省計(jì)算中心（廣東省計(jì)算技術(shù)應(yīng)用研究所），廣州市演出公司、廣州市

13、電影公司，北京寰島通信有限責(zé)任公司vLocal：廣東廣州vCustomer: Low-end, Middle-end, High-endvPrice: 30,000RMB per cinemavWebsite：http:/ Background Softb08火烈鳥售票軟件vMarket Share: 20%vCompany:北京博圣苑線影視科技有限公司 vBackground: SARFT Test OfficevLocal：BeijingvCustomer: Low-end, Middle-endvPrice: 35,000RMB per cinema火鳳凰售票軟件vMarket Shar

14、e: 4%vCompany:廣東粵科軟件工程有限公司 vBackground: 嘉禾,廣東省計(jì)算中心 vLocal：廣州vCustomer: 嘉禾院線、High-endvPrice: 100,000RMB per cinema, include software and hardwarevhttp:/ Background Softb09Visita Cinema SoftvMarket Share: 2 cinemasvCompany: New Zealand CompanyvBackground: Only Meijia Cinema use the softvLocal： New Zea

15、land vCustomer: High-endvPrice: 500,000RMB for two cinemas大地售票軟件vMarket Share: 20 cinemasvCompany:大地電影院線有限公司 vBackground:大地電影院線有限公司vLocal：廣州vCustomer:大地電影院線有限公司 Market Strategyb10Try to promote thermal 60mm become the standard size in the market.vThermal 80mm is too wide for cinemas, seldom cinemas

16、adopt this kind of size.v58mm is widely used, but 58mm printers dont apply the thick paper. The ticket look very cheap.v60mm can be widely accepted. vEpson have 3 models of 60mm( EU-T522/422/322). All the products support the thick paper. The specifications are very competitive. Speed is 150mm/s. vE

17、pson have absolute advantages in 60mm size.vEpson have only one competitor in 60mm market, it is Seiko. Strategyl Try to promote thermal 60mm become the standard size in the market.l Cooperate with the soft vendors to sell the printer.l Promote our printers to the cinemas, and persuade them adopt th

18、e printers.l Persuade SARFT make a standard of the ticket, which we will benefit from it. ( Low probability)l Support kiosk vendors, and promote self-services ticket machine which adopt 60mm.EU-T522EU-T422EU-T322Market Strategyb11Cooperate with the soft vendors to sell the printer.vSeldom cinema has

19、 technical engineer, especially the low-end cinemas. They always expect the soft vendors can provide the total solution (software and hardware).vIf the soft vendors can get good profits from our printers, we dont doubt that they will cooperate with us.vIf we can cooperate with 滿天星 or 火烈鳥, we will oc

20、cupy the majority market. And 60mm will become the popular size.Advice:vVisit the soft vendors, and discuss with them how to cooperate?Promote printers to the cinemas, and persuade them adopt the printers.vHigh-end and middle-end cinemas are the most important for us, they are receptive to our print

21、ers but low-end cinemas more difficult, because its cost.Advice:vVisit the cinemas one by one, and introduce our printers and solution to them.EU-T322Market Strategyb12Persuade SARFT make a standard of the ticket, which we will benefit from it.vIf Epson can persuade SARFT make 60mm as the standard o

22、f the ticket, we will benefit from it. But it is very tough and low probability. Support kiosk vendors, and promote self-services ticket machine which adopt 60mm.vSelf-services machine will be widely used in high-end and middle-end cinemas in the future. Advice:vEpson should support several kiosk ve

23、ndors whom would like to adopt Epsons solution. So that we can occupy the future ticket market.如何進(jìn)行房地產(chǎn)市場(chǎng)分析學(xué)習(xí)內(nèi)容 理論部分 案例學(xué)習(xí)為什么要進(jìn)行房地產(chǎn)市場(chǎng)分析？為什么要進(jìn)行房地產(chǎn)市場(chǎng)分析？房地產(chǎn)市場(chǎng)分析的思路、步驟和方法房地產(chǎn)市場(chǎng)分析的思路、步驟和方法什么是房地產(chǎn)市場(chǎng)分析？什么是房地產(chǎn)市場(chǎng)分析？慈溪銀泰地產(chǎn)項(xiàng)目市場(chǎng)研究及定位報(bào)告慈溪銀泰地產(chǎn)項(xiàng)目市場(chǎng)研究及定位報(bào)告市場(chǎng)市場(chǎng)為什么要進(jìn)行房地產(chǎn)市場(chǎng)分析？開發(fā)商建筑師消費(fèi)者1。評(píng)估項(xiàng)目所處的市場(chǎng)環(huán)境評(píng)估項(xiàng)目所處的市場(chǎng)環(huán)境2。尋找項(xiàng)目潛在的市場(chǎng)機(jī)會(huì)

24、，挖掘需求尚未被滿足的市場(chǎng)尋找項(xiàng)目潛在的市場(chǎng)機(jī)會(huì)，挖掘需求尚未被滿足的市場(chǎng)3。制定項(xiàng)目的發(fā)展方向和市場(chǎng)定位制定項(xiàng)目的發(fā)展方向和市場(chǎng)定位4。推薦最具競(jìng)爭(zhēng)力的產(chǎn)品建議推薦最具競(jìng)爭(zhēng)力的產(chǎn)品建議5。評(píng)估項(xiàng)目目評(píng)估項(xiàng)目目標(biāo)實(shí)現(xiàn)的可能性。標(biāo)實(shí)現(xiàn)的可能性。市場(chǎng)分析是對(duì)市場(chǎng)調(diào)研搜集到的信息進(jìn)行市場(chǎng)分析是對(duì)市場(chǎng)調(diào)研搜集到的信息進(jìn)行整合與提整合與提煉煉的過程，市場(chǎng)分析的結(jié)論是進(jìn)行決策的基礎(chǔ)。的過程，市場(chǎng)分析的結(jié)論是進(jìn)行決策的基礎(chǔ)。開發(fā)商是追逐利潤(rùn)的，建筑師是唯美主義的，市場(chǎng)分析是連接開發(fā)商、建筑師和消費(fèi)者的橋梁，房地產(chǎn)市場(chǎng)分析是基于對(duì)市場(chǎng)的理性判斷具體起到哪些作用呢？什么是房地產(chǎn)市場(chǎng)分析？概念，即指：針對(duì)某種特定

25、物業(yè)研究市場(chǎng)的供需關(guān)系。針對(duì)某種特定物業(yè)研究市場(chǎng)的供需關(guān)系。需求方：物業(yè)的購買者或租賃者需求方：物業(yè)的購買者或租賃者供應(yīng)方：市場(chǎng)中的各競(jìng)爭(zhēng)物業(yè)（包括住宅、公寓、寫字樓、商業(yè)、酒店供應(yīng)方：市場(chǎng)中的各競(jìng)爭(zhēng)物業(yè)（包括住宅、公寓、寫字樓、商業(yè)、酒店等）等）市場(chǎng)分析不是簡(jiǎn)單的羅列市場(chǎng)數(shù)據(jù)，而是必須基于數(shù)據(jù)進(jìn)行分析！房地產(chǎn)市場(chǎng)分析的思路、步驟和方法1。思路 三個(gè)層次三個(gè)層次區(qū)域市場(chǎng)、專業(yè)物業(yè)市場(chǎng)、項(xiàng)目市場(chǎng) 兩個(gè)方面兩個(gè)方面供給、需求 三個(gè)時(shí)段三個(gè)時(shí)段過去、現(xiàn)在、未來區(qū)域市場(chǎng)分析專業(yè)市場(chǎng)分析項(xiàng)目市場(chǎng)分析廣州經(jīng)濟(jì)環(huán)境和房地產(chǎn)市場(chǎng)廣州住宅市場(chǎng)項(xiàng)目所在地市場(chǎng)例如：競(jìng)爭(zhēng)供給分析客戶需求分析競(jìng)爭(zhēng)供給分析客戶需求分析競(jìng)

26、爭(zhēng)樓盤分析客戶需求分析房地產(chǎn)市場(chǎng)分析的思路、步驟和方法2。步驟第一步：市場(chǎng)區(qū)域界定第一步：市場(chǎng)區(qū)域界定這里所指的區(qū)域是中觀房地產(chǎn)市場(chǎng)分析的基本單位，具有完整的房地產(chǎn)市場(chǎng)特征的范圍，一般以行政區(qū)劃來劃分。第二步：區(qū)域經(jīng)濟(jì)環(huán)境和市場(chǎng)第二步：區(qū)域經(jīng)濟(jì)環(huán)境和市場(chǎng)分析分析考察整個(gè)區(qū)域經(jīng)濟(jì)環(huán)境，判斷區(qū)域房地產(chǎn)市場(chǎng)處于何種發(fā)展階段，找到影響房地產(chǎn)市場(chǎng)變化的主要因素，對(duì)區(qū)域房地產(chǎn)發(fā)展前景進(jìn)行預(yù)測(cè)。第三步：專業(yè)市場(chǎng)分析第三步：專業(yè)市場(chǎng)分析按物業(yè)類型進(jìn)行市場(chǎng)細(xì)分，對(duì)各專業(yè)市場(chǎng)的供給和需求進(jìn)行對(duì)比預(yù)測(cè)，從而揭示各專業(yè)市場(chǎng)的需求潛力及分布狀況。第四步：項(xiàng)目市場(chǎng)分析第四步：項(xiàng)目市場(chǎng)分析根據(jù)對(duì)競(jìng)爭(zhēng)對(duì)手及消費(fèi)者的分析找到項(xiàng)

27、目的機(jī)會(huì)點(diǎn)、預(yù)估項(xiàng)目的市場(chǎng)占有率。房地產(chǎn)市場(chǎng)分析的思路、步驟和方法3。方法第二步第二步區(qū)域經(jīng)濟(jì)環(huán)境和市場(chǎng)分析區(qū)域經(jīng)濟(jì)環(huán)境和市場(chǎng)分析區(qū)域經(jīng)濟(jì)區(qū)域經(jīng)濟(jì)環(huán)境分環(huán)境分析析區(qū)域房地區(qū)域房地產(chǎn)市場(chǎng)分產(chǎn)市場(chǎng)分析析（一）基（一）基本內(nèi)容本內(nèi)容+對(duì)當(dāng)?shù)亟?jīng)濟(jì)環(huán)境中決定所有類型房地產(chǎn)供給和需求的基本因素進(jìn)行分析，對(duì)過去變化趨勢(shì)進(jìn)行判斷，預(yù)測(cè)未來的發(fā)展前景。房地產(chǎn)市場(chǎng)分析的思路、步驟和方法3。方法第二步第二步區(qū)域經(jīng)濟(jì)環(huán)境和市場(chǎng)分析區(qū)域經(jīng)濟(jì)環(huán)境和市場(chǎng)分析（二）基本（二）基本資料的獲得資料的獲得區(qū)域經(jīng)濟(jì)環(huán)境分析區(qū)域經(jīng)濟(jì)環(huán)境分析1、總量指標(biāo) GDP、人口、人均GDP、固定資產(chǎn)投資、新批三資企業(yè)人數(shù)、接待入境旅游人數(shù)2、結(jié)構(gòu)

28、指標(biāo)：產(chǎn)業(yè)結(jié)構(gòu)及布局、就業(yè)人口結(jié)構(gòu)3、水平指標(biāo)：人均收入水平、消費(fèi)水平、人均居住面積、住宅消費(fèi)支出水平4、城市經(jīng)濟(jì)發(fā)展計(jì)劃、產(chǎn)業(yè)規(guī)劃、城市總體規(guī)劃區(qū)域房地產(chǎn)市場(chǎng)分析區(qū)域房地產(chǎn)市場(chǎng)分析1、投資：開發(fā)投資額2、土地開發(fā)：土地開發(fā)投資、開發(fā)面積、土地出讓金3、商品房開發(fā)：施工面積、竣工面積、年開發(fā)量4、銷售：銷售額、銷售面積、價(jià)格、空置量、吸納量5、房地產(chǎn)景氣指數(shù)、價(jià)格指數(shù)數(shù)據(jù)來源數(shù)據(jù)來源各地方統(tǒng)計(jì)年鑒、統(tǒng)計(jì)公報(bào)、經(jīng)濟(jì)發(fā)展月報(bào)、地方經(jīng)濟(jì)信息網(wǎng)、地方政府網(wǎng)站、中房指數(shù)、國房指數(shù)、地方房地產(chǎn)年鑒土地、規(guī)劃部門的政府官員訪談規(guī)劃、房地產(chǎn)等專業(yè)人士訪談房地產(chǎn)市場(chǎng)分析的思路、步驟和方法3。方法第二步第二步區(qū)域

29、經(jīng)區(qū)域經(jīng)濟(jì)環(huán)境濟(jì)環(huán)境和市場(chǎng)和市場(chǎng)分析分析（三）能夠反映區(qū)域房（三）能夠反映區(qū)域房地產(chǎn)市場(chǎng)發(fā)展?fàn)顩r的指地產(chǎn)市場(chǎng)發(fā)展?fàn)顩r的指標(biāo)標(biāo)人均人均GDPGDP與房地產(chǎn)發(fā)展關(guān)系與房地產(chǎn)發(fā)展關(guān)系GDPGDP增速與房地產(chǎn)發(fā)展關(guān)系增速與房地產(chǎn)發(fā)展關(guān)系發(fā)展階段啟動(dòng)階段快速發(fā)展階段平穩(wěn)發(fā)展階段減緩發(fā)展階段人均GDP（美元）800300030004000400080008000以以上上生存、改善需求兼有宏觀經(jīng)濟(jì)增長(zhǎng)房地產(chǎn)業(yè)發(fā)展?fàn)顩r小于4%萎縮4-5%停滯5-8%穩(wěn)定發(fā)展大于8%高速發(fā)展房地產(chǎn)市場(chǎng)分析的思路、步驟和方法3。方法異常異常基本基本正常正常正常正常運(yùn)行運(yùn)行基本基本正常正常異常異常房地產(chǎn)房地產(chǎn)開發(fā)投開發(fā)投資額增資額

30、增幅幅25%適度投資利于拉動(dòng)經(jīng)濟(jì)增長(zhǎng)，而增幅過高，將使供給過量，若無需求匹配，將導(dǎo)致供過于求房地產(chǎn)房地產(chǎn)開發(fā)投開發(fā)投資資/GDP0.2反映房地產(chǎn)投資規(guī)模的基礎(chǔ)指標(biāo)，合理指標(biāo)為0.1-0.15房地產(chǎn)房地產(chǎn)開發(fā)投開發(fā)投資資/固定資固定資產(chǎn)投資產(chǎn)投資37房地產(chǎn)市場(chǎng)預(yù)警預(yù)報(bào)指標(biāo)體系房地產(chǎn)市場(chǎng)預(yù)警預(yù)報(bào)指標(biāo)體系第二步第二步區(qū)域經(jīng)濟(jì)區(qū)域經(jīng)濟(jì)環(huán)境和市環(huán)境和市場(chǎng)分析場(chǎng)分析（三）能夠反映區(qū)域房（三）能夠反映區(qū)域房地產(chǎn)市場(chǎng)發(fā)展?fàn)顩r的指地產(chǎn)市場(chǎng)發(fā)展?fàn)顩r的指標(biāo)標(biāo)房地產(chǎn)市場(chǎng)分析的思路、步驟和方法3。方法第二步第二步區(qū)域經(jīng)濟(jì)區(qū)域經(jīng)濟(jì)環(huán)境和市環(huán)境和市場(chǎng)分析場(chǎng)分析（三）能夠反映區(qū)域房（三）能夠反映區(qū)域房地產(chǎn)市場(chǎng)發(fā)展?fàn)顩r的指地產(chǎn)

31、市場(chǎng)發(fā)展?fàn)顩r的指標(biāo)標(biāo)消費(fèi)類型恩格爾系數(shù)住房消費(fèi)占總消費(fèi)性支出的比重（%）恩格爾系數(shù)住房消費(fèi)占總消費(fèi)支出的比重（%）溫飽型0.50.599.40.550.597.60.500.5511.2小康型50.512.1恩格爾系數(shù)與住房支出比重的國際衡量標(biāo)準(zhǔn)恩格爾系數(shù)與住房支出比重的國際衡量標(biāo)準(zhǔn) 恩格爾系數(shù)食物支出金額/總支出金額與國際上其他國家相比，在相同的收入水平下，我國城市居民的住房支出占總消費(fèi)支出的比重仍然偏低 北京上海天津重慶成都武漢西安人均可支配收入 （元）138821486710313809496418524774820082008年年我國各主要城市的恩格爾系數(shù)我國各主要城

32、市的恩格爾系數(shù)房地產(chǎn)市場(chǎng)分析的思路、步驟和方法3。方法第三步第三步專業(yè)市專業(yè)市場(chǎng)分析場(chǎng)分析（住宅）（住宅）1、住宅類土地供應(yīng)情況、住宅類土地供應(yīng)情況、成交情況、成交價(jià)格成交情況、成交價(jià)格2、住宅商品房供、住宅商品房供給總量、給總量、供給結(jié)構(gòu)分析（按面積進(jìn)供給結(jié)構(gòu)分析（按面積進(jìn)行劃分）行劃分）3、住宅商品房、住宅商品房成交結(jié)構(gòu)、成交結(jié)構(gòu)、產(chǎn)品特點(diǎn)產(chǎn)品特點(diǎn)分析分析4、住宅商品房成交價(jià)格分、住宅商品房成交價(jià)格分析析5、專業(yè)房地產(chǎn)市場(chǎng)總結(jié)、專業(yè)房地產(chǎn)市場(chǎng)總結(jié)房地產(chǎn)市場(chǎng)分析的思路、步驟和方法3。方法第四步第四步項(xiàng)目市項(xiàng)目市場(chǎng)分析場(chǎng)分析（微觀（微觀層面）層面）對(duì)每一個(gè)可能影響項(xiàng)目競(jìng)爭(zhēng)性能的特征一一進(jìn)行分析

33、和評(píng)對(duì)每一個(gè)可能影響項(xiàng)目競(jìng)爭(zhēng)性能的特征一一進(jìn)行分析和評(píng)價(jià)。價(jià)。地塊特征：土地使用權(quán)年限、規(guī)劃條件、建筑標(biāo)準(zhǔn)、地塊面積、形狀、高度周圍環(huán)境：自然景觀、人文環(huán)境關(guān)聯(lián)性：通達(dá)性、可視性項(xiàng)目自身資源條件分析項(xiàng)目自身資源條件分析(swot分析分析)競(jìng)爭(zhēng)對(duì)手分析競(jìng)爭(zhēng)對(duì)手分析目標(biāo)客戶分析目標(biāo)客戶分析現(xiàn)有、潛在競(jìng)爭(zhēng)項(xiàng)目的競(jìng)爭(zhēng)特點(diǎn)、功能和優(yōu)劣勢(shì)、市場(chǎng)反應(yīng)目標(biāo)客戶的數(shù)量、客戶類型、收入水平、家庭結(jié)構(gòu)、消費(fèi)偏好、生活方式、心理特征、行為模式1.1. 找出項(xiàng)目的目標(biāo)客戶找出項(xiàng)目的目標(biāo)客戶2.2. 目標(biāo)客戶的置業(yè)需求目標(biāo)客戶的置業(yè)需求和偏好和偏好3.3. 找出項(xiàng)目面對(duì)競(jìng)爭(zhēng)市找出項(xiàng)目面對(duì)競(jìng)爭(zhēng)市場(chǎng)的機(jī)會(huì)點(diǎn)場(chǎng)的機(jī)會(huì)點(diǎn)最終目標(biāo)最終目標(biāo)ST