中国的房地产将进入三年的调整期，但仍旧要被寄予厚望，商业地产仍然被投资者 看好，建筑业是一个国家的支柱产业。目前建筑企业尚处在低水平同质化高度竞争、技 术进步缓慢的成本竞争阶段，大部分企业盈利模式单一，利润率低。Z 建筑设计咨询平 台，拟涵盖建筑设计咨询、建筑规划设计、图文设计制作、动画制作、景观设计、园林 工程设计等业务，整合设计公司资源，服务客户。 借鉴“轻公司”的思想，该平台拟采用创新的模式，先抓取项目开发商，然后在只 设立关键岗位作为核心竞争力的基础上，反向对各设计公司、设计师组织资源，从而以 低成本获得高收益。但该模式要求该平台必须具有竞争力以获取开发商的信任，以及在 承接项目后能够有能力把控各个环节以确保项目的顺利进行。 通过本文的分析，Z 咨询平台的优势在于可以在建筑设计方面获取高素质的专业人 才，机会在于 Z 公司在欧亿·体育（中国）有限公司内有一定的关系网络，在获取客户和整合资源方面具有可行 性。平台定位于服务公共建设和商业地产的开发商。相应的营销策略为通过专业化的设 计产品来进行品牌营销，同时辅以商会等关系营销策略，建立品牌竞争力。Z 项目结合 平台的性质设计组织架构，组建核心团队，规定业务流程和规章制度，以保障该平台的 顺利建设。通过财务分析，该平台未来承接项目带来的利润可观，投资小回报大，是一 项可以寄予厚望的项目。 关键词，平台；商业模式；营销策略；财务分析II Abstract Chinese real estate will enter a period of adjustment for three years，But still to be expected. Commercial real estate is still bullish investors，and the construction indu stry is a pillar industry of the country. At present, construction enterprises is still in t he low level ofhomogenization of highly competitive, and slow technological progres s cost competition stage. A single profit model, the majority of enterprises, low profit margin. Z architectural design consulting platform quasi covers architectural design co nsulting, architectural planning and design, graphic design, animation, landscape desig n, landscapeengineering design services to Integrated design of company resources to s erve customer. From small company thought,the platform adopts the mode of innovation that gr ab the project developers first,then reverse organizations of the design company and d esigner resources to obtain high returns with low cost.With this,Z platform only has th e key positions as the core competitiveness. But this mode requires the platform must be competitive in order to getdevelopers trust, and in undertaking the project after th e ability to control the various links in order to ensure the smooth progress of the pr oject. Through the analysis, consulting platform advantages is that it can obtainhigh quality in architectural design professionals, and opportunities lie in Z company has the networkrelationships in the industry, is feasible in customer acquisition and integration of resources.The localization is the service of public construction andcommercial real estate developers.The corresponding marketing strategies for the design of professional products through to brand marketing, supplemented by the chamber of Commerce and other relationship marketing strategy, establish the brandcompetitiveness.Z project based on property of the design organization, set up the coreteam, set business processes and regulations, to ensure the smooth construction of the platform. Through financial analysis, the platform of the future to undertake the project bring considerable profits, small investment big return, is a high hopes for the project. Key words: Platform/Business model/Marketing strategy/Financial analysisIII 目 录 摘要...........................................................................................................................................I ABSTRACT ...............................................................................................................................II 图表清单..................................................................................................................................VI 第一章 绪论..............................................................................................................................1 1.1 研究背景和意义 ............................................................................................................. 1 1.1.1 研究背景.................................................................................................................. 1 1.1.2 研究意义.................................................................................................................. 1 1.2 文献综述 ......................................................................................................................... 2 1.2.1 国内外关于商业模式创新的研究.......................................................................... 2 1.2.2 虚拟平台搭建的研究.............................................................................................. 3 1.2.3 建筑欧亿·体育（中国）有限公司营销策略的研究...................................................................................... 4 1.3 研究内容 ......................................................................................................................... 5 1.3.1 研究思路.................................................................................................................. 5 1.3.2 技术路线图.............................................................................................................. 6 第二章 项目介绍......................................................................................................................8 2.1 公司背景 ......................................................................................................................... 8 2.2 市场环境 ......................................................................................................................... 9 2.2.1 房地产供需形势...................................................................................................... 9 2.2.2 公共建筑和商业地产的前景................................................................................ 12 2.2.3 建筑设计咨询公司的市场现状............................................................................ 12 2.3 项目开发动因 ............................................................................................................... 13 2.4 项目主营业务 ............................................................................................................... 14 2.5 项目资源 ....................................................................................................................... 14 2.6 项目发展目标 ............................................................................................................... 15 2.7 本章小结 ....................................................................................................................... 15 第三章 市场定位和商业模式选择........................................................................................16 3.1 市场分析和市场定位 ................................................................................................... 16 3.1.1 SWOT 分析 ............................................................................................................ 16IV 3.1.2 选择细分市场及市场定位.................................................................................... 18 3.2 商业模式选择 ............................................................................................................... 19 3.2.1 传统模式的设计咨询公司.................................................................................... 19 3.2.2 Z 项目的平台模式 ................................................................................................. 19 3.2.3 平台商业模式的难点和挑战................................................................................ 24 3.3 本章小结 ....................................................................................................................... 24 第四章 项目的营销策略选择................................................................................................26 4.1 品牌策略 ................................................................