方兴地产 2009 中期报告

方興地產（中國）有限公司　二零零九年中期報告14管理層討論與分析

MANAgEMENT DISCuSSION AND ANAlySIS

2. BuSINESS REvIEW (Continued)Hotel operations segment (Continued)Situated at the enchanting Yalong Bay, Sanya, Hainan Province, the Ritz-Carlton, Sanya and Hilton Sanya Resort & Spa saw minor impact of the global financial crisis. Especially the Ritz-Carlton, Sanya, by actively implementing various marketing strategies, steadily proceeding with reasonable pricing policy and sufficient marketing promotion plan, not only the average occupancy rate of the hotel did not fall, but it even rose. Hilton Sanya Resort & Spa enhanced the exploration of domestic individual tourists while proactively visited large companies, and maintained and renovated existing hotel facilities, thus securing a leading position in the industrial competition within the same region. As at 30 June 2009, the average occupancy rate of the Ritz-Carlton, Sanya was 7

3.2% (30 June 2008: 30.8%) and the average occupancy rate of Hilton Sanya Resort & Spa was 65.8% (30 June 2008: 77.4%). Currently, the Group owns 100% interest in the Ritz-Carlton, Sanya and 60% interest in Hilton Sanya Resort & Spa.Located in Futian District, Shenzhen, JW Marriott Shenzhen officially commenced operation in March this year. The hotel is in the early stage of operation which focusing on market exploration. The marketing team was basically in place and corresponding marketing strategies were carried out steadily. Currently, the Group owns 100% interest in JW Marriott Shenzhen.Reserved projects Jin Mao World Heritage Park Redevelopment Project is located at the original site of Yunnan Lijiang World Heritage Park, with a site area of approximately 333,330 square metres. The project is set to be an integrated commercial project, which consists of at least one 5-star resort hotel, and aims to combine the Naxi culture with international design concepts, becoming the most characteristic high-end courtyard-type hotel and villa in China. The estimated total

gross floor area is approximately 100,000 square metres. The project is expected to be fully completed in about three years.

Jin Mao Yulong Snow Mountain Resort Hotel Project is situated at Ganhaizi in Lijiang Yulong Snow Mountain, with a total site area of approximately 54,241 square metres. The Group plans to develop this project into a super five-star luxury hotel targeting at high-end local and outside tourists, and has an estimated total gross

floor area of approximately 16,000 square metres. The project is expected to be fully completed in about three years.

二、業務回顧（續）

酒店經營板塊（續）

位於海南三亞亞龍灣內的金茂三亞麗思卡爾頓酒店和金茂三亞希爾頓大酒店受到

此次金融危機的影響較小，特別是金茂三亞

麗思卡爾頓酒店積極開展各項營銷策略，穩

步推進合理的價格策略及充分的促銷計劃，

該酒店的平均入住率不降反升；而金茂三亞

希爾頓大酒店在加強開發國內散客的同時，

積極對大型公司進行走訪，並對現有客房設

施進行維護和更新，使其在該區域同業競爭

中仍處於前列。截至2009年6月30日，金茂

三亞麗思卡爾酒店客房平均入住率為73.2%

（2008年6月30日：30.8%），而金茂三亞希

爾頓大酒店平均入住率為65.8%（2008年6

月30日：77.4%）。目前，本集團擁有金茂

三亞麗思卡爾頓酒店100%的權益和金茂三

亞希爾頓大酒店60%的權益。

位於深圳福田區內的金茂深圳JW 萬豪酒店於今年3月份開始正式營業，該酒店還處

於酒店開業初期的市場開拓階段，營銷團隊

都已基本到位，相應的營銷措施正在穩步推

進。目前，本集團擁有金茂深圳JW 萬豪酒店

100%的權益。儲備項目

位於雲南麗江世界遺產公園原址的金茂世界遺產公園重建項目土地面積約為333,330

平方米。本集團計劃將該項目發展成為綜合

商業項目（其中至少包括一座五星級度假酒

店），旨在將納西文化與國際設計理念融為

一體，在中國建造最具特色的高端度假酒店

及別墅，預計總建築面積約為100,000平方

米。該項目預計約三年時間全部完工。位於雲南麗江玉龍雪山甘海子的金茂玉龍雪山度假酒店項目土地面積約為54,241平

方米。本集團計劃將該項目開發為一座超五

星級豪華酒店，目標客戶為當地及外地的高

級游客，預計總建築面積約為16,000平方

米。該項目預計約三年時間全部完工。