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A New Model for Chinese Serviced Apartments   

2009-01-21 11:37:48|  分类: 科特勒观点 |  标签: |举报 |字号 订阅

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A New Model for Chinese Serviced Apartments  - 科特勒咨询集团 - 科特勒网易官方博客A New Model for Chinese Serviced Apartments
研究中国酒店式公寓的新模型

Milton Kotler

A New Model for Chinese Serviced Apartments  - 科特勒咨询集团 - 科特勒网易官方博客
President, Kotler Marketing Group
October 2008
www.kotler.com.cn

 


 

Serviced apartments throughout Asia are having robust growth. But as with all new sectors of the real estate industry, growth will continue until supply exceeds demand and prices will decrease in the competition for occupancy. Added-value innovation is the only defense for profitability against this tide.
亚洲的酒店式公寓的增长速度非常惊人,但是作为房地产行业中的新兴部门,当供大于求时、市场份额的竞争达到一定程度时,酒店式公寓的增长速度就会受到制约,同时价格也会相应的下降。应对并顺应酒店式公寓发展潮流的唯一方法就是提供附加价值。

 

The current generation of high-end serviced apartments is becoming quite generic – contemporary style, full service, three-month minimum residence stay, a range of apartment sizes, advance contracts and a general 20% lower price than hotel comparables.
目前高端的酒店式公寓具有很大的同质性,如全方位的服务、最低三个月的入住、不同面积的公寓组合、预先制定合同、以及与传统酒店相比较约有20%的价格优势。

 

Competitive advantage rests mainly on location and the prestige of its sponsors. Since good location always invites competition and hotel prestige fluctuates, developers, whether hotel related or independent, should search for new models of living that have distinctive and non-replicable advantage for different segments of the customer market. In the long-run distinctive value for targeted segments will pay off.
酒店式公寓的比较优势主要体现在地理位置和开发商的声誉。优越的地理位置通常会引发激烈的竞争,而酒店的声誉也会因各种事件变动,开发商(无论是与酒店相关联或者是独立的开发商)都应该在各级细分的市场上积极地寻求具有独特性和不可复制的新居住模式。从长远的角度来看,在各级目标细分市场上创造独特的价值都会取得好的结果。

 

Current features of high-end serviced apartments rests primarily on location, architectural style, interior design, operations, amenities, and service and reward programs. There is little differentiation and they gravitate to a norm. They are presented to a high-end market for long or extended stay corporate, entrepreneurial and leisure travelers. They are selected through business contacts with agencies. Intermediary vendors work with buyers and sellers to cut the best deal. Basically, we are dealing with a trade transaction, rather than independent consumer choice. As it is true of all trade-based transactions, branding is generally weak, namely derived from the associated hotel or the scale of the independent serviced apartment chain. The industry is not consumer focused, because there is not enough consumer knowledge and property differentiation to drive compelling consumer choice.
目前高端的酒店式公寓的主要特征主要体现在 优越的地理位置、建筑风格、内部设计、运营、维修、以及客户回馈活动上。这些特性差异化程度非常低并且对于人的吸引力也不足,主要是针对长期或者延期的公司、企业和休闲的旅行人士。主要是选择机构、中间商来达成最佳的交易。基本上,合同是贸易交易而非独立的消费者的选择。对于贸易交易来说,品牌的影响是有限的,主要是从连锁酒店或者上规模的服务式公寓连锁中派生出来的。这个行业不是聚焦与消费者的,因为对于消费者的认识及物业形态方面都存在能吸引消费者兴趣的选择。

 

Innovation in this extended-stay hospitality industry depends on finding a segment of the market that is looking for a residential experience that is not yet available –we call this an unmet need- and create a product type and business model to meet this need.
I产权式公寓酒店行业的创新依赖于寻找一个细分市场,以满足目前还没有被满足的一种市场需求---我们可以称之为住宅体验,并开发出满足此类市场需求的产品类型和商业模式。

 

 Rather than build to a high-end mass market that the trade will regulate, we should look to a consumer segment that would like to select a serviced apartment that has the hospitality experience of their hometown. There are two treasured settings – the home and the private club. Currently the serviced apartment industry brands its offer “as a home away from home”. But this is a weak metaphor. A home is a richer environment than any serviced apartment can match, no matter how expensive. The richest service apartment can never match the richest home environment.
我们要做的不是去高端酒店式公寓的大众市场混战(这个市场的交易量将会出现调节),而是研究让住客能体验到家乡感觉的细分市场。目前有两种比较珍贵的设置---家和私人俱乐部。目前酒店式公寓打出的宣传语是“离家时的家”,但是这是一个暗喻。不论酒店式公寓多么豪华和昂贵,都比不上家的感觉。

 

A New Model for Chinese Serviced Apartments  - 科特勒咨询集团 - 科特勒网易官方博客

 

  The other hospitality environment that high-end travelers experience at home and would like to experience in their travels is their private downtown club or country club. This is truly a home away from home, where members dine, entertain themselves, keep fit, take their families, meet their friends, do business, house their guests and, finally, assume governance responsibility. A product and service property that reproduces this experience on a profitable basis in China would be a unique innovation in the industry. It might even serve over time to change the lackluster name of this industry. There is no buzz in the term “serviced apartments”. The word “hotel” still carries a romantic overtone. “Service apartment” invoke no emotional feeling. It is a utilitarian term, against which we marketers recoil.
高端旅行者想在酒店式公寓体验的另一种感觉是他们私人的城中俱乐部,这才是远离家时候的另一个家。在这里他们可以与朋友们聚餐、娱乐、健身、与家人欢聚、会由、谈生意、将朋友们留宿、在中国开发此类产品和服务的物业将会是一种独特的创新,未来也许会因此改变这个产业的平凡的名字。“服务式公寓”在名称上并没有带来共鸣,“酒店”依旧带有罗曼蒂克式的寓意。“服务式公寓”不能带来情感上的共鸣,这种只能给人带来实用性的联想的词语使得我们的市场人员退缩不前。

 

Most high-end corporate executives and managers, as well as entrepreneurs, high ranking government officials and wealthy people who represent the market for high-end serviced apartments belong to private clubs in their home city. Many of these clubs in the West, whether downtown of country clubs, have residential rooms. All of these clubs have the personal, social and business facilities, amenities and management style to enable their members to find personal comfort, socialize with friends and business associates and hold personal and business events. They have initiation fees and monthly minimums, all within the means of this target segment.
绝大多数高端消费人士,如公司的执行官、经理、企业界、政府高层官员及富有的人士,这些人即是酒店式公寓的潜在客户,同时在西方国家,这些人也是私人俱乐部的重要客户们。在西方国家,绝大多数俱乐部,不论位于市中心的还是位于乡村的,都有住房。所有的俱乐部都有私人的、公众的和商务的设施、康乐设施以及不同的管理模式,人们可以在这里寻求身心的放松、与朋友们或商业伙伴们进行社交、举办个人或者商业的活动。通常的收费方式是入会费和每月的最低消费相结合。

 

These clubs have resident and non-resident members and are linked to clubs throughout the world. Members of the Union League or Harvard club in New York stay at the Cosmos or The University club when they visit Washington; the Chicago Athletic or University Club when they visit Chicago; or the Royal Automobile Club or East India Club when they visit London. Room rates are significantly lower than 5-star hotel rates. Rooms are not as commodious, but the social ambiance of the club makes up for that difference. Many of the clubs have upgraded the qualities of their rooms, as well as their business center and athletic facilities. Many club members who frequently travel and repetitively visit certain cities prefer to stay at associated clubs rather than hotels.
上述的俱乐部有住宿和非住宿的会员,并且与全世界各地的俱乐部形成联盟。如联合社团的会员或哈佛的会员到纽约时就可以住进摩天大楼,在华盛顿时就可以住进大学的俱乐部中;在芝加哥就可以住进芝加哥精英俱乐部或者芝加哥大学俱乐部;在伦敦就可以住进皇家汽车俱乐部或者东印度俱乐部。住宿的费用也比五星级的酒店要便宜很多,虽然房间的空间不是很宽敞,但是俱乐部的气氛可以弥补这个缺憾。绝大多数俱乐部都会房间的质量进行了提升,同时也包括对商务中心、体育设施等相关配套设施。这些俱乐部的会员们,特别是那些经常出差并反复某些城市的人士都乐意住在联盟的俱乐部中,而非酒店中。

 

The point of staying at an associated private club is that there is a genuine social community in the life of the club. As a foreign guest, you are invited to dine at the club table where you will meet in-country and foreign members and guests. You will meet them in the bar and grill, the library, business center and fitness center. You are welcomed by club management, as part of the elite global private club community. You have their respect and warm greetings. On your repeat visits you are likely to see familiar people and familiar managers and service people who know you by name and welcome you to club activities.
住在这些联盟的私人俱乐部的一个好处时,这里是一个真实的社区环境,作为一名外国客人,在俱乐部中吃饭,可以同时遇见当地和国外的会员和客人,可以与他们在吧台、烤肉架、图书馆、商务中心及健身中心碰面。作为全球精英的私人俱乐部的成员,会受到俱乐部高层管理人员的欢迎,会受到他们的尊敬和热情的接待。下次重返该俱乐部的时候,你还可以遇见熟悉的人们、熟悉的经理们、以及能叫的出你的名字以及了解到你的喜好的服务人员。

 

There are associate privately governed clubs in India, Hong Kong, Shanghai and Singapore. But the Asian clubs, unlike those in the West, do not have residential rooms. They are primarily dinning and social clubs. In Beijing and Shanghai there are exclusive clubs for Chinese and foreigners, some primarily Chinese; others primarily foreign. Some clubs are mixed. The Capital Club in Beijing has a full social schedule; others are restricted mostly to dinning and bar. Some of these clubs have associations with nearby hotels for special rates. But, by and large, none have rooms on the club premise. Thus, we have a stark contrast between the rich social experience and business contacts of private clubs without rooms and the serviced apartments with rooms but without rich social experience and business contact. I suggest that the high-end serviced apartment sector melds its facilities with private club experience that high-end customers want.
在印度、东京、香港、上海及新加坡都有相关的私人俱乐部,但是这些亚洲俱乐部与西方的有所不同,并没有住宿的房间,主要是聚餐和社交俱乐部。一些的主要客户是中国人,另外一些主要是外国人,少数是混合型的。如北京的京城俱乐部是北京最著名的,集商务、健身与社交于一体的商务俱乐部。而其他的俱乐部主要局限于聚餐或者酒吧。一些俱乐部与周边的酒店签有协议价,但总的来说,在俱乐部层面上没有住宿的房间。因此,在提供了社交场所和商务联络的私人俱乐部(没有住宿的房间)和能提供住宿的酒店式公寓(不能提供高层次社交及商务会谈体现)之间形成了鲜明的对比。我建议高端的酒店式融合高端人士人士的私人俱乐部及高端消费者对于社交体验所需的设施。

 

A New Model for Chinese Serviced Apartments  - 科特勒咨询集团 - 科特勒网易官方博客

 

In the past decade a number of for-profit dinning clubs have opened. They are well appointed and convenient places for business breakfasts and lunches. Their management style simulates the attitudes and standards of private clubs, but without overnight rooms or member governance. They offer a measure of privacy not available in restaurants and have a limited scope of amenities. They require modest membership fees and small monthly minimums for the privacy and exclusivity they offer. Most of these for-profit clubs are owned by chains. Some of these enterprises are profitable. As private club initiations fees and monthly minimums climb higher, these for-profit private club alternatives will find greater demand. They cultivate the mid-management and younger professional segment, who cannot afford the privately governed clubs. This demand will grow. The sector has not yet reached its stride.
在过去的十年,一系列赢利性的聚餐的俱乐部开张了,这些场所很好预定也很方便,主要提供商务早餐、中餐。这些俱乐部的管理风格主要是模仿私人俱乐部的态度和标准,但也不提供过夜房间和会员管理。他们比餐馆能提供更多的隐私性同时也包含了一定的康乐设施。对于这些隐私和独占性需要支付相应的会费和较少的每月最低消费。绝大多数此类俱乐部是连锁机构,相较与私人俱乐部,这种形式的连锁机构的会员费和每月最低消费都相对较低,这些私人俱乐部的替代场所的需求是非常巨大的,他们开发出了中层管理层和年轻的专业人士这样的一块的细分市场(高端的私人俱乐部对于他们来说,负担有些过重),这一市场的需求还在不断增加,还没有达到跨越式成长的阶段。

 

I will make some suggestions on the socially rich private club experience can be assimilated into serviced apartment industry. The challenge of the model is that it achieves both exclusive social ambiance and profitability. It will take a lot of work by developers to refine the model into a full-fledged business plan. The model does not replace serviced apartment towers; it only recommends a niche alternative design model for the high-end segment.
我将对于高层次的私人俱乐部体验与酒店式公寓行业做一些类比,模型的挑战是如何达到独特的社交氛围和盈利之间的平衡。对于开发商而言如何将这个模型同成熟的商业计划结构起来,可能要花费一番精力。模型并没有改变酒店式公寓支柱,而是对于高端细分市场给出了一些 修正性的建议。

 

There are many exclusive private clubs in China. Chinese clubs are also historic. I have visited ancient home town guild clubs in old cities of Shanxi, Jiangsu, Hebei, Zhejiang and Guangdong province. Travelling merchants supported these home-town inns where they stayed in their travels. As a corollary historic note, there were many foreign private clubs of the 19th century were closed down after China’s Liberation in 1949. A new generation of both of these historic types has emerged within the last 15 years. Let’s examine some of the elements of a club model for serviced apartments.
在中国有很多独占性的私人俱乐部,很多都是有历史意义的。我到过很多中国的古城的俱乐部,如陕西、江苏、河北、镇江、广州等。旅行的业主门在旅途中支持这些家乡式的城市客栈。作为历史的定律,许多国外的私人俱乐部在中国1949年革命胜利后就逐渐地消失了。一代具有历史特征新型的俱乐部在过去的15年如雨后春笋般出现了,让我们来为酒店式公寓检视一下这些俱乐部的元素。

 

I should point out that in the past decade a number of for-profit dinning clubs have opened. They are well appointed and convenient places for business breakfasts and lunches. Their management style simulates the standards of private clubs, but without overnight rooms or member governance. They offer a measure of privacy not available in restaurants and have a limited scope of amenities. They require modest membership fees and small monthly minimums for the privacy and exclusivity they offer. Most of these for-profit clubs are owned by chains. Some of these enterprises are profitable. As private club initiations fees and monthly minimums climb higher, these for-profit private club alternatives will find greater demand. They cultivate the mid-management and younger professional segment, who cannot afford the privately governed clubs. I am presenting a different model for serviced apartments than the for-profit dining club.

Facility type. Private clubs with overnight rooms are comparable in building and room configuration to boutique hotels. More than 80 rooms will overwhelm social intimacy. The number of rooms will have to be determined by the business plan. Certain interior facilities are required. A library is necessary for solitary comfort. A business center with IT expertise is required. There has to be a formal dining hall for business dining and a bar and grill for social dining and drinking. A fitness center is essential, but it does not have to be sensational. Small and separated dining rooms can double for business meetings. A ballroom for business events may be warranted for business and social events, if there is enough external rental demand. A children’s facility is essential for long stay families. Barber, hairdressing and a spa type service should be provided. There should be card room for poker and bridge.
设施类型:拥有过夜房间的私人俱乐部在建筑和房屋布局方面与精品酒店是有可比性的。超过80间房间可以足够满足社交需求。房间的数量将会有商业计划来确定。相应的内部的设施是需要的,图书馆为排解孤单也是需要的,带有IT网管的商务中心是需要的。同时还需要能够提供正式的聚餐的餐厅和酒吧以及烤肉架。健身中心也是必须的,但不必追求最好的。为了商务会谈,各自独立的小的聚餐房间数量可以加倍。舞厅的设置可以为商务活动和社交活动做保障,如果外部需求达到一定的程度,可以设置为了长期居住的家庭所设置的儿童娱乐设施。酒吧、美发店和SPA设施都应该具备。还应该设置扑克、桥牌的棋牌室。

 

Ownership structure. The governance structure will resemble the private for-profit eating clubs in the West because they are for-profit enterprises. However, they should be membership based with a measure of advisory participation. This model will have to be executed as a chain because guests are travelling between different cities in China.
所有权结构:管理结构可以与西方国家的赢利性的聚餐俱乐部相类似,但要以顾问式参与的方式来建立会员制度。模型要以连锁店式的方式来经营,因为会员们可能在中国不同的城市之间往返。

 

A New Model for Chinese Serviced Apartments  - 科特勒咨询集团 - 科特勒网易官方博客


Marketing. The key to the viability of this model is its linkage to private non-profit and private for-profit clubs in the West. This is the fundamental data base of customers for Chinas club rooms and apartments. The model has to be offered by developers as a member benefit to Western clubs, whose members are travelling to China and want a similar social environment, instead of a hotel or tower serviced apartment. There may be a special associated club room or apartment rates. The chain may have to pay a registration fee to these associated clubs as an incentive for referrals or an advertising fee in club newsletters and magazines. The chain will try to obtain membership lists from clubs. With clever and persistent effort this can be accomplished. 
营销:这个模型的关键生存要素是将其同西方国家赢利性或者非赢利性的私人俱乐部的连锁。中国客户的俱乐部数量和公寓数量等可以作为基础数据库,这个模型可以由开发商作为成员的一种福利提供给西方的俱乐部,这些西方俱乐部的成员可能会来到中国也想获得相似的社交环境,而不是酒店的或者服务式公寓的服务。连锁机构向联盟的俱乐部支付一定的费用作为其向客户推荐的激励机制,或者在其俱乐部杂志或者邮件中支付一定的广告费用。连锁机构可以尝试从俱乐部中提取会员的名单,如果方式得当并且坚持努力是可以达成的。

 

Customer membership. There has to be an initiation fee which represents an entitlement to an exclusive venue of unique quality. The fee should be required on a second repeat visit or after a portion of an extended stay. It should be nominal, like non-resident membership fees for private clubs.
客户的会员制度  设置一定的入会费是对于享受独一无二的尊崇级享受的代表。会费可以在会员第二次到访的时候或者是延期居住了一段时间之后收取。会员费应该是名义上的费用,就象私人俱乐部那些非留宿的会议制收取的费用一样。

 

Guests should be invited into advisory groups to management and should feel that the club apartment is an important part of their life in the visited city. The goal is their repeat business and their word of mouth referral to friends and colleagues. The club apartment should recognize the contribution of guests and provide tokens of gratitude. A reward program is not necessary.  
客户应作为顾问群的方式介绍给管理层,而且应使得客户感受到俱乐部公寓是在他们造访城市的生活中一个重要的部分。目标是使得他们的体验能够在他们的朋友和同事之间口碑相传。俱乐部式公寓应重视客户的贡献而且应将感谢表达出来,但是回馈计划不是必须的。

 

Amenities. A club room or apartment has to have a card room and a calendar of interesting luncheon and evening events. Long term and repeat visit guests who have some free evenings will like to attend interesting activities. Short term guests, who have no spare time, will like to know that there are interesting things happening that they will have to miss. There should be some occasional live music and parties for personal amusement and meeting new people. There should be a shopping service to stock the apartment kitchen with essentials and b ring in carry-out food, as well a car service to drive people around town.
康乐设施 俱乐部或者俱乐部公寓应该拥有棋牌室和有趣的正式的中餐聚会或者晚餐聚会的日历表。长期和反复造访者能够享受一些免费的活动。也可以使得没有空余时间参加娱乐的短期客户感受到他们错过了一些很有趣的活动。可以举办一些现场的音乐活动或者是私人的娱乐和结识新朋友的一些派对。应提供一些购物服务,为公寓的厨房采购一些必需品或者提供一些外卖食品,也应该提供一些租车服务,可以满足客户出去逛逛城市的需求。

 

Management. Managers have to be enlisted from private club experience. They have to be social directors and business managers.  They will know how to recruit and train the right kind of staff to support the social ambience of the residence. Key management and “in your face” staff should be well-paid, because it is essential that frequent visitors see the same faces. Continuity of staff is a large part of what makes a club work. There is a personal relationship between members, managers and service personnel in private clubs and this should be replicated in club apartments as much as possible. Staff acknowledgement of members by name is a key to building a club feeling.
管理层   经理必须有参与过私人俱乐部工作的经验。必须从事过社交部门或者是商务部门的经理。必须懂得如何招募并培训员工们达到创造出居住区的社交氛围。关键的管理层和那些将出现在客户视野内的服务人员都应该施行高薪留人,因为那些经常造访的客户总是希望看到熟悉的面孔。员工的连续性是保持俱乐部工作的一个重要部分。与会员之间的一对一的联系应该是同私人俱乐部类似的。员工们能准确地识别会员的名字是建立俱乐部感觉的关键。


 
Branding. The private club experience is known to the target segment of this club apartment model of serviced apartments. They belong to private clubs. The brand challenge is to represent a credible duplication and continuation of this known experience in the visited Chinese city, where there are no associated residential private clubs. You are representing a familiar experience in a place where it is needed, rather than introducing people to a new experience.
品牌  私人俱乐部的体验对于酒店式公寓模型所指的目标消费者而言是了解的。他们是私人俱乐部的成员,而品牌的挑战是如何将这些著名的体验的副本和延续性移植到中国的城市(中国本土是没有类似的留宿的私人俱乐部的)。让人们延续熟悉的体验比号召人们从事一种新的体验要容易的多。

 

Pricing. Members of downtown private clubs are used to bills of $500 or more a month without rooms and depending on use. Their companies generally foot the bill because they want their executives and top managers to develop business contacts in the high-end private club environment. The same principle would apply to club apartments in China. A price level for rooms, service fees and initiation has to be modeled and tested through marketing research.
定价  市中心的私人俱乐部的会费通常是每月500美元或更高(不含留宿房间),各个公司一般会替公司的执行官和经理们支付这些费用,公司都希望他们能够在高端的私人俱乐部中达成生意。这些原则对于中国同样适用于中国。营销研究中需要对房间、服务和入会费进行详细的定量研究从而得出合理的定价区间。

 

Pricing has to accommodate a new trend in business travel. We are seeing a shift from extended-stay to frequent short-term repeat visits. Pricing cannot be locked into three or six month contracts. Contracts have to be for a set number of days a year, with options to upgrade the number of days. The new emerging model of foreign business travel is frequency of visits, rather than block periods of time.  
定价还需要考虑商务旅行的趋势,如今短期的商务旅行比长期的商务旅行要频繁。合同的定价不应局限于三个月或者六个月的合同期,合同应该设置一年中的天数,并且给客户以选择权来更新他们需求的天数。这种新出现的模式解除了对于大段时间的锁定而采取了更为灵活的方式。

 

Channel sales. The most important channels of sales will be associated clubs in the West, worldwide private club membership lists, corporate travel offices, and high end travel agencies. The degree of direct marketing and personal selling will depend very much on the scale of the club apartment chain.
渠道销售  销售最重要的渠道是与西方的俱乐部同业者的联合,全球的私人俱乐部名单、公司那些经常出行的部门,以及高端旅行社等。俱乐部公寓自身规模的大小决定了是直接营销还是施行一对一的销售模式

 

The economics of a business model for this specialized form of serviced apartments has to be carefully worked out. But from a marketing point of view, there is a customer segment that is waiting for a new product offering. The high-end business customers travelling to China come there with the experienced enjoyment of their own private clubs. They want this is China and are not getting it from big hotels and big serviced apartments. It is time for a sector of the serviced apartment industry to de-link its model from hotel or independent towers, which are really pseudo hotels, and give these people what they want and will pay for – a private club feeling.
对于商务模式而言,从经济学角度需要做很细致的数据分析,但是从营销学的角度,客户的细分市场等待一种新的产品的开发。高端商务人士曾经体验过他们本国的私人俱乐部的愉悦,现在他们来到了中国,他们也希望在中国获得相同的体验,(而不是在大型酒店或者服务式公寓中获得),酒店式公寓应该抛弃它们仿冒的酒店式感觉或者独立式塔楼的感觉了!应该创造出一种新的模式,来满足这一部分人群对于私人俱乐部感受的需求了!

  

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