宏基国际花园价格体系建议

宏基国际花园价格体系建议 2005年12月8日 implementation model. Pay special attention to prevent floating style, do something superficial, cosmetic, overcome the love of work, short of a name, one of the benefits of bad ideas. To strengthen the sense of dedication. Office in the work of the Government "nerve centre", task, and burden, busy with work, hard, tough and sometimes thankless. Come into the Office the door, will not name, not for profit, unsung hero willing; to stand up to all kinds of misunderstandings, disappointments and setbacks, inclusive of ups and downs; "any hard labor, difficult, pick is hard to pick of Dan" the spirit of love and dedication, and hard work. Second, capacity-building, top-notch performance. Office of theWork lies in the people. Government offices at all levels must follow the 16 session of the plenum on strengthening the ruling ability construction of the party in order to improve the professional quality as the core, to strengthen capacity-building, picked up a pen to write, pen said, when anything can be done. To enhance the research capacity. Neither leaders nor the General staff, will continue to face the masses, face reality and society, doing the research work. Conditions permitting, are often grassroots, institutionalized, and perseverance. Investigation depth must not be superficial, also must have the breadth must not be biased. Through research, formed a quality, thoughtful, valuable research reports, improving the ability to analyze and solve practical 第一部分、成都房地产市场情况及典型项目价格分析 一、成都市房地产市场价格状况分析: 2005-2006年是成都市诸多大盘渐渐浮出水面的一年，各板块争香斗艳，是成都房地产全面走向品质化建设的又一个新的转折点。根据成都市房地产发展的情况将其划分为:两城区板块、小河板块、三桥板块、新添板块、花溪板块、成都板块、白云板块、大营坡板块、 1、两城区板块——热点板块 两城区板块一直是购买者争相购买的热点区域所在，今年开发商对两城区的开发量可谓是空前高涨，新盘、大盘不断出现在大众面前。市区高层项目的销售价格也比去年上涨了300—400元/平。盛世花城、亨特国际等大盘，黄果树广场、城市方舟、君临天下等交通位置较好的项目的销售均价已经超过4000元;瑞锦新城、盛庭苑等单体项目的起价为3600元/平米，均价也在4000左右。花香上海城十万平方米的高层生活社区，开盘起价2800元/平方米，10月中旬以3000元/平方米的较低均价赢得不错的销售成绩。 2、小河板块——品质区域 小河板块仍然保持持续开发热潮，大盘纷纷推出新的产品类别:珠江湾畔推出了以洋房为主大型生活社区;山水黔城则以半山、半岛独立、联排、叠拼别墅为主;绿苑经济适用房小区则推出了经典多层住宅;江南别院中式建筑风格项目„„。小河板块一直作为地产品质开发的重点区域，今年各项目的开盘价格及持续销售价格都一定程度的上浮。兴隆花园二期桃园居9月17日开盘销售价格2000元/平方米，而后销售情况转好，价格上涨为2200元/平方米。目前可以销售的240套住房已经全部销售完毕，还有150个排号客户等待购买。云凯熙园由于占据良好的地理位置，销售价格也达到了2000多元/平方米。小河区目前销售的住房单价在1800元/平方米以上。 implementation model. Pay special attention to prevent floating style, do something superficial, cosmetic, overcome the love of work, short of a name, one of the benefits of bad ideas. To strengthen the sense of dedication. Office in the work of the Government "nerve centre", task, and burden, busy with work, hard, tough and sometimes thankless. Come into the Office the door, will not name, not for profit, unsung hero willing; to stand up to all kinds of misunderstandings, disappointments and setbacks, inclusive of ups and downs; "any hard labor, difficult, pick is hard to pick of Dan" the spirit of love and dedication, and hard work. Second, capacity-building, top-notch performance. Office of theWork lies in the people. Government offices at all levels must follow the 16 session of the plenum on strengthening the ruling ability construction of the party in order to improve the professional quality as the core, to strengthen capacity-building, picked up a pen to write, pen said, when anything can be done. To enhance the research capacity. Neither leaders nor the General staff, will continue to face the masses, face reality and society, doing the research work. Conditions permitting, are often grassroots, institutionalized, and perseverance. Investigation depth must not be superficial, also must have the breadth must not be biased. Through research, formed a quality, thoughtful, valuable research reports, improving the ability to analyze and solve practical 3、三桥板块——后起之秀 随着成都西出口道路的拓宽与建设，带动了整个三桥板块地产项目的开发。原有的智慧龙城、贵龙苑等项目的销售单价都在2500元以上，今年智慧龙城的二期的销售均价达到了2800元/平方米;新开盘的圣泉流云的销售均价格为1998元/平米;贝地卢加诺洋房2300—2600元/平米，小高层2500—2800元/平方米。三桥板块大盘的开盘销售都取得了不错的销售业绩; 4、新天板块——普通住房与高档次别墅共存 今年新天板块最吸引大众眼球的是别墅项目。以品质、品牌作为项目卖点的仁恒别墅，用实力打造产品，开盘一月就取得了20多套的销售业绩;泉天下也以其独特的自然资源“温泉、天然绿肺”等得到了不少购房者的喜爱。别墅项目的销售价格与其他板块同类项目的价格相差不多，联排4500—5500元/平方米，独栋别墅6800元/平方米。新天板块普通住房的销售价格今年也有200—300元/平小幅度的增加，水锦花都的销售价格从1560元/平米的单价上涨到1820元/平方米。 5、花溪板块——平平淡淡 花溪板块麒龙溪苑、颐和家园、梦溪笔谈等项目的销售业绩一直不好，个别项目销售了近四年，至今未实现100,的销售率。该板块普通住房的销售单价保持在1600元/平方米。 6、白云板块——规模不大，受到城市发展重点偏移的影响 随着政府大力支持对成都新区的建设，也推动了白云板块地产的发展。今年白云板块不再是商业用房唱主角，出现了多种形态的商品房为主要供应产品——别墅、多层、小高层、高层等，供不同类别的客户选择购买。楼盘的开发量仍然不大，保持在5万平方米以下。白云板块的普通商品房的价格相应也上涨了300—400元/平方米，销售均价为1600元/平方米左右。但以南湖为核心的市场，06年将有中天大盘面世。 implementation model. Pay special attention to prevent floating style, do something superficial, cosmetic, overcome the love of work, short of a name, one of the benefits of bad ideas. To strengthen the sense of dedication. Office in the work of the Government "nerve centre", task, and burden, busy with work, hard, tough and sometimes thankless. Come into the Office the door, will not name, not for profit, unsung hero willing; to stand up to all kinds of misunderstandings, disappointments and setbacks, inclusive of ups and downs; "any hard labor, difficult, pick is hard to pick of Dan" the spirit of love and dedication, and hard work. Second, capacity-building, top-notch performance. Office of theWork lies in the people. Government offices at all levels must follow the 16 session of the plenum on strengthening the ruling ability construction of the party in order to improve the professional quality as the core, to strengthen capacity-building, picked up a pen to write, pen said, when anything can be done. To enhance the research capacity. Neither leaders nor the General staff, will continue to face the masses, face reality and society, doing the research work. Conditions permitting, are often grassroots, institutionalized, and perseverance. Investigation depth must not be superficial, also must have the breadth must not be biased. Through research, formed a quality, thoughtful, valuable research reports, improving the ability to analyze and solve practical 7、大营坡板块——教育中心区的延续 该板块以蛮坡“世纪园小区”、“小石城”、“中天花园后期开发小组团”、“银海嘉怡花园”等项目为主。主要以小高层、多层为主要销售产品。作为成都市中心区域教育、文化的重点区域，吸引了很多家长选择在该区域购房。使得其销售价格一路上扬。目前的销售起价为2500元/平方米，销售均价达到了2800元/平方米，较去年也有400元/平方米的涨幅。 8、成都板块——双中心发展的新区域，得到政府新政的大力支持 在政府新政策引导下，成都板块房地产发展呈现了新的局面。碧海花园今年以消化尾盘为主，已全线交付使用，仅有少量大面积顶层复式房未销售完毕。近期开盘销售的“景怡苑”高层、小高层产品再不是去年1600—1800元/平方米的销售价格，而突破了2000元/平方米的售价。小高层起价2200元/平方米，每两层30元的层差，最高价格达2900元/平方米。 成都与白云交界处的南湖板块，今年以南湖宫御园作为主角。该项目联排别墅的销售价格达到了4800元/平方米起价，独栋别墅为5600元/平方米的起价。但是项目销售情况一般。 年初中天、贵财两公司分别拿到成都拍卖的南湖周边的几块地，已经在紧锣密鼓中筹备，据悉这几块地将以联排别墅、独栋别墅、退台洋房等中高档次的产品为主导，也将在明年与客户见面。位于行政中心对面“元龙”公司拿到的地块，也在规划设计中，首次提供给政府的规划图纸以“高层、小高层”较为现代的产品为主导。 商业项目是今年成都地产市场最强眼的项目。“天下金街”、“麒龙金翠湾商铺”、“香港新瑞”的发售，“成都商业广场”建材、超市等项目的招租，都取得了不错的业绩。成都一层临街铺面销售单价从8000—13000元不等，可以与白云、新添相对成熟的区域商业产品相比拟。 二、部分典型竞争楼盘调查:(见附件) implementation model. Pay special attention to prevent floating style, do something superficial, cosmetic, overcome the love of work, short of a name, one of the benefits of bad ideas. To strengthen the sense of dedication. Office in the work of the Government "nerve centre", task, and burden, busy with work, hard, tough and sometimes thankless. Come into the Office the door, will not name, not for profit, unsung hero willing; to stand up to all kinds of misunderstandings, disappointments and setbacks, inclusive of ups and downs; "any hard labor, difficult, pick is hard to pick of Dan" the spirit of love and dedication, and hard work. Second, capacity-building, top-notch performance. Office of theWork lies in the people. Government offices at all levels must follow the 16 session of the plenum on strengthening the ruling ability construction of the party in order to improve the professional quality as the core, to strengthen capacity-building, picked up a pen to write, pen said, when anything can be done. To enhance the research capacity. Neither leaders nor the General staff, will continue to face the masses, face reality and society, doing the research work. Conditions permitting, are often grassroots, institutionalized, and perseverance. Investigation depth must not be superficial, also must have the breadth must not be biased. Through research, formed a quality, thoughtful, valuable research reports, improving the ability to analyze and solve practical 第二部分、宏基各类产品价格体系分析及建议 一、宏基世纪新城价格体系建立的原则 价格策略是在一定的内外环境的背景下进行的，将受各种因素的影响，因此价格体系的建立必须在对各种影响因素进行深入细致分析的基础上制定。价格策略主要体现在与其他营销组合的协调配合、合理确定定价目标、灵活运用各种策略的定价方法。也就是说，价格策略首先必须针对影响价格定位的因素，进行系统分析。 二、利用成本导向定价法制定宏基世纪新城均价(粗略的开发成本估算): 1、地价及其三年资金成本15000万元，平均可售建筑面积地价625元(总可销售面积约为24万平米) 2、景观建造成本平均150元 3、主体建造成本平均1000元 4、主体配套设备平均100元(如:电梯等) 5、营销费平均90元(广告及顾问费按销售价3000元的3,计) 6、管理成本平均70元 7、配套费等150元 8、设计费30元 9、税收20元(按照销售价3000元的5.68%计)+4.95(预交所得税应该为10.63) 9、其它100元 以上合计单位销售成本为2335元 按照房产业一般利润率20,计，用成本加层法计算，宏基世纪新城的销售均价约为2335×(1，20,),2800元 implementation model. Pay special attention to prevent floating style, do something superficial, cosmetic, overcome the love of work, short of a name, one of the benefits of bad ideas. To strengthen the sense of dedication. Office in the work of the Government "nerve centre", task, and burden, busy with work, hard, tough and sometimes thankless. Come into the Office the door, will not name, not for profit, unsung hero willing; to stand up to all kinds of misunderstandings, disappointments and setbacks, inclusive of ups and downs; "any hard labor, difficult, pick is hard to pick of Dan" the spirit of love and dedication, and hard work. Second, capacity-building, top-notch performance. Office of theWork lies in the people. Government offices at all levels must follow the 16 session of the plenum on strengthening the ruling ability construction of the party in order to improve the professional quality as the core, to strengthen capacity-building, picked up a pen to write, pen said, when anything can be done. To enhance the research capacity. Neither leaders nor the General staff, will continue to face the masses, face reality and society, doing the research work. Conditions permitting, are often grassroots, institutionalized, and perseverance. Investigation depth must not be superficial, also must have the breadth must not be biased. Through research, formed a quality, thoughtful, valuable research reports, improving the ability to analyze and solve practical 三、利用可比楼盘量化定价法制定宏基世纪新城的各类产品总体均价 本案物业类型以洋房、小高层、高层为主，附加少量联排别墅、独栋别墅。目前项目所在片区即无同档次物业，也无同类物业，二手房交易量也极少，价格可参照性不强。故本次测算仅以成都市其他近似区域同比物业的价格为基数，通过市场比较法来确定本项目均价。 1、洋房 我们将珠江湾畔、贝地?卢加诺、兴隆城市花园洋房作为本案洋房的参考价格。 1)产品各评价因素分值:根据购买者购买时，对各因素的侧重及影响消费行为的诱因等作为重要衡量因素。 位置 产品 品牌 因素 交通 综合配套 远景规划 景观 外部环境 社区 户型 建筑规划 发展商品牌 分值 15 15 8 10 7 10 15 10 10 2)通过宏基公司、天骜公司、业内人士等评分取样，具体分值计算如下: 得分 平均 1 2 3 4 5 6 7 8 9 10 11 项目 分 珠江湾畔 82 79 68 65 75 77 67 70 79.5 80 79 75 贝地卢加诺 81 71 74 69 72 76 75 63 76.5 62 66 71 兴隆城市花园洋房 83 84 90 78 84 79 85 73 68 88 76 81 本项目洋房 73 81 81 78 86 68 92 66 80.5 76 73 78 implementation model. Pay special attention to prevent floating style, do something superficial, cosmetic, overcome the love of work, short of a name, one of the benefits of bad ideas. To strengthen the sense of dedication. Office in the work of the Government "nerve centre", task, and burden, busy with work, hard, tough and sometimes thankless. Come into the Office the door, will not name, not for profit, unsung hero willing; to stand up to all kinds of misunderstandings, disappointments and setbacks, inclusive of ups and downs; "any hard labor, difficult, pick is hard to pick of Dan" the spirit of love and dedication, and hard work. Second, capacity-building, top-notch performance. Office of theWork lies in the people. Government offices at all levels must follow the 16 session of the plenum on strengthening the ruling ability construction of the party in order to improve the professional quality as the core, to strengthen capacity-building, picked up a pen to write, pen said, when anything can be done. To enhance the research capacity. Neither leaders nor the General staff, will continue to face the masses, face reality and society, doing the research work. Conditions permitting, are often grassroots, institutionalized, and perseverance. Investigation depth must not be superficial, also must have the breadth must not be biased. Through research, formed a quality, thoughtful, valuable research reports, improving the ability to analyze and solve practical 3)参考均价计算 珠江湾畔 贝地卢加诺 兴隆城市花园洋房 本项目洋房 平均分 75 71 81 78 均价 PA,2850 PB,2520 PC,2600 PX,, 修正后各相关楼盘价格Pi’ Pi’=( QX/ Qi)×Pi 注:Pi为销售均价 PA’=(QX/QA)×PA=78/75*2850=2964 PB’=(QX/QB)×PB=78/71*2520=2768 PC’=(QX/QC)×PC=78/81*2600=2504 各相关楼盘权重取值为Wi(考虑到与本项目的相似性及影响) WA=50% WB=20% WC=30% PX =ΣPiWi =PA’×WA+PB’×WB+PC’×WC+PD’×WD =2964*50%+2768*20%+2504*30% =2787 implementation model. Pay special attention to prevent floating style, do something superficial, cosmetic, overcome the love of work, short of a name, one of the benefits of bad ideas. To strengthen the sense of dedication. Office in the work of the Government "nerve centre", task, and burden, busy with work, hard, tough and sometimes thankless. Come into the Office the door, will not name, not for profit, unsung hero willing; to stand up to all kinds of misunderstandings, disappointments and setbacks, inclusive of ups and downs; "any hard labor, difficult, pick is hard to pick of Dan" the spirit of love and dedication, and hard work. Second, capacity-building, top-notch performance. Office of theWork lies in the people. Government offices at all levels must follow the 16 session of the plenum on strengthening the ruling ability construction of the party in order to improve the professional quality as the core, to strengthen capacity-building, picked up a pen to write, pen said, when anything can be done. To enhance the research capacity. Neither leaders nor the General staff, will continue to face the masses, face reality and society, doing the research work. Conditions permitting, are often grassroots, institutionalized, and perseverance. Investigation depth must not be superficial, also must have the breadth must not be biased. Through research, formed a quality, thoughtful, valuable research reports, improving the ability to analyze and solve practical 2、联排别墅 我们将仁恒别墅、泉天下、山水黔城、中天世纪新城别墅中的联排别墅作为本案联排别墅的参考价格。 1)产品各评价因素分值: 位置 产品 品牌 因素 交通 综合配套 远景规划 景观 外部环境 社区 户型 建筑规划 发展商品牌 分值 15 15 8 10 7 10 15 10 10 2)通过宏基公司、天骜公司、业内人士的评分取样，具体分值如下: 得分 平均 1 2 3 4 5 6 7 8 9 10 11 项目 分 71 79 84 78 83 76 93 65 77.5 79 71 78 仁恒别墅 泉天下 74 75 73 74 79 76 79 66 68.5 68 66 73 山水黔城 84 68 79 77 87 74 89 65 76 77 68 77 79 81 77 77 80 82 88 73 79 78 70 79 中天世纪新城 本项目联排别墅 77 79 80 78 84 71 92 69 79.5 76 65 77 3)参考均价计算 仁恒别墅 泉?天下 山水黔城 中天世纪新城 本项目TH 平均分 78 73 77 79 77 均价 PA,5600 PB,5200 PC,4860 PD,5300 PX,, implementation model. Pay special attention to prevent floating style, do something superficial, cosmetic, overcome the love of work, short of a name, one of the benefits of bad ideas. To strengthen the sense of dedication. Office in the work of the Government "nerve centre", task, and burden, busy with work, hard, tough and sometimes thankless. Come into the Office the door, will not name, not for profit, unsung hero willing; to stand up to all kinds of misunderstandings, disappointments and setbacks, inclusive of ups and downs; "any hard labor, difficult, pick is hard to pick of Dan" the spirit of love and dedication, and hard work. Second, capacity-building, top-notch performance. Office of theWork lies in the people. Government offices at all levels must follow the 16 session of the plenum on strengthening the ruling ability construction of the party in order to improve the professional quality as the core, to strengthen capacity-building, picked up a pen to write, pen said, when anything can be done. To enhance the research capacity. Neither leaders nor the General staff, will continue to face the masses, face reality and society, doing the research work. Conditions permitting, are often grassroots, institutionalized, and perseverance. Investigation depth must not be superficial, also must have the breadth must not be biased. Through research, formed a quality, thoughtful, valuable research reports, improving the ability to analyze and solve practical 修正后各相关楼盘价格Pi’ Pi’=( QX/ Qi)×Pi 注:Pi为销售均价 PA’=(QX/QA)×PA=77/78*5600=5528 PB’=(QX/QB)×PB=77/73*5200=5485 PC’=(QX/QC)×PC=77/77*4860=4860 PD’=(QX/QD)×PC=79/77*5300=5166 各相关楼盘权重取值为Wi(考虑到与本项目的相似性及影响) WA=25% WB=25% WC=40% WD=10% PX =ΣPiWi =PA’×WA+PB’×WB+PC’×WC+PD’×WD =5528*25%+5485*25%+4860*40%+5166*10% =5214 implementation model. Pay special attention to prevent floating style, do something superficial, cosmetic, overcome the love of work, short of a name, one of the benefits of bad ideas. To strengthen the sense of dedication. Office in the work of the Government "nerve centre", task, and burden, busy with work, hard, tough and sometimes thankless. Come into the Office the door, will not name, not for profit, unsung hero willing; to stand up to all kinds of misunderstandings, disappointments and setbacks, inclusive of ups and downs; "any hard labor, difficult, pick is hard to pick of Dan" the spirit of love and dedication, and hard work. Second, capacity-building, top-notch performance. Office of theWork lies in the people. Government offices at all levels must follow the 16 session of the plenum on strengthening the ruling ability construction of the party in order to improve the professional quality as the core, to strengthen capacity-building, picked up a pen to write, pen said, when anything can be done. To enhance the research capacity. Neither leaders nor the General staff, will continue to face the masses, face reality and society, doing the research work. Conditions permitting, are often grassroots, institutionalized, and perseverance. Investigation depth must not be superficial, also must have the breadth must not be biased. Through research, formed a quality, thoughtful, valuable research reports, improving the ability to analyze and solve practical 3、电梯公寓 我们将山水黔城、景怡苑、贝地卢加诺的小高层和高层作为本案高层的参考价格。 1)产品各评价因素分值: 位置 产品 品牌 因素 交通 综合配套 远景规划 景观 外部环境 社区 户型 建筑规划 发展商品牌 分值 15 15 8 10 7 10 15 10 10 2)通过宏基公司、天骜公司、业内人士的评分取样，具体分值如下: 得分 平均 1 2 3 4 5 6 7 8 9 10 11 项目 分 山水黔城 84 68 79 77 87 74 89 65 76 77 68 77 景怡苑 69 77 78 71 82 68 78 70 75 72 66 73 贝地卢加诺 81 67 79 69 68 74 75 66 79 68 65 72 本项目电梯公寓 77 79 69 78 84 69 93 67 80.5 76 72 77 3)参考均价计算 山水黔城 景怡苑 贝地卢加诺 本项目小高层 平均分 77 73 72 77 均价 PA,2780 PB=2380 PC,2600 PX,, implementation model. Pay special attention to prevent floating style, do something superficial, cosmetic, overcome the love of work, short of a name, one of the benefits of bad ideas. To strengthen the sense of dedication. Office in the work of the Government "nerve centre", task, and burden, busy with work, hard, tough and sometimes thankless. Come into the Office the door, will not name, not for profit, unsung hero willing; to stand up to all kinds of misunderstandings, disappointments and setbacks, inclusive of ups and downs; "any hard labor, difficult, pick is hard to pick of Dan" the spirit of love and dedication, and hard work. Second, capacity-building, top-notch performance. Office of theWork lies in the people. Government offices at all levels must follow the 16 session of the plenum on strengthening the ruling ability construction of the party in order to improve the professional quality as the core, to strengthen capacity-building, picked up a pen to write, pen said, when anything can be done. To enhance the research capacity. Neither leaders nor the General staff, will continue to face the masses, face reality and society, doing the research work. Conditions permitting, are often grassroots, institutionalized, and perseverance. Investigation depth must not be superficial, also must have the breadth must not be biased. Through research, formed a quality, thoughtful, valuable research reports, improving the ability to analyze and solve practical 修正后各相关楼盘价格Pi’ Pi’=( QX/ Qi)×Pi 注:Pi为销售均价 PA’=(QX/QA)×PC=77/77*2780=2780 PB’=(QX/QB)×PC=77/73*2380=2510 PC’=(QX/QC)×PC=77/72*2600=2781 各相关楼盘权重取值为Wi(考虑到与本项目的相似性及影响) WA=40% WB=30% WC=30% ΣPiWi PX = =PA’×WA+PB’×WB+PC’×WC =2780*40%+3944*30%+2510*50%+2781*30% =2699 implementation model. Pay special attention to prevent floating style, do something superficial, cosmetic, overcome the love of work, short of a name, one of the benefits of bad ideas. To strengthen the sense of dedication. Office in the work of the Government "nerve centre", task, and burden, busy with work, hard, tough and sometimes thankless. Come into the Office the door, will not name, not for profit, unsung hero willing; to stand up to all kinds of misunderstandings, disappointments and setbacks, inclusive of ups and downs; "any hard labor, difficult, pick is hard to pick of Dan" the spirit of love and dedication, and hard work. Second, capacity-building, top-notch performance. Office of theWork lies in the people. Government offices at all levels must follow the 16 session of the plenum on strengthening the ruling ability construction of the party in order to improve the professional quality as the core, to strengthen capacity-building, picked up a pen to write, pen said, when anything can be done. To enhance the research capacity. Neither leaders nor the General staff, will continue to face the masses, face reality and society, doing the research work. Conditions permitting, are often grassroots, institutionalized, and perseverance. Investigation depth must not be superficial, also must have the breadth must not be biased. Through research, formed a quality, thoughtful, valuable research reports, improving the ability to analyze and solve practical 4、多层房 我们将城市山水公园、圣泉流云、银海嘉怡花园、兴隆城市花园的多层住房作为本案多层的参考价格。 1)产品各评价因素分值: 位置 产品 品牌 因素 交通 综合配套 远景规划 景观 外部环境 社区 户型 建筑规划 发展商品牌 分值 15 15 8 10 7 10 15 10 10 2)通过宏基公司、天骜公司、业内人士的评分取样，具体分值如下: 得分 平均 1 2 3 4 5 6 7 8 9 10 11 项目 分 城市山水公园 75 74 69 69 74 66 69 62 71 64 67 69 圣泉流云 69 85 71 72 81 69 70 62 67.5 67 60 70 银海嘉怡园 78 79 74 75 83 74 76 68 79 80 71 76 兴隆城市花园 83 81 83 78 88 77 87 71 82.5 80 78 81 本项目多层 76 79 81 78 83 68 76 68 79.5 78 70 76 3)参考均价计算 城市山水公园 圣泉流云 银海嘉怡花园 兴隆城市花园 本项目小高层 平均分 69 70 76 81 76 均价 PA,1780 PB,1998 PC=2560 PD,2150 PX,, implementation model. Pay special attention to prevent floating style, do something superficial, cosmetic, overcome the love of work, short of a name, one of the benefits of bad ideas. To strengthen the sense of dedication. Office in the work of the Government "nerve centre", task, and burden, busy with work, hard, tough and sometimes thankless. Come into the Office the door, will not name, not for profit, unsung hero willing; to stand up to all kinds of misunderstandings, disappointments and setbacks, inclusive of ups and downs; "any hard labor, difficult, pick is hard to pick of Dan" the spirit of love and dedication, and hard work. Second, capacity-building, top-notch performance. Office of theWork lies in the people. Government offices at all levels must follow the 16 session of the plenum on strengthening the ruling ability construction of the party in order to improve the professional quality as the core, to strengthen capacity-building, picked up a pen to write, pen said, when anything can be done. To enhance the research capacity. Neither leaders nor the General staff, will continue to face the masses, face reality and society, doing the research work. Conditions permitting, are often grassroots, institutionalized, and perseverance. Investigation depth must not be superficial, also must have the breadth must not be biased. Through research, formed a quality, thoughtful, valuable research reports, improving the ability to analyze and solve practical 修正后各相关楼盘价格Pi’ Pi’=( QX/ Qi)×Pi 注:Pi为销售均价 PA’=(QX/QA)×PA=76/69*1780=2255 PB’=(QX/QB)×PB=76/70*1998=2169 PC’=(QX/QC)×PC=76/76*2560=2560 PD’=(QX/QD)×PC=76/81*2150=2017 各相关楼盘权重取值为Wi(考虑到与本项目的相似性及影响) WA=10% WB=10% WC=35% WD=45% PX =ΣPiWi =PA’×WA+PB’×WB+PC’×WC+PD’×WD =2255*10%+2169*10%+2560*35%+2017*45% =2246 implementation model. Pay special attention to prevent floating style, do something superficial, cosmetic, overcome the love of work, short of a name, one of the benefits of bad ideas. To strengthen the sense of dedication. Office in the work of the Government "nerve centre", task, and burden, busy with work, hard, tough and sometimes thankless. Come into the Office the door, will not name, not for profit, unsung hero willing; to stand up to all kinds of misunderstandings, disappointments and setbacks, inclusive of ups and downs; "any hard labor, difficult, pick is hard to pick of Dan" the spirit of love and dedication, and hard work. Second, capacity-building, top-notch performance. Office of theWork lies in the people. Government offices at all levels must follow the 16 session of the plenum on strengthening the ruling ability construction of the party in order to improve the professional quality as the core, to strengthen capacity-building, picked up a pen to write, pen said, when anything can be done. To enhance the research capacity. Neither leaders nor the General staff, will continue to face the masses, face reality and society, doing the research work. Conditions permitting, are often grassroots, institutionalized, and perseverance. Investigation depth must not be superficial, also must have the breadth must not be biased. Through research, formed a quality, thoughtful, valuable research reports, improving the ability to analyze and solve practical 评价权重的重点 说明 关于失联党员情况说明岗位说明总经理岗位说明书会计岗位说明书行政主管岗位说明书 : 1)洋房选择可比楼盘权重说明: 珠江湾畔 兴隆城市花园洋房 贝地卢加诺 均价 2850 2600 2520 权重 50, 30, 20, ? 该项目规划建设档次与本项目类比 ? 兴隆城市花园沐风园洋房产? 该项目营销推广中所营造的异国生活氛 ? 产品同样以退台洋房为主力产品，借此提升品仅有24套，是这个社区少围，与本案类同。 项目的档次与品味 有的精品产品; ? 洋房产品本身与本案不存在可比性。产品 ? 同样以营造一个有独特社区文化、氛围的大? 产品以大露台，大面积、低层品质较本案较差 社区为开发理念 吸引客户，得到好评; ? 三桥板块地产正处于发展阶段，大盘、优 ? 开发商拥有良好的市场口碑效应 ? 兴隆城市花园是过去四年里盘不断推出，吸引了不少市民的眼球。拥 权重说明 ? 小河区已经是成熟的地产开发区域，客户对成都地产项目中的优良产品 有一定的市场基础; 该区域的地产产品品质，一直有不错的口碑。? 在当时区域条件不成熟情况? 是新推出的中高档次项目之一，其项目的 小河区拥有一群固定的客户群体。 下，取得了不错的销售业绩。 成功推向市场，与其前期长时间营销工作 ? 该项目成本较低，价格上涨空间较大。 的铺垫，有很大的关联性 这些可以看出，珠江湾畔将是本项目最主要 的竞争对手，将争夺相同的目标客户群体。 本案洋房产品价格 2787元/平方米 implementation model. Pay special attention to prevent floating style, do something superficial, cosmetic, overcome the love of work, short of a name, one of the benefits of bad ideas. To strengthen the sense of dedication. Office in the work of the Government "nerve centre", task, and burden, busy with work, hard, tough and sometimes thankless. Come into the Office the door, will not name, not for profit, unsung hero willing; to stand up to all kinds of misunderstandings, disappointments and setbacks, inclusive of ups and downs; "any hard labor, difficult, pick is hard to pick of Dan" the spirit of love and dedication, and hard work. Second, capacity-building, top-notch performance. Office of theWork lies in the people. Government offices at all levels must follow the 16 session of the plenum on strengthening the ruling ability construction of the party in order to improve the professional quality as the core, to strengthen capacity-building, picked up a pen to write, pen said, when anything can be done. To enhance the research capacity. Neither leaders nor the General staff, will continue to face the masses, face reality and society, doing the research work. Conditions permitting, are often grassroots, institutionalized, and perseverance. Investigation depth must not be superficial, also must have the breadth must not be biased. Through research, formed a quality, thoughtful, valuable research reports, improving the ability to analyze and solve practical 2)联排别墅选择可比楼盘权重说明: 仁恒别墅 泉天下 山水黔城 中天世纪新城 均价 5600 5200 4860 5300 权重 25, 25, 40, 10, ? 纯别墅的高档次社区 纯别墅高档次社区 ? 项目产品类别丰富，高档产品? 距离市区最近的单纯别墅项目。地 ? 优质产品 优质产品 居多，与本案定位思想较为一致 理位置独一无二。也是本项目无法 ? 自然环境并不十分优越 拥有良好自然、环境 ? 项目处在小河区的主要交通干比拟的。 ? 所在区域相对比较成熟 所在区域相对比较成熟 道旁，也是小河区的标志楼盘之一 ? 以联排别墅为主导产品，对该类别 权重说明 ? 开发商拥有较强的资金 开发商拥有一定经验。 ? 项目拥有良好规划设计、景观墅的开发研究相对较专业。 实力与开发经验 近期开始认购的同质竞设计、营销策划、物业管理等合作? 开发商拥有丰富的开发经验与一批 ? 近期开盘销售的同质竞争产品之一 开发伙伴。赢得公众较高的评价。 忠实的客户群体; 争产品之一 ? 但项目开发周期过长，流失的 客户相对较多。 本案别墅均价 5214元/平方米 implementation model. Pay special attention to prevent floating style, do something superficial, cosmetic, overcome the love of work, short of a name, one of the benefits of bad ideas. To strengthen the sense of dedication. Office in the work of the Government "nerve centre", task, and burden, busy with work, hard, tough and sometimes thankless. Come into the Office the door, will not name, not for profit, unsung hero willing; to stand up to all kinds of misunderstandings, disappointments and setbacks, inclusive of ups and downs; "any hard labor, difficult, pick is hard to pick of Dan" the spirit of love and dedication, and hard work. Second, capacity-building, top-notch performance. Office of theWork lies in the people. Government offices at all levels must follow the 16 session of the plenum on strengthening the ruling ability construction of the party in order to improve the professional quality as the core, to strengthen capacity-building, picked up a pen to write, pen said, when anything can be done. To enhance the research capacity. Neither leaders nor the General staff, will continue to face the masses, face reality and society, doing the research work. Conditions permitting, are often grassroots, institutionalized, and perseverance. Investigation depth must not be superficial, also must have the breadth must not be biased. Through research, formed a quality, thoughtful, valuable research reports, improving the ability to analyze and solve practical 3)电梯公寓选择可比楼盘权重说明: 山水黔城 景怡苑 贝地卢加诺 均价 2780 2380 2600 权重 40, 30, 30, ? 项目产品类别丰富，高档产品居多，? 同区域内，近期开盘销售的同 项目营销推广中营造的异国生活氛围，与本案类同。 与本案的产品定位思想较为一致 类产品。 电梯公寓的户型设计带有超大露台;同时推出了1 ? 项目处在小河区的主要交通干道旁，? 较高品质的经济适用房。大社户大面积，1户小户型的人性户型 也是小河区的标志楼盘之一 区、多产品、全现房、好配套 宣传该区域的景观设计效仿星河湾的景观设计，赢 ? 项目拥有良好的规划设计、景观设计、? 地处成都一中旁的优越地理得良好口碑 权重说明 营销策划、物业管理等合作开发伙伴。位置，受到“教育”配套的导 三桥板块正处于发展阶段，大盘、优盘不断推出， 赢得公众较高的评价。 向影响。 吸引不少市民的眼球。拥有一定的市场基础。是新推出 ? 项目小高层、高层产品的设计具有一? 外商开发，资金实力雄厚。 的中高档次项目之一，其项目的成功推向市场，与其前 定的创新性与领导性 期长时间营销工作的铺垫，有很大的关联性 本案电梯公寓均价 2699元/平方米 implementation model. Pay special attention to prevent floating style, do something superficial, cosmetic, overcome the love of work, short of a name, one of the benefits of bad ideas. To strengthen the sense of dedication. Office in the work of the Government "nerve centre", task, and burden, busy with work, hard, tough and sometimes thankless. Come into the Office the door, will not name, not for profit, unsung hero willing; to stand up to all kinds of misunderstandings, disappointments and setbacks, inclusive of ups and downs; "any hard labor, difficult, pick is hard to pick of Dan" the spirit of love and dedication, and hard work. Second, capacity-building, top-notch performance. Office of theWork lies in the people. Government offices at all levels must follow the 16 session of the plenum on strengthening the ruling ability construction of the party in order to improve the professional quality as the core, to strengthen capacity-building, picked up a pen to write, pen said, when anything can be done. To enhance the research capacity. Neither leaders nor the General staff, will continue to face the masses, face reality and society, doing the research work. Conditions permitting, are often grassroots, institutionalized, and perseverance. Investigation depth must not be superficial, also must have the breadth must not be biased. Through research, formed a quality, thoughtful, valuable research reports, improving the ability to analyze and solve practical 4)多层住宅选择可比楼盘权重说明: 圣泉流云 城市山水公园 银海嘉怡花园 兴隆城市花园 均价 1998 1780 2400 2150 权重 10, 10, 35, 45, ? 新推出的次中心区的? 第三季度推出的大盘之一; ? 市区少有的多层项目 ? 成熟的大型社区，产品得到了 多层项目 ? 拥有良好的自然环境资源 ? 地处成都市教育中心区域 业内人士及客户的认可 ? 已空中超大露台做为? 较低价格吸引了不少客户 ? 距离成都较近 ? 地处成都市近郊板块，达到市权重说明 项目的价格支撑点 ? 开发商的开发经验有限，但? 未做推广，将一期销售完毕 中心区域的时间距离相似 ? 所在区域正处于地产资金雄厚 发展时期，吸引了不少 市区客户进行选购 本案多层均价 2246元/平方米 根据以上分析，在目前的市场环境下 成本加层法制定出的总体均价为2800元/平方米 市场比较法我们可以得出项目各类物业的基础均价分别为 洋房2787元/平方米、联排5214元/平方米、电梯公寓2699元/平方米、多层2257元/平方米 implementation model. Pay special attention to prevent floating style, do something superficial, cosmetic, overcome the love of work, short of a name, one of the benefits of bad ideas. To strengthen the sense of dedication. Office in the work of the Government "nerve centre", task, and burden, busy with work, hard, tough and sometimes thankless. Come into the Office the door, will not name, not for profit, unsung hero willing; to stand up to all kinds of misunderstandings, disappointments and setbacks, inclusive of ups and downs; "any hard labor, difficult, pick is hard to pick of Dan" the spirit of love and dedication, and hard work. Second, capacity-building, top-notch performance. Office of theWork lies in the people. Government offices at all levels must follow the 16 session of the plenum on strengthening the ruling ability construction of the party in order to improve the professional quality as the core, to strengthen capacity-building, picked up a pen to write, pen said, when anything can be done. To enhance the research capacity. Neither leaders nor the General staff, will continue to face the masses, face reality and society, doing the research work. Conditions permitting, are often grassroots, institutionalized, and perseverance. Investigation depth must not be superficial, also must have the breadth must not be biased. Through research, formed a quality, thoughtful, valuable research reports, improving the ability to analyze and solve practical 销售均价的综合修整及结论: 1、项目定价策略的几个比较因子: 开发成本+竞争性产品比较+品牌溢价+产品创新溢价 宏基世纪新城是宏基公司在成都开发的第一个商品房项目，公司目标是将该项目塑造成为成都住宅项目的标杆楼盘，除了在产品本身提升项目价值外，我们认为在价格上也要体现出项目价值，树立成都片块的价格标杆，从而全方位地树立宏基世纪新城为成都市优秀楼盘的形象。因此，我们建议销售均价在营销附加值价(品牌溢价与创新产品溢价)建立的基础上较上面均价有一定程度的上浮。 2、建议的销售均价为: 产品形态 销售均价(元/平方米) 洋房 创新产品加价5,-10,，为2925-3065之间 普通多层 多层稀缺产品加价10,，约为2470 电梯公寓 户型创新加价3,，约为2780 别墅 楼王稀有产品销售加价15,，约为5995 备注:上述所列举的价格均为折前价格。具体单元价格也将依据位置、景观、户型、特色、朝向等诸多品质因素另行研究、制定。 implementation model. Pay special attention to prevent floating style, do something superficial, cosmetic, overcome the love of work, short of a name, one of the benefits of bad ideas. To strengthen the sense of dedication. Office in the work of the Government "nerve centre", task, and burden, busy with work, hard, tough and sometimes thankless. Come into the Office the door, will not name, not for profit, unsung hero willing; to stand up to all kinds of misunderstandings, disappointments and setbacks, inclusive of ups and downs; "any hard labor, difficult, pick is hard to pick of Dan" the spirit of love and dedication, and hard work. Second, capacity-building, top-notch performance. Office of theWork lies in the people. Government offices at all levels must follow the 16 session of the plenum on strengthening the ruling ability construction of the party in order to improve the professional quality as the core, to strengthen capacity-building, picked up a pen to write, pen said, when anything can be done. To enhance the research capacity. Neither leaders nor the General staff, will continue to face the masses, face reality and society, doing the research work. Conditions permitting, are often grassroots, institutionalized, and perseverance. Investigation depth must not be superficial, also must have the breadth must not be biased. Through research, formed a quality, thoughtful, valuable research reports, improving the ability to analyze and solve practical 3、销售价格支撑点及其附加值加价的背景分析: 上述出现的创新、品牌、稀缺附加值的加价是有基础的。同时也需要在以下方面进行保证。主要表现在以下几个方面: 3,1、产品竞争力问题: 在这个资讯发达与学习型的时期，建筑产品的独创性与唯一性不是绝对的。市场研究表明，产品竞争以及产品创新的力度是大盘持续销售成功的基础保证。因此，除营销、包装外，需要宏基世纪新城在二期、三期的产品定位与创新方面持续保持在成都的领先性～才能立于不败。 3,2、片区关注度与认同度问题: 我们本次组织的宏基公司、业内人士、我公司在做竞争项目量化评分的过程中看出，消费者并不过分的看中产品本身，更多是心理评比，也就是消费印象导致了价格差异。例如兴隆城市花园二期的成功销售，评分总成绩最好等即可看出。同时我们也要借鉴贝地卢加诺的营销模式。同时也要运用别墅楼王形象的推出，运用目标群体心理荣耀感和挫折感来定价 市场研究表明，市民或潜在消费者对宏基世纪新城所处的成都中央行政区有两个现实的印象问题。一是对成都区的美好前景有较强的认知度与认同度;二是对成都近三年的居住环境与价格水平仍然处于较为谨慎与模糊状态。这种状况对项目品牌与高性价比形象的确立是有一定障碍的。因此，片区炒作与中央行政区生活品质的营造成为启动市场认知度的关键的第一步。但本区域发展呈现了不少好机会: ? 成都经济建设扶持新政策的推出，总部经济的发展，为成都新区建设寻找了新的增长点 implementation model. Pay special attention to prevent floating style, do something superficial, cosmetic, overcome the love of work, short of a name, one of the benefits of bad ideas. To strengthen the sense of dedication. Office in the work of the Government "nerve centre", task, and burden, busy with work, hard, tough and sometimes thankless. Come into the Office the door, will not name, not for profit, unsung hero willing; to stand up to all kinds of misunderstandings, disappointments and setbacks, inclusive of ups and downs; "any hard labor, difficult, pick is hard to pick of Dan" the spirit of love and dedication, and hard work. Second, capacity-building, top-notch performance. Office of theWork lies in the people. Government offices at all levels must follow the 16 session of the plenum on strengthening the ruling ability construction of the party in order to improve the professional quality as the core, to strengthen capacity-building, picked up a pen to write, pen said, when anything can be done. To enhance the research capacity. Neither leaders nor the General staff, will continue to face the masses, face reality and society, doing the research work. Conditions permitting, are often grassroots, institutionalized, and perseverance. Investigation depth must not be superficial, also must have the breadth must not be biased. Through research, formed a quality, thoughtful, valuable research reports, improving the ability to analyze and solve practical ? 碧海花园的交房、成都一中的搬迁，成都商业地产的招商照租，聚集了成都的人气，促进了成都地产的发展。 ? 未来贵州大学的搬迁、水电九局、盘江矿务局、开磷集团、黄果树集团、省煤炭地矿局、赤天化等大型企业将往 成都搬迁。这些利好消息，将使成都的建设发展更上一层楼。同时也会带动成都未来地产快速发展。 ? 个别项目先行一步，具有示范与带动作用(如景怡苑) 3,3、创新产品在成都-成都之间的展示问题: 项目地处成都，且尚处于施工期，即营销的重要时期内项目的营销中心、样板区、工程进度等仍需要时间来保证。因此，做好市内营销中心、组织直销、组织以万科城为样板的深圳体验之旅就成了正式开盘前解决或稳定客户的关键策略。 3,4、高性价比形象的确立与巩固: 宏基世纪新城开发成本较高高，项目所在片区尚无类似具有领导意义的项目作为参照或超越。因此，需要在两个方面努力，一是在成都竖立一面大盘与优质楼盘的大旗～二是直接与来自小河、三桥等洋房主力供应区的板块进行竞争，以此获得成都板块的市场份额。 3,5、高价位的支撑力问题: 本项目定位于高档规划概念，运营成本相对较高，因而价格有了两个结果，一是由成本拉动的高价位，二是产品创新与区位价值的溢价。这样，项目均价起点较高。因而，发现价格是我们营销工作的重要目标。需要在工程质量、景观质量、物业管理质量、配套设施、概念营造、营销组织、客户细分等环节全程保证价格的支撑力。例如:半岛别墅楼王样板展示。 implementation model. Pay special attention to prevent floating style, do something superficial, cosmetic, overcome the love of work, short of a name, one of the benefits of bad ideas. To strengthen the sense of dedication. Office in the work of the Government "nerve centre", task, and burden, busy with work, hard, tough and sometimes thankless. Come into the Office the door, will not name, not for profit, unsung hero willing; to stand up to all kinds of misunderstandings, disappointments and setbacks, inclusive of ups and downs; "any hard labor, difficult, pick is hard to pick of Dan" the spirit of love and dedication, and hard work. Second, capacity-building, top-notch performance. Office of theWork lies in the people. Government offices at all levels must follow the 16 session of the plenum on strengthening the ruling ability construction of the party in order to improve the professional quality as the core, to strengthen capacity-building, picked up a pen to write, pen said, when anything can be done. To enhance the research capacity. Neither leaders nor the General staff, will continue to face the masses, face reality and society, doing the research work. Conditions permitting, are often grassroots, institutionalized, and perseverance. Investigation depth must not be superficial, also must have the breadth must not be biased. Through research, formed a quality, thoughtful, valuable research reports, improving the ability to analyze and solve practical 3,6、配套设施问题: 本项目地处新区，尚处于较长的建设期，居住的诸多设施严重不足。基于此考虑，建议提早着手在商业街经营、直通巴士、品牌物管、泛会所、学校等环节运作，为潜在购买者描绘一种住在成都方便、繁华、健康的现实体验～ 3,7、品牌创建与维护问题: 宏基地产在成都属于成长型的开发商。而成都项目的营销也需要较为坚固的品牌形象，尤其是开发商实力形象对项目上市给予有力的支持。这样，既要内部练好宏基品牌的内功，也需要在营销环节将宏基公司品牌工程进行强化，导入服务型的、实力型的企业形象。 implementation model. Pay special attention to prevent floating style, do something superficial, cosmetic, overcome the love of work, short of a name, one of the benefits of bad ideas. To strengthen the sense of dedication. Office in the work of the Government "nerve centre", task, and burden, busy with work, hard, tough and sometimes thankless. Come into the Office the door, will not name, not for profit, unsung hero willing; to stand up to all kinds of misunderstandings, disappointments and setbacks, inclusive of ups and downs; "any hard labor, difficult, pick is hard to pick of Dan" the spirit of love and dedication, and hard work. Second, capacity-building, top-notch performance. Office of theWork lies in the people. Government offices at all levels must follow the 16 session of the plenum on strengthening the ruling ability construction of the party in order to improve the professional quality as the core, to strengthen capacity-building, picked up a pen to write, pen said, when anything can be done. To enhance the research capacity. Neither leaders nor the General staff, will continue to face the masses, face reality and society, doing the research work. Conditions permitting, are often grassroots, institutionalized, and perseverance. Investigation depth must not be superficial, also must have the breadth must not be biased. Through research, formed a quality, thoughtful, valuable research reports, improving the ability to analyze and solve practical 第三部分、宏基世纪新城销售节奏安排及销售收入预测 据工程进度、成本估算及市场研究结果，确定宏基世纪新城住宅部分从2006年5月开始销售，整个营销过程大致按三个组团分四个工段进 行修建。按照我司提交的《宏基世纪新城营销战略建议》确定的组团划分及营销节奏安排，对宏基世纪新城销售节奏及销售收入预测如下: implementation model. Pay special attention to prevent floating style, do something superficial, cosmetic, overcome the love of work, short of a name, one of the benefits of bad ideas. To strengthen the sense of dedication. Office in the work of the Government "nerve centre", task, and burden, busy with work, hard, tough and sometimes thankless. Come into the Office the door, will not name, not for profit, unsung hero willing; to stand up to all kinds of misunderstandings, disappointments and setbacks, inclusive of ups and downs; "any hard labor, difficult, pick is hard to pick of Dan" the spirit of love and dedication, and hard work. Second, capacity-building, top-notch performance. Office of theWork lies in the people. Government offices at all levels must follow the 16 session of the plenum on strengthening the ruling ability construction of the party in order to improve the professional quality as the core, to strengthen capacity-building, picked up a pen to write, pen said, when anything can be done. To enhance the research capacity. Neither leaders nor the General staff, will continue to face the masses, face reality and society, doing the research work. Conditions permitting, are often grassroots, institutionalized, and perseverance. Investigation depth must not be superficial, also must have the breadth must not be biased. Through research, formed a quality, thoughtful, valuable research reports, improving the ability to analyze and solve practical 销售总收入预测表 天骜建议预测销售占该分 预计销 宏基修宏基修正项目 组团 产品 楼栋号 套数 销售单价收入(万期的比例 售面积 正单价 销售收入 (元/平) 元) 同类产12、13、14、15、16、17、产品 面积 洋房 35% 230 26323.85 2925 7700 品比例 一组团 18、19、20、21、 2393.25 5995 1435 洋房 62545.65 82% 别墅 26、27 3% 9 一多层 10697.12 45% 二组团 洋房 23、24、25、28、29、30、 21% 129 16132.43 2925 4719 期 洋房 7、8、9、10、11 27% 183 20089.37 2925 5876 别墅 2393.25 43% 三组团 多层 2、3、4 14% 101 10697.12 2470 2642 —— 合计 75636.02 —— —— —— —— 100% 652 75636.02 22372 电梯电梯公寓 34、35、36 32% 144 20998.08 2780 5837 61488.8 43% 一组团 公寓 洋房 1 6% 41 4267.46 2925 1248 二 二组团 电梯公寓 37 45% 280 29607.2 2780 8231 期 洋房 4267.46 6% 三组团 电梯公寓 22 17% 160 10883.52 2780 3026 —— 合计 65756.26 —— —— —— —— 100, 625 65756.26 18342 多层 13100 55% 电梯公寓 5、38、39、40、41-1、 40% 320 43324.77 2780 12044 洋房 9600 12% 洋房 31、32、33 9% 72 9600 2925 2808 一组团 别墅 3150 57% 多层 41-2 2% 22 2600 2470 642 三多层 42、43 10% 88 10500 2470 2594 期 电梯81864.77 57% 二组团 电梯公寓 44、48、49 36% 226 38540 2780 10714 公寓 别墅 6、45、46、47 3% 9 3150 5995 1888 —— 合计 107714.8 —— —— —— —— 100, 737 107714.8 30691 共 249107 1926 249107 71404 计 特别说明:正式开盘时间初定为06年5月1日。如开盘时间调整，上市时间相应向后顺延。为确保开盘成功，开盘时间不宜错过销售旺季。 implementation model. Pay special attention to prevent floating style, do something superficial, cosmetic, overcome the love of work, short of a name, one of the benefits of bad ideas. To strengthen the sense of dedication. Office in the work of the Government "nerve centre", task, and burden, busy with work, hard, tough and sometimes thankless. Come into the Office the door, will not name, not for profit, unsung hero willing; to stand up to all kinds of misunderstandings, disappointments and setbacks, inclusive of ups and downs; "any hard labor, difficult, pick is hard to pick of Dan" the spirit of love and dedication, and hard work. Second, capacity-building, top-notch performance. Office of theWork lies in the people. Government offices at all levels must follow the 16 session of the plenum on strengthening the ruling ability construction of the party in order to improve the professional quality as the core, to strengthen capacity-building, picked up a pen to write, pen said, when anything can be done. To enhance the research capacity. Neither leaders nor the General staff, will continue to face the masses, face reality and society, doing the research work. Conditions permitting, are often grassroots, institutionalized, and perseverance. Investigation depth must not be superficial, also must have the breadth must not be biased. Through research, formed a quality, thoughtful, valuable research reports, improving the ability to analyze and solve practical 宏基世纪新城销售周期进度表 销售 计划 项目进度计划表范例计划下载计划下载计划下载课程教学计划下载 销售周期表 期组团 产品 套数 06.3 06.4 06.5 06.6 06.7 06.8 06.9 06.10 06.11 06.12 07.1 07.2 07.6 07.10 08.10 08.12 09.5 10.5 数 一 一组洋房 230 期 团 别墅 9 二组 洋房 129 团 洋房、 多层一55、31 各期 三组30, 团 洋房、 多层198 各 70, 二 625 期 三 737 期 图例: 为销售期 为预热期 implementation model. Pay special attention to prevent floating style, do something superficial, cosmetic, overcome the love of work, short of a name, one of the benefits of bad ideas. To strengthen the sense of dedication. Office in the work of the Government "nerve centre", task, and burden, busy with work, hard, tough and sometimes thankless. Come into the Office the door, will not name, not for profit, unsung hero willing; to stand up to all kinds of misunderstandings, disappointments and setbacks, inclusive of ups and downs; "any hard labor, difficult, pick is hard to pick of Dan" the spirit of love and dedication, and hard work. Second, capacity-building, top-notch performance. Office of theWork lies in the people. Government offices at all levels must follow the 16 session of the plenum on strengthening the ruling ability construction of the party in order to improve the professional quality as the core, to strengthen capacity-building, picked up a pen to write, pen said, when anything can be done. To enhance the research capacity. Neither leaders nor the General staff, will continue to face the masses, face reality and society, doing the research work. Conditions permitting, are often grassroots, institutionalized, and perseverance. Investigation depth must not be superficial, also must have the breadth must not be biased. Through research, formed a quality, thoughtful, valuable research reports, improving the ability to analyze and solve practical 根据以上销售周期及销售金额的预测，可以得出: 销售收入按上市时间安排预测 销售计划 资金回笼表(万元) 期组产品 套数 06.3 06.4 06.5 06.6 06.7 06.8 06.9 06.10 06.11 06.12 07.1 07.2 07.6 07.10 08.10 08.12 09.5 10.5 数 团 一一洋房 230 7700 期 组 团 别墅 9 1435 二 组洋房 129 4719 团 洋房、 一多层55、31 5876*30%+2642*30%=2556 期 各三30, 组洋房、团 多层198 5962 各 70, 二 625 18342 期 三 737 30691 期 合 预计06.5—07.1回笼资金为16410元。约为552套 计 implementation model. Pay special attention to prevent floating style, do something superficial, cosmetic, overcome the love of work, short of a name, one of the benefits of bad ideas. To strengthen the sense of dedication. Office in the work of the Government "nerve centre", task, and burden, busy with work, hard, tough and sometimes thankless. Come into the Office the door, will not name, not for profit, unsung hero willing; to stand up to all kinds of misunderstandings, disappointments and setbacks, inclusive of ups and downs; "any hard labor, difficult, pick is hard to pick of Dan" the spirit of love and dedication, and hard work. Second, capacity-building, top-notch performance. Office of theWork lies in the people. Government offices at all levels must follow the 16 session of the plenum on strengthening the ruling ability construction of the party in order to improve the professional quality as the core, to strengthen capacity-building, picked up a pen to write, pen said, when anything can be done. To enhance the research capacity. Neither leaders nor the General staff, will continue to face the masses, face reality and society, doing the research work. Conditions permitting, are often grassroots, institutionalized, and perseverance. Investigation depth must not be superficial, also must have the breadth must not be biased. Through research, formed a quality, thoughtful, valuable research reports, improving the ability to analyze and solve practical 第四部分、销售节奏及销售条件 销售时间安排 目的方向 营销措施 保障支持 节奏 准 2006年2月让消费者逐步了解项目，向市,进一步研究项目规划，推进工程开发，调整完,项目规划设计定稿 备 前 场宣布，宏基世纪新城计划推善项目定位、营销策略 ,工程动工 及 出，同时着手筹备销售物料。 ,广告、公关活动策划机构等外协单位落实，开,主广场、泛会所、中心轮廓景观土预 始介入开展工作 建部分开始 热 ,筹划和制作相关销售道具和销售物料 ,营销大纲确定 期 ,确定一、两块户外广告牌，适时制作发布 ,参加房交会，进行基本形象展示 06年2月 对市场进行试探，了解客户需,接受内部认购登记，并适时解筹 ,项目一期工程出形象。 —4月底 求和心理价位，收集市场对项,开始软性新闻炒作和营销 ,销售中心建设、装修完毕;13、14蓄 目的意见，并争对性的调整开,积累客户、试探市场、客户信息分析 号楼2套样板房交房 势 盘推广策略，为公开销售积累,价格测试、产品测试 ,看房通道基本开通 期 客户。 ,为项目营销推广寻找卖点 ,主会所、入口广场、泛会所、中心 ,内部认购产品销控 轮廓景观绿化、铺地等具备参观条件 ,项目推荐新闻发布会 准备工作 ,PR活动 ,基本销售物料到位 项目正式推出市场，以高歌猛,正式公开发售 ,具备销售法律文件和条件 implementation model. Pay special attention to prevent floating style, do something superficial, cosmetic, overcome the love of work, short of a name, one of the benefits of bad ideas. To strengthen the sense of dedication. Office in the work of the Government "nerve centre", task, and burden, busy with work, hard, tough and sometimes thankless. Come into the Office the door, will not name, not for profit, unsung hero willing; to stand up to all kinds of misunderstandings, disappointments and setbacks, inclusive of ups and downs; "any hard labor, difficult, pick is hard to pick of Dan" the spirit of love and dedication, and hard work. Second, capacity-building, top-notch performance. Office of theWork lies in the people. Government offices at all levels must follow the 16 session of the plenum on strengthening the ruling ability construction of the party in order to improve the professional quality as the core, to strengthen capacity-building, picked up a pen to write, pen said, when anything can be done. To enhance the research capacity. Neither leaders nor the General staff, will continue to face the masses, face reality and society, doing the research work. Conditions permitting, are often grassroots, institutionalized, and perseverance. Investigation depth must not be superficial, also must have the breadth must not be biased. Through research, formed a quality, thoughtful, valuable research reports, improving the ability to analyze and solve practical 06年5月 进的态势进入市场，消化内部,前期内部认购物业全面收尾 ,商业休闲中心、入口广场环境展强 ,8月 认购的积累客户和新增市场客,价格策略启动，销控单位推出，调整销售数量 示、销售中心、样板区起用 销 户实现多数单位的现实销售，,营销推广工作系统持续跟进，保持热销高温 ,工程形象良好 期 通过销控调整和价格调整策,制造市场热点，树立项目品牌形象和口碑，第,宣传推广工作按计划展开执行 略，营造项目热销增值的现象，二组团筹划推出 ,26、27中心岛屿别墅装修完毕、开 为后期产品积累客户。 ,开盘活动 始蓄势 ,PR活动(风筝节、春游等) 06年9月,一组团持续销售、二组团实现,基本结束首期物业 ,向市场宣布前期物业售磬;封盘， 07年3月 销售、三组团上市;一期产品,接受二期客户预登记 如有剩余暗推 强 已经基本销售完毕， 总结 初级经济法重点总结下载党员个人总结TXt高中句型全总结.doc高中句型全总结.doc理论力学知识点总结pdf 市场,继续市场形象延续与塑造 ,广告、媒体对二期产品强热推广 销 信息，调整后期产品开发，结,前期市场信息总结分析 ,部分楼栋竣工验收。 期 合现房实景寻找新卖点或对原,PR活动 ,二组团看房通道开放。 持 推广内容深度挖掘，为下期积,参加成都秋季房交会 ,商业休闲中心、入口广场、泛会所、续 累客户。 中心轮廓景观绿化景观开放，可供参 观 二期06年11月—利用一期效应，提升项目品质,运用各种力量，保持旺盛销售局面，强势推出,部分楼宇可现房参观 认购07年5月 形象，实现二期顺利销售，形二期 ,一组团内部环境准备，条件良好 促销 成好口碑。 ,举行新老业主PR活动(酒会、文艺晚会等)， 聚人气、塑口碑、做激励等。 implementation model. Pay special attention to prevent floating style, do something superficial, cosmetic, overcome the love of work, short of a name, one of the benefits of bad ideas. To strengthen the sense of dedication. Office in the work of the Government "nerve centre", task, and burden, busy with work, hard, tough and sometimes thankless. Come into the Office the door, will not name, not for profit, unsung hero willing; to stand up to all kinds of misunderstandings, disappointments and setbacks, inclusive of ups and downs; "any hard labor, difficult, pick is hard to pick of Dan" the spirit of love and dedication, and hard work. Second, capacity-building, top-notch performance. Office of theWork lies in the people. Government offices at all levels must follow the 16 session of the plenum on strengthening the ruling ability construction of the party in order to improve the professional quality as the core, to strengthen capacity-building, picked up a pen to write, pen said, when anything can be done. To enhance the research capacity. Neither leaders nor the General staff, will continue to face the masses, face reality and society, doing the research work. Conditions permitting, are often grassroots, institutionalized, and perseverance. Investigation depth must not be superficial, also must have the breadth must not be biased. Through research, formed a quality, thoughtful, valuable research reports, improving the ability to analyze and solve practical