纳帕澜郡二期销售计划32p.pptx

page,#,#,纳帕澜郡二期销售方案,纳帕澜郡营销部,2012-6-25,一期所剩房源推售思路,一、一期销售状况,我司上半年完成销售情况,2012,年,2,月,1,日,-2012,年,6,月,24,日,1#,2,#,3,#,5#,7#,6#,8#,一期开盘楼座：,1#,、,2#,、,3#,成交套数,合计,总销售面积,总销售金额,(,万元,),均价（元）,1,号楼,2,号楼,3,号楼,签约,18,23,2,43,3352.05,4511,13458,认购未换签,37,14,1,52,4403.12,5748,13053,合计,55,37,3,95,7755.17,10259,13228,1,号楼,单元,一单元,二单元,三单元,楼层房号,01,02,03,01,02,03,01,02,03,04,101.9,68.5,90.76,90.67,68.5,101.9,106.9,68.54,68.54,107.3,总价,总价,总价,总价,总价,总价,总价,总价,总价,总价,15,1374937,945437,1238647,1223410,945437,1374937,1442672,945989,945989,1447799,14,1391730,0,0,0,956726,1391730,1460292,957284,957284,1465482,13,1383333,951081,0,0,951081,1383333,1451482,951637,0,1456640,12,1374937,0,1238647,0,0,1374937,1442672,945989,945989,1447799,11,1366540,0,1231168,0,0,1366540,1433861,940341,940341,1438957,10,0,0,0,0,0,1358144,1425051,934694,934694,1430116,9,0,0,0,0,0,1349747,1416241,929046,0,1421274,8,0,0,1208733,0,922859,1341350,1407431,923398,923398,0,7,1332954,0,0,0,0,1332954,1398621,917751,917751,1403591,6,1329805,0,0,0,0,0,1395317,0,915633,1400276,5,1326656,0,1195645,0,0,0,1392013,913515,913515,1396960,4,1323508,910865,1192841,0,910865,1323508,1388709,911397,911397,1393645,3,1320359,0,1190036,0,0,1320359,1377501,900921,900921,1382425,2,1317210,0,1187232,1172046,906632,1317210,1374216,898823,898823,0,已签约,认购未签约,未认购,0,3,强,6,房号 类别,一单元,合计,二单元,合计,三单元,合计,01,02,03,01,02,03,01,02,03,04,可售套数,4,0,0,4,0,1,4,5,13,12,10,12,47,面积,407.6,0,0,407.6,0,68.5,407.6,476.1,1389.35,821.85,684.77,1286.99,4182.96,金额,5476656,0,0,5476656,0,922859,5439921,6362781,18431861,11171962,9291280,17084965,55980068,1#,楼总合计,56,5066.66,67819505,1,号楼,1,、,2,单元剩余,9,套，,68,平米,1,套，,101,平米,8,套；,68,平米、,90,平米市场认可度高，出货速度快；,3,单元剩余房源,47,套，户型为,68,平米和,107,平米，现阶段销控；,从之前销售状况来看，小户型出货迅速，,107,平米是项目销售的难点,二,、一期,所,剩房源,1,号楼,2,号楼,单元,二单元,三单元,楼层房号,01,02,03,04,01,02,03,04,107.92,98.94,68.94,107.46,61.47,60.78,60.78,61.24,总价,总价,总价,总价,总价,总价,总价,总价,15,1456165,951510,951510,1449958,0,0,0,0,14,1473950,962871,962871,1467667,0,817600,817600,811173,13,1465057,0,957191,1458812,0,0,0,0,12,1456165,0,0,1449958,0,0,0,0,11,0,0,0,1441103,10,0,0,940149,1432248,9,0,0,934468,1423394,8,1420594,0,0,1414539,7,1411702,0,923107,1405684,6,1408367,0,0,1402364,5,1405032,0,918846,1399043,4,1401697,0,0,0,3,1390459,0,0,0,2,0,904117,0,0,2,号楼可售房源情况表,房号 类别,二单元,合计,三单元,合计,01,02,03,04,01,02,03,04,可售套数,8,0,1,11,20,0,0,0,0,0,面积,863.36,0,68.94,1182.06,2114.36,0,0,0,0,0,金额,11497031,0,923107,15744771,28164908,0,0,0,0,0,2#,楼总合计,20,2114.36,28164908,已签约,认购未签约,未认购,0,2,号楼,68,平米已预留；,所,剩,19,套可售房源全部为,107,平米三居。,二,、一期,所,剩房源,2,号楼,二,、一期,所,剩房源,3,号楼,单元,一单元,二单元,楼层房号,01,02,03,01,02,03,121.02,90.67,121.8,121.8,90.67,121.02,总价,总价,总价,总价,总价,总价,14,1764568,1355045,1794942,1794942,1355045,1764568,13,1784706,1370133,1815210,0,1370133,1784706,12,1774637,1362589,1805076,1805076,0,1774637,11,1764568,1355045,1794942,1794942,1355045,1764568,10,1754500,1347501,1784808,0,1347501,1754500,9,1744431,0,1774675,0,0,1744431,8,1734362,1332414,1764541,1764541,0,1734362,7,1724293,1324870,1754407,0,1324870,1724293,6,1720517,1322041,1750607,1750607,1322041,1720517,5,1716741,0,1746807,1746807,1319212,1716741,4,1712965,0,1743007,1743007,1316383,1712965,3,1709190,1313554,1739207,1739207,1313554,1709190,3,号楼可售房源情况表,房号 类别,一单元,合计,二单元,合计,01,02,03,01,02,03,可售套数,12,9,12,33,8,8,12,28,面积,1452.24,816.03,1461.6,3729.87,974.4,725.36,1452.24,3152,金额,20905479,12083192,21268229,54256900,14139129,10701744,20905479,45746351,3#,楼总合计,61,6881.87,100003251,已签约,认购未签约,未认购,0,3,号楼作为整个项目的标杆，撑起形象，挤压其余楼座，暂不作为主推方向,；,3,号楼,121,平米两居形式，市场认可度低，现支撑形象，后期可在户型进行整改，二居改三居进行出售,二,期推售思路,准备金利率调整,一、近期,政策面解读,存款准备金率历次调整一览表,次数,时间,调整前,调整后,调整幅度,(,单位：百分点,),45,2012,年,5,月,18,日,(,大型金融机构,)20.50%,20%,0.5,(,中小金融机构,)17.00%,16.50%,0.5,44,2012,年,2,月,24,日,(,大型金融机构,)21.00%,20.50%,0.5,(,中小金融机构,)17.50%,17.00%,0.5,43,2011,年,12,月,5,日,(,大型金融机构,)21.50%,21.00%,0.5,(,中小金融机构,)18.00%,17.50%,0.5,42,2011,年,6,月,20,日,(,大型金融机构,)21.00%,21.50%,0.5,(,中小金融机构,)17.50%,18.00%,0.5,41,2011,年,5,月,18,日,(,大型金融机构,)20.50%,21.00%,0.5,(,中小金融机构,)17.00%,17.50%,0.5,40,2011,年,4,月,21,日,(,大型金融机构,)20.00%,20.50%,0.5,(,中小金融机构,)16.50%,17.00%,0.5,39,2011,年,3,月,25,日,(,大型金融机构,)19.50%,20.00%,0.5,(,中小金融机构,)16.00%,16.50%,0.5,38,2011,年,2,月,24,日,(,大型金融机构,)19.00%,19.50%,0.5,(,中小金融机构,)15.50%,16.00%,0.5,37,2011,年,1,月,20,日,(,大型金融机构,)18.50%,19.00%,0.5,(,中小金融机构,)15.00%,15.50%,0.5,存款准备金下调，支撑楼市成交量，根据,2012,年,4,月末，人民币存款余额,84.23,万亿元总量计算，此次央行将一次性释放约,4200,亿元资金。在以“自住需求”为主的市场背景下，“降准”之后基本上为楼市“刺激刚需”的“差别化”政策出台及执行创造了市场条件。,政策层面：准备金二次调整，银行信贷资金放水，购房信贷总量宽松成为近期成交放量的基础。,银行,首套房利率优惠,贷款人资质决定利率优惠幅度,中国银行,8.5,折,北京分行：根据客户的征信记录、收入、综合资信等多方面对首套房贷进行逐笔定价，一般来说为基准利率，优质客户最低可下浮,15%,。,农业银行,8.5,折,北京分行：根据客户的资信情况、风险状况可以有一定的利率优惠，对于少数资质优良的贵宾客户最低能够执行首套房,8.5,折的优惠，首付比例依旧为三成。,邮储银行,8.5,折,北京分行：积极支持国家政策，重点支持以自住需求为主的首套房贷款客户，对征信记录非常好的、无不良记录的客户最低首套房贷利率可以下浮,15%,。,招商银行,8.5,折,北京分行：如果申请贷款的客户资质较好，比如个人收入和实际税单相匹配、提供的资料真实可靠，或者其购买的楼盘为银行合作项目，则可给予,8.5,折房贷利率的优惠。,北京银行,8.5,折,只针对部分优质客户才能给予最低,8.5,折的优惠利率。,浦发银行,8.5,折,北京分行：个人首套房贷最高优惠可以达到,8.5,折，条件较为宽松。,花旗银行,8.5,折,根据房源是否为新房、贷款总额以及申请年限来综合判断，申请下来该优惠并不是很容易。如果申请贷款的客户资质较好，或者其购买的楼盘为银行合作项目，可以享受,8.5,折优惠。,汇丰银行,8.5,折,只要是,100,万以上的人民币住房按揭贷款，均可以执行,8.5,折利率优惠；,100,万以下的，则可能要参考客户的资信水平，但是一般而言也都是可以最低打到,8.5,折。,准备金利率调整,一、近期,政策面解读,北京多家银行首套房贷利率,8.5,折，首套房贷,8.5,折利率优惠的逐步普及，有利于购房意愿的继续回升，以及市场的持续健康回暖,。,建行和工行均没有参与,。,对首套置业的优惠力度加大，进一步刺激刚需客户出手，分抢这批刚需客群将成为主流,购房利率优惠折扣的再现，购房成本的减少，也是推动这次放量上涨的关键因素。,政策层面：各地的政策微调动作频频，为市场回暖提供了一定的心理预期，但从北京层面上看，后期政策的波动不会太大，微调层面对市场影响有限。,目前全国已有,33,个地方政府尝试了楼市政策微调，内容分别涉及限购、土地出让、普通住宅标准、税费优惠以及购房补贴等。其中除,5,个城市因触及限购“红线”而被叫停外，其余,28,个城市均获得了默许。凡是涉及“放开购房资格”以及“扩大购买力范围”的政策全部被叫停，涉及部分补贴和信贷放宽的则被允许施行。“不违背限购原则”，也因此成了业内公认的微调“红线”。,调整公积金贷款首付及上限,解读：公积金新政被疑“曲线救市”但全部闯关成功,代表城市：重庆、南京、吉林、合肥、沈阳、厦门、滨州、蚌埠、克拉玛依、济南、信阳、呼和浩特、南昌、郑州、武汉,购房补贴,解读：芜湖被叫停扬州“保刚需”旗帜鲜明获通过。,代表城市：芜湖、扬州、杭州、重庆。,购房补贴,解读：触及政策“红线”皆成“短命政策”,代表城市：佛山、成都、上海。,减免购房契税或退税,解读：对房价影响不大,代表城市：马鞍山、上海、北京、武汉。,各地方政策,一、近期,政策面解读,利好政策直接指向首套房客户，而其中刚需比例非常高，直接反应在外围郊区项目将有一场分抢这批刚需客群的大战。,2012,年上半年住宅销售情况,二,、近期市场分析,行政区,数量,面积,(,万,),比例,(,套,),东城区,74,1.5,0.20%,西城区,68,0.84,0.18%,崇文区,162,2.11,0.43%,宣武区,309,4.18,0.82%,朝阳区,8348,89.15,22.08%,海淀区,2547,26.71,6.74%,丰台区,1838,17.96,4.86%,石景山区,130,1.44,0.34%,大兴区,5973,66.92,15.80%,通州区,4060,39.61,10.74%,昌平区,5193,47.59,13.73%,顺义区,3070,32.93,8.12%,房山区,3387,31.55,8.96%,门头沟区,131,1.69,0.35%,平谷区,24,0.27,0.06%,怀柔区,319,3.83,0.84%,密云县,1739,16.07,4.60%,延庆县,440,4.18,1.16%,合计,37812,388.54,100.00%,各行政区成交特征,成交量特征分布图,2012,上半年，昌平区住宅成交面积达,47.59,万平方米，位于各区县第三位；,成交量最大的区域依次是：朝阳、大兴、昌平、通州、顺义、门头沟，外围区县是拉动成交的主要力量；,环线,数量,面积,(,万,),比例,(,套,),成交均价,二环以内,140,2.32,0.37%,48585,二、三环之间,824,11.08,2.18%,37436,三、四环之间,3041,32,8.04%,30791,四、五环之间,3416,42.15,9.03%,29224,五、六环之间,22008,214.27,58.20%,18426,六环以外,8383,86.71,22.17%,11220,合计,37812,388.54,100.00%,19730,2012,年上半年住宅销售情况,二,、近期市场表现,从环线分布上看，五环、六环之间是成交量的主力，占北京市成交比例（套数）的,58.20%,，成交均价为,18426,元,/,平米；,六,环外是仅次于五、六环之间最火的区域，成交比例（占,22.17%,），成交均价,11220,元,/,平米；,环线间市场表现,成交均价,数量,面积,(,万,),比例,(,套,),6000,以下,1848,16.78,4.89%,60008000,546,5.49,1.44%,800012000,4508,45.29,11.92%,1200016000,12429,111.99,32.87%,1600020000,7218,73.26,19.09%,2000030000,6421,69.59,16.98%,30000,以上,4842,66.14,12.81%,合计,37812,388.54,100.00%,各成交均价市场表现,2012,上半年，成交均价在,12000-16000,之间，成交量（面积）最大，其原因是五环,-,六环批量成交带动；,2012,年上半年住宅销售情况,二,、近期市场表现,由北京上半年市场表现可以看出：,二,、近期市场表现,小结,市场呈现回暖趋势，成交量逐步上升；,昌平区市场向好，成交明显回暖；,12000,元,/,平米,-16000,元,/,平米是主力成交价格区间，成交量最大，市场认可度高；,五,环到,六,环外是成交的主要区域，呈现在售项目多，成交量高的特点,由本案成交客户特点及其他项目表现可以看出：,本,案客群以刚需为主力，大多对价格敏感；,换六,环项目客群呈现相似特征，对区位不敏感，对价格敏感；,12000,元,/,平米,-16000,元,/,平米是主力成交价格区间，成交量最大，市场认可度高；,环六环项目价格是刚需客群可以接受的价格区间；,随着市场回暖，环六环项目将为抢夺刚需客群展开激烈竞争。,三、二期产品情况,二期产品概况,楼栋,5-8,号楼,总面积,31,975.60,总套数,296,套,1#,2#,3#,5#,7#,6#,8#,一期开盘楼座：,5#,、,6#,、,7#,、,8#,二,期,120,平米,-140,平米的三居占到较大比例；,这,部分产品对刚需客户有一定接受难度；,项目成交情况来看，大面积销售难度大，二期户型单户面积更大，恐遇更大阻力,这一,面积区间与周边竞争项目面积更接近，恐被分流，以金色漫香苑为例，面积区间接近，存在一定竞争,6,号楼,单元号,1,单元,2,单元,层数 户型,01,02,01,02,03,居室,3,居,3,居,3,居,1,居,2,居,14,138.99,139.80,116.34,74.79,115.01,13,138.99,139.80,116.34,74.79,115.01,12,138.99,139.80,116.34,74.79,115.01,11,138.99,139.80,116.34,74.79,115.01,10,138.99,139.80,116.34,74.79,115.01,9,138.99,139.80,116.34,74.79,115.01,8,138.99,139.80,116.34,74.79,115.01,7,138.99,139.80,116.34,74.79,115.01,6,138.99,139.80,116.34,74.79,115.01,5,138.99,139.80,116.34,74.79,115.01,4,138.99,139.80,116.34,74.79,115.01,3,138.99,139.80,116.34,74.79,115.01,2,138.99,139.80,116.34,74.79,115.01,1,138.99,139.80,116.34,74.79,115.01,户型套数,14,14,14,14,14,户型面积,1,945.86,1,957.20,1,628.76,1,047.06,1,610.14,单元套数,28,42,单元面积,3,903.06,4,285.96,总套数,70,套,总面积,8,189.02,平米,5,号,楼,单元号,1,单元,2,单元,层数 户型,01,02,01,02,03,居室,3,居,3,居,3,居,1,居,2,居,14,139.00,139.81,116.35,74.79,115.02,13,139.00,139.81,116.35,74.79,115.02,12,139.00,139.81,116.35,74.79,115.02,11,139.00,139.81,116.35,74.79,115.02,10,139.00,139.81,116.35,74.79,115.02,9,139.00,139.81,116.35,74.79,115.02,8,139.00,139.81,116.35,74.79,115.02,7,139.00,139.81,116.35,74.79,115.02,6,139.00,139.81,116.35,74.79,115.02,5,139.00,139.81,116.35,74.79,115.02,4,139.00,139.81,116.35,74.79,115.02,3,139.00,139.81,116.35,74.79,115.02,2,139.00,139.81,116.35,74.79,115.02,1,139.00,139.81,116.35,74.79,115.02,户型套数,14,14,14,14,14,户型面积,1,946.00,1,957.34,1,628.90,1,047.06,1,610.28,单元套数,28,42,单元面积,3,903.34,4,286.24,总套数,70,套,总面积,8,189.58,平米,三、二期产品情况,二期产品面积,8,号楼,单元号,1,单元,2,单元,层数 户型,01,02,03,01,02,03,居室,3,居,1,居,2,居,2,居,1,居,3,居,15,101.09,101.09,14,100.40,67.50,89.43,89.43,67.50,100.40,13,100.40,67.50,89.43,89.43,67.50,100.40,12,100.40,67.50,89.43,89.43,67.50,100.40,11,100.40,67.50,89.43,89.43,67.50,100.40,10,100.40,67.50,89.43,89.43,67.50,100.40,9,100.40,67.50,89.43,89.43,67.50,100.40,8,100.40,67.50,89.43,89.43,67.50,100.40,7,100.40,67.50,89.43,89.43,67.50,100.40,6,100.40,67.50,89.43,89.43,67.50,100.40,5,100.40,67.50,89.43,89.43,67.50,100.40,4,100.40,67.50,89.43,89.43,67.50,100.40,3,100.40,67.50,89.43,89.43,67.50,100.40,2,100.40,67.50,89.43,89.43,67.50,100.40,1,100.40,67.50,89.43,89.43,67.50,100.40,户型套数,15,14,14,15,14,14,户型面积,1,506.69,945.00,1,252.02,1,353.11,945.00,1,405.60,单元套数,43,43,单元面积,3,703.71,3,703.71,总套数,86,套,总面积,7,407.42,平米,三、二期产品情况,二期产品面积,7,号楼,单元号,1,单元,2,单元,层数 户型,01,02,01,02,03,居室,3,居,3,居,3,居,1,居,2,居,14,139.00,139.81,116.35,74.79,115.02,13,139.00,139.81,116.35,74.79,115.02,12,139.00,139.81,116.35,74.79,115.02,11,139.00,139.81,116.35,74.79,115.02,10,139.00,139.81,116.35,74.79,115.02,9,139.00,139.81,116.35,74.79,115.02,8,139.00,139.81,116.35,74.79,115.02,7,139.00,139.81,116.35,74.79,115.02,6,139.00,139.81,116.35,74.79,115.02,5,139.00,139.81,116.35,74.79,115.02,4,139.00,139.81,116.35,74.79,115.02,3,139.00,139.81,116.35,74.79,115.02,2,139.00,139.81,116.35,74.79,115.02,1,139.00,139.81,116.35,74.79,115.02,户型套数,14,14,14,14,14,户型面积,1,946.00,1,957.34,1,628.90,1,047.06,1,610.28,单元套数,28,42,单元面积,3,903.34,4,286.24,总套数,70,套,总面积,8,189.58,平米,三、竞品项目,金色漫香苑,建筑类别,住宅,楼层状况,6,层,-8,层,占地面积,19.6,万,建筑面积,28,万,总体绿化率,35%,供应量,1320,套,开发商,金融街控股,物业公司,北京金融街住宅物业管理有限责任公司,物业费,2.8,元,/,平方米,/,月,物业地址,昌平 北七家镇北亚花园东侧,容积率,1.5,首次开盘时间,2011,年,9,月,10,日,入住时间,2013,年,5,月,户型特点,二居,100,三居,130,-140,20,基础数据,项目整体规划,总共,23,栋楼，,1320,套，,6,至,8,层电梯洋房：层高,2.9,米，一梯两户。,建筑风格,英式花园洋房,外立面特点,涂料，局部文化石，部分铁艺装饰,园林特点,一轴三带多重景观节点,景观特点,分为中心林荫大道景观轴、漫坡绿谷景观带、盛花香径景观带、宅间景观带和多个景观节点,配套：,物美超市，另有奥北宝迪酒店、北京银行、肯德基在项目附近。,项目特点,价格段,签约数量,签约面积,签约均价,签约总金额,1200013000,3,736.37,12812,943,万元,1300014000,2,542.33,13762,746,万元,1400015000,1,129.86,14999,195,万元,1500016000,22,3197.89,15712,5024,万元,1600017000,131,17485.86,16408,2.87,亿元,1700018000,31,3941.57,17267,6806,万元,1800019000,2,183.62,18395,338,万元,1900020000,1,90.71,19016,172,万元,签约情况,三、竞品项目,金色漫香苑,户型总览,面积,数量,供应面积,(,万,),比例,5090,170,1.17,29.31%,90120,278,2.88,47.93%,120150,132,1.75,22.76%,合计,580,5.8,100.00%,三、竞品项目,金色漫香苑,VS,纳帕澜郡,成交总览,三、竞品项目,金色漫香苑,VS,纳帕澜郡,存量总览,三、竞品项目,金色漫香苑,VS,纳帕澜郡,宗地名称,北京市昌平区小汤山镇居住、多功能用地（配建公共租赁住房）国有建设用地使用权出让招标公告,公告时间,2010-6-24,交易方式,招标,开发程度,三通一平,交易文件编号,京土整储招（昌）,2010067,号,建设用地面积,2.81,万,代征地面积,0.21,万,规划建筑面积,7.03,万,容积率,2.5,用地性质,居住、商业金融用地,联系电话,64409500,成交价,(,万元,),33750.24,公告文件,暂没有文件,竞得人,北京翰宏基业房地产开发有限公司,成交时间,2010,年,7,月,30,日,楼面地价,4800,元,/,平米,溢价率,-,地理位置,行政区,昌平区,区域,近郊区,环线位置,六环以外,宗地地址,昌平区小汤山镇,宗地名称,昌平区北七家工业区配套住宅项目用地（配建中小套型普通商品住房）,公告时间,2010-4-16,交易方式,招标,开发程度,七通一平,交易文件编号,京土整储招（昌）,2010044,号,建设用地面积,15.65,万,代征地面积,3.95,万,规划建筑面积,23.47,万,容积率,1.5,用地性质,二类居住用地,联系电话,64409500 64409526,成交价,(,万元,),180733,公告文件,挂牌交易公告,.,doc（33.5KB）,竞得人,金融街控股股份有限公司,成交时间,2010,年,5,月,18,日,楼面地价,7700,元,/,平米,溢价率,-,地理位置,行政区,昌平区,区域,近郊区,环线位置,六环以外,宗地地址,昌平区北七家镇八仙庄村西,三、竞品项目,金色漫香苑,VS,纳帕澜郡,总体对比,四、二期定价,市场竞争项目作静态比较，优劣势分析比较评分，最终得出本项目均价,。,1,）根据项目的定价因素进行评分。,2,）根据与本项目同质化程度、竞争关系进行权重分配,。,3,）根据区域关注度进行权重分配。,4,）换六环项目权重分配。,1,、项目定价说明,比对项目：金色漫香苑、金隅万科城、保利罗兰香谷、鲁能,7,号院,影响价格体系因素成对比较法确定权重,27,项目定价推导,四、二期定价,打分指标,权重（,%,）,金色漫香苑,金隅万科城,保利罗兰香谷,鲁能,7,号院,打分,权重得分,打分,权重得分,打分,权重得分,打分,权重得分,片区价值,20,片区地位,15,0.75,0.1125,1.1,0.165,0.9,0.135,1.1,0.165,升值前景,5,0.7,0.035,0.85,0.0425,0.9,0.045,0.9,0.045,地块价值,35,环境与自然景观,20,0.75,0.15,0.95,0.19,1,0.2,0.7,0.14,交通便利性,15,0.8,0.12,1.1,0.165,0.8,0.12,1.1,0.165,本体价值,35,物业形态,5,0.65,0.0325,1,0.05,0.9,0.045,0.8,0.04,社区规模（配套、成熟度）,6,0.65,0.039,0.9,0.054,0.85,0.051,0.75,0.045,户型设计,5,1,0.05,1.2,0.06,1,0.05,1,0.05,产权类型,6,1,0.06,1,0.06,0.9,0.054,1,0.06,建材与设备设施,3,0.95,0.0285,1.1,0.033,1,0.03,1,0.03,社区氛围营造,10,0.6,0.06,1,0.1,0.9,0.09,0.6,0.06,项目附加值,10,开发商品牌,5,0.95,0.0475,1,0.05,1,0.05,0.9,0.045,项目市场形象,5,0.65,0.0325,0.9,0.045,0.7,0.035,0.7,0.035,合计,100,0.7675,1.0145,0.757,0.88,对比得分,1.7675,2.0145,1.757,1.88,1,、修正后的价格,各项目得分,本案得分,=,针对各项目本案的推算,价格,2,、针对各项目本案推算价,各项目权重比例,=,本案各部分,价格,3,、对各部分价格叠加，得到最终的项目价格,项目名称,实收均价,对比得分,折算价格,权重,权重均价,金色漫香苑,16500,0.7675,12663.75,50%,6331.875,金隅万科城,12509,1.0145,12690.3805,12%,1522.84566,保利罗兰香谷,16992,0.757,12862.944,20%,2572.5888,鲁能,7,号院,10500,0.88,9240,18,%,1663.2,比价标准,100%,12090.50946,由此推算项目均价为：,12091,元,/,平米,项目定价推导,四、二期定价,推售节奏,四、二期定价,1#,2#,3#,5#,7#,6#,8#,总思路：,利用已形成的市场声音，继续树立,3,号楼为楼王，挤压其他楼座出货；,利用当前,良好的市场,氛围，推广与价格杠杆并行蓄客，趸开楼座，制造热销氛围；,推售顺序：,8,号楼,-7,号楼,-6,号楼,-5,号楼,推,售思路：,优先出售位置相对不好楼座，品质相对好的楼座以升级形象，创造,更,大利润空间；,低价入市，吸引广泛客群关注与市场目光；,利用热销效果，推动项目逐步升级，完成后期销售,7,月,8,月,9,月,10,月,11,月,12,月,8,号楼,7,号楼,6,号楼,5,号楼,一期入住,共建项目入市,推广思路,五、二期推售策略,在,2012,年上半年推广,铺垫基础上,，下半年年,推广的主方向围绕,“养生核心区,-,北京温泉,公,寓”,宣传落地，配合四次销售节点的推盘计划,，结合一期入住，可见优势，逐一,渗透和升级,，完成全年销售任务。,总,思,路,事件渗透：,一期入住、共建项目入市，逐步扩大口碑传播；,活动主线：,结合事件，组织高频次暖,场活动,，制造现场卖压；,直效推广：,利用户外、网络、短,信、巡展等,直效媒体进行客户量蓄积；,线下推广,：,逐步升级销售现场环境，结合项目可见优势，提升品质感和客户认可度。,推广思路总图,五、二期推售策略,7,月,8,月,9,月,10,月,11,月,12,月,节点事件,8,号楼开盘,7,号楼开盘,6,号楼开盘,5,号楼开盘,一期入住,公建项目入市,销售节奏,蓄客,开盘,顺销、蓄客,开盘,顺销蓄客,开盘,办理入住,顺销、蓄客,开盘,强销、冲刺,阶段主题,二期即将入市，项目最优位置,开盘热销，加推特惠楼座,开盘热销，加推楼座,温泉公寓，现场体验,一期成功交房；仅有共建不限购,亲情回馈，项目收官大作,项目年底冲刺特惠,价格策略,形象先行，表价出售,二期低价入市,回归表价，形象推广,折扣开盘吸引,回归表价，形象推广,折扣开盘吸引,回归表价，形象推广,小户型高价带动,折扣清盘,现场活动,集中认购,集中认购,客户保养活动、温泉体验,集中认购,集中认购,圣诞主题活动,推广执行,户外,售楼处围挡、垂幅；阶段性路牌投放,线上,网络环境定期监控；开盘前主流媒体投放；节点事件软文推广,持续投放，每周保证,40,万投放量，节点事件前加大投放,短信,持续投放增大影响，由近至远逐步铺面；天通苑、上地、中关村、未来科技城周边,直投巡展夹报,THANKS,