目錄前言一、周邊樓盤價格調(diào)查1.價格調(diào)查匯總2.說明3.一次評估與加權(quán)二、天泰馥香谷與調(diào)查樓盤評估

1.樹圖解析與權(quán)重系數(shù)計算

1.1天泰馥香谷感謝閱讀1.2銀都景園1.3金帝山莊1.4頤景園1.5名仕花園1.6錦園1.7千禧龍苑1.8蔚蘭海岸1.9新貴都1.10綠島花園1.11礦泉花園三、評估與價格修正

1.修正公式2.修正過程3.修正結(jié)果精品文檔放心下載四、天泰馥香谷價格定位建議

五、價格策略與執(zhí)行方案

1、價格策略謝謝閱讀1.1價格是消費者購房最敏感因素1.2戶型統(tǒng)計與總價分析1.3發(fā)揮差價原則2、執(zhí)行方案2.1單元評估2.2樓層評估2.3樓層差價率與差價系數(shù)2.4各單元平均價計算2.5價格明細(xì)表六、價格執(zhí)行反饋控制系統(tǒng)附表1：開盤期首推戶型價格明細(xì)表1價格是公司效益與客戶之間的一座橋梁高了，能走過這座橋的人就少——沒有市場低了，公司損失利潤——沒有效益如何在兩者之間達(dá)到一種平衡如何讓我們的樓盤即叫好又叫座這永遠(yuǎn)是我們解析的重心……2第二部分：天泰馥香谷項目價格策略與執(zhí)行方案一、周邊樓盤價格調(diào)查1、價格調(diào)查匯總單位統(tǒng)計最高最低平均折實均價面積標(biāo)價標(biāo)價標(biāo)價備注M2元/M2元/M2元/M2元/M200%98折0感謝閱讀頤景園00感謝閱讀97折98折感謝閱讀錦園97折0精品文檔放心下載97折98折謝謝閱讀折折感謝閱讀新貴都98折0謝謝閱讀00感謝閱讀96折0感謝閱讀2、說明◆11月6日—11月10日在天泰同仁的配合下，我們對青島市樓市進(jìn)行了感謝閱讀廣泛調(diào)查，本表只是調(diào)查中的幾個重點樓盤。◆修正均價主要根據(jù)統(tǒng)計面積所占比例、銷售時間、實際成交時大都再給精品文檔放心下載優(yōu)惠、大多數(shù)采用按揭付款方式等因素?！魠⒄諛潜P以周邊可比性樓盤為主，兼顧其他區(qū)域樓盤。33、一次評估與加權(quán)(平均分)樓盤評估項銀都景園金帝山莊名仕花園錦園千禧龍苑蔚蘭海岸綠島花園礦泉花園區(qū)域地段9.07.857.6259.08.307.1259.08.4758.758.507.625感謝閱讀周邊社區(qū)7.657.97.807.47.307.257.69.1259.0258.3257.60謝謝閱讀交通條件7.47.507.657.157.457.457.659.359.758.307.65謝謝閱讀7.508.5757.858.1758.0258.058.207.807.7758.008.50感謝閱讀營銷水平8.459.008.0258.1758.007.7256.5759.1259.2258.756.325精品文檔放心下載9.1258.4757.707.8259.008.2758.757.907.108.3759.50謝謝閱讀9.1758.1257.457.6757.407.657.5758.7258.407.6759.45感謝閱讀8.808.657.8757.707.658.307.4258.908.6258.0759.00感謝閱讀9.009.057.357.6757.357.757.708.708.4257.959.60精品文檔放心下載物業(yè)管理水平9.008.607.308.007.207.807.1258.658.6258.2259.20精品文檔放心下載合計76.62578.77577.67577.37577.6086.7582.175謝謝閱讀（加權(quán)分）評估項樓盤銀都景園金帝山莊名仕花園錦園千禧龍苑蔚蘭海岸綠島花園礦泉花園加權(quán)評估0.370.350.470.060.120.860.83精品文檔放心下載加權(quán)因素2、評估加權(quán)：（1）H=馥香谷=8.1662+0.80=8.9662謝謝閱讀（2）加權(quán)修正：銀都花園=H1=8.5914+0.55=8.9451精品文檔放心下載4金帝=H2=8.3951+0.55=8.9451頤景園=H3=7.6108+0.37=7.9808精品文檔放心下載名仕花園=H4=8.00968+0.35=8.35968謝謝閱讀錦園=H5=7.7488+0.47=8.1688千禧龍苑=H6=7.7048+0.06=7.7108謝謝閱讀蔚蘭海岸=H7=7.8022+0.12=7.9222謝謝閱讀新貴都=H8=8.6312+0.86=9.4912感謝閱讀綠島花園=H9=8.5511+0.85=9.4011精品文檔放心下載礦泉花園=H10=8.2217+0.83=9.5017謝謝閱讀三、評估與價格修正1、修正公式天泰馥香谷評估得分比較樓盤評估得分*比較樓盤均價2、修正過程銀都花園：8.9662*4644=4545.008.94518.99628.9451金帝山莊：*4482=4493.008.96627.9808頤景園：*3820=4292.008.9662名仕花園：8.35968*4410=4730.008.96628.1688錦*4850=5323.008.96627.9108千禧龍苑：*4694=4990.008.96627.9222蔚蘭海岸：*4409=4990.0058.96629.4912新貴都：*4262=4026.008.96629.0517綠島花園：*4550=4338.008.96629.0517礦泉花園：*6854.00=6789.003、修正結(jié)果4545.00+4493.00+4292.00+4730.00+5323.00+4990.00+4990.00+4026.00+4338.00+6789.00感謝閱讀10=4851.60即：天泰馥香谷市場已然形成并且能夠接受的平均價格是：4850元/平方感謝閱讀米四、天泰馥香谷價格定位建議天泰馥香谷平均價格應(yīng)是：4850元/平方米，正負(fù)出入不宜超過200元。謝謝閱讀為配合分批銷售和低開高走的價格策略，第一批提出價格定位如下：感謝閱讀平均價格：4700～4900元/平方米；本案設(shè)定均價：4800元/平方米(如賣精裝修房每平米加價1000.00元)；謝謝閱讀最低價與最高價差設(shè)計幅度：3980～61800元/平方米(如賣精裝修房每平精品文檔放心下載米加價1000.00元)。本案設(shè)計的是銷售實價，銷售價格表將根據(jù)付款方式上浮后再折回。謝謝閱讀五、定價策略與執(zhí)行方案（一）定價策略61、價格是消費者購房最敏感因素精品文檔放心下載低直接左右著項目的銷售業(yè)績，制定合理的銷售價格必須是慎重研究的。針對謝謝閱讀青島房地產(chǎn)市場的價格現(xiàn)狀，我們此次采用的定價技巧，一方面是針對同行的謝謝閱讀競爭，另一方面則是在對我們的目標(biāo)客戶群。在采用了1）競爭價格評估；2）感謝閱讀萃辰樹圖；3）成本利潤法；4）差價設(shè)計法。四種方法結(jié)合，我們得出了上述謝謝閱讀價格（均價）定位，并建議分批推出樓盤。2、戶型統(tǒng)計與總價分析1）面積分類：共175種，最小面積101.50平方米，最大面積288平方米。謝謝閱讀2）戶型分類：二房二廳二衛(wèi)、三房二廳一衛(wèi)、三房二廳二衛(wèi)、四房二廳三感謝閱讀衛(wèi)復(fù)式、錯層、標(biāo)準(zhǔn)層共8種。3）面積階段分類：101-150平方米共148套謝謝閱讀150-180平方米共20套180-280平方米共140套合計308套。200平米以上的大戶型占的比例還是很大的，感謝閱讀這就關(guān)系到一個總價問題，也就是說要有100多套房子總價在100萬以上。目感謝閱讀前天泰馥香谷已售出60套，合計銷售面積9252.90m2，已完成17.80%，其中精品文檔放心下載200m2以上復(fù)式套型占28%左右，100多平米的套型占72%，由此看出大戶型精品文檔放心下載由于總價門檻過高，還是存在銷售壁壘的。根據(jù)這種銷售情況我們建議12月20日開盤時推出80008感謝閱讀棟1單元：1113.202（已售面積128.40m2棟5單元：1283.70m2；1棟3精品文檔放心下載單元：1208.40m2（已售面積139.7m2棟2單元：1227m2；3棟1單元：感謝閱讀1338.60m2；3棟2單元：1465m2,但如預(yù)定情況非?；鸨?也可全面推出。精品文檔放心下載7開盤起價：3980.00元/平方米(如精裝修4980.00元/平方米,具體戶型及感謝閱讀價格配比見附表。這種配比，一是保證幾類戶型都有，二是將不太好銷的及戶型較大的推出感謝閱讀比例大些，借著開盤熱賣，將不好銷的戶型推出去，另一方面，根據(jù)開盤斯的感謝閱讀銷售走勢，決定第二批推出起價。3、發(fā)揮差價原則現(xiàn)天泰馥香谷有8種面積，感謝閱讀并且有4層的、5層的、6層的、7層的、8層的多種樓層，還分電梯小高層與感謝閱讀多層，這種品種的多樣性，為我們價格的差價原則做了很好的鋪墊。根據(jù)這種精品文檔放心下載情況我們也分別請?zhí)焯﹩T工對各單元的朝向差，景觀差與樓層差做了評估（見感謝閱讀謝謝閱讀出每棟每單元每樓層價格表。（二）執(zhí)行方案1、單元評估：姜鸝史偉李林謝謝閱讀3-256.758.1176.2337.3836.4677.5836.58356.5感謝閱讀3-25.26.758.1176.5677.5836.4677.8836.08356.5謝謝閱讀4-347.3758.757.37576.8257.805.9066.5謝謝閱讀4-25.37.28.467.446.9176.847.405.7666.5感謝閱讀4-15.307.208.467.587.6676.846.305.7266.5精品文檔放心下載1-797.6259.258.1257.256.9367.558.4577謝謝閱讀1-38.58.33387.857.0836.9758.5838.8577感謝閱讀1-58.88.3339.0838.1177.0836.9758.3337.44377精品文檔放心下載1-48.58.3339.0837.9677.0836.9758.3338.91777精品文檔放心下載2-29.68.759.1338.2677.4177.0178.4337.0331010感謝閱讀2-31097.1338.37.4177.0178.9178.88388.5精品文檔放心下載1-698.309.108.207.107.027.968.91677謝謝閱讀2-41099.1338.37.4177.058.9338.917810.00精品文檔放心下載1-89.27.8338.33387.3337.0837.167877感謝閱讀1-28.28.3338.8337.87.0837.18.9838.90877精品文檔放心下載1-188.38.77.9877.39.12987感謝閱讀84-69.68.6678.9678.88.8337.3337.3336.766.5精品文檔放心下載4-54.88.1679.57.57.57.3338.2335.96766謝謝閱讀4-447.597.3337.57.3337.633666謝謝閱讀2-19.409.008.8338.209.1677.3678.2677.1679.008.50謝謝閱讀2-59.808.5839.0839.1839.1677.409.1837.9158.008.50感謝閱讀4-89.608.6679.7679.008.8337.808.5339.307.008.00感謝閱讀4-788.6678.76788.8337.87.3677.63367感謝閱讀8-18.808.508.509.9678.507.9338.6679.009.7678.6678.865感謝閱讀8-48.608.6679.7679.008.6677.9338.509.1338.508.50謝謝閱讀8-38.708.6679.7679.008.6677.9338.3677.9678.508.50謝謝閱讀8-28.708.6679.7679.008.6677.9338.4338.9678.508.50精品文檔放心下載10-18.608.6679.5339.008.007.9678.609.1348.008.50感謝閱讀10-28.508.6679.5338.808.007.9678.609.0339.008.50謝謝閱讀10-358.6679.53387.8337.9678.4678.887.5謝謝閱讀9-18.608.3759.6759.008.1258.058.509.258.008.50謝謝閱讀5-188.8339.598.28.0677.9338.66798精品文檔放心下載7-18.48.8339.588.28.0677.6338.93388感謝閱讀9-38.608.6679.7678.807.8338.1678.5679.1338.008.50感謝閱讀9-28.508.6679.6338.808.008.1678.5339.2338.008.50精品文檔放心下載10-48..58.758.458.88.258.38.2887.5謝謝閱讀10-58.58.758.658.88.258.37.95877.5感謝閱讀6-19.509.339.8679.4339.3338.6679.1679.9010.0010.009.52感謝閱讀2、樓層評估八層姜鵬史偉李林感謝閱讀1-2F6.057.56.5777.5797感謝閱讀3F8.56987.57.57776精品文檔放心下載4F978.58.57.87.58875感謝閱讀5F9.689.59889988謝謝閱讀6F9.899.51099.59.59.589感謝閱讀7-8F1010109.5101010101010謝謝閱讀五層姜鵬史偉李林精品文檔放心下載1-2F678777.569.51010謝謝閱讀93F889888888784-5F1010101099.59.51098感謝閱讀3、樓層差價率與差價系數(shù)八層樓層評估得分差價率差價系數(shù)備注1-2F6.950.840-0.02683F7.250.876-0.02074F7.630.922-0.01315F8.611.0410.00676F9.281.1300.02027-8F9.951.2020.0336五層樓層評估得分差價率差價系數(shù)備注1-2F7.80.9286-0.0253F8.00.9524-0.0174-5F9.51.13100.0424、各單元平均價計算1）6棟1單元9.52/8.1308×4800=5620.00精品文檔放心下載2）8棟1單元8.865/8.1308×4800=5233.00感謝閱讀3）8棟4單元8.7301/8.1308×4800=5153.00感謝閱讀4）8棟3單元8.7267/8.1308×4800=5151.00謝謝閱讀5）8棟2單元8.7068/8.1308×4800=5140.00精品文檔放心下載6）4棟8單元8.665/8.1308×4800=5115.00謝謝閱讀7）2棟5單元8.6314/8.1308×4800=5095.00謝謝閱讀8）9棟1單元8.6075/8.1308×4800=5081.00精品文檔放心下載109）9棟3單元8.6034/8.1308×4800=5079.00謝謝閱讀10）9棟2單元8.6013/8.1308×4800=5077.00感謝閱讀11）10棟1單元8.6001/8.1308×4800=5077.00感謝閱讀12）10棟2單元8.568/8.1308×4800=5058.00精品文檔放心下載13）2棟1單元8.5401/8.1308×4800=5041.00感謝閱讀14）2棟4單元8.525/8.1308×4800=5032.00謝謝閱讀15）2棟2單元8.505/8.1308×4800=5021.00謝謝閱讀16）5棟1單元8.1308/8.1308×4800=4800.00精品文檔放心下載17）2棟3單元8.1147/8.1308×4800=4790.00感謝閱讀18）7棟1單元8.1032/8.1308×4800=4783.00感謝閱讀19）10棟3單元8.0876/8.1308×4800=4774.00精品文檔放心下載20）10棟4單元8.0742/8.1308×4800=4766.00精品文檔放心下載21）10棟5單元8.032/8.1308×4800=4741.00感謝閱讀22）4棟7單元8.0067/8.1308×4800=4726.00精品文檔放心下載23）4棟6單元8.0033/8.1308×4800=4724.00謝謝閱讀24）1棟3單元7.964/8.1308×4800=4701.00感謝閱讀25）1棟8單元7.954/8.1308×4800=4695.00謝謝閱讀26）1棟7單元7.924/8.1308×4800=4678.00謝謝閱讀27）1棟6單元7.9174/8.1308×4800=4674.00感謝閱讀28）1棟5單元7.9091/8.1308×4800=4669.00謝謝閱讀29）1棟1單元7.8949/8.1308×4800=4660.00謝謝閱讀30）1棟2單元7.8213/8.1308×4800=4617.00精品文檔放心下載31）1棟4單元7.8167/8.1308×4800=4614.00謝謝閱讀32）4棟5單元4.10/8.1308×4800=4191.00精品文檔放心下載33）4棟4單元6.8299/8.1308×4800=4032.00精品文檔放心下載34）4棟2單元6.7817/8.1308×4800=4003.00精品文檔放心下載35）4棟3單元6.7525/8.1308×4800=3986.00感謝閱讀36）4棟1單元6.7507/8.1308×4800=3985.00精品文檔放心下載37）3棟1單元6.615/8.1308×4800=3905.00精品文檔放心下載38）3棟2單元6.5616/8.1308×4800=3873.00感謝閱讀5、價格明細(xì)表6棟均價：5620.00元/平方米樓層層差價（元/m2）計算價（元/m2）開盤推出價（元/m2）裝修價（元/m）持續(xù)期上漲價（元/m2）1F-140.005480.005480.006480.006580.00-6800.00感謝閱讀2F-96.005524.005680.006680.006790.00-6000.00謝謝閱讀3-4F236.005856.006180.007180.00730000-7550.00精品文檔放心下載5棟均價：4800.00元/平方米樓層層差價（元/m2）計算價（元/m2）開盤推出價（元/m2）裝修價（元/m2）持續(xù)期上漲價（元/m2）1F-120.004680.004680.005680.005780.00-5910.00感謝閱讀2F-82.004718.004780.005780.005880.00-6080.00謝謝閱讀3-4F203.005003.005800.006800.006910.00-7150.00謝謝閱讀7棟均價：4783.00元/平方米樓層層差價（元/m2）計算價（元/m2）開盤推出價（元/m2）裝修價（元/m2）持續(xù)期上漲價（元/m2）1F-120.004663.004850.005850.005950.00-6080.00精品文檔放心下載122F-82.004701.004950.005950.006050.00-6180.00精品文檔放心下載3-4F202.004985.005850.006850.006990.00-7190.00感謝閱讀8棟1單元均價：5233.00元/平方米樓層層差價（元/m2）計算價（元/m2）開盤推出價（元/m2）裝修價（元/m2）持續(xù)期上漲價（元/m2）1-2F-130.005103.005160.006160.006260.00-6420.00感謝閱讀3F-89.005144.005360.006360.006470.00-6630.00感謝閱讀4F220.005453.005860.006860.007000.00-7200.00精品文檔放心下載8棟2單元均價：5140.00元/平方米樓層層差價（元/m2）計算價（元/m2）開盤推出價（元/m2）裝修價（元/m2）持續(xù)期上漲價（元/m2）1-2F-129.005011.005050.006050.006150.00-6300.00精品文檔放心下載3F-88.005052.005220.0066220.006320.00-6480.00謝謝閱讀4F217.005357.005960.006960.007100.00-7300.00精品文檔放心下載8棟3單元均價：5151.00元/平方米樓層層差價（元/m2）計算價（元/m2）開盤推出價（元/m2）裝修價（元/m2）持續(xù)期上漲價（元/m2）1-2F-129.005022.005050.006050.006150.00-6300.00精品文檔放心下載3F-88.005063.005220.0066220.006320.00-6480.00精品文檔放心下載4F217.005368.006960.006960.007100.00-7300.00謝謝閱讀8棟4單元均價：5153.00元/平方米樓層層差價（元/m2）計算價（元/m2）開盤推出價（元/m2）裝修價（元/m2）持續(xù)期上漲價（元/m2）1-2F-129.005024.005150.006150.006250.00-6410.00精品文檔放心下載3F-88.005065.005350.006350.006460.00-6620.00精品文檔放心下載4F217.005378.005950.006950.007090.00-7290.00謝謝閱讀9棟1單元均價：5081.00元/平方米樓層層差價（元/m2）計算價（元/m2）開盤推出價（元/m2）裝修價（元/m2）持續(xù)期上漲價（元/m2）131-2F-128.004953.005200.006200.006300.00-6460.00謝謝閱讀3F-87.004994.005390.006390.006500.00-6660.00謝謝閱讀4F214.005295.005790.006790.006930.00-7130.00精品文檔放心下載9棟2單元均價：5077.00元/平方米樓層層差價（元/m2）計算價（元/m2）開盤推出價（元/m2）裝修價（元/m2）持續(xù)期上漲價（元/m2）1-2F-127.004950.005150.006150.006250.00-6410.00精品文檔放心下載3F-87.004990.005330.006330.006430.00-6600.00謝謝閱讀4-5F214.005291.005730.006730.006870.00-7050.00謝謝閱讀9棟3單元均價：5079.00元/平方米樓層層差價（元/m2）計算價（元/m2）開盤推出價（元/m2）裝修價（元/m2）持續(xù)期上漲價（元/m2）1-2F-127.004952.005200.006200.006300.00-6460.00精品文檔放心下載3F-87.004992.005390.006390.006500.00-6660.00精品文檔放心下載4-5F214.005293.005790.006790.006930.00-7130.00精品文檔放心下載10棟1單元均價：5077.00元/平方米樓層層差價（元/m2）計算價（元/m2）開盤推出價（元/m2）裝修價（元/m2）持續(xù)期上漲價（元/m2）1-2F-127.004950.005200.006200.006300.00-6430.00感謝閱讀3F-87.004990.005390.006390.006500.00-6630.00感謝閱讀4-5F214.005291.005790.006790.006930.00-7130.00感謝閱讀10棟2單元均價：5058.00元/平方米樓層層差價（元/m2）計算價（元/m2）開盤推出價（元/m2）裝修價（元/m2）持續(xù)期上漲價（元/m2）1-2F-126.004932.005180.006180.006300.00-6430.00謝謝閱讀3F-86.004972.005360.006360.006500.00-6630.00感謝閱讀4-5F213.005271.005760.006760.006900.00-7100.00謝謝閱讀10棟3單元均價：4774.00元/平方米14樓層層差價（元/m2）計算價（元/m2）/m2）裝修價（元/m2）持續(xù)期上漲價（元/m2）1-2F-119.004655.004600.005600.005690.00-5830.00精品文檔放心下載3F-82.004692.004800.005800.005890.00-6040.00感謝閱讀4-5F201.004975.005680.006680.006790.00-6960.00謝謝閱讀10棟4單元均價：4766.00元/平方米樓層層差價（元/m2）計算價（元/m2）開盤推出價（元/m2）裝修價（元/m2）持續(xù)期上漲價（元/m2）1-2F-119.004647.004350.005350.005450.00-5570.00精品文檔放心下載3-4F201.004967.005250.006250.006360.00-6510.00感謝閱讀10棟5單元均價：4741.00元/平方米樓層層差價計算價開盤推出價持續(xù)期上漲價（元/m2）2）2）裝修價（元/m2）2）（元/m（元/m（元/m1-2F-119.004622.004350.005350.005450.00-5570.00精品文檔放心下載3-4F200.004941.005250.006250.006360.00-6510.00精品文檔放心下載4棟1單元均價：3985.00元/平方米樓層層差價計算價（元開盤推出價持續(xù)期上漲價（元/m2）2）2）裝修價（元/m2）2）/m（元/m（元/m1-2F-100.003885.004130.005130.005230.00-5390.00感謝閱讀3-4F-68.003917.004180.005180.005280.00-5450.00謝謝閱讀5-6F168.004153.004550.005550.005660.00-5830.00感謝閱讀4棟2單元均價：4003.00元/平方米樓層層差價計算價開盤推出價持續(xù)期上漲價（元/m2）（元/m2）（元/m2）裝修價（元/m2）2）謝謝閱讀（元/m1-2F-100.003903.004080.005080.005180.00-5330.00感謝閱讀3-4F-68.003935.004130.005130.005230.00-5390.00謝謝閱讀5-6F169.004172.004520.005520.005630.00-5800.00謝謝閱讀4棟3單元均價：3986.00元/平方米樓層層差價計算價開盤推出價持續(xù)期上漲價（元/m2）（元/m2）（元/m2）裝修價（元/m2）（元/m2）感謝閱讀1-2F-100.003886.004080.005080.005180.00-5330.00感謝閱讀153F-68.003918.004130.005130.005230.00-5390.00精品文檔放心下載4-5F168.004154.004520.005520.005630.00-5800.00精品文檔放心下載4棟4單元均價：4032.00元/平方米樓層層差價（元/m2）計算價（元/m2）開盤推出價（元/m2）裝修價（元/m2）持續(xù)期上漲價（元/m2）1-2F-100.003932.004080.005080.005180.00-5330.00精品文檔放心下載3F-69.003963.004130.005130.005230.00-5390.00謝謝閱讀4-5F170.004202.004520.005520.005630.00-5800.00感謝閱讀4棟5單元均價：4191.00元/平方米樓層層差價（元/m2）計算價（元/m2）開盤推出價（元/m2）裝修價（元/m2）持續(xù)期上漲價（元/m2）1-2F-105.004086.004080.005080.005180.00-5330.00感謝閱讀3F-72.004119.004100.005100.005200.00-5360.00精品文檔放心下載4-5F177.004368.004520.005520.005630.00-5800.00感謝閱讀4棟6單元均價：4724.00元/平方米樓層層差價（元/m2）計算價（元/m2）開盤推出價（元/m2）裝修價（元/m2）持續(xù)期上漲價（元/m2）1-2F-118.004606.004280.005280.005378.00-5550.00謝謝閱讀3F-81.004643.004310.005310.005400.00-5580.00感謝閱讀4F199.004923.004820.005820.005940.00-6110.00感謝閱讀4棟7單元均價：4726.00元/平方米樓層層差價（元/m2）計算價（元/m2）開盤推出價（元/m2）裝修價（元/m2）持續(xù)期上漲價（元/m2）1-2F-118.004608.004580.005580.005680.00-5810.00謝謝閱讀3F-81.004645.004780.005780.005870.00-6020.00精品文檔放心下載4F199.004925.005080.006080.006200.00-6390.00精品文檔放心下載4棟8單元均價：5115.00元/平方米16樓層層差價（元/m2）計算價（元/m2）開盤推出價（元/m2）裝修價（元/m2）持續(xù)期上漲價（元/m2）1-2F-128.004987.005080.006080.006180.00-6330.00謝謝閱讀3F-87.005028.005280.006280.006390.00-6550.00精品文檔放心下載4F216.005331.005880.006880.007010.00-7220.00感謝閱讀3棟1單元均價：3905.00元/平方米樓層層差價（元/m2）計算價（元/m2）開盤推出價（元/m2）裝修價（元/m2）持續(xù)期上漲價（元/m2）1F-105.003800.003980.004980.005080.00-5230.00感謝閱讀2F-81.003824.004030.005030.005130.00-5280.00謝謝閱讀3F-51.003854.004060.005060.005160.00-5310.00謝謝閱讀4F27.003932.004120.005120.005220.00-5360.00謝謝閱讀5F79.003984.004180.005180.005280.00-5450.00精品文檔放心下載6F133.004038.004300.005300.005400.005580.00感謝閱讀3棟2單元均價：3873.00元/平方米樓層層差價（元/m2）計算價（元/m2）開盤推出價（元/m2）裝修價（元/m2）持續(xù)期上漲價（元/m2）1F-104.003769.003980.004980.005080.00-5230.00精品文檔放心下載2F-80.003793.004030.005030.005130.00-5280.00精品文檔放心下載3F-51.003822.004060.005060.005160.00-5310.00精品文檔放心下載4F27.003900.004120.005120.005220.00-5360.00謝謝閱讀5F78.03951.004180.005180.005280.00-5450.00精品文檔放心下載6F132.004005.004300.005300.005400.005580.00感謝閱讀2棟1單元均價：5041.00元/平方米樓層層差價（元/m2）計算價（元/m2）開盤推出價（元/m2）裝修價（元/m2）持續(xù)期上漲價（元/m2）1F-135.004906.004380.005380.005490.00-5650.00謝謝閱讀172F-104.004937.004620.005620.005810.00-5960.00謝謝閱讀3F-66.004975.004750.005750.005850.00-5980.00感謝閱讀4F35.005076.004820.005820.005920.00-6060.00精品文檔放心下載5F102.005143.004980.005980.006080.00-6230.00謝謝閱讀6-7F172.005213.005880.006880.007000.00-7220.00感謝閱讀2棟2單元均價：5021.00元/平方米樓層層差價（元/m2）計算價（元/m2）開盤推出價（元/m2）裝修價（元/m2）持續(xù)期上漲價（元/m2）1-2F-135.004886.004360.005360.005470.00-5630.00精品文檔放心下載3F-104.004917.004600.005600.005790.00-5940.00感謝閱讀4F-66.004955.004730.005730.005820.00-5970.00謝謝閱讀5F35.005056.004800.004800.005900.00-6050.00謝謝閱讀6F101.005122.004960.005960.006060.00-6210.00感謝閱讀7-8F171.005192.005860.006860.007000.00-7200.00感謝閱讀2棟3單元均價：4790.00元/平方米樓層層差價（元/m2）計算價（元/m2）開盤推出價（元/m2）裝修價（元/m2）持續(xù)期上漲價（元/m2）1-2F-129.004661.004360.005360.005470.00-5630.00感謝閱讀3F-99.004691.004600.005600.005790.00-5940.00謝謝閱讀4F-63.004727.004730.005730.005820.00-5970.00感謝閱讀5F34.004824.004800.004800.005900.00-6050.00謝謝閱讀6F97.004887.004960.005960.006060.00-6210.00謝謝閱讀7-8F163.004953.005860.006860.007000.00-7200.00感謝閱讀2棟4單元均價：5032.00元/平方米樓層層差價（元/m2）計算價（元/m2）開盤推出價（元/m2）裝修價（元/m2）持續(xù)期上漲價（元/m2）1-2F-135.004897.004360.005360.005470.00-5630.00精品文檔放心下載183F-104.004928.004600.005600.005790.00-5940.00感謝閱讀4F-66.004966.004730.005730.005820.00-5970.00謝謝閱讀5F35.005067.004800.004800.005900.00-6050.00感謝閱讀6F102.005134.004960.005960.006060.00-6210.00精品文檔放心下載7-8F172.005204.005860.006860.007000.00-7200.00感謝閱讀2棟5單元均價：5095.00元/平方米樓層層差價（元/m2）計算價（元/m2）開盤推出價（元/m2）裝修價（元/m2）持續(xù)期上漲價（元/m2）1F-137.004958.004950.005950.006070.00-6250.00精品文檔放心下載2F-105.004990.005200.006200.006300.00-6460.00感謝閱讀3F-67.005028.005250.006250.006355.00-6520.00感謝閱讀4F36.005131.005350.006350.006450.00-6620.00感謝閱讀5F103.005198.005550.006550.006660.00-6830.00感謝閱讀6-7F174.005269.005950.006950.007080.00-7360.00感謝閱讀1棟1單元均價：4660.00元/平方米樓層層差價（元/m2）計算價（元/m2）開盤推出價（元/m2）裝修價（元/m2）持續(xù)期上漲價（元/m2）1-2F-125.004535.004500.005500.005590.00-5720.00感謝閱讀3F-96.004564.004550.005550.005640.00-5780.00謝謝閱讀4F-61.004599.004600.005600.005700.00-5830.00謝謝閱讀5F94.004754.004880.005880.005970.00-6120.00謝謝閱讀6-7F159.004819.005980.006980.007120.00-7330.00感謝閱讀1棟2單元均價：4617.00元/平方米樓層層差價（元/m2）計算價（元/m2）開盤推出價（元/m2）裝修價（元/m2）持續(xù)期上漲價（元/m2）1-2F-124.004493.004450.005450.005550.00-5700.00謝謝閱讀3F-96.004521.004500.005500.005600.00-5730.00感謝閱讀4F-60.004557.004550.005550.005650.00-5800.00謝謝閱讀195F32.004694.004880.005880.005920.00-6120.00精品文檔放心下載6F93.004710.004980.005980.006100.00-6280.00謝謝閱讀7-8F157.004774.005980.006980.007120.00-7330.00謝謝閱讀1棟3單元均價：4701.00元/平方米樓層層差價（元/m2）計算價（元/m2）開盤推出價（元/m2）裝修價（元/m2）持續(xù)期上漲價（元/m2）1-2F-126.004575.004500.005500.005590.00-5720.00謝謝閱讀3F-97.004604.004550.005550.005640.00-5780.00感謝閱讀4F-62.004639.004600.005600.005700.00-5830.00感謝閱讀5F33.004734.004880.005880.005970.00-6120.00精品文檔放心下載6F95.004796.004980.005980.006100.00-6280.00精品文檔放心下載7-8F160.004861.005980.006980.007120.00-7330.00精品文檔放心下載1棟4單元均價：4614.00元/平方米樓層層差價（元/m2）計算價（元/m2）開盤推出價（元/m2）裝修價（元/m2）持續(xù)期上漲價（元/m2）1-2F-124.004490.004450.005450.005550.00-5700.00謝謝閱讀3F-96.004518.004500.005500.005600.00-5730.00感謝閱讀4F-60.004554.004550.005550.005650.00-5800.00感謝閱讀5F32.004646.004880.005880.005920.00-6120.00感謝閱讀6F93.004707.004980.005980.006100.00-6280.00感謝閱讀7-8F157.004771.005980.006980.007120.00-7330.00精品文檔放心下載1棟5單元均價：4669.00元/平方米樓層層差價（元/m2）計算價（元/m2）開盤推出價（元/m2）裝修價（元/m2）持續(xù)期上漲價（元/m2）1-2F-125.004544.004450.005450.005550.00-5700.00精品文檔放心下載3F-97.004572.004500.005500.005600.00-5730.00感謝閱讀4F-61.004608.004550.005550.005650.00-5800.00謝謝閱讀205F33.004702.004880.005880.005920.00-6120.00謝謝閱讀6F94.004763.004980.005980.006100.00-6280.00感謝閱讀7-8F159.004828.005980.006980.007120.00-7330.00感謝閱讀1棟6單元均價：4674.00元/平方米樓層層差價（元/m2）計算價（元/m2）開盤推出價（元/m2）裝修價（元/m2）持續(xù)期上漲價（元/m2）1-2F-125.004549.004450.005450.005550.00-5700.00感謝閱讀3F-97.004577.004500.005500.005600.00-5730.00感謝閱讀4F33.004707.004550.005550.005650.00-5800.00感謝閱讀5F94.004768.004880.005880.005920.00-6120.00感謝閱讀6-7F159.004833.005980.006980.007120.00-7330.00感謝閱讀1棟7單元均價：4678.00元/平方米樓層層差價（元/m2）計算價（元/m2）開盤推出價（元/m2）裝修價（元/m2）持續(xù)期上漲價（元/m2）1-2F-125.004553.004380.005380.005470.00-5600.00精品文檔放心下載3F-97.004581.004450.005450.005530.00-5680.00精品文檔放心下載4F33.004711.004550.005550.005650.00-5780.00感謝閱讀5F94.004772.004680.005680.005780.00-5910.00精品文檔放心下載6-7F159.004837.005780.006780.006920.00-7120.00謝謝閱讀1棟8單元均價：4695.00元/平方米樓層層差價（元/m2）計算價（元/m2）開盤推出價（元/m2）裝修價（元/m2）持續(xù)期上漲價（元/m2）1-2F-126.004569.004380.005380.005470.00-5600.00謝謝閱讀3F-97.004598.004450.005450.005530.00-5680.00感謝閱讀4F33.004728.004550.005550.005650.00-5780.00感謝閱讀5F95.004790.004680.005680.005780.00-5910.00精品文檔放心下載6-7F160.004855.005780.006780.006920.00-7120.00精品文檔放心下載21六、價格執(zhí)行反饋控制系統(tǒng)由于市場目前較為復(fù)雜，各種類型的樓盤都同時存在，我們必須對價格有感謝閱讀一個可調(diào)整的系統(tǒng)。而此系統(tǒng)存在于推廣和銷售過程當(dāng)中，保證上我們的價格感謝閱讀貼近市場并保持較高利潤。1、反饋調(diào)整系統(tǒng)樹圖價格運行銷售過程銷售控制銷銷銷電外財控售售話部務(wù)表會日記信計議記錄息劃收集競爭對手項目形象推廣分析反饋重新調(diào)整2、價格執(zhí)行:在推出量和價格控制上做到既要能產(chǎn)生脈沖性又要能保持樓盤在市場上的感謝閱讀恒溫效應(yīng)，策略如下：精品文檔放心下載22感謝閱讀公司總裁、董事長、金領(lǐng)、外資企業(yè)的高級職員等。因此首批推出的住宅在首精品文檔放心下載批量銷的基礎(chǔ)上再進(jìn)行下一階段的銷售，做到留有余地，以便依循首批推出后謝謝閱讀的市場反映，緊接進(jìn)行相關(guān)戶型的調(diào)整，而中期階段是在消化舊有存量的，主精品文檔放心下載推200以上的戶型，針對的是拓展性的客戶，強調(diào)推出的品質(zhì)。感謝閱讀精品文檔放心下載盡量放在后期銷售，做到推出的產(chǎn)品的品質(zhì)越來越高，為在銷售期后期的價格謝謝閱讀上升導(dǎo)入質(zhì)量的概念，避免價格做空。謝謝閱讀可以集中力量推廣一兩種戶型，做到有的放矢，避免由于戰(zhàn)線過長而達(dá)不到應(yīng)感謝閱讀有的促銷效果。3、應(yīng)變方案準(zhǔn)備第一批住宅推出后預(yù)測出現(xiàn)以下5種情況：第一種情況戶型推出套數(shù)（假設(shè)）銷售比例113-12810套80%131-15010套80%150-20010套80%200左右10套80%這種情況表明馥香谷的第一批推出量取得很好的市場反映。謝謝閱讀應(yīng)變方案：立即調(diào)整價格，根據(jù)具體情況可平均上漲100元/平方米以上謝謝閱讀第二種情況戶型推出套數(shù)（假設(shè)）銷售比例113-12810套80%131-15010套80%150-20010套40%200左右10套20%這種情況反映150平方米以下的戶型受到市場歡迎，表明馥香谷采取的與謝謝閱讀周邊樓盤戶型的差異在競爭策略取得成功，而200以上的大戶型由于推廣力度感謝閱讀還不夠，推銷速度慢，致使銷售成績難理想。謝謝閱讀取贈送實物）23第三種情況戶型推出套數(shù)（假設(shè)）銷售比例113-12810套40%131-15010套70%150-20010套40%200左右10套20%這種情況的反映中，130-150平米的戶型受市場歡迎，是由于該戶型針對謝謝閱讀的消費層面廣，需求大，而中、小戶型及大戶型分別是由于戶型較差和消費面謝謝閱讀狹窄，造成需求量相對減少，因此銷售相對困難。謝謝閱讀型。第四種情況戶型推出套數(shù)（預(yù)定）銷售比例113-12810套40%131-15010套70%150-20010套80%200左右10套50%這種情況反映130以上戶型受市場歡迎。說明馥香谷項目的中大戶型有足精品文檔放心下載夠的市場進(jìn)行消化。應(yīng)變方案：迅速消化小戶型，特優(yōu)價消化，按計劃加推其他戶型。精品文檔放心下載第五種情況戶型推出套數(shù)（預(yù)定）銷售比例113-12810套20%131-15010套40%150-20010套40%200左右10套20%這種情況是馥香谷第一批推量出現(xiàn)銷售困難，樓盤存在突發(fā)性事件，如工精品文檔放心下載程質(zhì)量，買賣糾紛，宣傳不足引起知名度不高，造成嚴(yán)重的公關(guān)危機等原因造謝謝閱讀成這種局面的發(fā)生。精品文檔放心下載階段設(shè)施調(diào)整促銷策略及宣傳推廣策略，重新以嶄新面貌上市。精品文檔放心下載謝謝閱讀謝謝閱讀24也是最低。附表1：開盤期首推戶型價格明細(xì)表樓號房號面積總面積戶型價格裝修價101+201220.104房2廳3衛(wèi)5150.006150.00精品文檔放心下載301128.002房2廳2衛(wèi)5350.006350.00感謝閱讀8-1401193.201113.203房2廳2衛(wèi)5850.006850.00精品文檔放心下載102+202221.204房2廳3衛(wèi)5160.006160.00感謝閱讀302128.403房2廳2衛(wèi)5360.006360.00謝謝閱讀402222.304房2廳3衛(wèi)5860.006860.00精品文檔放心下載101+201221.204