市场及竞品调研报告

out city created, and care masses life, focus work, in-depth investigation, more out boutique masterpiece, makes we of research results more to into led of decision vision, more to in national some has effect of newspaper Shang published, for advance work, and publicity changde play due of role. Third, information submitted to be pragmatic. Quick and timely. The ancients said: for the time system; statement back for the time being, nothing. Therefore, the submission of information to do four, that is, find the problem faster, editorial writing, send and read faster approval and feedback to implement quickly. To be true and accurate. True mainly reflect the full picture of events, one is one, two, this is the life of the information. Accuracy is primarily qualitative and quantitative questions, quantitative objective of publicQualitative logic. To be reliable and useful. We submit information to have access to decision-making, to guide and promote the work and solve practical problems. Mixed cum. On the negative information and emergency information, rapid escalation in strict accordance with the procedures, firm, newspaper, newspapers, never late, fail to report, false claim and skimming. Investee 2. supervision and insist on, around and protecting their interests to touch the truth, seek practical results. Adhere to people-oriented, the most important thing is to realize, safeguard and develop the fundamental interests of the overwhelming majority of the people. We carry out inspection, so must go deep among the masses, go deep into the realities, always pay attention to the peoples livelihood, to grasp the public sentiment, and earnestly safeguard the benefit, addressing the masses are most concerned about and reflecting the strongest issues, efforts to solve the problem of decisions implemented and not implemented. One is to stick to principles. Right of inspection is one of the most important powers of the Office, should not only dare to use, but also with caution. So-called dared to use, is to hold a number of important issues, bold supervision over supervision, track inspection, problems are not solved do not pass, the blame does not hold did not miss, dissatisfaction of the masses did not miss, the real right of supervision authority, with the benefits. Call with caution, is supervising departments should strengthen the consciousness of authorized strictly according to procedure, preventing the supervision and excessive to prevent adding burden to grass-roots. To this end, the supervision Department of the Party Committee of supervision must be under city and County party Committee Secretary-General (Office). Second, we should focus on. Is the Governor, those related to the globalEvent, Governor the protracted difficult, strong Governor during emergency urgent. Not having special departments in charge of the General Governor, under the normal procedure can do good things not Governor, not authorized by County leaders, not the Governor. Third is to solve the problem. The purpose of supervision, to resolve the problem. To adhere to and further improve the市场及竞品调研报告瑞发置业营销部一、成都商品住宅市场现状2011年1-2月，商品住宅市场进入传统淡季，但商品住宅成交量并未明显下降，成交套数已经连续5个月在一万套以上。2月，主城区成交商品住宅10117套，成交面积为98.91万平方米，成交套数和面积虽环比上月分别下滑13.66%和13.23%，但在没有新增房源的支撑下，二月供需比下降为0.21。这主要由于购房者为赶政策出台前集中备案，一手成交虽然环比有所下滑，但仍处高位。 图 1：成都主城区商品住宅月度供求走势 但从成都商品住宅最新周供需状况来看，市场走势不容乐观。首先是商品住宅供应情况，在经历3月第一周9个项目推新的小高潮之后，上周仅两个项目推出392套新房源，推出面积为3.29万平方米。英郡及雅颂居分别推出住宅188套和204套。从供应情况来看，各开发商态度谨慎，多将节点放在临近房交会前后。图2：成都主城区商品住宅周供应走势商品住宅成交量再度萎缩，520套的成交量已不及当周二手房成交量（上周二手房成交615套）。在限购令即将“满月”之际，一手商品住宅市场降至冰点，该水平是近年来少有的低点，甚至低过2008年的成交水平。图3：成都主城区商品住宅周成交走势总结：从去年下半年至今年年初，成交量一直居高不下，去年10月至今年2月，成交量持续在一万套以上，每周成交量也较为平稳。直到限购令传闻的出新，打破了平静，从周成交量的走势不难看出，市场上出现了剧烈波动。限购令之前，各楼盘抢备案。限购令一出，观望气氛骤起，再加上房管局关闭系统、购房资格申报增加了备案流程，政策以及人为两项因素导致了成交数据的下降。 由于近期观望情绪的弥漫，再加上限购令确实给三置设置了门槛，因此对成都市场确实会造成实实在在的影响。预计目前被压制的置业需求会在春交会前后试探性释放。但限购令的作用并不像金融危机，不会让房产市场窒息，因此深入挖掘客户渠道，针对性的推广，是下阶段营销部最重要的工作。二、竞品追踪根据项目产品相似度、客户重合度、区域位置以及价格相似度，营销部将以下项目列为本案竞品。龙湖北城天街、华润银杏华庭、万科金色领域、福晟钱隆天下、富临成都A区、合能西贵金沙、建发金沙里为竞品。1. 竞品基本概况比较开发商龙湖北城置业华润置地万科光华置业四川云星房地产 四川富临实业 合能地产建发地址五块石蓉北商贸大道金牛王贾大道光华大道双林路228号一环路南四段 金沙遗址路金沙遗址旁板块五块石板块五块石板块光华板块建设路板块高升桥板块 金沙板块金沙板块环域二环至三环二环至三环三环外一环至二环一环 二环至三环二环至三环占地面积300亩35.4亩74亩20亩 60亩 45亩 54亩建筑面积70万平米7.31万平米29.9万平米8.4万平米24万平米12万平米16.5万平米容积率3.753.14.984.6542.782.8绿化率30%30%25%25%31%40%30%总户数1626750205271320004291334总栋数8栋5栋单体，编号7栋18566 5车位比1：0.81:11:0.71:0.81:0.61:1.8 1:0.8物业类型综合体多层、高层住宅及商业高层住宅及公寓高层住宅小高层住宅小高层住宅 高层住宅以及公寓装修状况精装毛坯精装毛坯 毛坯 精装 毛坯精装标准1500元/平方米-1500元/平方米- 4200元/平方米 -2. 销售状况追踪l 春节前各概况项目名称龙湖北城天街华润银杏华庭万科金色领域福晟钱隆天下富临成都A区合能西贵金沙建发金沙里上次开盘时间2010年12月4日2010年12月18日2011年1月14日2010年12月5日2010年8月21日2011年1月3日2011年1月16日推量204套180套138套150套-98套184套开盘销售率100%19.4%36%87%-38%43%成交均价9500元/平方米9200元/平方米10000元/平方米9200元/平方米11000元/平方米14000元/平方米11400元/平方米开盘优惠团购优惠8%，老业主额外优惠1%，全款和按揭均优惠3%一次性优惠5%，按揭4%一次性优惠2%，按揭优惠1%开盘当天额外优惠，排号1%，开盘当天选定1%，一次性3%，按揭1%全款87折，按揭9折开盘排号客户交5万抵10万，一次性优惠4万/套，按揭优惠2万/套全款优惠6%，按揭5%l 2月下旬各项目概况项目名称龙湖北城天街华润银杏华庭万科金色领域福晟钱隆天下富临成都A区合能西贵金沙建发金沙里销售情况一期仅7号楼、9号楼有少量房源，其余售罄已经开盘的房源余41套，销售率约86%7号楼销售率约72%，6号楼销售率为15%前期推出房源仅余3套顶跃前期推出房源仅余60套左右剩余房源60套销售率约50%销售均价10000元/平方米9300元/平方米11000元/平方米9800元/平方米11500元/平方米14000元/平方米11600元/平方米优惠措施全款1%，按揭无优惠全款3%，按揭2%全款2.2%，一次性1.2%全款3%，按揭1%全款4%，按揭1.5%全款优惠3%再减11万，按揭优惠3%全款优惠4%，按揭3%l 3月上旬各项目概况项目名称龙湖北城天街华润银杏华庭万科金色领域福晟钱隆天下富临成都A区合能西贵金沙建发金沙里销售情况一期仅剩余50套左右房源，其余售罄3月5日开出2栋共168套房源，当天销售42套，销售率为23.6%，户型均为91平米套二变套三户型7号楼销售率为80%，半个月仅销售6-7套；6号楼销售率为30%，半个月仅销售约20套。已没有房源所剩房源均为130平米以上户型，共56套半个月内无房源售出剩余房源80套左右，半个月售出12套房源。销售均价10000元/平方米开盘成交均价9400元/平方米；11500元/平方米10000元/平米12000元/平方米14000元/平方米11800元/平方米优惠措施全款1%，按揭无优惠开盘当天全款5%，按揭4%；现全款3%，按揭2%全款优惠2%，按揭0.2%全款3%，按揭1%全款优惠3%，按揭1.5%全款3%+11万，按揭3%全款3%，按揭2%下一次开盘时间1号楼开盘时间待定3号楼开盘时间待定3月27日推出二期4号楼4月底推出3号楼150套，户型仍为50-90平米房交会期间无新房源推出房交会期间无新房源推出房交会暂无推新计划2.1竞品价格走势分析所有竞品价格策略分为两种方式，建发金沙里、合能西贵金沙、成都A区3个售价较高的项目对外表单价不变，通过优惠幅度控制成交均价；其余项目都是以最低价吸引客户。从其实际成交均价走势不难看出，近期所有项目提价幅度不大。尤其是合能西贵金沙，其价格疑似不升反降。从各竞品项目的价格策略来看，都抱着稳健谨慎的态度，保证存量不断释放。2.2竞品3月上旬销量分析目前各竞品楼盘销量如下，银杏华庭成交的87套房源均为2号楼房源，其他楼栋剩余房源没有销售。北城天街、金色领域、金沙里半月成交量为15套、14套和12套；成都A区成交量相对较差，每周自然销售量为2-3套；钱隆天下最后3套顶跃已经售出，目前无房源销售。合能西贵金沙半月来没有销量（该数据来源于同行透露），情况较为严峻。总体来看，各竞品项目存量的去化速度都在明显下降。一方面是各项目无新房源推出，推广力度减弱，仅凭借线下销售战术；一方面由于限购令对各项目都带来不同程度影响，客源受阻。2.3各竞品项目下一步动态预估北城天街继续消化存量，虽不肯透露1号楼推出时间，但在整体销售率超过90%的情况下，1号楼的开盘势在必行。万科金色领域与钱隆天下都已经确定开盘时间，分别将推出138套和150套房源。其他项目目前暂无推新动向，与同行交谈过程中，不难发现各项目对房交会的觊觎。是否开盘，很大程度取决于三月下旬的销售情况。3.各竞品项目产品分析关于竞品项目的产品设计方面，所有项目都为面积区间在70-90的主流户型设计了凹阳台，或将报建的阳台进行封闭，甚至像西贵金沙、建发金沙里等豪宅项目，其大户型产品仍然有灰空间的赠送。龙湖北城天街、西贵金沙、华润银杏华庭和建发金沙里的赠送率最高，赠送率均超过8%。随着“赠送面积”将成为过去时，有赠送面积产品受宠，赠送率大的产品，在同批次推出产品当中更具销售力。项目龙湖北城天街华润银杏华庭万科金色领域福晟钱隆天下富临成都A区合能西贵金沙建发金沙里户型种类78、132、13891、10286、90、11751、80、85、87130143、15282、127赠送空间类型房间赠送一半面积房间赠送一半面积房间赠送一半面积房间赠送一半面积露台全赠送房间赠送一半面积房间赠送一半面积赠送面积9-12平米7-8平米4-8平米5-6平米25平米11-16平米10-11平米赠送率8.5%-11.5%8%5%-7%6%5%8-10%8.6-12%上表中的赠送面积及赠送率未包含观景阳台、生活阳台等常规赠送部分。4.总结此次市调楼盘集中在三个板块，五块石板块、金沙板块和光华大道板块，对于限购政策，各个板块的反应不一。总体来说，越高端的项目受到限购的影响越大，尤其是金沙板块，所有项目走势明显趋缓。所有竞品项目价格都趋于平稳，但由于各项目存量都不多，多数项目还是在不断收紧优惠幅度。关于推新，多数项目保持观望，对房交会的到来蠢蠢欲动。成都A区由于存量房较多，据了解正在拓展团购渠道，已有120套房源被团购。其余项目还没有明显动作。另外，万达金牛城市广场售楼部即将开放，目前已接受登记。价格及推量不详。从目前各竞品项目的价格来看，我项目的售价定位较为精准，周去化率稍高于竞品项目的平均水平。另外由于我项目为清水房、无赠送面积，因此从实际使用面积的单价来看，我项目的售价是居竞品项目中等水平的。鉴于目前的市场现状，营销部建议新品价格策略需谨慎制定；5号楼60-90平米产品竞争力较强，可在目前9600元/平方米底价的基础上适当提高，涨幅不超过400元/平方米，开盘当天，底价均价最好不过万，低开高走。feelings survey, by looking up public sentiments to find problems. Problems will increase its special supervision, set up accounts, hold on to it. We should conscientiously implement the leading contracting matters, secured, had an answer to everything, then settles rate of 100%. Have an impact on some of the outstanding issues, supervision departments and information components together, play the supervisory role of the news media to promote problem solving. Investee 3. insist on a daily run, around the practice of truth catching efficiency, focus specification. To give full play to the party Office around connecting, coordinating internal and external features, contact, rally at all levels, to motivate every aspect, adhere to the truth, strengthening standardized management to achieve coherent, efficient and effective functioning of the daily work of the Party Committee. Is processing messages should strive to streamline, standardize and quality. Streamlining is to control the number of messages, compress messages, reducing procedures, improve message handling efficiency. Specifications, is to strictly enforce the ban issued by the Communist party authorities in document handling regulations and provincial and municipal regulations, conscientiously strengthen and improve communications management to ensure that party documents orderly. High quality, is to improve the quality of message processing, it is necessary to accurately implementing the intention of the Party Committee, clearance, good communications, policy program closed, ensuring that there is no error. Second meeting scheduled to ensure thorough, safe and efficient. Any arrangements for the meetings and events, carefully arranged, item-by-item interface implemented, sure. To vigorously streamline meetings, activities, number of pressure reduction, scale to ensure that leadership emerged from the General Conference and entertainment services, focus on big things, matters. Third, reception services should lay stress on humane, personal, cultural and human. Reception and work directly