顶层复式房源促销活动方案2011.9.6.doc

大地和苑营销报告大地和苑2011年9月顶层复式房源促销计划上海基盛房地产经纪有限公司2011.09.06一、活动背景及目的由于大地和苑剩余房源中，顶层复式房源占比大，同时顶层复式房源总价高，具有一定的市场抗性。为加快顶层复式房源去化，拟对大地和苑剩余顶层复式房源进行促销活动，在销售方面进行一波冲刺，以达到快速去化房源回笼资金的目的。二、活动时间2011年9月15日10月15日（暂定）三、促销内容1、已成交顶层大户型复式房源分析楼号房号标准层面积标准层单价标准层总价阁楼面积阁楼总价总面积（含阁楼）折后总价6#501130.621783.623297471.5471540202.1630451311#503129.32197625553671.6771670200.993272068#505138.381705.3523598664.9564950203.333009369#505130.72182023791072.6172610203.333105203#506117.291852.521728065.6665660182.95282940近4月至8月期间已成交顶层大户型复式标准层均价为1825元/平米，单套成交总价为30万左右。由于大户型的房源成交都是前期剩余房源，从成交单价来看明显低于后期新开房源顶层复式房的销售均价，说明大户型顶层复式房源的总价超过32万元以上，客户的消费力明显减弱。为加快剩余顶层复式房源的销售速度，建议对剩余顶层复式房源进行打折促销。2、促销方案 根据现阶段销售情况，对顶层大户型促销提出两套方案：方案一：标准层一口价2398元/平米，附送阁楼。方案二：标准层9折促销，阁楼价格不变；从前期客户和促销力度方面考虑，我们建议选择方案一。 顶层小户型促销方案：对标准层进行95折促销，阁楼价格不变。（1）顶层大户型促销方案一促销主题：特惠一口价 买房送阁楼促销产品：所有剩余顶层大户型复式房源。促销优惠内容：将所有的大户型房源销售均价提高，顶层标准层按2398元/平米一口价销售，阁楼附送；促销价格表：楼号房号面积标准层单价房价阁楼面积阁楼单价阁楼总价房源总价一口价一口价房价1#502114.21192021928367.541000675402868232398273876506138.65184025511664.9510006495032006623983324834#506117.29190022285165.6610006566028851123982812616#502130.62192025079069.110006910031989023983132278#501143.69199028594374.631000746303605732398344569506143.55192027561674.6310007463035024623983442339#502130.72197025751871.811000718103293282398313467506143.55192027561674.63100074630350246239834423310#505122.33205925187768.051000680503199272398293347506128.94203726265169.25100069250331901239830919811#504129.69205626664356.1100056100322743239831099727#501140.57208029238670.891000708903632762398337087504140.57208029238670.89100070890363276239833708728#501140.57211029660370.891000708903674932398337087504140.57208029238670.89100070890363276239833708718#501118.83230527390374.91000749003488032398284954503121.33222827032358.781000587803291032398290949504121.33220826789771.481000714803393772398290949505128.53219328186671.481000714803533462398308215506123.71217126857464.1100064100332674239829665725#501143.86230033087875.721000757204065982398344976502130.28230029964472.131000721303717742398312411505130.87230030100172.711000727103737112398313826506143.86217031217675.721000757203878962398344976总额82808587597152注：促销后所有顶层大户型房源销售总额（不含阁楼，阁楼附送）为原房源销售总额（标准层+阁楼）的91.7折。（2）顶层大户型促销方案二促销主题：大地和苑准现房9折特惠中促销产品：所有剩余顶层大户型复式房源。促销优惠内容：剩余顶层大户型标准层按9折促销（只对标准层，阁楼价格不变）。促销价格表：楼号房号面积标准层单价房价阁楼面积阁楼单价阁楼总价房源总价9折单价9折房价阁楼总价9折总价1#502114.21192021928367.54100067540286823172819735567540264895506138.65184025511664.951000649503200661656229604649502945544#506117.29190022285165.661000656602885111710200566656602662266#502130.62192025079069.11000691003198901728225711691002948118#501143.69199028594374.63100074630360573179125734974630331979506143.55192027561674.631000746303502461728248054746303226849#502130.72197025751871.81100071810329328177323176771810303577506143.55192027561674.6310007463035024617282480547463032268410#505122.33205925187768.05100068050319927185322669068050294740506128.94203726265169.2510006925033190118332363866925030563611#504129.69205626664356.110005610032274318502399785610029607827#501140.57208029238670.89100070890363276187226314770890334037504140.57208029238670.8910007089036327618722631477089033403728#501140.57211029660370.89100070890367493189926694270890337832504140.57208029238670.8910007089036327618722631477089033403718#501118.83230527390374.9100074900348803207524651374900321413503121.33222827032358.78100058780329103200524329158780302071504121.33220826789771.48100071480339377198724110771480312587505128.532193281866 71.48100071480353346197425368071480325160506123.712171268574 64.110006410033267419542417176410030581725#501143.862300330878 75.72100075720406598207029779075720373510502130.282300299644 72.13100072130371774207026968072130341810505130.872300301001 72.71100072710373711207027090172710343611506143.862170312176 75.72100075720387896195328095975720356679总额82808587620465注：由于顶层大户型标准层按9折促销，阁楼价格未变，促销后所有顶层大户型房源销售总额（标准层+阁楼）为原销售总额（标准层+阁楼）的92折。（3）顶层小户型促销方案促销优惠内容：小户型顶层复式房源按标准层95折进行促销（只对标准层，阁楼价格不变）。促销价格表： 楼号房号面积单价房价阁楼面积阁楼单价阁楼总价房源总价95折单价95折房价阁楼总价95折总价25#50493.072350218715 56.7110005671027542522332077795671026448932#50193.292450228561 64.5410006454029310123282171326454028167250294.072350221065 56.9310005693027799522332100115693026694150394.072350221065 56.9310005693027799522332100115693026694131#50394.072350221065 56.93100056930277995223321001156930266941四、活动流程 2011年9月15日前进行媒体推广，并正式通知意向客户； 2011年9月15日前后，根据蓄客情况进行推售，先消化前期意向客户； 2011年9月15日10月15日，进行大地和苑特惠房促销活动，促销优惠活动至2011年10