项目价格策划书—市场比较法.doc

项目价格定位策划书对于本项目而言，在不断变化的市场大潮中，只有将自己所处的位置和方向认识清楚，客观地认识市场，准确地把握市场，才能使我们的项目在市场上准确地迎合目标消费群体的真实需求，赢得市场。结合本项目的整体市场定位以及市场的现实情况，对本项目做如下的价格定位。一、 定价目标销售目标：以追求最大利润为目标。适度利润为目标确定的价格不仅使企业可以避免不必要的竞争，又能获得长期利润， 而且由于价格适中，消费者愿意接受，还符合政府的价格指导方针，因此这是一种兼顾企业利益和社会利益的定价目标。二、定价方法选用的方法是市场比较法，是将本项目与近期交易类似房地产进行比较，对这些类似房地产的已知价格作适当的修正调整，以此获得对象的客观合理价格或价值的方法。三、确定付款方式1. 分期付款分期付款分3期付款，首期购房时必须付总额的50%;二期付款必须在6个月内付清付购房总额的20%，三期付款必须在12个月内付清付购房总额的30%。2. 按揭贷款本项目的按揭贷款银行是中国工商银行和中国建设银行。中国工商银行中国建设银行项目利率项目利率短期贷款短期贷款六个月（含）5.6六个月（含）5.85六个月至一年（含）6.06六个月至一年（含）6.313.一次性付款一次性付款优惠总价的2%，送一辆高级自行车。四、定价过程（一）楼盘均价设定1.比较案例选择 通过对测算对象附近区域类似的工业用地项目的调查分析，我们筛选了三项案例作为比较对象。2.比较因素的选择根据对象的宗地条件，影响测算对象价格的主要因素有：（1） 确定地价指数。（2） 主要有交通条件（道路通达度、距市中心距离、距公交车站距离）、产业集聚度、公用设施完备度、基础设施状况、商服繁华度、环境优劣度等。（3） 主要指宗地面积、宗地形状、容积率、临街状况、目前规划限制。3.比较因素条件说明测算对象与比较案例的比较因素条件详述见下表： 比较因素条件说明表比较因素测算对象案例A案例B案例C项目名称南湖D-6-02地块中梁橡树湾香缇半岛京都城项目位置瓯海区泽梧田板块南湖地块汤家桥南路与瓯海大道交汇处瓯海区泽雅镇（原泽雅工业区）瓯海大道北侧与三垟街道东侧交叉口土地用途豪华住宅高端住宅豪华住宅豪华住宅成交价格待算41000元/45000元/39350元/交易日期2012.102011.102009.042009.11交易情况正常正常正常正常区域因素对外交通39、40、52等多路公交，便利54路等公交，一般54路等公交，一般54路等公交，一般商业繁华程度低端低端低端低端临路状况临近主干道主干道主干道主干道公共基础设施配套学校、超市，设施一般小学、车场，超市、停配套良好小学、车场，超市、停配套良好休闲中心，幼儿园，配套一般个别因素宗地面积243001815819087.5665910.33绿地覆盖率30%30%42%32%容积率32.292.2942.73环境质量优劣度良好良好良好良好4.编制比较因素条件指数表 根据待算宗地与比较案例各种因素具体情况，编制比较因素条件指数表。比较因素指数确定如下：（1）待算宗地与三个案例的土地用途、交易情况、交易类型等条件均一致，故对于上述这些影响地价的因素均不作修正。（3）区域因素、个别因素条件修正：以待算宗地条件为100，将三个比较案例的具体条件与测算对象逐一进行比较，对比较案例条件比测算对象条件好的，给予正修正；对比较案例条件比测算对象条件差的，给予负修正。得出各因素对应的修正值。根据以上比较因素指数的说明，编制比较因素条件指数表，详见下表：比较因素条件指数表比较因素测算对象案例A案例B案例C项目名称南湖D-6-02地块中梁橡树湾香缇半岛京都城土地用途100103100100交易日期100989797交易情况100100100100区域因素对外交通100989898商业繁华程度100100100100临路状况100103103103公共基础设施配套100101101100个别因素宗地面积1009798103绿地覆盖率100100101103容积率100103103102环境质量优劣度1001001001005.编制因素比较修正系数表根据比较因素条件指数表，编制因素比较修正系数表：因素比较修正系数表比较因素案例A案例B案例C项目名称中梁橡树湾香缇半岛京都城成交价格41000元/45000元/39350元/土地用途100/103100/100100/100交易日期100/98100/97100/97交易情况100/100100/100100/100区域因素对外交通100/98100/98100/98商业繁华程度100/100100/100100/100临路状况100/103100/103100/103公共基础设施配套100/101100/101100/100个别因素宗地面积100/97100/98100/103绿地覆盖率100/100100/101100/103容积率100/103100/103100/102环境质量优劣度100/100100/100100/100修正后的土地价格39877.41元/42892.53元/37139.42元/市场比较法最终价格39979.79元/6.案例修正后的地价计算 经过比较分析，故取三个比准价格的简单算术平均值作为市场比较法测算待测宗地的最终价格，即单位地价为39979.79元。小结：根据上面的定价目标再结合周边楼盘的价位走势，最终确定均价为40000元/平方米。（二）各幢建议价格各幢比重表楼层比较表项目户型采光朝向通风绿化总分权重101010101050楼幢A17889941A26779838A389981043B19898943B29787839B31010109948C1898101045C2108710844C39101010948D18879840D28999944E18988841E29877738E3101099947B1、B2、B3、C1、C2、C3六栋处于小区中心，建筑物本身楼下带花园，全景大面积远景，采光通风方面俱佳，因此在定价的时候房价最高，属于第一类A1、A2、A3三栋地处小区边缘，临近外部街道，环境较第一类来说略有嘈杂，但其建筑物本身正对小区内的主题花园，附近也无其他建筑物遮挡光照或者影响通风环境，所以算为第二类。D1、D2二栋位于小区正大门，相比于第二类来说，正大门的人流车流量相对较多，并没有第一类及第二类的竞争力，所以算为第三类。E1、E2、E3三栋处于小区角落，相对于其他三类来说，它的附近没有太多花园绿化景观，西面还有一座寺庙，从中传出的佛音及祭祀用品的气味大大降低了它的竞争力。所谓归属第四类。定价影响原因比较大的是周边环境，所处的楼幢位置及朝向楼层楼名A1A2A3B1B2B3C1C2C3D1D2E1E2E3积分4138434339484544484044413847均价3950036800420004200037000458004350042800458003800042800395003680044500（三）各套建议价格1、 A幢各套建议价格房间编号销售套内面积(平米)销售单价销售总价房间编号销售套内面积(平米)销售单价销售总价房间编号销售套内面积(平米)销售单价销售总价A1-2-1150365005475000A2-2-1130334004342000A3-2-1150396505947500A1-2-2150360005400000A2-2-2130334004342000A3-2-2150398005970000A1-3-1150368005520000A2-3-1130338004394000A3-3-1150400006000000A1-3-2150365005475000A2-3-2130338004394000A3-3-2150404006060000A1-4-1150372005580000A2-4-1130341004433000A3-4-1150402006030000A1-4-2150370005550000A2-4-2130341004433000A3-4-2150408006120000A1-5-1150375005625000A2-5-1130348004524000A3-5-1150406006090000A1-5-2150378005670000A2-5-2130348004524000A3-5-2150412006180000A1-6-1150382005730000A2-6-1130354004602000A3-6-1150410006150000A1-6-2150388005820000A2-6-2130354004602000A3-6-2150416006240000A1-7-1150395005925000A2-7-1130362004706000A3-7-1150414006210000A1-7-2150398005970000A2-7-2130362004706000A3-7-2150418006270000A1-8-1150395005925000A2-8-1130370004810000A3-8-1150416006240000A1-8-2150398005970000A2-8-2130370004810000A3-8-2150418006270000A1-9-1150398005970000A2-9-1130373004849000A3-9-1150418006270000A1-9-2150395005925000A2-9-2130373004849000A3-9-2150419206288000A1-10-1150398005970000A2-10-1130378804924400A3-10-1150420006300000A1-10-2150395005925000A2-10-2130378804924400A3-10-2150418006270000A1-11-1150398005970000A2-11-1130382004966000A3-11-1150420006300000A1-11-2150395005925000A2-11-2130382004966000A3-11-2150424006360000A1-12-1150398005970000A2-12-1130384004992000A3-12-1150422006330000A1-12-2150395005925000A2-12-2130384004992000A3-12-2150424006360000A1-13-1150401506022500A2-13-1130388005044000A3-13-1150426006390000A1-13-2150401006015000A2-13-2130388005044000A3-13-2150424006360000A1-14-1150402006030000A2-14-12603900010140000A3-14-1150430006450000A1-14-2150401606024000A2-14-22603900010140000A3-14-2150428006420000A1-15-1150403506052500A3-15-1150434006510000A1-15-2150403006045000A3-15-2150432006480000A1-16-1150403706055500A3-16-1150438006570000A1-16-2150404606069000A3-16-2150436006540000A1-17-1150404206063000A3-17-1150439006585000A1-17-2150406606099000A3-17-2150440006600000A1-18-1150416306244500A3-18-1150443006645000A1-18-2150402506037500A3-18-2150448006720000A1-19-13004220012660000A3-19-13004540013620000A1-19-23004200012600000A3-19-230045600136800002、 B幢各套建议价格房间编号销售套内面积(平米)销售总价销售单价房间编号销售套内面积(平米)销售总价销售单价房间编号销售套内面积(平米)销售总价销售单价B1-2-1150607500040500B2-2-1130461500035500B3-2-1150645000043000B1-2-2150600000040000B2-2-2130461500035500B3-2-2150652500043500B1-3-1150615000041000B2-3-1130468000036000B3-3-1150660000044000B1-3-2150607500040500B2-3-2130468000036000B3-3-2150667500044500B1-4-1150615000041000B2-4-1130474500036500B3-4-1150667500044500B1-4-2150615000041000B2-4-2130474500036500B3-4-2150678000045200B1-5-1150637500042500B2-5-1130481000037000B3-5-1150678000045200B1-5-2150637500042500B2-5-2130481000037000B3-5-2150678000045200B1-6-1150637500042500B2-6-1130481000037000B3-6-1150678000045200B1-6-2150637500042500B2-6-2130481000037000B3-6-2150678000045200B1-7-1150637500042500B2-7-1130481000037000B3-7-1150678000045200B1-7-2150637500042500B2-7-2130481000037000B3-7-2150678000045200B1-8-1150637500042500B2-8-1130481000037000B3-8-1150678000045200B1-8-2150637500042500B2-8-2130481000037000B3-8-2150678000045200B1-9-1150637500042500B2-9-1130481000037000B3-9-1150678000045200B1-9-2150637500042500B2-9-2130481000037000B3-9-2150678000045200B1-10-1150645000043000B2-10-1130487500037500B3-10-1150678000045200B1-10-2150645000043000B2-10-2130487500037500B3-10-2150687000045800B1-11-1150645000043000B2-11-1130487500037500B3-11-1150687000045800B1-11-2150645000043000B2-11-2130487500037500B3-11-2150687000045800B1-12-1150645000043000B2-12-1130487500037500B3-12-1150687000045800B1-12-2150645000043000B2-12-2130487500037500B3-12-2150687000045800B1-13-1150645000043000B2-13-1130487500037500B3-13-1150687000045800B1-13-2150645000043000B2-13-2130487500037500B3-13-2150687000045800B1-14-1150645000043000B2-14-1130487500037500B3-14-1150687000045800B1-14-2150645000043000B2-14-2130487500037500B3-14-2150687000045800B1-15-1150645000043000B2-15-12601040000040000B3-15-1150687000045800B1-15-2150645000043000B2-15-22601040000040000B3-15-2150687000045800B1-16-1150652500043500B3-16-1150690000046000B1-16-2150652500043500B3-16-2150690000046000B1-17-1150652500043500B3-17-1150690000046000B1-17-2150652500043500B3-17-2150690000046000B1-18-1150652500043500B3-18-1150697500046500B1-18-2150652500043500B3-18-2150697500046500B1-19-13001350000045000B3-19-13001440000048000B1-19-23001350000045000B3-19-230014400000480003、 C幢各套建议价格房间编号销售套内面积（平米）销售单价销售总价房间编号销售套内面积（平米）销售单价销售总价房间编号销售套内面积（平米）销售单价销售总价C1-2-1130422005486000C2-2-1150421206318000C3-2-1180454208175600C1-2-2130422805496400C2-2-2150421306319500C3-2-2180454308177400C1-3-1130423905510700C2-3-1150422106331500C3-3-1180454908188200C1-3-2130424175514210C2-3-2150422006330000C3-3-2180455008190000C1-4-1130425565532280C2-4-1150422796341850C3-4-1180455208193600C1-4-2130427305554900C2-4-2150423106346500C3-4-2180455248194320C1-5-1130428005564000C2-5-1150423336349950C3-5-1180455878205660C1-5-2130428805574400C2-5-2150424006360000C3-5-2180455918206380C1-6-1130430005590000C2-6-1150424786371700C3-6-1180456088209440C1-6-2130433005629000C2-6-2150425006375000C3-6-2180456198211420C1-7-1130435005655000C2-7-1150425556383250C3-7-1180456998225820C1-7-2130435205657600C2-7-2150426206393000C3-7-2180457208229600C1-8-1130437005681000C2-8-1150426566398400C3-8-1180457308231400C1-8-2130440005720000C2-8-2150427006405000C3-8-2180457358232300C1-9-1130441005733000C2-9-1150427306409500C3-9-1180458008244000C1-9-2130441805743400C2-9-2150427886418200C3-9-2180458008244000C1-10-1130443005759000C2-10-1150428006420000C3-10-1180458308249400C1-10-2130443205761600C2-10-2150428006420000C3-10-2180458398251020C1-11-1130445005785000C2-11-1150428306424500C3-11-1180458788258040C1-11-2130446505804500C2-11-2150428506427500C3-11-2180458808258400C1-12-1130447005811000C2-12-1150428906433500C3-12-1180459908278200C1-12-2130447305814900C2-12-2150429306439500C3-12-2180459998279820C1-13-1130447885822440C2-13-1150430886463200C3-13-1180461888313840C1-13-2130448225826860C2-13-2150432226483300C3-13-2180461908314200C1-14-12604483111656060C2-14-1150433316499650C3-14-1180462318321580C1-14-22604487011666200C2-14-2150433706505500C3-14-2180462308321400C2-15-1150434106511500C3-15-1180462498324820C2-15-2150434116511650C3-15-2180462518325180C2-16-1150434716520650C3-16-1180462718328780C2-16-2150434806522000C3-16-2180462778329860C2-17-1150435506532500C3-17-13604628916664040C2-17-2150435906538500C3-17-23604629016664400C2-18-1150436116541650C2-18-2150436256543750C2-19-13004367113101300C2-19-230043677131031004、D幢各套建议价格房间编号销售套内面积(平米)销售总价销售单价房间编号销售套内面积(平米)销售总价销售单价D1-2-1130468000036000D2-2-1130533000041000D1-2-2130468000036000D2-2-2130539500041500D1-3-1130474500036500D2-3-1130539500041500D1-3-2130474500036500D2-3-2130546000042000D1-4-1130481000037000D2-4-1130552500042500D1-4-2130481000037000D2-4-2130552500042500D1-5-1130487500037500D2-5-1130552500042500D1-5-2130487500037500D2-5-2130552500042500D1-6-1130487500037500D2-6-1130552500042500D1-6-2130487500037500D2-6-2130552500042500D1-7-1130487500037500D2-7-1130552500042500D1-7-2130487500037500D2-7-2130552500042500D1-8-1130487500037500D2-8-1130552500042500D1-8-2130487500037500D2-8-2130552500042500D1-9-1130487500037500D2-9-1130552500042500D1-9-2130487500037500D2-9-2130552500042500D1-10-1130494000038000D2-10-1130559000043000D1-10-2130494000038000D2-10-2130559000043000D1-11-1130494000038000D2-11-1130559000043000D1-11-2130494000038000D2-11-2130559000043000D1-12-1130494000038000D2-12-1130559000043000D1-12-2130494000038000D2-12-2130559000043000D1-13-1130500500038500D2-13-1130559000043000D1-13-2130500500038500D2-13-2130559000043000D1-14-12601040000040000D2-14-12601170000045000D1-14-22601040000040000D2-14-226011700000450005、E幢各套建议价格房间编号销售套内面积(平米)销售单价销售总价房间编号销售套内面积(平米)销售单价销售总价房间编号销售套内面积(平米)销售总价销售单价E1-2-1130376004888000E2-2-1150334005010000E3-2-1180774000043000E1-2-2130373004849000E2-2-2150334005010000E3-2-2180783000043500E1-3-1130378004914000E2-3-1150338005070000E3-3-1180783000043500E1-3-2130382004966000E2-3-2150338005070000E3-3-2180792000044000E1-4-1130380004940000E2-4-1150341005115000E3-4-1180792000044000E1-4-2130384004992000E2-4-2150341005115000E3-4-2180801000044500E1-5-1130384004992000E2-5-1150348005220000E3-5-1180801000044500E1-5-2130382004966000E2-5-2150348005220000E3-5-2180801000044500E1-6-1130388005044000E2-6-1150354005310000E3-6-1180801000044500E1-6-2130382004966000E2-6-2150354005310000E3-6-2180801000044500E1-7-1130386005018000E2-7-1150362005430000E3-7-1180801000044500E1-7-2130384004992000E2-7-2150362005430000E3-7-2180801000044500E1-8-1130398005174000E2-8-1150370005550000E3-8-1180801000044500E1-8-2130395005135000E2-8-2150370005550000E3-8-2180801000044500E1-9-1130398005174000E2-9-1150373005595000E3-9-1180801000044500E1-9-2130395005135000E2-9-2150373005595000E3-9-2180801000044500E1-10-1130400005200000E2-10-1150378805682000E3-10-1180810000045000E1-10-2130398005174000E2-10-215037