汇益1期商铺价格定位打印稿.doc

汇益时代广场1期余铺价格定位策划报告 田润世纪商业地产运营机构 汇益时代广场第1期余铺价格定位策划报告田润世纪商业地产运营机构二00六年四月十日第一章 整体区域均价研究一、市场调查数据表1：主要参考项目数据项目名称地址面积（m2）总价（元）单价（元/m2）租金（元/m2）回报率备注金盛小区116店绵水北路（原铅笔厂）43.5316496737908.002.6%按临绵水路店面价格计算绵江小区H-109店红都广场42.84189897443325.686.0%市场路店面绵江小区R-112店红都广场31.92190203595910.442.1%菜市场内店面金都大道店面新市府对面宏源大排挡隔壁135.00470014.073.6售价参照福星花园店面价格金都大道店面公安大厦对面72.0047007.642.0售价参照福星花园店面价格上表数据显示，目前瑞金商铺的租金除红都广场商圈的店面因商业氛围成熟而稍高外，其他区域的店面租金多在714元/平方米之间，从店面的投资回报率来看，除红都广场达6外，其他区域多在23之间，投资回报明显偏低。从上述分析可见，若我们时代广场以目前租金的水平，要保持较高的投资回报率，销售价格过高将不利于的剩余店面的销售。故我司认为，合理地制定时代广场店面的价格对实现剩余店面的顺利销售至关重要。二、项目现状 表2：剩余商铺数量区域剩余数量（间）总价（元）总面积（m2）均价（元/m2）各区数量其中A156192521808821.343070A2121600831507.873152A3152449776729.843357A4101250881476.62625B1431754460851074.15070B2218131926.81546.935257B43311116.5110.132825B5227987697.22879合计99219923005364.014100到目前为止，汇益时代广场一期商铺剩余99间，剩余总建筑面积5364平方米，总金额21199.23万元（按现行价格标准计）。平均价格为4100元/平方米(如上表)。三、项目整体均价研究（一）项目影响要素、指标及权重确定针对本项目及主要可比项目特点，共列出16个定级要素，分别为位置、交通条件、规模、配置、销售情况、商业成熟度、开发商实力及信誉、规划设计、硬件条件、周边房地产发展趋势、停车条件、经营商品的类型、价格、广场大小、周边租金水平、主力店及品牌店的效应。此16个要素，共分5个等级，每一等级均制定出相应指标，并且对应分值1、2、3、4、5分。分值越大，表示等次越高。具体见表1定级要素、指标与分值评价标准表。 表3：定级要素、指标与分值评价标准表定级因数参数指标分值设定位 置A、距市中心区的远近；B、商业为临街或背街A、最差（远）1；B、很差（远）2；C、一般3；D、很好（近）4；E、最好（近）5交通条件A、道路通达数目及宽度；B、公交车站点数量、C、公交车路数量A、最少1；B、很少2；C、一般3；D、很多4；E、最多5规 模A、总建筑面积（在建及未建）； B、总占地面积；C、商铺数量A、最小1；B、很小2；C、一般3；D、很大4；E、最大5配 套A、城镇基础设施；B、社会服务设施A、最不完善1；B、不完善2；C、一般3；很完善4；最完善5销售情况A、销售进度；B、销售率；B、尾盘现状A、最差1；B、很差2；C、一般3；D、很好4；E、最好5商业成熟度A、人流；B、商家入住；C、辐射范围及人群A、最差1；B、很差2；C、一般3；D、很好4；E、最好5开发商实力及信誉A、资产及资质；B、开发项目多少；C、项目质量；D、品牌A、最差1；B、很差2；C、一般3；D、很好4；E、最好5规划设计A、科学性；B、创新性A、最差1；B、很差2；C、一般3；D、很好4；E、最好5硬件条件A、开间、进深、层高；B、消费者的有效引导A、最差1；B、很差2；C、一般3；D、很好4；E、最好5周边房地产发展趋势A、已建及在建房地产项目数量；B、已建及在建房地产项目规模； C、已建及在建房地产档次A、最差1；B、很差2；C、一般3；D、很好4；E、最好5停车条件A、停车场大小；B、车位数量A、最少1；B、很少2；C、一般3；D、很多4；E、最多5经营商品的类型A、商品种类的数量；B、各类商品的规模； C、各类商品的档次A、最差1；B、很差2；C、一般3；D、很好4；E、最好5隶属项目的运营特点A、所属项目的类型；B、所属项目的运营方式；C、所属项目的运营状态；D、所属项目的管理水平A、最差1；B、很差2；C、一般3；D、很好4；E、最好5广场情况A、广场面积；B、广场形状A、最差1；B、很差2；C、一般3；D、很好4；E、最好5周边租金水平A、租金水平；B、租金升值潜力A、最低1；B、很差低；C、一般3；D、很高4；E、最高5主力店、品牌店效应A、主力店、品牌店知名度；B、主力店、品牌店数量A、最低1；B、很差低；C、一般3；D、很高4；E、最高5（二）项目均值判定与计算表4：可比楼盘综合要素量化统计表项目名称定级要素权重序号金盛小区阳光瑞景红都苑福星花园绵江小区时代广场调查人位置0.51312423杨青交通条件0.52423453规模0.53344154配套0.44344133销售情况0.35331534商业成熟度0.56323453开发商实力及信誉0.37344353规划设计0.38333433硬件条件0.39223322周边房地产发展趋势0.210313453停车条件0.311245355经营商品的类型0.112121253价格0.51331245广场情况0.214245252周边租金水平0.515121352主力店、品牌店效应0.416121352位置0.51322454刘小芳交通条件0.52433454规模0.53435255配套0.44335124销售情况0.35451554商业成熟度0.56121352开发商实力及信誉0.37335343规划设计0.38434433硬件条件0.39443543周边房地产发展趋势0.210424554停车条件0.311555354经营商品的类型0.112121152价格0.51331245广场情况0.214235153周边租金水平0.515121452主力店、品牌店效应0.416121351位置0.51433453罗小娟交通条件0.52322353规模0.53344244配套0.44322343销售情况0.35433244商业成熟度0.56222242开发商实力及信誉0.37344343规划设计0.38334234硬件条件0.39333343周边房地产发展趋势0.210434454停车条件0.311344335经营商品的类型0.112322343价格0.51331245广场情况0.214244242周边租金水平0.515333452主力店、品牌店效应0.416222242加权后平均得分16.415.316.518.225.316.43（三）可比项目分值汇总为对本项目制定一个合理的价格，选取5个有可比意义的项目按上述的量化方法，将每个项目的各种要素的得分乘以各自的权重再求和，计算出每个项目的得分，见下表。表5：各项目得分表项目名称金盛小区阳光瑞景红都苑福星花园绵江小区所得得分16.415.316.518.225.3（四）楼价与分值相关分析表6：计算加工表原始数据计算栏序号楼盘名称楼盘得分（X）楼价（Y）XXYYXY1金盛小区16.403686.00268.9613586596.0060450.402阳光瑞景15.303100.00234.099610000.0047430.003红都苑16.503000.00272.259000000.0049500.004福星花园18.204700.00331.2422090000.0085540.005绵江小区25.305888.00640.0934668544.00148966.40合计91.7020374.001746.6388955140.00391886.80注：表中铺价均为均价（元/平方米）。据表中给出的原始数据，大致可判店铺价格与项目得分要素之间近似呈直线相关。故将所要建立的回归方程设置为：Y a + bX式中 Y店铺价格； X项目得分。解上式中的参数a与b,得：Y = 222.12 + 210.07X（五）楼盘定价根据表1中除价格外的15个定级要素，汇益时代广场得分为16.43分，将得分带入公式：Y= 222.12 + 210.07X由此可得，本项目商铺整体均价为3674元/平方米。第二章 项目各楼栋均价研究一、定价原理以项目整体均价3674元/平方米为基础，根据各栋的条件，选取若干权重要素，分别就各栋的要素状况取权重系数，再以各栋权重要素条件均等者取100作为标准系数，条件与此相当者取100作系数，优于者取大于100的系数，差于标准栋者取小于100的系数(如下表)。表7：项目定价权重系数表区域均价权重系数交通要素广场要素产品要素临街要素景观要素主力店效应修正后价格A136741029910099103983641A23674100100100101103993567A3367497989996100994108A43674103103991001021003429B1367496929894961014657B2367497939798901024667B3367410110110098981013713B436741031031021001031033200B536741041061021021041052933B636741041061031051041052822由项目整体均价及各区域价格影响因数权重系数，可得各栋物业的加权平均单价如下所示：A1=3674*100/102*100/99*100/100*100/99*100/103*100/98=3641A2=3674*100/100*100/100*100/100*100/101*100/103*100/99=3567A3=3674*100/97*100/98*100/99*100/96*100/100*100/99=4108A4=3674*100/103*100/103*100/99*100/100*100/102*100/100=3429B1=3674*100/96*100/92*100/98*100/94*100/96*100/101=4657B2=3674*100/97*100/93*100/97*100/98*100/90*100/102=4667B3=3674*100/101*100/101*100/100*100/103*100/103*100/103=3713B4=3674*100/103*100/103*100/102*100/100*100/103*100/103=3200B5=3674*100/104*100/106*100/102*100/102*100/104*100/105=2933B6=3674*100/104*100/106*100/103*100/105*100/104*100/105=2822二、权重系数确定依据根据影响商业地产价格的一般要素并结合本项目的个别要素，影响本项目各栋价格的主要因数有交通要素、广场要素、产品要素、临街状况、景观要素、主力店效应。各要素的主要指标及系数的确定依据如下表：表8：价格影响要素、评价指标及系数赋值表价格影响要素评价指标系数的赋值交通要素道路功能；道路数量；道路宽度以A2栋为评价标准，优于本栋者取小于100的系数，条件相当者取100为系数，差于本栋者取大于100的系数广场要素广场位置；广场面积；广场辐射半径以A2栋为评价标准，优于本栋者取小于100的系数，条件相当者取100为系数，差于本栋者取大于100的系数产品要素建筑外立面、层高、进深、结构布局以B3栋为评价标准，优于本栋者取小于100的系数，条件相当者取100为系数，差于本栋者取大于100的系数临街状况临街长度、双面还是单面临街、临街街道的性质以A4栋为评价标准，优于本栋者取小于100的系数，条件相当者取100为系数，差于本栋者取大于100的系数景观要素水景、喷泉、雕塑、建筑小品以A3栋为评价标准，优于本栋者取小于100的系数，条件相当者取100为系数，差于本栋者取大于100的系数主力店效应主力店名气、面积、数量以A4栋为评价标准，优于本栋者取小于100的系数，条件相当者取100为系数，差于本栋者取大于100的系数第三章 各楼栋单位价格研究一、定价原理项目各栋各单位定价考虑要素中：（一）首要要素与绵水路的距离。均价的大小与绵水路的距离成反比。递减幅度随距离（距绵水路）的增大而减小。（二）次要要素各栋及各单位的个别要素，如主力店效应、广场影响要素、景观要素、临街状况、开间大小。二、各单位均价（一）A1栋各单位均价A1店面号单价面积总价店面号单价面积总价14700112.452837428320052.131668162380050.3319125429320050.331610563370033.5512413530320043.621395844370039.1514485531325040.27130877.55360039.1514094032325039.15127237.56360033.5512078033325040.27130877.57360050.3318118834330043.621439468350050.3317615535330043.621439469350033.5511742536330040.2713289110350039.1513702537335039.15131152.511345039.1513506838335039.15131152.512345033.5511574839335040.27134904.513345050.3317363940340043.6214830814340050.3317112241340043.6214830815340039.1513311042360040.2714497216340039.1513311043380039.1514877017335039.1513115344380054.420672018335033.5511239345380050.3319125419335050.3316860646410043.6217884220330050.3316608947410040.2716510721330033.5511071548410039.1516051522330039.1512919549380072.727626023325039.1512723850490051.1325053724325033.5510903851490049.3224166825325050.3316357352490046.2322652726320050.3316105653490049.3524181527320059.66190912（二）A2栋各单位均价A2店面号单价面积总价店面号单价面积总价1480072.9535016014350033.661178102400050.4920196015350033.661178103350050.4917671516320037.031184964335033.6611276117320053.861723525335039.2713155518325040.39131267.56330039.2712959119325043.761422207330033.6611107820325043.761422208330050.4916661721330040.391332879325050.4916409322330039.2712959110325033.6610939523330054.5718008111325039.2712762824360050.4918176412320053.8617235225390050.4919691113320037.0311849626480072.95350160（三）A3栋各单位均价A3店面号单价面积总价店面号单价面积总价1470044.4820905627400038.921556802410053.3821885828400042.261690403400050.0420016029410042.261732664380042.2616058830410038.891594495340087.8529869031410038.921595726345098.1933875632420038.921634647345050.0417263833420038.921634648345038.9213427434420042.261774929340038.9213232835430042.2618171810340038.9213232836430038.9216735611340038.9213232837430038.9216735612335042.2614157138440038.9217124813335042.2614157139440038.9217124814335042.2614157140460042.2619439615330042.2613945841460050.0423018416330042.2613945842500038.9219460017330031.1410276243530038.9220627618325033.3610842044550077.642680019325033.3610842045550079.7843879020325031.1410120546490040.0419619621320038.9212454447490038.9219070822320050.0416012848490038.9219070823350037.9213272049490042.2620707424450037.9217064050490050.0424519625400050.0420016051490053.3826156226400038.9215568052490044.48217952（四）A4栋各单位均价A4店面号单价面积总价店面号单价面积总价1330040.2613285815350048.861710102330034.5111388316350048.861710103330058.7119374317350048.861710104330040.2613285818350062.12173505330034.5111388319350047.111648856330037.9712530120350038.961363607330051.7717084121350043.771531958340071.924446022350046.051611759340054.8218638823380063.2724042610340055.0118703424350051.7718119511340055.3118805425350051.7718119512340062.1221120826350034.5112078513340047.1216020827340040.2613688414340043.514790028340046.0115643429340066.15224910（五）B1栋各单位均价B1店面号单价面积总价店面号单价面积总价16500104.768074512450060.812736452550055.0330266513430046.371993913500055.0327515014400043.81752004470077.0436208815390045.051756955460077.0435438416380066.412523586450055.0324763517380068.992621627440055.0324213218380050.041901528430077.0433127219380099.73788609420077.0432356820420042.4417824810410055.0322562321450072.2532512511400055.03220120226400157.161005824（六）B2栋各单位均价B2店面号单价面积总价店面号单价面积总价16400166.8106739213450059.622682902450068.5830861014420055.032311263420050.4421184815420055.032311264400050.4420176016430077.823346265380039.6415063217430077.823346266370095.5935368318440055.032421327360050.4418158419440055.032421328370071.3226388420440077.823424089380071.3227101621460042.4619531610390050.4419671622470055.0225859411400050.4420176023500055.0327515012430055.0823684424540076.42412668820.53645729256500153.65998725（七）B4栋各单位均价B4店面号单价面积总价店面号单价面积总价1430046.3719939116320058.331866562340033.6511441017300065.271958103335050.4816910818280048.951370604330050.4816658419285036.71104623.55325033.65109362.520285035.69101716.56325039.2612759521290030.59887117325039.2612759522290045.891330818320033.6510768023300045.891376709320050.4816153624300030.599177010320050.4816153625305035.69108854.511315033.65105997.526310030.599482912315039.2612366927315045.89144553.513315040.3812719728320045.8914684814310053.8516693529410056.8723316715310053.85166935（八）B5栋各单位均价B5店面号单价面积总价店面号单价面积总价1420079.8633541214250036.73918252320058.1218598415160012.32197123300045.1213536016160013.95223204290032.579445317180015.8528530529003811020018180019.7235496628003810640019200018.61372207280032.579119620200023.72474408270045.1212182421220025.87569149270058.1215692422220023.895255810260032.578468223240029.8871712112600389880024430044.5219143612250039.089770025430035.4215230613250032.228055026430033141900第四章 各楼栋余铺价格研究一、A1栋余铺单位价格A1店面号原单价新单价面积新总价33800370033.55124135113150345039.15135067.5123150345033.55115747.5133150345050.33173638.5143150340050.33171122153150340039.15133110163050340039.15133110173050335039.15131152.5183050335033.55112392.5193050335050.33168605.5203050330050.33166089213050330033.55110715223050330039.15129195233050325039.15127237.5243050325033.55109037.5253050325050.33163572.5263050320050.33161056273050320059.66190912293000320050.33161056313000325040.27130877.5均价309932508542847829注：新价格比原价增加了151元/平方米二、A2栋余铺单位价格A2店面号原单价新单价面积新总价103250325033.66109395133250320037.03118496153150350033.66117810163050320037.03118496173050320053.86172352183050325040.39131267.5193050325043.76142220203050325043.76142220213050330040.39133287223050330039.27129591232800330054.57180081254000390050.49196911均价31523332507.871692127注：新价格比原价格增加了180元/平方米三、A3栋余铺单位价格A3店面号原单价新单价面积新总价24000410053.3821885843600380042.2616058853100340087.8529869063100345098.19338755.573500345050.04172638123400335042.26141571133400335042.26141571143300335042.26141571153300330042.26139458163300330042.26139458183300325033.36108420193300325033.36108420203300325031.14101205213300320038.92124544223500320050.04160128均价33573420729.842495876注：新价格比原价增加了63元/平方米。四、A4栋余铺单位价格A4店面号原单价新单价面积原总价现总价42800330040.2611272813285873100330051.77160487170841153100350048.86151466171010163100350048.86151466171010173100350048.86151466171010183200350062.1198720217350193200350047.11150752164885203200350038.96124672136360213200350043.77140064153195223200350046.05147360161175均价26253461476.614891811649694注：新价格比原价增加了835元/平方米。五、B1栋余铺单位价格B1店面号原单价新单价面积新总价45988470077.0436208855688460077.0435438465388450055.0324763575088440055.0324213284888430077.0433127294688420077.04323568104588410055.03225623114588400055.03220120124788450060.81273645134588430046.37199391144388400043.8175200154388390045.05175695164588380066.41252358174688380068.99262162195288380099.7378860205788420042.44178248215988450072.25325125均价5070421510744527505注：新价格比原价降低了885元/平方米六、B2栋余铺单位价格B2店面号原单价新单价面积新总价162886400166.78106739225988450068.5830861045388400050.4420176064888370095.5935368374788360050.4418158484688370071.3226388494588380071.32271016104388390050.44196716114388400050.44201760124588430055.08236844144588420055.03231126154588420055.03231126164588430077.82334626174688430077.82334626184788440055.03242132194888440055.03242132205088440077.82342408235988500055.03275150246188540076.424126682563886500153.659