安阳聂村项目市场可行性报告(下).doc

A few cars, however, completed the race. The winning car reached a speed of forty miles an hour-much faster than any of its rivals. It sped downhill at the end of the race and its driver had a lot of trouble trying to stop it. The race gave everyone a great deal of pleasure. It was very different from modern car races but no less exciting. Lesson57 Can I help you, madam? 你要买什么，夫人？A woman in blue jeans stood at the window of an expensive shop. Though she hesitated for a moment, she finally went in and asked to see a dress that was in the window. The assistant who served her did not like the way she was dressed. Glancing at her scornfully, he told her that the dress was sold. The woman walked out of the shop angrily and decided to punish the assistant next day. She returned to the shop the following morning dressed in a fur coat, with a handbag in one hand and a long umbrella in the other. After seeking out the rude assistant she asked for the same dress. Not realizing who she was, the assistant was eager to serve her this time with great difficulty, he climbed into the shop window to get the dress. As soon as she saw it, the woman said s many ties.And a woman cant have too many hats, she answered.Ten minutes later we walked out of the shop together. My wife was wearing a hat that looked like a lighthouse !Lesson42 Not very musical 并非很懂音乐As we had had a long walk through one of the markets of Old Delhi, we stopped at a square to have a rest. After a time, we noticed a snake-charmer with two large baskets at the other side of the square, so we went to have a look at him. As soon as he saw us, he picked up a long pipe which was covered with coins and opened one of the baskets. When he began to play a tune, we had our first glimpse of the snake. It rose out of the basket and began to follow the movements of the pipe. We were very much surprised when the snake charmer suddenly began to play jazz tunes and modern pop songs. The snake, however, continued to dance slowly. It obviously could not tell the difference between Indian music and jazz!Lesson43 Over the South Pole 飞越南极In 1929, three years after his flight over the North Pole, the American explorer, R. E. Byrd, successfully flew over the South Pole for the first time. Though, at first, Byrd and his men were able to take a great many photographs of the mountains that lay below, they soon ran into serious trouble. At one point, it seemed certain that their plane would crash. It could only get over the mountains if it rose to 10,000 feet. Byrd at once ordered his men to throw out two heavy food sacks. The plane was then able to rise and it cleared the mountains by 400 feet. Byrd now knew that he would be able to reach the South Pole which was 300 miles away, for there were no more mountains in sight. The aircraft was able to fly over the endless white plains without difficulty. Lesson44 Through the forest 穿过森林Mrs Anne Sterling did not think of the risk she was taking when she ran through a forest after two men. They had rushed up to her while she was having a picnic at the edge of a forest with her children and tried to steal her handbag. In the struggle, the strap broke and, with the bag in their possession, both men started running through the trees. Mrs Sterling got so angry that she ran after them. She was soon out of breath, but she continued to run. When she caught up with them, she saw that they had sat down and were going through the contents of the bag, so she ran straight at them. The men got such a fright that they dropped the bag and ran away. The strap needs mending, said Mrs Sterling later, but they did not steal anything.Lesson45 A clear conscience 问心无愧The whole village soon learnt that a large sum of money had been lost. Sam Benton, the local butcher, had lost his wallet while taking his savings to the post-office. Sam was sure that the wallet must have been found by one of the villagers, but it was not returned to him. Three months passed, and then one morning, Sam found his wallet outside his front door. It had been wrapped up in newspaper and it contained half the money he had lost, together with a note which said: A thief, yes, but only 5o per cent a thief! Two months later, some more money was sent to Sam with another note: Only 25 per cent a thief now! In time, all Sams money was paid back in this way. The last note said: I am 100 per cent honest now!lesson46 Expensive and uncomfortable 既昂贵又受罪When a plane from London arrived at Sydney airport, workers began to unload a number of wooden boxes which contained clothing. No one could account for the fact that one of the boxes was extremely heavy. It suddenly occurred to one of the workers to open up the box. He was astonished at what he found. A man was lying in the box on top of a pile of woollen goods. He was so surprised at being discovered that he did not even try to run away. After he was arrested, the man admitted hiding in the box before the plane left London. He had had a long and uncomfortable trip, for he had been confined to the wooden box for over ten hours. The man was ordered to pay &345 for the cost of the trip. The normal price of a ticket is &230 !Lesson47 A thirsty ghost 嗜酒的鬼魂A public house which was recently bought by Mr Ian Thompson is up for sale. Mr Thompson is going to sell it because it is haunted. He told me that he could not go to sleep one night because he heard a strange noise coming from the bar. The next morning, he found that the doors had been blocked by chairs and the furniture had been moved. Though Mr Thompson had turned the lights off before he went to bed, they were on in the morning. He also said that he had found five empty whisky bottles which the ghost must have drunk the night before. When I suggested that some villagers must have come in for a free drink, Mr Thompson shook his head. The villagers have told him that they will not accept the inn even if he gives it away. Lesson48 Did you want to tell me something? 你想对我说什么吗？Dentists always ask questions when it is impossible for you to answer. My dentist had just pulled out one of my teeth and had told me to rest for a while. I tried to say something, but my mouth was full of cotton-wool. He knew I collected birds eggs and asked me whether my collection was growing. He then asked me how my brother was and whether I liked my new job in London. In answer to these questions I either nodded or made strange noises. Meanwhile, my tongue was busy searching out the hole where the tooth had been. I suddenly felt very worried, but could not say anything. When the dentist at last removed the cotton-wool from my mouth, I was able to tell him that he had pulled out the wrong tooth. Lesson49 The end of a dream 美梦告终Tired of sleeping on the floor, a young man in Teheran saved up for years to buy a real bed. For the first time in his life, he became the proud owner of a bed which had springs and a mattress. Because the weather was very hot, he carried the bed on to the roof of his house. He slept very well for the first two nights, but on the third night, a storm blew up. A gust of wind swept the bed off the roof and sent it crashing into the courtyard below. The young man did not wake up until the bed had struck the ground. Although the bed was smashed to pieces, the man was miraculously unhurt. When he woke up, he was still on the mattress. Glancing at the bits of wood and metal that lay around him, the man sadly picked up the mattress and carried it into his house. After he had put it on the floor, he promptly went to sleep again.Lesson50 Taken for a ride 乘车兜风I love travelling in the country, but I dont like losing my way. I went on an excursion recently, but my trip took me longer than I expected. Im going to Woodford Green, I said to the conductor as I got on the bus, but I dont know where it is. Ill tell you where to get off, answered the conductor. I sat in the front of the bus to get a good view of the countryside. After some time, the bus stopped. Looking round, I realized with a shock that I was the only passenger left on the bus. Youll have to get off here, the conductor said. This is as far as we go. Is this Woodford Green ? I asked. Oh dear, said the conductor suddenly. I forgot to put you off. It doesnt matter, I said. Ill get off here. We are going back now, said the conductor. Well, in that case, I prefer to stay on the bus, I answered.Lesson51 Reward for virtue 对美德的奖赏My friend, Herbert, has always been fat, but things got so bad recently that he decided to go on a diet. He began his diet a week ago. First of all, he wrote out a long list of all the foods which were forbidden. The list included most of the things Herbert loves: butter, potatoes, rice, beer, milk, chocolate, and sweets. Yesterday I paid him a visit. I rang the bell and was not surprised to see that Herbert was still as fat as ever. He led me into his room and hurriedly hid a large parcel under his desk. It was obvious that he was very embarrassed. When I asked him what he was doing, he smiled guiltily and then put the parcel on the desk. He explained that his diet was so strict that he had to项目位置中华路与灯塔路交汇处联系电话2218888发 展 商安阳市开祥房地产有限公司开盘时间2008.8交房日期2010.7占地面积总建面积2.5万物业类型高层住宅售价最 低3000元/均 价3200元/主力户型户 型面积区间套数比例销售率两房两厅8724%70%三房两厅119-12948%四房两厅18324%复式200以上4%综合评价安阳东区，项目规模较小，两梯八户。项目名称凯龙国际项目位置中华路与灯塔路交汇处联系电话2206666发 展 商安阳凯龙置业有限公司开盘时间交房日期占地面积总建面积21万物业类型高层住宅售价最 低3600元/均 价3820元/主力户型户 型面积区间套数比例销售率两房两厅1197.8%三房两厅129-14372.6%四房两厅18015.6%复式238-3603.9%综合评价项目推广期较长，但工程进度缓慢。共7栋高层，1期推出4栋25层高层。项目名称香格里拉国际城项目位置永明路与灯塔路交汇处联系电话2222888发 展 商河南京林地产开发有限公司开盘时间2008.5交房日期2010.2占地面积1100亩总建面积27万物业类型电梯多层、小高、高层住宅售价最 低3500元/均 价3800元/主力户型户 型面积区间套数比例销售率两房两厅96-9811%80%三房两厅120-13060.1%100%四室两厅135-15820%90%复式240-2903%70%综合评价安阳东区高端项目，总占地1100亩，一期占地235亩，建面26.87万平方米。上述户型配比为已推出部分（不含团购的小高层组团）；一期高层组团尚未推售。二期、三期为纯高层，规划有大体量集中式商业和写字楼东区房地产市场特点：l 新区项目大盘较多，规模明显大于其他区域，普遍开发周期较长；l 易园附近为高端项目聚集区，均价3800-4200元/左右；l 户型面积除占据绝对景观资源的个别项目外，户型小于安阳其他区域项目l 区域内项目购房客户以私营业主、公务员居多。南区在售项目：项目名称华强城桑堤亚纳项目位置玄歌大道与中华路交汇处联系电话2218888发 展 商深圳华强集团开盘时间2009.11交房日期2010.12占地面积800亩总建面积160万物业类型别墅、小高层、高层住宅售价最 低3000元/均 价3200元/主力户型户 型面积区间套数比例销售率两房两厅8722.39%三房两厅128-14062.69%四房两厅150-16614.92%综合评价安阳东区，项目规模较小，两梯八户。项目名称和园项目位置中华路与黄河大道交汇处联系电话2107222发 展 商安阳建工集团开盘时间2009.11交房日期2010.12占地面积800亩总建面积160万物业类型别墅、小高层、高层住宅售价最 低3000元/均 价3200元/主力户型户 型面积区间套数比例销售率一房两厅72-782.39%50%两房两厅78-9815%三房两厅98-13582.61%综合评价项目品质中档，户型设计一般，现场营销较差，销售员素质较低。项目名称翰林苑项目位置玄歌大路与银杏路交汇处联系电话2107222发 展 商亚太房产集团开盘时间2009.10交房日期2011.12占地面积68亩总建面积8.9万物业类型小高层、高层住宅售价最 低2400元/均 价2680元/主力户型户 型面积区间套数比例销售率两房两厅80-9010%三房两厅110-15090%综合评价目前一期正在销售，为城中村改造项目，五证不全。南区房地产市场特点：l 项目档次较低，户型面积大于中心区和东区；l 户型设计较差，客厅一般都不朝南向；l 项目客户多以本区域工作的职工为主，投资客户较少；l 项目价格在多在2600元/以下,随着华强城的进入，区域现状有改观的希望。铁西区在售项目：项目名称城际双座项目位置文峰路铁西路交汇联系电话2107222发 展 商阳嘉置业开盘时间2008交房日期2010.12占地面积20亩总建面积5万物业类型小高层住宅售价最 低2600元/均 价2950元/主力户型户 型面积区间套数比例销售率一房654%65%两房两厅80-9049%三房两厅106-13447%综合评价项目位置靠近火车道，有噪音影响，但其良好的地段受到了市民的认可。目前项目销售情况达到60%，2房销量较其他楼盘要好项目名称枫林水郡项目位置钢花路与文峰路交汇联系电话3156666发 展 商贞元置业开盘时间2008交房日期2010.12占地面积1000亩总建面积21万物业类型高层住宅售价最 低2600元/均 价2950元/主力户型户 型面积区间套数比例销售率两房两厅104三房两厅120-140综合评价项目位于城市最西面位于区委政府和安钢集团附近，项目规模较大，目前推出3期全部高层。项目名称龙悦湾项目位置太行路中段联系电话3912222发 展 商长宇房地产开发开盘时间2008.11交房日期2010.12占地面积145亩总建面积15万物业类型高层住宅售价最 低2600元/均 价2700元/主力户型户 型面积区间套数比例销售率两房两厅100-11032%60%三房两厅120-16756%四房两厅166-18412%综合评价项目区位目前有点偏远，昭示性过差，但小区环境优美，目前已经进入现房销售阶段。铁西区房地产市场特点：l 区域内在售项目较少，销售速度较慢，价格较低。项目价格在多在2600元/以下;l 区域外客户对西区的认可度较低。多为周边厂矿居民购买。l 西区厂矿多有自建房和团购项目，房地产市场比较混乱。3.3安阳房地产市场小结经过调研，安阳市目前在售的项目主要有26个，上表统计了22个信息较为全面的项目，下面我将通过筛选找出一些安阳项目的一些规律。安阳市市场热点：中心区和东区。两个区域占到整个市场的70%。安阳市东区和南成为外地开发商角逐的重点区域。4板块市场分析4.1区域住宅市场成长情况4.11地块区域分析项目区域处于城市中心区和新区的交界地带，既能享受到老城区成熟的配套，又能享受到新区优美的环境和行政资源。l 中心区和新区交汇处l 方便的交通，完善的配套l 大量的人口及政府对城中村改造的支持l 地产商的城市运作上述地理区域特征决定了，随着城市的不断发展，格局不断地扩大，本区域必将成为安阳未来的“城市副中心”。4.2区域内市场产品特征由于项目位于中心城区及新城区交汇处，我们对这两个区域都做详细的了解和分析。4.21户型特征安阳市目前在售项目较为典型的户型主要有以下几种：安阳项目户型普遍较大，以三房占绝对主力，目前多130以上的大三房，其中110-130之间的三房较少。在售项目户型面积区间：l 一房一厅：40-78l 二房二厅：83-119l 三房二厅：110-155l 四房二厅：160-190l 复 式 ：180-400由上图可以看出，安阳市在售项户型以三房占绝对优势，占到总体户型的64%，并且所有户型的面积普遍较大，凸显出地市客户追求大户型的心理。4.22客户特征安阳市目前购房客户主要有以下几种实业机关团购客户：l 手上有资金，炒房赚钱l 本身有住房，关注区域地段和规划l 对企业品牌口碑比较敏感l 需要看到实际的工程进度和现场效果市内及地市私营业主，矿主，高级管理人员：l 换大房：130以上需求l 改善居住环境：换区域，换小区l 第二居所：地市客户较多，作为养老，投资l 为下一代储备，给孩子在城市安一个家市内换房客户和年轻的首次置业客户：l 市内换房客户l 新增城市人口：安阳高校毕业生群体，外来安家群体l 本市首次置业：搳2代人经济实力，啃老置业5项目拟定方案5.1项目地块5.11地块指标分析l 项目为住宅用地，住宅用地面积44.08万；l 项目总建筑面积为181.7万；l 项目总体容积率为4.12；l 项目总户数达到13378户；这些条件决定了l 项目规模较大，便于规划，适宜打造大规模社区；l 项目容积率4.12偏高，由于项目临街面较多，可以适当的提高底商面积，从而提高配套舒适度；l 项目居住户数超过一万三千户，居住人口超过四万人，高档和规范化的后期物业服务将成为项目必备条件；5.12地块四至分析地块四至东：移动大厦北：惠苑街西：居民区南：德隆街地块北至惠苑街、南至德隆街、东至安阳移动大厦、西部则面临局面区。5.13地块现状 由于项目本身为城中村改造项目，地块周边环境较杂乱。5.14地块配套文峰大道 文明大道明福街中华路平原路曙光路易园人民广场本案 东工路三十二中图书博物馆第六医院检察院工行建行肛肠医院东关小学安阳师院地块周边配套齐全，教育配套有安阳东关小学、三十二中，安阳师院，临近东区的人民广场，医疗及金融配套分别有安阳第六医院，工商银行，建设银行等相关资源。周边商业配套较稀缺，即是项目的一个缺陷，也是本次开发的机会，把握目前安东区商业配套没有跟上的机遇，打造安阳新的商业中心。 安阳市人民政府 安阳市检察院5.2项目SWOT分析优势S：l 地处中心城区与东区交界地，交通方便；l 周边大配套齐全，生活方便；l 地块规模大，且较完整，易于规划；对策：利用大规模开发，打造安阳高档社区劣势W:l 区域形象较差；l 平原路目前尚未打通；l 容积率过高；l 地块为道路区隔对策：通过商业降低住宅容积率，把握较好的入市时机。机会O：l 城市框架进一步拉大，使区域升级步伐加快；l 平原路正在扩建之中，给项目带来机会；l 政府对片区改造的大力支持；l 东区进一步成熟对本区域的带动。对策：利用整个城市中心东移的机会，进一步加大项目影响。威胁T：l 宏观经济仍然不明朗，对房地产发展存在影响；l 安阳房地产市场启动过快，导致供应增长过快，需要时间消化；l 周边建业，华强等开发商大盘启动加剧竞争。对策：留意政策对整个安阳市场带来的影响，通过提高项目品质以增强项目竞争力。5.3项目定位方案5.31定位关键点把握基于项目的SWOT分析、客群分析和定位需要解决的问题，在定位过程中需要把握以下关键点；1) 通过对房地产整体市场和区域市场的分析，找到本项目的目标客户，深入分析他们的需求，为项目定位指明方向；2) 重点分析与周边项目的竞争关系，找出差异化路径，形成具有竞争力的主题定位和产品定位；3) 主题定位和产品定位既要满足现在市场的需要，又要着眼未来、适度超前，满足市场发展变化的需要；4) 实现项目开发的价值最大化，包括利润最大化、品牌价值最大化、土地价值最大化。5.32市场定位固有价值附加价值区位规模商业配套教育园林物管价值综合体PK东区项目&南区开发区项目品牌项目地理位置优越，规模较大，周边配套成熟，其商业价格和品牌价值有很大的升值空间，因此我们将项目定位为：5.32物业定位从项目自身条件来看l 老城地段概念：紧贴老城：利用老城商业辐射较为容易l 东区地段概念：紧贴行政中心，有绝对优势缔造商务价值，但需要时间，可放到最后开发。l 规模大，地块分散：板块开发，功能互补因此项目开发具有一下功能：l 居住功能：品质性居住、改善型居住、服务型居住l 消费功能：配套式商业、升级化商业l 商务功能：服务型商务、发展型商务l 休闲功能：区域性休闲、服务性休闲l 文化功能：教育升级、文化服务因此项目物业定位为集住宅、商业、商务办公、公寓、公园广场、教育配套、人工水系为一体的复合功能体。5.33客户定位项目一期为提升项目影响力，将会打造高品质项目，一期客户主要定位为中高端换房客户，二期为中端改善换房客户。根据安阳市场情况，我们了解到目前安阳市的中高端及中端客户主要有：实业机关团购客户：l 手上有资金，炒房赚钱l 本身有住房，关注区域地段和规划l 对企业品牌口碑比较敏感l 需要看到实际的工程进度和现场效果市内及地市私营业主，矿主，高级管理人员：l 换大房：130以上需求l 改善居住环境：换区域，换小区l 第二居所：地市客户较多，作为养老，投资l 为下一代储备，给孩子在城市安一个家市内换房客户和年轻的首次置业客户：l 市内换房客户l 新增城市人口：安阳高校毕业生群体，外来安家群体l 本市首次置业：搳2代人经济实力，啃老置业5.34户型配比定位根据客户定位及我们了解到的目标客群的主力购买户型，我们判定户 型 配 比购买人群比例意向产品面积区间权重综合权重政府机关20%二房二厅80-10010%2%三房二厅110-14080%16%四房二厅150-17010%2%企业中高层领导及私营企业主40%二房二厅80-10015%6%三房二厅110-14075%30%四房二厅150-17010%4%地市客户20%二房二厅80-10010%2%三房二厅110-14080%16%四房二厅150-17010%2%片区客户20%二房二厅80-10020%4%三房二厅110-14075%15%四房二厅150-1705%1%合计100%400%100%根据问卷调查，3房套数需求占比76%，成绝对主力；并且3房存在供不应求的潜在需求特征 ，3房面积100-120占42%； 3房面积120-140占24%； 其他3房占10%，由此我们将上面的户型配比作出升级调整得到最终的户型配比。户型面积段户型比例二房二厅80-9510%三房二厅110-12030%三房二厅120-13035%三房二厅135-14420%四房二厅150-1705%合计100%5.35价格定位因素项目本项目京林香格里拉华强城权重中央公园国际城桑堤亚纳按揭均价（元/）PXPA=4000PB=3800PC=2300地理位置1512131310景观151012129户型结构1512121213生活配套158997交通便捷108997居住环境108997社区规模109899企业品牌108989合计100QX=75QA=81QB=81QC=71楼盘权重：京林中央花园20%；香格里拉国际城30%；华强城桑堤亚纳50%。可以得出项目市场对比准价：3030元/。市场研究部2010年5月28日18A few cars, however, completed the race. The winning car reached a speed of forty miles an hour-much faster than any of its rivals. It sped downhill at the end of the race and its driver had a lot of trouble trying to stop it. The race gave everyone a great deal of pleasure. It was very different from modern car races but no less exciting. Lesson57 Can I help you, madam? 你要买什么，夫人？A woman in blue jeans stood at the window of an expensive shop. Though she hesitated for a moment, she finally went in and asked to see a dress that was in the window. The assistant who served her did not like the way she was dressed. Glancing at her scornfully, he told her that the dress was sold. The woman walked out of the shop angrily and decided to punish the assistant next day. She returned to the shop the following morning dressed in a fur coat, with a handbag in one hand and a long umbrella in the other. After seeking out the rude assistant she asked for the same dress. Not realizing who she was, the assistant was eager to serve her this time with great difficulty, he climbed into the shop window to get the dress. As soon as she saw it, the woman said s many ties.And a woman cant have too many hats, she answered.Ten minutes later we walked out of the shop together. My wife was wearing a hat that looked like a lighthouse !Lesson42 Not very musical 并非很懂音乐As we had had a long walk through one of the markets of Old Delhi, we stopped at a square to have a rest. After a time, we noticed a snake-charmer with two large baskets at the other side of the square,