某楼盘营销策划范文.doc

某楼盘营销策划范文 某楼盘营销策划目录前言 一、周边楼盘价格调查1.价格调查汇总2.说明3.一次评估与加权 二、天泰馥香谷与调查楼盘评估1.树图解析与权重系数计算1.1天泰馥香谷1.2银都景园1.3金帝山庄1.4颐景园1.5名仕花园1.6锦园1.7千禧龙苑1.8蔚兰海岸1.9新贵都1.10绿岛花园1.11矿泉花园 三、评估与价格修正1.修正公式2.修正过程3.修正结果 四、天泰馥香谷价格定位建议 五、价格策略与执行方案 1、价格策略1.1价格是消费者购房最敏感因素1.2户型统计与总价分析1.3发挥差价原则 2、执行方案2.1单元评估2.2楼层评估2.3楼层差价率与差价系数2.4各单元平均价计算2.5价格明细表 六、价格执行反馈控制系统附表1开盘期首推户型价格明细表价格是公司效益与客户之间的一座桥梁高了，能走过这座桥的人就少没有市场低了，公司损失利润没有效益如何在两者之间达到一种平衡如何让我们的楼盘即叫好又叫座这永远是我们解析的重心第二部分天泰馥香谷项目价格策略与执行方案 一、周边楼盘价格调查 1、价格调查汇总单位楼盘名称统计面积M2最高标价元/M2最低标价元/M2平均标价元/M2折实均价修正均价元/M2备注一次性%银行按揭%银都景园520006030508056000+1%5644不仅不打折，如不是一次性付款还要+10%金帝山庄6600048003800450098折04482颐景园7200045003xx840003820名仕花园3024848004000450097折98折4410锦园11000057003800488097折04850千禧龙苑5000063003900480097折98折4694蔚蓝海洋12000080004700560095折97折5409新贵都47000046004000428098折04262绿岛花园37216700043005560005550矿泉花园7377678006000691096折 068542、说明11月6日11月10日在天泰同仁的配合下，我们对青岛市楼市进行了广泛调查，本表只是调查中的几个重点楼盘。 修正均价主要根据统计面积所占比例、销售时间、实际成交时大都再给优惠、大多数采用按揭付款方式等因素。 参照楼盘以周边可比性楼盘为主，兼顾其他区域楼盘。 3、一次评估与加权(平均分)楼盘评估项银都景园金帝山庄颐景园名仕花园锦园千禧龙苑蔚兰海岸新贵都绿岛花园矿泉花园馥香谷区域地段9.07.857.6259.08.307.1259.08.4758.758.507.625周边社区7.657.97.807.47.307.257.69.1259.0258.3257.60交通条件7.47.507.657.157.457.457.659.359.758.307.65价格与付款方式7.508.5757.858.1758.0258.058.207.807.7758.008.50营销水平8.459.008.0258.1758.007.7256.5759.1259.2258.756.325小区内绿化情况9.1258.4757.707.8259.008.2758.757.907.108.3759.50小区内规划情况9.1758.1257.457.6757.407.657.5758.7258.407.6759.45小区公共配套设施8.808.657.8757.707.658.307.4258.908.6258.0759.00顾问代理水平9.009.057.357.6757.357.757.708.708.4257.959.60物业管理水平9.008.607.308.007.207.807.1258.658.6258.2259.20合计85.1083.72576.62578.77577.67577.37577.6086.7585.7082.17584.45（加权分）楼盘评估项银都景园金帝山庄颐景园名仕花园锦园千禧龙苑蔚兰海岸新贵都绿岛花园矿泉花园馥香谷加权评估0.550.550.370.350.470.060.120.860.850.830.80加权因素包含开盘时间、目前执行价格、销售率 2、评估加权 （1）H=馥香谷=8.1662+0.80=8.9662 （2）加权修正银都花园=H1=8.5914+0.55=8.9451金帝=H2=8.3951+0.55=8.9451颐景园=H3=7.6108+0.37=7.9808名仕花园=H4=8.00968+0.35=8.35968锦园=H5=7.7488+0.47=8.1688千禧龙苑=H6=7.7048+0.06=7.7108蔚兰海岸=H7=7.8022+0.12=7.9222新贵都=H8=8.6312+0.86=9.4912绿岛花园=H9=8.5511+0.85=9.4011矿泉花园=H10=8.2217+0.83=9.5017 三、评估与价格修正 1、修正公式*比较楼盘均价 2、修正过程银都花园8.9662*4644=4545.008.9451金帝山庄*4482=4493.00颐景园*3820=4292.00名仕花园*4410=4730.00锦园*4850=5323.00千禧龙苑*4694=4990.00蔚兰海岸*4409=4990.00新贵都*4262=4026.00绿岛花园*4550=4338.00矿泉花园*6854.00=6789. 003、修正结果4545.00+4493.00+4292.00+4730.00+5323.00+4990.00+4990.00+4026.00+4338.00+6789.0010=4851.60即天泰馥香谷市场已然形成并且能够接受的平均价格是4850元/平方米 四、天泰馥香谷价格定位建议*天泰馥香谷平均价格应是4850元/平方米，正负出入不宜超过200元。 *为配合分批销售和低开高走的价格策略，第一批提出价格定位如下平均价格47004900元/平方米；本案设定均价4800元/平方米(如卖精装修房每平米加价1000.00元)；最低价与最高价差设计幅度398061800元/平方米(如卖精装修房每平米加价1000.00元)。 *本案设计的是销售实价，销售价格表将根据付款方式上浮后再折回。 五、定价策略与执行方案（一）定价策略 1、价格是消费者购房最敏感因素根据对青岛市调查楼盘及天泰馥香谷销售情况的了解，我们感到价格的高低直接左右着项目的销售业绩，制定合理的销售价格必须是慎重研究的。 针对青岛房地产市场的价格现状，我们此次采用的定价技巧，一方面是针对同行的竞争，另一方面则是在对我们的目标客户群。 在采用了1）竞争价格评估；2）萃辰树图；3）成本利润法；4）差价设计法。 四种方法结合，我们得出了上述价格（均价）定位，并建议分批推出楼盘。 2、户型统计与总价分析1）面积分类共175种，最小面积101.50平方米，最大面积288平方米。 2）户型分类二房二厅二卫、三房二厅一卫、三房二厅二卫、四房二厅三卫复式、错层、标准层共8种。 3）面积阶段分类101-150平方米共148套150-180平方米共20套180-280平方米共140套合计308套。 根据以上户型统计，可以看出200平米以上的大户型占的比例还是很大的，这就关系到一个总价问题，也就是说要有100多套房子总价在100万以上。 目前天泰馥香谷已售出60套，合计销售面积9252.90m2，已完成17.80%，其中200m2以上复式套型占28%左右，100多平米的套型占72%，由此看出大户型由于总价门槛过高，还是存在销售壁垒的。 根据这种销售情况我们建议12月20日开盘时推出8000余平米，具体为8栋1单元1113.20m2（已售面积128.40m2）；4栋5单元1283.70m2；1栋3单元1208.40m2（已售面积139.7m2）；10栋2单元1227m2；3栋1单元1338.60m2；3栋2单元1465m2,但如预定情况非常火爆,也可全面推出。 开盘起价3980.00元/平方米(如精装修4980.00元/平方米,具体户型及价格配比见附表。 这种配比，一是保证几类户型都有，二是将不太好销的及户型较大的推出比例大些，借着开盘热卖，将不好销的户型推出去，另一方面，根据开盘斯的销售走势，决定第二批推出起价。 3、发挥差价原则现天泰馥香谷有8种户型（4种复式，2种错层，2种标准层）175种面积，并且有4层的、5层的、6层的、7层的、8层的多种楼层，还分电梯小高层与多层，这种品种的多样性，为我们价格的差价原则做了很好的铺垫。 根据这种情况我们也分别请天泰员工对各单元的朝向差，景观差与楼层差做了评估（见后表），并根据评估分位，将各单元价格进行计算，得出平均价，并根据均价算出每栋每单元每楼层价格表。 （二）执行方案 1、单元评估评估人评估单元安玉田吴占峰张艾莉张爱华黄天华姜鹂史伟王海燕李林刘冰辰平均分3-256.758.1176.2337.3836.4677.5836.58356.56.6153-25.26.758.1176.5677.5836.4677.8836.08356.56.56164-347.3758.757.37576.8257.805.9066.56.75254-25.37.28.467.446.9176.847.405.7666.56.78174-15.307.208.467.587.6676.846.305.7266.56.75071-797.6259.258.1257.256.9367.558.45779.9241-38.58.33387.857.0836.9758.5838.85777.9641-58.88.3339.0838.1177.0836.9758.3337.443777.90911-48.58.3339.0837.9677.0836.9758.3338.917777.81672-29.68.759.1338.2677.4177.0178.4337.03310108.5052-31097.1338.37.4177.0178.9178.88388.58.11471-698.309.108.207.107.027.968.916777.91742-41099.1338.37.4177.058.9338.917810.008.5251-89.27.8338.33387.3337.0837.1678777.9541-28.28.3338.8337.87.0837.18.9838.908777.82131-188.38.77.9877.39.129877.89494-69.68.6678.9678.88.8337.3337.3336.766.58.00334-54.88.1679.57.57.57.3338.2335.967667.104-447.597.3337.57.3337.6336666.82992-19.409.008.8338.209.1677.3678.2677.1679.008.508.54012-59.808.5839.0839.1839.1677.409.1837.9158.008.508.60754-89.608.6679.7679.008.8337.808.5339.307.008.008.6654-788.6678.76788.8337.87.3677.633678.00678-18.808.508.509.9678.507.9338.6679.009.7678.6678.8658-48.608.6679.7679.008.6677.9338.509.1338.508.508.73018-38.708.6679.7679.008.6677.9338.3677.9678.508.508.72678-28.708.6679.7679.008.6677.9338.4338.9678.508.508.706810-18.608.6679.5339.008.007.9678.609.1348.008.508.600110-28.508.6679.5338.808.007.9678.609.0339.008.508.56810-358.6679.53387.8337.9678.4678.887.58.08769-18.608.3759.6759.008.1258.058.509.258.008.508.60755-188.8339.598.28.0677.9338.667984.13087-18.48.8339.588.28.0677.6338.933888.10329-38.608.6679.7678.807.8338.1678.5679.1338.008.508.60349-28.508.6679.6338.808.008.1678.5339.2338.008.508.601310-48.58.758.458.88.258.38.2887.58.074210-58.58.758.658.88.258.37.95877.58.03216-19.509.339.8679.4339.3338.6679.1679.9010.0010.009. 522、楼层评估八层评估人评估单元安玉田吴占峰张艾莉张爱华黄天华姜鹏史伟王海燕李林刘冰辰平均分1-2F6.057.56.5777.57976.953F8.56987.57.577767.254F978.58.57.87.588757.635F9.689.598899888.616F9.899.51099.59.59.5899.287-8F1010109.51010101010109.95五层评估人评估单元安玉田吴占峰张艾莉张爱华黄天华姜鹏史伟王海燕李林刘冰辰平均分1-2F678777.569.510107.83F889888888784-5F1010101099.59.510989. 53、楼层差价率与差价系数八层楼层评估得分差价率差价系数备注1-2F6.950.840-0.02683F7.250.876-0.02074F7.630.922-0.01315F8.611.0410.00676F9.281.1300.02027-8F9.951.2020.0336五层楼层评估得分差价率差价系数备注1-2F7.80.9286-0.0253F8.00.9524-0.0174-5F9.51.13100. 0424、各单元平均价计算1）6栋1单元9.52/8.13084800=5620.002）8栋1单元8.865/8.13084800=5233.003）8栋4单元8.7301/8.13084800=5153.004）8栋3单元8.7267/8.13084800=5151.005）8栋2单元8.7068/8.13084800=5140.006）4栋8单元8.665/8.13084800=5115.007）2栋5单元8.6314/8.13084800=5095.008）9栋1单元8.6075/8.13084800=5081.009）9栋3单元8.6034/8.13084800=5079.0010）9栋2单元8.6013/8.13084800=5077.0011）10栋1单元8.6001/8.13084800=5077.0012）10栋2单元8.568/8.13084800=5058.0013）2栋1单元8.5401/8.13084800=5041.0014）2栋4单元8.525/8.13084800=5032.0015）2栋2单元8.505/8.13084800=5021.0016）5栋1单元8.1308/8.13084800=4800.0017）2栋3单元8.1147/8.13084800=4790.0018）7栋1单元8.1032/8.13084800=4783.0019）10栋3单元8.0876/8.13084800=4774.0020）10栋4单元8.0742/8.13084800=4766.0021）10栋5单元8.032/8.13084800=4741.0022）4栋7单元8.0067/8.13084800=4726.0023）4栋6单元8.0033/8.13084800=4724.0024）1栋3单元7.964/8.13084800=4701.0025）1栋8单元7.954/8.13084800=4695.0026）1栋7单元7.924/8.13084800=4678.0027）1栋6单元7.9174/8.13084800=4674.0028）1栋5单元7.9091/8.13084800=4669.0029）1栋1单元7.8949/8.13084800=4660.0030）1栋2单元7.8213/8.13084800=4617.0031）1栋4单元7.8167/8.13084800=4614.0032）4栋5单元4.10/8.13084800=4191.0033）4栋4单元6.8299/8.13084800=4032.0034）4栋2单元6.7817/8.13084800=4003.0035）4栋3单元6.7525/8.13084800=3986.0036）4栋1单元6.7507/8.13084800=3985.0037）3栋1单元6.615/8.13084800=3905.0038）3栋2单元6.5616/8.13084800=3873. 005、价格明细表6栋均价5620.00元/平方米楼层层差价（元/m2）计算价（元/m2）开盘推出价（元/m2）装修价（元/m2）持续期上涨价（元/m2）1F-140.005480.005480.006480.006580.00-6800.002F-96.005524.005680.006680.006790.00-6000.003-4F236.005856.006180.007180.00730000-7550.005栋均价4800.00元/平方米楼层层差价（元/m2）计算价（元/m2）开盘推出价（元/m2）装修价（元/m2）持续期上涨价（元/m2）1F-120.004680.004680.005680.005780.00-5910.002F-82.004718.004780.005780.005880.00-6080.003-4F203.005003.005800.006800.006910.00-7150.007栋均价4783.00元/平方米楼层层差价（元/m2）计算价（元/m2）开盘推出价（元/m2）装修价（元/m2）持续期上涨价（元/m2）1F-120.004663.004850.005850.005950.00-6080.002F-82.004701.004950.005950.006050.00-6180.003-4F202.004985.005850.006850.006990.00-7190.008栋1单元均价5233.00元/平方米楼层层差价（元/m2）计算价（元/m2）开盘推出价（元/m2）装修价（元/m2）持续期上涨价（元/m2）1-2F-130.005103.005160.006160.006260.00-6420.003F-89.005144.005360.006360.006470.00-6630.004F220.005453.005860.006860.007000.00-7200.008栋2单元均价5140.00元/平方米楼层层差价（元/m2）计算价（元/m2）开盘推出价（元/m2）装修价（元/m2）持续期上涨价（元/m2）1-2F-129.005011.005050.006050.006150.00-6300.003F-88.005052.005220.0066220.006320.00-6480.004F217.005357.005960.006960.007100.00-7300.008栋3单元均价5151.00元/平方米楼层层差价（元/m2）计算价（元/m2）开盘推出价（元/m2）装修价（元/m2）持续期上涨价（元/m2）1-2F-129.005022.005050.006050.006150.00-6300.003F-88.005063.005220.0066220.006320.00-6480.004F217.005368.006960.006960.007100.00-7300.008栋4单元均价5153.00元/平方米楼层层差价（元/m2）计算价（元/m2）开盘推出价（元/m2）装修价（元/m2）持续期上涨价（元/m2）1-2F-129.005024.005150.006150.006250.00-6410.003F-88.005065.005350.006350.006460.00-6620.004F217.005378.005950.006950.007090.00-7290.009栋1单元均价5081.00元/平方米楼层层差价（元/m2）计算价（元/m2）开盘推出价（元/m2）装修价（元/m2）持续期上涨价（元/m2）1-2F-128.004953.005200.006200.006300.00-6460.003F-87.004994.005390.006390.006500.00-6660.004F214.005295.005790.006790.006930.00-7130.009栋2单元均价5077.00元/平方米楼层层差价（元/m2）计算价（元/m2）开盘推出价（元/m2）装修价（元/m2）持续期上涨价（元/m2）1-2F-127.004950.005150.006150.006250.00-6410.003F-87.004990.005330.006330.006430.00-6600.004-5F214.005291.005730.006730.006870.00-7050.009栋3单元均价5079.00元/平方米楼层层差价（元/m2）计算价（元/m2）开盘推出价（元/m2）装修价（元/m2）持续期上涨价（元/m2）1-2F-127.004952.005200.006200.006300.00-6460.003F-87.004992.005390.006390.006500.00-6660.004-5F214.005293.005790.006790.006930.00-7130.0010栋1单元均价5077.00元/平方米楼层层差价（元/m2）计算价（元/m2）开盘推出价（元/m2）装修价（元/m2）持续期上涨价（元/m2）1-2F-127.004950.005200.006200.006300.00-6430.003F-87.004990.005390.006390.006500.00-6630.004-5F214.005291.005790.006790.006930.00-7130.0010栋2单元均价5058.00元/平方米楼层层差价（元/m2）计算价（元/m2）开盘推出价（元/m2）装修价（元/m2）持续期上涨价（元/m2）1-2F-126.004932.005180.006180.006300.00-6430.003F-86.004972.005360.006360.006500.00-6630.004-5F213.005271.005760.006760.006900.00-7100.0010栋3单元均价4774.00元/平方米楼层层差价（元/m2）计算价（元/m2）开推出价（元/m2）装修价（元/m2）持续期上涨价（元/m2）1-2F-119.004655.004600.005600.005690.00-5830.003F-82.004692.004800.005800.005890.00-6040.004-5F201.004975.005680.006680.006790.00-6960.0010栋4单元均价4766.00元/平方米楼层层差价（元/m2）计算价（元/m2）开盘推出价（元/m2）装修价（元/m2）持续期上涨价（元/m2）1-2F-119.004647.004350.005350.005450.00-5570.003-4F201.004967.005250.006250.006360.00-6510.0010栋5单元均价4741.00元/平方米楼层层差价（元/m2）计算价（元/m2）开盘推出价（元/m2）装修价（元/m2）持续期上涨价（元/m2）1-2F-119.004622.004350.005350.005450.00-5570.003-4F200.004941.005250.006250.006360.00-6510.004栋1单元均价3985.00元/平方米楼层层差价（元/m2）计算价（元/m2）开盘推出价（元/m2）装修价（元/m2）持续期上涨价（元/m2）1-2F-100.003885.004130.005130.005230.00-5390.003-4F-68.003917.004180.005180.005280.00-5450.005-6F168.004153.004550.005550.005660.00-5830.004栋2单元均价4003.00元/平方米楼层层差价（元/m2）计算价（元/m2）开盘推出价（元/m2）装修价（元/m2）持续期上涨价（元/m2）1-2F-100.003903.004080.005080.005180.00-5330.003-4F-68.003935.004130.005130.005230.00-5390.005-6F169.004172.004520.005520.005630.00-5800.004栋3单元均价3986.00元/平方米楼层层差价（元/m2）计算价（元/m2）开盘推出价（元/m2）装修价（元/m2）持续期上涨价（元/m2）1-2F-100.003886.004080.005080.005180.00-5330.003F-68.003918.004130.005130.005230.00-5390.004-5F168.004154.004520.005520.005630.00-5800.004栋4单元均价4032.00元/平方米楼层层差价（元/m2）计算价（元/m2）开盘推出价（元/m2）装修价（元/m2）持续期上涨价（元/m2）1-2F-100.003932.004080.005080.005180.00-5330.003F-69.003963.004130.005130.005230.00-5390.004-5F170.004202.004520.005520.005630.00-5800.004栋5单元均价4191.00元/平方米楼层层差价（元/m2）计算价（元/m2）开盘推出价（元/m2）装修价（元/m2）持续期上涨价（元/m2）1-2F-105.004086.004080.005080.005180.00-5330.003F-72.004119.004100.005100.005200.00-5360.004-5F177.004368.004520.005520.005630.00-5800.004栋6单元均价4724.00元/平方米楼层层差价（元/m2）计算价（元/m2）开盘推出价（元/m2）装修价（元/m2）持续期上涨价（元/m2）1-2F-118.004606.004280.005280.005378.00-5550.003F-81.004643.004310.005310.005400.00-5580.004F199.004923.004820.005820.005940.00-6110.004栋7单元均价4726.00元/平方米楼层层差价（元/m2）计算价（元/m2）开盘推出价（元/m2）装修价（元/m2）持续期上涨价（元/m2）1-2F-118.004608.004580.005580.005680.00-5810.003F-81.004645.004780.005780.005870.00-6020.004F199.004925.005080.006080.006200.00-6390.004栋8单元均价5115.00元/平方米楼层层差价（元/m2）计算价（元/m2）开盘推出价（元/m2）装修价（元/m2）持续期上涨价（元/m2）1-2F-128.004987.005080.006080.006180.00-6330.003F-87.005028.005280.006280.006390.00-6550.004F216.005331.005880.006880.007010.00-7220.003栋1单元均价3905.00元/平方米楼层层差价（元/m2）计算价（元/m2）开盘推出价（元/m2）装修价（元/m2）持续期上涨价（元/m2）1F-105.003800.003980.004980.005080.00-5230.002F-81.003824.004030.005030.005130.00-5280.003F-51.003854.004060.005060.005160.00-5310.004F27.003932.004120.005120.005220.00-5360.005F79.003984.004180.005180.005280.00-5450.006F133.004038.004300.005300.005400.005580.003栋2单元均价3873.00元/平方米楼层层差价（元/m2）计算价（元/m2）开盘推出价（元/m2）装修价（元/m2）持续期上涨价（元/m2）1F-104.003769.003980.004980.005080.00-5230.002F-80.003793.004030.005030.005130.00-5280.003F-51.003822.004060.005060.005160.00-5310.004F27.003900.004120.005120.005220.00-5360.005F78.03951.004180.005180.005280.00-5450.006F132.004005.004300.005300.005400.005580.002栋1单元均价5041.00元/平方米楼层层差价（元/m2）计算价（元/m2）开盘推出价（元/m2）装修价（元/m2）持续期上涨价（元/m2）1F-135.004906.004380.005380.005490.00-5650.002F-104.004937.004620.005620.005810.00-5960.003F-66.004975.004750.005750.005850.00-5980.004F35.005076.004820.005820.005920.00-6060.005F102.005143.004980.005980.006080.00-6230.006-7F172.005213.005880.006880.007000.00-7220.002栋2单元均价5021.00元/平方米楼层层差价（元/m2）计算价（元/m2）开盘推出价（元/m2）装修价（元/m2）持续期上涨价（元/m2）1-2F-135.004886.004360.005360.005470.00-5630.003F-104.004917.004600.005600.005790.00-5940.004F-66.004955.004730.005730.005820.00-5970.005F35.005056.004800.004800.005900.00-6050.006F101.005122.004960.005960.006060.00-6210.007-8F171.005192.005860.006860.007000.00-7200.002栋3单元均价4790.00元/平方米楼层层差价（元/m2）计算价（元/m2）开盘推出价（元/m2）装修价（元/m2）持续期上涨价（元/m2）1-2F-129.004661.004360.005360.005470.00-5630.003F-99.004691.004600.005600.005790.00-5940.004F-63.004727.004730.005730.005820.00-5970.005F34.004824.004800.004800.005900.00-6050.006F97.004887.004960.005960.006060.00-6210.007-8F163.004953.005860.006860.007000.00-7200.002栋4单元均价5032.00元/平方米楼层层差价（元/m2）计算价（元/m2）开盘推出价（元/m2）装修价（元/m2）持续期上涨价（元/m2）1-2F-135.004897.004360.005360.005470.00-5630.003F-104.004928.004600.005600.005790.00-5940.004F-66.004966.004730.005730.005820.00-5970.005F35.005067.004800.004800.005900.00-6050.006F102.005134.004960.005960.006060.00-6210.007-8F172.005204.005860.006860.007000.00-7200.002栋5单元均价5095.00元/平方米楼层层差价（元/m2）计算价（元/m2）开盘推出价（元/m2）装修价（元/m2）持续期上涨价（元/m2）1F-137.004958.004950.005950.006070.00-6250.002F-105.004990.005200.006200.006300.00-6460.003F-67.005028.005250.006250.006355.00-6520.004F36.005131.005350.006350.006450.00-6620.005F103.005198.005550.006550.006660.00-6830.006-7F174.005269.005950.006950.007080.00-7360.001栋1单元均价4660.00元/平方米楼层层差价（元/m2）计算价（元/m2）开盘推出价（元/m2）装修价（元/m2）持续期上涨价（元/m2）1-2F-125.004535.004500.005500.005590.00-5720.003F-96.004564.004550.005550.005640.00-5780.004F-61.004599.004600.005600.005700.00-5830.005F94.004754.004880.005880.005970.00-6120.006-7F159.004819.005980.006980.007120.00-7330.001栋2单元均价4617.00元/平方米楼层层差价（元/m2）计算价（元/m2）开盘推出价（元/m2）装修价（元/m2）持续期上涨价（元/m2）1-2F-124.004493.004450.005450.005550.00-5700.003F-96.004521.004500.005500.005600.00-5730.004F-60.004557.004550.005550.005650.00-5800.005F32.004694.004880.005880.005920.00-6120.006F93.004710.004980.005980.006100.00-6280.007-8F157.004774.005980.006980.007120.00-7330.001栋3单元均价4701.00元/平方米楼层层差价（元/m2）计算价（元/m2）开盘推出价（元/m2）装修价（元/m2）持续期上涨价（元/m2）1-2F-126.004575.004500.005500.005590.00-5720.003F-97.004604.004550.005550.005640.00-5780.004F-62.004639.004600.005600.005700.00-5830.005F33.004734.004880.005880.005970.00-6120.006F95.004796.004980.005980.006100.00-6280.007-8F160.004861.005980.006980.007120.00-7330.001栋4单元均价4614.00元/平方米楼层层差价（元/m2）计算价（元/m2）开盘推出价（元/m2）装修价（元/m2）持续期上涨价（元/m2）1-2F-124.004490.004450.005450.005550.00-5700.003F-96.004518.004500.005500.005600.00-5730.004F-60.004554.004550.005550.005650.00-5800.005F32.004646.004880.005880.005920.00-6120.006F93.004707.004980.005980.006100.00-6280.007-8F157.004771.005980.006980.007120.00-7330.001栋5单元均价4669.00元/平方米楼层层差价（元/m2）计算价（元/m2）开盘推出价（元/m2）装修价（元/m2）持续期上涨价（元/m2）1-2F-125.004544.004450.005450.005550.00-5700.003F-97.004572.004500.005500.005600.00-5730.004F-61.004608.004550.005550.005650.00-5800.005F33.004702.004880.005880.005920.00-6120.006F94.004763.004980.005980.006100.00-6280.007-8F159.004828.005980.006980.007120.00-7330.001栋6单元均价4674.00元/平方米楼层层差价（元/m2）计算价（元/m2）开盘推出价（元/m2）装修价（元/m2）持续期上涨价（元/m2）1-2F-125.004549.004450.005450.005550.00-5700.003F-97.004577.004500.005500.005600.00-5730.004F33.004707.004550.005550.005650.00-5800.005F94.004768.004880.005880.005920.00-6120.006-7F159.004833.005980.006980.007120.00-7330.001栋7单元均价4678.00元/平方米楼层层差价（元/m2）计算价（元/m2）开盘推出价（元/m2）装修价（元/m2）持续期上涨价（元/m2）1-2F-125.004553.004380.005380.005470.00-5600.003F-97.004581.004450.005450.005530.00-5680.004F33.004711.004550.005550.005650.00-5780.005F94.004772.004680.005680.005780.00-5910.006-7F159.004837.005780.006780.006920.00-7120.001栋8单元均价4695.00元/平方米楼层层差价（元/m2）计算价（元/m2）开盘推出价（元/m2）装修价（元/m2）持续期上涨价（元/m2）1-2F-126.004569.004380.005380.005470.00-5600.003F-97.004598.004450.005450.005530.00-5680.004F33.004728.004550.005550.005650.00-5780.005F95.004790.004680.005680.005780.00-5910.006-7F160.004855.005780.006780.006920.00-7120.00 六、价格执行反馈控制系统由于市场目前较为复杂，各种类型的楼盘都同时存在，我们必须对价格有一个可调整的系统。 而此系统存在于推广和销售过程当中，保证上我们的价格贴近市场并保持较高利润。 1、反馈调整系统树图价格运行销售过程销售控制销控表销售会议销售日记电话记录外部信息收集财务计划竞争对手项目形象推广分析反馈重新调整 2、价格执行:在推出量和价格控制上做到既要能产生脉冲性又要能保持楼盘在市场上的恒温效应，策略如下1）建立“限量发售”，上市价越来越高，上市货越来越好市场营销模型。 A、馥香谷定位于国际化住宅特区，那么目标客户一类为外籍业主；一类是公司总裁、董事长、金领、外资企业的高级职员等。 因此首批推出的住宅在首批量销的基础上再进行下一阶段的销售，做到留有余地，以便依循首批推出后的市场反映，紧接进行相关户型的调整，而中期阶段是在消化旧有存量的，主推200以上的户型，针对的是拓展性的客户，强调推出的品质。 B、推出的次序是先“两侧后中间，先西面后南面”位置及朝向较好的单元尽量放在后期销售，做到推出的产品的品质越来越高，为在销售期后期的价格上升导入质量的概念，避免价格做空。 C、讲究户型入市的节奏感，每个阶段实施“主推主力户型”的策略，这样可以集中力量推广一两种户型，做到有的放矢，避免由于战线过长而达不到应有的促销效果。 3、应变方案准备第一批住宅推出后预测出现以下5种情况第一种情况户型推出套数（假设）销售比例113-12810套80%131-15010套80%150-xx0套80%200左右10套80%这种情况表明馥香谷的第一批推出量取得很好的市场反映。 应变方案立即调整价格，根据具体情况可平均上涨100元/平方米以上第二种情况户型推出套数（假设）销售比例113-12810套80%131-15010套80%150-xx0套40%200左右10套20%这种情况反映150平方米以下的户型受到市场欢迎，表明馥香谷采取的与周边楼盘户型的差异在竞争策略取得成功，而200以上的大户型由于推广力度还不够，推销速度慢，致使销售成绩难理想