地产集团定价体系培训

万科定价体系培训事业二部复星国际中心李霞2018.10.10目录一、住宅定价二、非住定价三、调价说明搞清楚我们所积累的意向客户想听什么样的曲儿，想吃什么样的肉1、意向客户心理预期价格2、意向客户的关注点和抗性住宅定价有意苦争春·一任群芳妒紫郡2017年定价方案市场对标项目层数梯数面积价格龙湖春江郦城小高层18F1T211511500123120001401450015014500中新国际城高层22F2T49510500105110001221150014313000中新锦绣天地高层22F2T4105965011597701259950银盛泰金域蓝山小高层18F1T21151450013515000中垠雅苑小高层18F2T41301800014119000海信贤文世家高层29F2T395161001251620014516500竞品房源价格集中在9600-16500元/㎡，140㎡房源集中在9900-16500元/㎡1、周边竞品价格对标2、市场同类质产品价格对标3、根据对标项目价格与进电来访、成交数量的变化判断客户对价格的接受程度和敏感度住宅定价本项目货源梳理，搞清楚自身有什么样的产品和配比1、楼栋位置——楼栋差2、户型配比——户型差住宅定价平面差以指导价为准则，以东西户、景观视野、连廊、户型等各种影响因素为参数，制定各户价格。住宅定价垂直差一般呈纺锤形变化，即低区和高区价格较低，中间楼层价格较高；根据居住习惯与客户落位情况，确定最佳楼层即价格最高的楼层。住宅定价特殊调差居住公寓：根据居住性质进行特殊调差，如居住公寓；不利因素：根据是否临路、临商等不利因素单独调差；顶底跃层、露台：面积偏大，总价较高，考虑单独调差。住宅定价优惠体系：固定优惠+蓄客优惠+回款优惠根据蓄客情况，制定各项优惠的权重优惠一：万客会蓝卡0.2%；万客会金卡1%；（两者不同时享受）优惠二：开盘专享2%优惠；优惠三：一次性付款额外1%；优惠四：五天内按时签约1%；优惠五：总经理优惠2%。首开优惠汇总优惠方式首开优惠万客会金卡会员万客会蓝卡会员一次性付款按时签约总经理优惠合计优惠点数2%1%0.20%1.00%1.00%2%

权重100%10%90%20%100%5%

最终优惠2.00%0.10%0.18%0.20%1.00%0.10%3.58%住宅定价市场对标不利因素非住定价分户价格价格测算优惠体系平面差垂直差价格表构成概念与算法序号概念含义备注1表单价/表总价优惠前的价格

2底单价/底总价最低价格，实际成交价不可低于此价；一般很少有客户能够以底价成交

3实收价表价*普惠折扣的价格

4成交价表价*客户实际享受的折扣先乘折扣汇总再减优惠金额5公式底单价=基准价+平面差+楼层差

6底总价=底单价*面积

7表总价=（底总价+优惠金额）/（1-优惠折扣）

8表单价=表总价/面积

9关于基准价基准价可以是任意X值，链入均价测算公式后，根据测算得出的均价和要达到的均价之间的差额进行调整基准价

10关于优惠体系根据客户梳理情况进行权重调整，原则上为保证实际成交价不破底价，权重略高于实际权重

关于调价调价素材空房表查看空房并在价格表中删除，以免影响货值变化财务楼盘表核对房源说明调价原因促销？退房？优惠变化？其他？货值变化实收货值变化及变化幅度End……学会1分钟定价万科项目e7d195523061f1c0328eee58866a2c96cef83cb5d7e8264eD65FB5D2354A91F359B7105383B69D524259A334A3200F36813883930A71B82EE2EA40F90FB214134A4A98ADE1E0FC8B02277D03E7C388C8DBDE84C21BD25112ED692C029410D4E746906C8EA725A2900BCE6D2752F7B065359685D6339882A0BD9671240B42E3A24FB80F5A811E2A083e7d195523061f1c0328eee58866a2c96cef83cb5d7e8264eD65FB5D2354A91F359B7105383B69D524259A334A3200F36813883930A71B82EE2EA40F90FB214134A4A98ADE1E0FC8B02277D03E7C388C8DBDE84C21BD25112ED692C029410D4E746906C8EA725A2900BCE6D2752F7B065359685D6339882A0BD9671240B42E3A24FB80F5A811E2A082e7d195523061f1c0328eee58866a2c96cef83cb5d7e8264eD65FB5D2354A91F359B7105383B69D524259A334A3200F36813883930A71B82EE2EA40F90FB214134A4A98ADE1E0FC8B02277D03E7C388C8DBDE84C21BD25112ED692C029410D4E746906C8EA725A2900BCE6D2752F7B065359685D6339882A0BD9671240B42E3A24FB80F5A811E2A081e7d195523061f1c0328eee58866a2c96cef83cb5d7e8264eD65FB5D2354A91F359B7105383B69D524259A334A3200F36813883930A71B82EE2EA40F90FB214134A4A98ADE1E0FC8B02277D03E7C388C8DBDE84C21BD25112ED692C029410D4E746906C8EA725A2900BCE6D2752F7B065359685D6339882A0BD9671240B42E3A24FB80F5A811E2A08GOe7d195523061f1c0328eee58866a2c96cef83cb5d7e8264eD65FB5D2354A91F359B7105383B69D524259A334A3200F36813883930A71B82EE2EA40F90FB214134A4A98ADE1E0FC8B02277D03E7C388C8DBDE84C21BD25112ED692C029410D4E746906C8EA725A2900BCE6D2752F7B065359685D6339882A0BD9671240B42E3A24FB80F5A811E2A08将看到秘e7d195523061f1c0328eee58866a2c96cef83cb5d7e8264eD65FB5D2354A91F359B7105383B69D524259A334A3200F36813883930A71B82EE2EA40F90FB214134A4A98ADE1E0FC8B02277D03E7C388C8DBDE84C21BD25112ED692C029410D4E746906C8EA725A2900BCE6D2752F7B065359685D6339882A0BD9671240B42E3A24FB80F5A811E2A08e7d195523061f1c0328eee58866a2c96cef83cb5d7e8264eD65FB5D2354A91F359B7105383B69D524259A334A3200F36813883930A71B82EE2EA40F90FB214134A4A98ADE1E0FC8B02277D03E7C388C8DBDE84C21BD25112ED692C029410D4E746906C8EA725A2900BCE6D2752F7B065359685D6339882A0BD9671240B42E3A24FB80F5A811E2A08秘诀将看到秘诀就e7d195523061f1c0328eee58866a2c96cef83cb5d7e8264eD65FB5D2354A91F359B7105383B69D524259A334A3200F36813883930A71B82EE2EA40F90FB214134A4A98ADE1E0FC8B02277D03E7C388C8DBDE84C21BD25112ED692C029410D4E746906C8EA725A2900BCE6D2752F7B065359685D6339882A0BD9671240B42E3A24FB80F5A811E2A08秘诀就是e7d195523061f1c0328eee58866a2c96cef83cb5d7e8264eD65FB5D2354A91F359B7105383B69D524259A334A3200F36813883930A71B82EE2EA40F90FB214134A4A98ADE1E0FC8B02277D03E7C388C8DBDE84C21BD25112ED692C029410D4E746906C8EA725A2900BCE6D2752F7B065359685D6339882A0BD9671240B42E3A24FB80F5A811E2A08将看到你e7d195523061f1c0328eee58866a2c96cef83cb5d7e8264eD65FB5D2354A91F359B7105383B69D524259A334A3200F36813883930A71B82EE2EA40F90FB214134A4A98ADE1E0FC8B02277D03E7C388C8DBDE84C21BD25112ED692C029410D4E746906C8EA725A2900BCE6D2752F7B065359685D6339882A0BD9671240B42E3A24FB80F5A811E2A08你看到说e7d195523061f1c0328eee58866a2c96cef83cb5d7e8264eD65FB5D2354A91F359B7105383B69D524259A334A3200F36813883930A71B82EE2EA40F90FB214134A4A98ADE1E0FC8B02277D03E7C388C8DBDE84C21BD25112ED692C029410D4E746906C8EA725A2900BCE6D2752F7B065359685D6339882A0BD9671240B42E3A24FB80F5A811E2A08你将到了e7d195523061f1c0328eee58866a2c96cef83cb5d7e8264eD65FB5D2354A91F359B7105383B69D524259A334A3200F36813883930A71B82EE2EA40F90FB214134A4A98ADE1E0FC8B02277D03E7C388C8DBDE84C21BD25112ED692C029410D4E746906C8EA725A2900BCE6D2752F7B065359685D6339882A0BD9671240B42E3A24FB80F5A811E2A08你将看算e7d195523061f1c0328eee58866a2c96cef83cb5d7e8264eD65FB5D2354A91F359B7105383B69D524259A334A3200F36813883930A71B82EE2EA40F90FB214134A4A98ADE1E0FC8B02277D03E7C388C8DBDE84C21BD25112ED692C029410D4E746906C8EA725A2900BCE6D2752F7B065359685D6339882A0BD9671240B42E3A24FB80F5A811E2A0859秒e7d195523061f1c0328eee58866a2c96cef83cb5d7e8264eD65FB5D2354A91F359B7105383B69D524259A334A3200F36813883930A71B82EE2EA40F90FB214134A4A98ADE1E0FC8B02277D03E7C388C8DBDE84C21BD25112ED692C029410D4E746906C8EA725A2900BCE6D2752F7B065359685D6339882A0BD9671240B42E3A24FB80F5A811E2A08将看到没错e7d195523061f1c0328eee58866a2c96cef83cb5d7e8264eD65FB5D2354A91F359B7105383B69D524259A334A3200F36813883930A71B82EE2EA40F90FB214134A4A98ADE1E0FC8B02277D03E7C388C8DBDE84C21BD25112ED692C029410D4E746906C8EA725A2900BCE6D2752F7B065359685D6339882A0BD9671240B42E3A24FB80F5A811E2A08你说了算e7d195523061f1c0328eee58866a2c96cef83cb5d7e8264eD65FB5D2354A91F359B7105383B69D524259A334A3200F36813883930A71B82EE2EA40F90FB214134A4A98ADE1E0FC8B02277D03E7C388C8DBDE84C21BD25112ED692C029410D4E746906C8EA725A2900BCE6D2752F7B065359685D6339882A0BD9671240B42E3A24