某地产项目行销企划报告

南京高淳地产项目行销企划报告第一部分市场研展篇2一、南京房产概况:···················································································································································································································2(1)、2005年上半年南京市各片区需求比例变化图·························································································································3(2)、2005年二季度南京市个片区成交土地统计表·························································································································5(3)、2005年各片区新建商品房价格分析·····································································································································5（1）溧水············································································································································································6（3）浦口············································································································································································8二、高淳印象·····························································································································································································································8二、高淳商业环境分析及展望9（一）高淳整体商业环境概述·································································································································································································9（二）高淳现有商业分布·········································································································································································································9（四）高淳商业发展前景展望·······························································································································································································14（五）高淳专业主题商业市场分析·······················································································································································································14三、房地产市场研究241、在售商业物业竞争市场分析·····························································································································································································242、在售住宅项目竞争市场分析·····························································································································································································28第一部分市场研展篇一、南京房产概况:1、2005年1-8月南京房地产市场分析：由于受到房产新政的影响，整体的市场供求发生了微妙的变化。购房者处于观望状态，希望通过新政使得居高不下的房价有所下跌；开发商则不轻言降价，只通过推精装修房，赠送礼品等方式对待。购房者与开发商之间的博弈，使得二季度的市场供求与一季度相比，有所变化。根据抉策地产研究中心购房俱乐部会员数据库统计显示：购房者对3000－5000元/平米房屋的需求有所上升，购房者认为，在新政的影响下，商品房的价格应该有所下跌。这是3000－5000元价位住房需求比例上升的原因。受到国家对高档房收取4％契税的影响，购房者对5001-6000元/平方米的商品住宅的需求比例有所下降。根据南京抉策地产研究中心的监测数据，2005年二季度，南京房地产市场总需求（新建商品房和存量房，包括2005年一季度的未满足的需求141万平米）为368万平米（其中新建商品房需求236万平米），总供给（新建商品房和存量房，包括一季度未被消化的供给）为580万平米（其中新建商品房实际供给435平米）。总供需比为1.57：1，与2005年一季度相比，供大于求情况有所加剧，其中新建商品房的供需比是1.84：1。根据南京抉策地产研究中心楼盘数据库的最新数据，2005年全年南京市新建商品房的上市总量约达到1400万平米，其中2005年三季度南京新建商品房的供给总量约为600万平米，大于二季度的供应总量。今年前3个月，我市商品住宅的销售价格比去年同期增长了10％左右。而新政实施后的3个月里，房价的增幅基本控制在5％以内。从最近的情况看，8月中旬，受整个市场回暖以及成交区域变化的影响，全市商品住宅的成交均价是4481元，比8月上旬上升了4％。其中，江南8区商品住宅的成交均价是5988元，比上旬提高了1％。南京楼市在经历了一两个月的短暂回落后，现已适应调控带来的变化，逐步步入稳定的发展期。具体表现在：消费者开始由观望转为寻机入市，购房信心从7月下旬到8月以来逐步增强；开发商对市场的认识也更加客观，经营也更加合理，定价也更加理性。比如，有的楼盘开始出现小幅让利；有的楼盘采取了送装修等提高产品附加值的做法。可以初步判断，南京房地产市场已经进入了平稳回升的发展轨道。2、各大板块市场发展现状：(1)、2005年上半年南京市各片区需求比例变化图单价在4001-5000元/㎡之间的比例最高为37.1%；其次是单价在5001-6000元/㎡的比例抉策地产研究中心的2005年二季度调研结果显示，潜在消费者对购买住房的区域偏好上从一季度主要集中在城中、河西和城东，逐渐分散到城中、河西、江宁江北和城东，城南的比例也在上升，在区域上从集中逐渐走向分散，其中城中和河西的偏好比例基本持平，分别为21.4%和19.6%，虽然所占比例最高，但较上季度比例都有所下降，实际上对城中的偏好程度比该比例会更高，因受到该片区难以企及的房价，使得很大一部分希望在该片区置业的人群在别的片区寻求替代品；城东作为老城市中心的地位在消费者心中的地位依然牢固，处于该区域的紫金山风景区提升了该片区的人气，其偏好比例为18.7%，位居第三；另外，江北、江宁的偏好比例在2004年底至今的几个大盘拉动下有所增加，总比例达到18.1%.(2)、2005年二季度南京市个片区成交土地统计表区域地块数量实际出让面积成交金额楼面单价（单位：平米）（单位：万元）（单位：元/㎡）城中19243.425602770城南4121046.911400942江北3107962.110580980城东3289120623902158河西151236.2195003805江宁4278636.2444001593城北----合计16857244.81508301760注：1.楼面地价统一以容积率1.2计算；2.统一以净地计算。根据南京土地交易中心的数据，如表所示：2005年二季度，南京市通过招拍挂方式共出让土地16幅，实际成交面积857244.8平方米，成交价款15.083亿元。(3)、2005年各片区新建商品房价格分析2005年上半年南京新建商品房价格走势图(单位:元/平方米)51365281503159275486853538712652270238038488551560284980522551130100020003000400050006000700080009000总均价城东城南河西城北城中江宁江北2005年第一季度2005年第二季度根据抉策地产研究中心楼盘数据库和2005年6月70典型楼盘价格指数，以南京市七大片区的典型楼盘作为统计对象，根据供给面积与市场价格加权计算，得出2005年第二季度南京市新建商品房加权平均价格为5135元/平方米。与今年一季度相比，上涨了22元/平方米。受国八条，银行连续加息，契税，南京新政等一系列政策因素的影响，商品房价格上涨幅度已经明显放缓。3、各区县市场与南京市场之间的关系：（1）溧水1、地理位置:自江宁撤县建区后，溧水一跃成为南京的南大门，成为南京的卫星城。是百里秦淮的发源地，原始植被完好，自然环境优良，距南京主城区仅42公里，处在南京主城发展的主轴线上。南京南延东进发展战略的实施，独特的区位使溧水成为新的投资热点。溧水发展战略是充分显现在南京城市发展中的吸纳、补充、服务、集散四大功能，实施“西接、北拓、东进、南延”战略，推动溧水经济形成城市发展圈、旅游度假圈、特色产业圈三大功能圈的产业布局，成为南京新兴的制造业基地、旅游休闲度假和最佳人居环境区、都市生态特色农业区，形成南京市南部区域中心和新兴的中等规模城市。2、房产概况:溧水成为人们置业新去向。随着大交通的发展，溧水已经成为连接华东苏皖的交通节点，4条高等级公路使溧水与华东骨干路网全线沟通，与南京连成一片，到杭州、上海从3个半小时缩短到2小时。无论在交通还是经济上，溧水都达到了一个无可比拟的快速发展时期，溧水房