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1、策源_武汉巴登城别墅项目市场分析与客户定位研究报告谨呈:武汉巴登城投资有限公司 造镇THE WORLD IS FLAT价值第一 客户第二策源地产武汉公司市场部 2011-5一、项目本体解析二、市场分析与定位三、客户分析与定位报告纲要*客户的目标实质上是项目的宏观愿景。现实的目标体系则是随着市场的变化和项目的发展在动态变化的。目标1 现金流:2011年完成2万别墅销量,回流现金。目标2 品牌:将本项目做成光谷南标志性复合型项目之一,具有较强的昭示性,同时实现品牌效应。目标3区域炒作:区域知名度与价值均不够,需要炒热区域价值,从而提升项目自身价值;项目目标利润+品牌区域炒作;打响品牌,回收现金流。
2、*项目地处江夏五里界,属城市边缘交接带,周边原住民少客户导入型项目,必须吸纳外区域客户。大规模复合型地产:业态包括温泉、酒店、高规格高尔夫球场、低密度住宅等项目自身物业丰富且定位档次较高,造城模式。旅游地产主题高尔夫与温泉等旅游度假业态形成项目的核心驱动力,消除区域距离感。项目的区域价值有限。 项目自身的规模优势能一定程度上提升区域价值。项目理解资源有限再造价值区域价值有限,自身造城提升区域价值。*区域认知度低五里界为陌生区域,无特色产业或者强势景观资源支撑;周边配套匮乏生活配套几近为零,因此不适合作为第一居所。交通导入与昭示性较差影响未来的客户导入;配套与公建设施建设滞后一期销售带来较大难度
3、,且影响整体项目的入市形象。政策限制限购限贷限外背景下,置业有自住化,中心化趋势,封杀投资客,封杀异地置业,很大程度上影响了项目的外扩能力。项目约束条件诸多制约不适宜第一居所定位,向营销提出更高要求R1:低密度产品年销量4万,创限购令条件第一销量明星楼盘;36洞高尔夫、213余万复合地产,旅游造镇,创造城市价值的品牌与口碑;R2:江夏小镇,区域认知陌生;限购限贷限价,“三限”下外地、投资客户离场;配套匮乏,交通导入系统有限,制约第一居所发展;项目核心问题在封闭区域+政策面限制的背景下选择何种市场竞争策略达到客户快速导入的目的是本案的关键命题卖什么?卖给谁?*报告思路鉴于以上问题本报告将从市场面
4、入手剖析项目突破市场的核心价值论证项目未来的目标客户定位方向项目价值体系客户是谁?在哪里?传播与通路项目定位与发展策略竞案分析市场比较借鉴中发现与提炼卖什么淡市下精准营销如何在封闭区域实现营销突破?如何在淡市中实现快速现金流?分布特征发展成熟三足鼎立三镇相对独立,有较明显的区域性。以山水等稀缺资源而建,强调对城市稀缺资源的占有.汉口:盘龙城别墅群、金银湖别墅组团;武昌:汤逊湖高端别墅区城市别墅群;汉阳:后官湖别墅群。第二大别墅供应区: 2010年全市约30个含别墅项目在售,全年供应面积约75万方;其中江夏汤逊湖区域供应量达20余万方,约占全市供应量的1/3;第二大别墅去化区:2010年全市别墅
5、销售24.58万方,其中汤逊湖区域销售约7万方、占比28.78%。别墅价格标杆区域:纯类别墅低密度板块中价值第一,2010年区域板块别墅成交均价12275元/平方米,仅低于城市别墅。分布特征临近汤逊湖板块,具有借势区位本项目临近武汉最活跃/成熟/高端的汤逊湖别墅区域,具有借势先天优势Chart17.9872567.0585074.7549321.7490851.460.6480510.430.230.1566850.05各区别墅成交面积(万方)按类别(原数据)1月区域多层小高层高层别墅销售面积套数销售总额销售均价销售面积套数销售总额销售均价销售面积套数销售总额销售均价销售面积套数销售总额销售均
6、价东湖新技术开发区1.61161127530.717787.933.5925821085.95876.1923.752245140477.045914.910.57187940.3813922.72东西湖区1.61257336.334581.359.3192741398.744447.96.7266631588.334698.830.092798.958718.83汉阳区0.6306613.5110931.6722128237.424117.595.8453546702.617991.15000/洪山区0.42481978.574659.81.391314840.113471.395.3450
7、834345.466427.460.02186.63499.98江岸区0.21211501.876993.547.4987725022.343339.5213.25133780229.316055.590.68198233.7212068.55江汉区000/0.941053507.373724.926.4175762368.949723.76000/江夏区硚口区0.088223.442961.751.852235387.142909.387.0964248812.296883.5000/青山区0.033164.215633.860.074358.45243.910.58683640.06625
8、4.31000/武昌区0.32154611.7514426.010.74535770.947839.8910.66102878445.2673600.051105820869.5武汉经济技术开发区0.137781.856172.630.34261632.894788.456.3765231690.684977.370.052373.627066.1黄陂区4.2335912432.592940.035.4553116853.833093.558.4784528209.433332.251.3578825.276805.68合计9.2377748174.834950.8733.1733471340
9、95.083902.7994.489283586509.416002.212.7610027316.548041.52月区域多层小高层高层别墅销售面积套数销售总额销售均价销售面积套数销售总额销售均价销售面积套数销售总额销售均价销售面积套数销售总额销售均价东湖新技术开发区0.076492.166570.190.41342406.625869.75.4355035178.186478.80.1652090.9313461.3东西湖区1.511606806.524520.42.192109334.74269.271.841958662.074713.91000/汉阳区0.1261452.341196
10、4.940.2528741.312946.770.94817546.838024.68000/洪山区0.056255.964940.360.53701463.452785.923.5639729410.538256.3000/江岸区0.088407.724904.140.969111443.9311891.744.6450533583.677232.880.021210.188548.77江汉区000/0.1111379.673355.313.5841135276.099863.42000/江夏区硚口区000/0.1929526.582779.810.51484379.428636.61000
11、/青山区0.01140.515299.58000/0.1212705.876090.97000/武昌区0.1151492.2113469.670.28222463.28691.142.722924677.319142.67000/武汉经济技术开发区0.042152.523883.490.032117.114312.650.66593199.584855.120.0312759076.21黄陂区1.181093321.112803.111.51444605.933061.621.451384810.13327.020.6274350.717287.16合计3.1730314421.054142.
12、66.4564133482.55089.7625.432625187429.657254.540.81346926.8210432.223月区域多层小高层高层别墅销售面积套数销售总额销售均价销售面积套数销售总额销售均价销售面积套数销售总额销售均价销售面积套数销售总额销售均价东湖新技术开发区6161.34208035.2213041.35东西湖区480.512457.899529.25汉阳区洪山区江岸区2783.56102852.8410248.89江汉区江夏区4952.36136099.8212317.00硚口区青山区武昌区武汉经济技术开发区黄陂区3476.7143414.029819.71合
13、计17854.475920859.7911683.234月区域多层小高层高层别墅销售面积套数销售总额销售均价销售面积套数销售总额销售均价销售面积套数销售总额销售均价销售面积套数销售总额销售均价东湖新技术开发区2.0417714443.617086.442.9227517815.62610821.212124140520.766625.530.53186920.3112938.81东西湖区1.861949465.725085.924.8647921790.854482.454.948527293.755574.230.1331504.511655.29汉阳区1.157510590.759215.
14、250.991213161.083203.099.6292271901.287474.68000/洪山区0.22261142.3551280.55582403.774394.78.0596466133.158219.850.933015783.3417032.04江岸区0.53503222.26122.427.6280149451.346487.97.6969471439.539293.350.2583122.4412280.84江汉区000/2.1823116108.937373.575.4365658991.5910854.17000/江夏区2.5522010999.524314.44.3
15、140316288.553777.956.8765525194.973669.141.86917996.29973.01硚口区0.2839660.582367.255.8771916503.32811.343.4434425540.367421.48000/青山区000/0.063328.685878.520.44393098.097108.38000/武昌区0.063842.7814618.40.56454480.918037.94978684342.99375.88000/武汉经济技术开发区0.042280.176239.870.119539.244885.042.422012424.67
16、5186.740.1441126.657887.83黄陂区3.3127911779.483561.023.7334212832.433438.4213.34130647042.933525.431.05448888.448500.37合计12.04106563427.165269.4933.763486161704.74790.3592.399195633923.986862.774.8317655341.8811439.365月区域多层小高层高层别墅销售面积套数销售总额销售均价销售面积套数销售总额销售均价销售面积套数销售总额销售均价销售面积套数销售总额销售均价东湖新技术开发区1.191078
17、457.517095.652.4623916126.256556.0711.12112976116.656842.750.36124672.0812992.76东西湖区19.5886588949.764543.351.281365868.254577.673.2337320338.836288.6000/汉阳区0.21142509.3811831.450.2325957.374218.721.9619115571.047942.69000/洪山区0.1621494.683143.71.18868595.57309.334.9746432598.96563.650.122892.7428690.
18、99江岸区1.1817789.037096.732.9933114403.064809.644.4337337588.668475.710.262119.6810715.95江汉区0.01116.723301.740.1214606.394957.248.2888689318.6210784.42000/江夏区硚口区000/1.131423240.772867.152.222511605.415279.96000/青山区0.01141.665556.150.02242.5327660.76852508.453293.39000/武昌区0.032452.8614182.460.18151536.
19、958619.97434036405.479108.08000/武汉经济技术开发区0.073345.124766.980.042133.533564.410.67713668.855475.590.1241020.28372.38黄陂区1.139853384735.662.252196567.52923.429.0296732861.953642.160.38153177.028271.85合计23.491193114394.724843.9711.88121158078.14804.6750.645104358582.836852.971.163913881.7212504.916月区域多层
20、小高层高层别墅销售面积套数销售总额销售均价销售面积套数销售总额销售均价销售面积套数销售总额销售均价销售面积套数销售总额销售均价东湖新技术开发区0.54404827.458992.193.1826817750.735586.664.0438827328.46766.670.2173549.9417288.53东西湖区1.01774659.874633.220.97944173.724307.353.4536217901.535187.350.062848.6813661.72汉阳区0.13112163.8217211.830.42531349.923250.672.1824816051.4473
21、53.17000/洪山区0.099536.285798.810.72515346.337474.653.3334122850.466866.080.1571545.6310592.53江岸区0.33242289.696865.73.4438220018.345822.874.8956329496.816037.11000/江汉区000/0.27331714.886280.698.5988692718.9810798.97000/江夏区1.05805703.865436.031.141094267.033753.322.072258339.324026.270.39125578.6714357.
22、18硚口区0.0211046353.470.73912004.692757.480.71694067.365736.840.031234.476980.14青山区000/0.022108.655309.840.43502176.555080.67000/武昌区0.055427.329115.970.19688.746592.332.623421775.878382.44000/武汉经济技术开发区0.1814920.465166.540.64763716.215833.480.66723579.915425.640.03134811172.11黄陂区0.51501513.122959.722.5
23、82639385.123637.255.3356918773.743525.430.54204670.138728.82合计3.9131123145.875940.6214.21143170524.364968.6338.284007265060.376927.161.415016775.5211967.987月区域多层小高层高层别墅销售面积套数销售总额销售均价销售面积套数销售总额销售均价销售面积套数销售总额销售均价销售面积套数销售总额销售均价东湖新技术开发区1.25879379.847489.752.3122414331.846198.474.4848829451.965690.072120
24、2.0518108.07东西湖区1.061045548.545212.231.561477545.744842.54.3344925813.785965.930.031352.3511763.43汉阳区0.48483457.387151.361.241298316.076684.533.9668928882.377296.43000/洪山区0.141336.2513731.040.22181392.536428.833.4123423314.486828.080.073805.1112348.5江岸区0.22221191.675301.092.3327696144130.476.5268033
25、326.495114.230.1341816.1513684.28江汉区000/0.51563762.877413.136.8174871836.3310546.36000/江夏区1.271195873.084625.150.66602457.633738.061.621726481.793996.150.0921023.3911975.5硚口区000/1.021282887.782822.973.0128721946.957297.680.031228.426800.04青山区000/0.02186.775390.780.45543626.158005.98000/武昌区0.29292759
26、.429600.590.49422867.45891.023.435630359.348918.2000/武汉经济技术开发区0.096371.514211.220.41492384.535877.830.626434045493.840.03131511217.95黄陂区0.91813449.343802.833.6835612665.763442.645.5557820778.263679.850.1872039.7111132.15合计5.6750033367.035879.714.45148668312.924732.6944.164799299221.846759.970.632177
27、82.1812459.328月区域多层小高层高层别墅销售面积套数销售总额销售均价销售面积套数销售总额销售均价销售面积套数销售总额销售均价销售面积套数销售总额销售均价东湖新技术开发区5.7737532520.235637.0614.2138148772.263433.946.3664337537.835905.850.1341995.314813.91东西湖区0.37381828.484911.261.721508405.684898.014.0245121426.885334.550.083953.0311372.13汉阳区0.23202619.2911219.581.091226554.67
28、6019.672.3930219675.18239.74000/洪山区000/0.42352351.675623.935.2157039288.117536.51000/江岸区0.49532042.554189.383.4435518741.575442.94.1342625237.576106.05000/江汉区000/0.31351516.574957.024.8153448049.679998.21000/江夏区0.82653556.234333.972.131616925.573254.781.972037282.423689.370.53201968.473704.98硚口区000/
29、2.142686089.592846.8111066708.976689.8000/青山区000/0.01120.92764.920.46461825.093936.04000/武昌区0.055382.118356.70.1210964.677975.784.1943135556.498487.26000/武汉经济技术开发区0.043179.724349.470.21251316.576132.770.6673305.955520.070.03130510380.86黄陂区0.75702235.022985.761.771736365.463603.374.1844015736.513768.
30、990.4153147.627859.4合计8.5262945363.635325.3327.562716108025.183920.7739.324219261630.596654.461.17438369.427094.719月区域多层小高层高层别墅销售面积套数销售总额销售均价销售面积套数销售总额销售均价销售面积套数销售总额销售均价销售面积套数销售总额销售均价东湖新技术开发区15787.985010368.976567.64东西湖区汉阳区1566.8592420.5815448.70洪山区江岸区807.2931219.615107.33江汉区江夏区2455.44101851.787541.
31、54硚口区青山区武昌区武汉经济技术开发区黄陂区1995.8682334.6211697.31合计22613.428018195.558046.3510月区域多层小高层高层别墅销售面积套数销售总额销售均价销售面积套数销售总额销售均价销售面积套数销售总额销售均价销售面积套数销售总额销售均价东湖新技术开发区1.96113165098432.412.2815415790.496935.2912.48124284404.896762.740.131230.8512807.08东西湖区0.82655841.477108.771.741577813.454493.878.1783647741.865841.920.031349.3511825.14汉阳区0.33232979.239149.740.82875634.856858.93.7137130696.78285.18000/洪山区0.37282901.1677980.33232692.348060.667.22756545617557.490.021206.9910545.11江岸区0.22221146.555199.091.641786688.164070.275.6257238195.216799.120.0821330.0416796.83江汉区
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