万科-深圳万科城一期VHOUSE定价说明方案-24PPT.ppt

1、万科城一期V-HOUSE定价说明,万科城营销组 2006-10-12,一期V-HOUSE综合信息,总建筑面积：约52,773m2 情景：33,350m2 趋优：约9,800m2 优尚：9,623m2,总套数：304套 情景：204套 趋优：56套 优尚：44套,一期总平图,趋优house（D区）,250m2优尚house（B区）,情景house（C区）,200m2优尚house（A区）,首批可推售（具备预售证）单位,四大维度设置,参照四季花城的经验，V-HOUSE的四大维度设置将以景观维度为主，其权重最大。 其他维度（朝向、户型、安静度等）将视产品的实际情况予以考虑，在个别维度对客户心理产生较

2、大影响时适当提高权重。,情景HOUSE维度设置,在户型方面，由于细分至各层单位定基准价，同类型产品的户型基本一致，因此不列为考虑范围之内。 部分单位受开创大道噪音影响明显。 在朝向方面，分为厅南向以及房间南向两种类型，各有优势，不作区别，但客户明显注重东南单边，其次为西南单边。 权重分配： 景观55% 安静度25% 朝向20% 系数设定：0.12-0.12,情景HOUSE景观维度（55%）,情景HOUSE安静度维度（25%）,情景HOUSE朝向维度（20%）,情景HOUSE单价分布,7114,7727,9315,6882,7596,9158,7185,7869,9462,7940,9122,1

3、1044,6882,7596,9039,6995,7596,9039,7326,8057,9568,7236,7688,9130,6283,6934,8252,6396,6934,8252,7326,8057,9568,7407,7876,9354,6283,6934,8252,6283,6934,8252,6282,6934,8252,7407,7876,9354,7176,7891,9371,6396,6934,8252,6732,7431,8961,6964,7562,9119,6996,7692,9252,7168,7613,9158,6402,7066,8527,6665,7231,

4、8725,7445,8188,9842,7076,7512,9037,6870,7562,9118,6851,7562,9119,6401,7066,8527,7367,8008,9627,7159,7891,9489,6689,7066,8528,6964,7562,9119,6552,7231,8724,7240,7692,9252,6775,7448,8961,7114,7727,9315,7001,7727,9314,7240,7692,9252,6832,7512,9037,6515,7066,8528,6552,7231,8724,7420,7891,9489,6832,7512,

5、9037,6552,7231,8724,6515,7066,8528,6996,7692,9252,6719,7117,8567,6562,7243,8738,6376,6912,8345,7006,7703,9265,6957,7380,8880,6402,7066,8527,6402,7066,8528,6401,7066,8527,8049,8989,10886,6607,7167,8649,6494,7167,8648,7171,7794,9372,7224,7944,9551,6932,7869,9462,6995,7596,9159,6107,6615,7992,5993,6615

6、,7991,5994,6615,7992,6424,7061,8500,7131,7572,9108,6443,7111,8581,情景HOUSE总价分布,151,97,134,145,95,132,168,101,139,177,116,162,145,95,131,149,95,130,163,103,140,169,98,134,133,87,119,136,87,118,163,103,140,173,101,137,133,87,119,133,87,118,133,87,119,173,101,137,160,101,137,136,87,118,142,93,130,148,95

7、,131,156,98,136,167,97,134,135,88,123,142,90,125,166,104,144,165,96,133,145,95,132,145,95,131,135,88,123,172,102,141,160,100,139,142,88,122,148,95,131,138,90,126,169,98,136,151,95,131,151,97,134,148,97,135,169,98,136,152,96,132,139,88,122,138,90,126,173,101,139,152,96,132,138,90,126,139,88,122,156,9

8、8,136,157,91,126,139,91,126,136,86,120,156,98,136,162,94,130,135,88,123,135,88,122,135,88,123,188,115,160,140,90,124,137,90,125,166,100,138,161,101,140,155,100,139,149,95,131,130,83,115,127,83,115,127,83,115,143,90,125,166,97,134,136,89,124,情景HOUSE测算价格,情景house价格区间分布,优尚house维度设置,将优尚house统一基准价以及维度，全面考

9、虑四大维度。 把系数绝对值放大至正负0.50，确保拉开价差，体现优尚house的差异优势。 权重分配 景观50% 朝向10% 户型10% 安静度30% 系数设定：-0.500.50,优尚house景观维度 50%,1,1,1,3,6,2,2,3,5,5,4,6,6,5,5,5,5,7,3,4,3,4,4,4,7,7,7,6,6,7,7,7,7,7,7,8,6,9,9,10,10,10,10,10,10,8,优尚house朝向维度 10%,5,5,5,5,8,4,6,4,6,6,4,6,6,2,1,2,1,1,5,8,5,5,1,4,7,3,7,3,7,1,2,1,2,1,1,1,2,1,2,1

10、,2,7,3,7,1,5,优尚house户型维度 10%,2,2,2,2,2,1,1,1,1,1,1,1,1,3,3,3,4,3,2,2,2,3,4,4,3,3,4,3,4,3,3,4,3,3,4,3,3,4,3,4,3,4,3,3,4,3,优尚house安静度维度 30%,2,2,2,2,3,1,1,2,2,2,2,2,3,1,5,4,4,4,2,2,2,1,1,2,1,2,4,4,5,1,3,3,3,4,4,5,5,4,4,3,1,1,1,2,2,2,优尚house 价格分布,12642,250万,12057,248万,14675,361万,18159,449万,16565,407万,18

11、159,449万,19036,468万,21359,528万,21883,538万,22977,568万,15178,385万,15722,398万,17119,437万,16715,424万,16386,414万,18815,480万,22010,558万,23049,588万,10741,221万,12028,238万,10953,217万,11319,233万,10809,189万,14439,252万,10772,214万,10868,224万,11885,235万,12202,242万,12680,261万,13167,260万,13094,260万,14897,306万,15487,306万,12293,244万,11980,246万,12411,245万,14587,289万,11786,242万,12078,239万,12584,249万,11911,245万,12036,239万,11490,227万,12895,265万,13978,277万,21762,428万,优尚HOUSE测算价格,优尚house价格区间分布,附加值设置-1,附加值设置-2,情景house 单边加100元/m2 每户一个