北京七星摩根广场的营销策划报告

1、2007年年4月月Prepared for:Agenda1.Beijing Overview2.Macro Economic Conditions 3.Policy Changes 4.Beijing Residential Market5.北京高档租赁项目6.项目概况7.产品SWOT分析8.产品定位9.目标客户定位10.销售推广策略11. 媒体推广策略Beijing Total Land Area16,410.54 sq km / 6,336 sq miles8 Inner City Districts 1,368 sq km / 528 sq milesDong ChengXi Cheng

2、Chong WenXuan WuChao YangHai Dian Feng TaiShi Jing Shan8 Districts Further Afield Men Tou GouFang ShanTong ZhouShun YiChang PingDa XingPing GuHuai Rou2 Counties Yan QingMi YunPing GuHuai RouChang PingMen Tou GouFang ShanDa XingTong ZhouMi YunCountyYan QingCountyInner CityDistrictsShun Yi Zhong Guan

3、Cun High Tech Zone Olympics Centre Financial Street CBD Hai Dian, Shun Yi, Tong Zhou, Yi Zhuang and Shi Jing Shan Development ZonesHaidianShunyiTongzhouYizhuangShijingshanNorth-south intersecting at Tian An Men SquareEast-west along ChangAn AveEastern Development Belt (Tong Zhou, Shun Yi, Yi Zhuang,

4、 Huai Rou, Mi Yun and Ping Gu)Western Development Belt (Da Xing, Fang Shan, Chang Ping, Yan Qing and Men Tou Gou)YanqingChangpingShaheMentougouYangfangFangshanDaxingHuairouMiyunShunyiPingguTongzhouYongleYizhuangExisting and Future Subway Lines at a GlanceLineLength (km)Line 131Line 223City Rail41Bat

5、ong Line19Line 527.5Olympic sub-line5.9Line 10(Ph I)24.6Airport Express Rail27.3Line 428.6Line 10 (Ph II)6Line 917.3Yizhuang Sub-line24.5Beijing City Subway SystemAt Q1 2007:345Line 1 runs east west along ChangAn AvenueCity Rail connects Wang Jin, Asian Games Village, Hai Dian and Xi Cheng district

6、Line 2, loop line.Batong Line, from the east end of Line 1 to Tongzhou.2Line 10 connects Zhong Guan Cun, Lufthansa and CBDOlympics sub-line connects to Line 10Olympics 2008:23454 new lines 5, 8, 10 and Airport Express RailBeijing City Subway SystemLine 5 runs north-south between North 5th Ring Rd an

7、d South 3rd Ring RdAirport Express Rail interchanges at Dong Zhi Men (Line 2)Beijing-Tianjin High Speed RailwayAfter 2008:2345Beijing City Subway SystemLine 10 (Phase II)Line 4 connects Zhong Guan Cun, Xicheng and Fengtai District. Line 9 connects Line 4 and the southwest areaYizhuang sub-line conne

8、cts the Line 5 and Yizhuang, and it will connects with the inter-city railway between Beijing and TianjinShunyi LineBeijing-Shanghai High Speed Railway Liangxiang LineMajor Roads23456th Ring151*at presentbefore 2008Olympics6RoadLength (km)CompletionChangAn Avenue40-2nd Ring 32.719923rd Ring4819944th

9、 Ring65.320015th Ring982003Airport Express Way18.7351993Beijing Intercity Highway System Jincheng Highway : Beijing-Chengde Badaling Highway : Beijing-Badaling-Zhangjiakou Jingshi Highway : Beijing-Shijiangzhuan Jingkai Highway : Beijing-Henan Jingjintang Highway : Beijing-Tianjin-Tanshan Jingshen H

10、ighway : Beijing-ShenyangJingcheng HighwayBadaling HighwayJingshi HighwayJingkai HighwayJingjintang HighwayJingshen HighwayMacro Economic Conditions 2006GDP continues to grow at a fast paceSource: National Bureau of Statistics, Beijing Bureau of StatisticsSource: National Bureau of Statistics, Beiji

11、ng Bureau of StatisticsSource: National Bureau of Statistics, Beijing Bureau of StatisticsSource: National Bureau of Statistics, Beijing Bureau of StatisticsSource: National Bureau of Statistics, Beijing Bureau of StatisticsConsumer Price Index (CPI)Retail Price Index (RPI)Source: National Bureau of

12、 Statistics, Beijing Bureau of StatisticsRegulationsIssued dateMeasuresIssued by Aug-06Industrial land must be sold Via public approach at a price no lower than the minimum standard (be effective from Jan 2007)Ministry of Land Resources 15-JanRaised reserve ratio by 0.5 to 9.5%PBOC16-JanStrict imple

13、mentation of the LAT settlement on developers from Feb, 2007State Administration of Taxation1-FebStrict implementation of the comprehensive 5%tax rate on leasing property by individuals from Feb, 2007Beijing Local Taxation Bureau5-FebBeijing announce implementation detailed of restrictions of foreig

14、n property investment. Beijing Construction committee 6-FebMinistry of Construction will check how local government carry to property construction plans, especially on economic houseMinistry of Construction 16-FebRaised reserve ratio by 0.5 to 10%PBOC26-FebRequests all cities and counties to establi

15、sh a public rental housing system this year, each city has to specify a certain percentage of its land sales revenue for the building of public retinal housing.Ministry of Construction 16-MarRaised lending and deposit rates by 0.27 percentage point at the weekend, the latest in a series of tightenin

16、g measures by an increasingly activist central bank. The PBOC said in an announcement late Saturday that the benchmark one-year lending rate would be increased to 6.39 per cent while the deposit rate would be set at 2.79 per cent. PBOC16-MarChina Corporate Income Tax (be effective from Jan 2008)Nati

17、onal Peoples Congress16-MarProperty law of China (be effective from October 2007)National Peoples CongressCircular on Land Regulation and Control On August 31, 2006, the State Council promulgated the Circular of the State Council Concerning Issues on Strengthening Land Regulation and Control. A unif

18、ied publication system for the minimum standard for industrial land grant prices should be established and that the minimum standard for industrial land grant prices for different places should be formulated and published uniformly. Industrial land must be granted through tendering, bidding and auct

19、ion, and the price shall not be lower than the published minimum standard. Granting land at a price lower than the minimum standard or offering allowances or refunds in any form is prohibited. On 23rd December, The Ministry of Land and Resources issued the Circular of the issuance and Implements of

20、Minimum Standard Price of the Granted Industrial Land, which goes into effect on 1st January 2007. Beijing Minimum Standard Price of Granted Industrial LandGradeDistrictMinimum Standard Price of Granted Industrial Land (RMB Yuan / sq m site area)2Chaoyang, Chongwen, Dongcheng, Fengtai, Haidian, Shij

21、ingshan, Xicheng, Xuanwu7205Tongzhou3846Daxing, Changping, Shunyi3367Mentougou, Fangshan2888Huairou2529Miyun, Pinggu, Yanqing204Strict implementation of the LAT settlementLand Appreciation TaxLevelAppreciation valueLAT Rate1Appreciation value not exceeding 50% of the sum of allowed deductibles30%2Ap

22、preciation value by 50% to 100% of the sum of allowed deductibles40%3Appreciation value by 100% to 200% of the sum of allowed deductibles50%4Appreciation value exceeding 200% of the sum of allowed deductibles60%The enactment of the LAT will have the effect of margin squeezing for local developers, a

23、nd it may also pose some liquidity problems to the smaller players while fulfilling their LAT obligations. Given the progressive structure of the LAT, those developers with higher profit margins, or have accumulated large land reserve of sites previously acquired at cheaper prices several years ago,

24、 are amongst the more negative affected. The impact to those large developers with projects completed is more complicated. For those developers have not made provision to the LAT, the liquidation and collection of LAT will reduce its profit and cash flow, for those developers have already made full

25、or partial provisions to the LAT, though the provisions will serve to provide a buffer on their cash and net profit margins. Document 171Owner OccupiedInvestmentPrincipleRegulations1 year + working or studyingBusiness Presence n For self use onlyn Must register in real namen Certain exceptions for H

26、K, Macau & TW residentsn Must through FIE or JVn 50% minimum capital requirement for over US$10 million investment n Offshore direct investment prohibitedn Fixed return arrangement prohibited n No Local Preferential Treatment Beijing announced implementation details of restrictions on foreign proper

27、ty investments on February.Foreigners contain Hong Kong, Macau and Taiwan residents are allowed to purchase only one house for self use, after staying in China for study or working purposed for more than 1 year, the leasing or re-sale is forbidden.Foreign enterprises with representative offices/bran

28、ches in Beijing can also purchase residential unites for self-use only, but they need to establish a legal business entity in China, that means they must obtain business certificate and foreign-invested enterprise certificate.Implementation of 171 In Beijing The new CIT rate is 25%, a lower tax rate

29、 is available for qualified small and thin-profit companyies(20%), for qualified high technological enterprises(15%) without geographical limitation. With the removal of tax holiday for general manufacturing and export oriented activities, some FIEs could face as high as a 15%-point increase in inco

30、me tax (from 10% to 25%) which is significant to the bottom line and adversely affects the return on investment.FIEs which are currently subject to 33% should immediate benefit from the new rate, On the other hand, FIEs established before the promulgation of the new Law which enjoy a lower rate toda

31、y will not face and immediate tax rate increase to 25%, the new tax rate will be gradually phased in over five years.China Corporate Income Tax 高档住宅市场概述New Supply 新供应量新供应量Demand 需求需求Average Rental 平均租金平均租金Capital Value 实际成交价格实际成交价格 2007年第一季度服务式公寓2007年1季度n Total Units Stock 总套数总套数 : 5,904n Current Re

32、nt 现租金现租金: 208元元/平方米平方米.月月 (gross inclusive 建筑面积，建筑面积，包含管理费包含管理费)n Vacancy Rate 空置率空置率: 17.9 %2008CB Richard Ellis Serviced Apartment Rental Index世邦魏理仕服务式公寓租金指数世邦魏理仕服务式公寓租金指数Q1 00Q2 00Q3 00Q4 00Q1 01Q2 01Q3 01Q4 01Q1 02Q2 02Q3 02Q4 02Q1 03Q2 03Q3 03Q4 03Q1 04Q2 04Q3 04Q4 04Q1 05Q2 05Q3 05Q4 05Q1 06Q

33、2 06Q3 06Q4 06Q1 07020406080100120Index （Q1 2000 100）高档公寓 Total Units Stock 总总套套数数: 13,526 Current Rent 现现租金租金: 102 元元/平方米平方米.月月 (建筑面建筑面积积，包含管理，包含管理费费) Vacancy Rate 空置率空置率: 22.5 % Capital Value 实际实际成交价成交价: 22,623元元/ 平方米平方米 (gross 建筑面积建筑面积)2007年1季度Driven by demand2008Rental 租金租金Price 售价售价CB Richard E

34、llisPrime Residential Rental & Price Indices世邦魏理仕高档住宅租金及售价指数世邦魏理仕高档住宅租金及售价指数Q1 00Q2 00Q3 00Q4 00Q1 01Q2 01Q3 01Q4 01Q1 02Q2 02Q3 02Q4 02Q1 03Q2 03Q3 03Q4 03Q1 04Q2 04Q3 04Q4 04Q1 05Q2 05Q3 05Q4 05Q1 06Q2 06Q3 06Q4 06Q1 07020406080100120Index（ Q1 2000100）别墅2007年1季度 Total Units Stock 总总套套数数: 3,936 Cur

35、rent Rent 现现租金租金: 138元元/平方米平方米.月月 (建筑面建筑面积积，不含管理，不含管理费费) Vacancy Rate 空置率空置率: 19.8 % Capital Value 实际实际成交价成交价: 21,636元元/平方米平方米 (gross 建筑面建筑面积积)Shortage in supply供应量短缺2008Rental 租金租金Price 售价售价CB Richard Ellis Prime Villa Rental & Price Indices世邦魏理仕别墅租金及售价指数世邦魏理仕别墅租金及售价指数Q1 00Q2 00Q3 00Q4 00Q1 01Q2 01

36、Q3 01Q4 01Q1 02Q2 02Q3 02Q4 02Q1 03Q2 03Q3 03Q4 03Q1 04Q2 04Q3 04Q4 04Q1 05Q2 05Q3 05Q4 05Q1 06Q2 06Q3 06Q4 06Q1 07020406080100120Index （ Q1 2000100 ）1The Luxury Apartment Hot Area 高档公寓热点区域CBD区域区域均价 ( 元 / 平方米 ): 20,000-70,000金融街区域金融街区域均价 ( 元 / 平方米 ): 20,000-25,000中关村区域中关村区域均价 ( 元 / 平方米 ): 20,000-25,

37、000温榆河区域温榆河区域均价 ( 元 / 平方米 ): 15,000-20,000234234512342nd Ring Road3rd Ring Road4th Ring RoadChang An AvenueBeijing Changping HighwayBeijing Chengde HighwayAirport Expressway5th Ring RoadBeijing - Tianjin Tanggu HighwayBeijing Shenyang HighwayBeijing Shijiazhuang HighwayPrime Leasing Projects 高档租赁项目序

38、号项目名称套数项目类型租金报价实际成交价AThe St. Regis Residences国际俱乐部公寓70Serviced Apartment服务式公寓4730BThe Ascott雅诗阁272Serviced Apartment服务式公寓2521CMarriott Executive Apartments Palm Springs棕榈泉万豪行政公寓224Serviced Apartment服务式公寓2824DCentral Park (PH1)新城国际一期580Luxury Apartment高档公寓1613EBeijing Riviera香江花园445Luxury Villa别墅2119

39、FGrand Hills大湖山庄153Luxury Villa别墅2220GYosemite优山美地81Luxury Villa别墅1412Note: Rental quoted on gross area, at US$ psm/month备注：价格以建筑面积计算，单位为元/平方米ABCDGFEChang An AvenueBeijing Changping HighwayBeijing Chengde HighwayAirport ExpresswayBeijing Shenyang Highway3rd Ring Road4th Ring Road5th Ring Road2nd Rin

40、g RoadPrime Sales Apartments 在售高档公寓项目序号项目名称套数报价实际成交价ANagaNAGA 上院9838,00022,000BWorld City世界城71930,00025,328CVictory Garden维多利亚花园21422,00022,351DPark Hyatt Residences柏悦居22454,00043,566ECentral Park新城国际195325,00025,046FBeijing Star River北京星河湾92531,00025,842GDiamond Apartment长安驿（银钻公寓）87023,00023,463HVa

41、nland Mansion万城华府58324,00022,576ICore Plaza立方庭67525,00025,744JOrienl Rayol Mansion唐缘（御东花园）19822,00022,000Note: Price quoted on gross area, at RMB/sm备注：价格以建筑面积计算，单位为元/平方米ABCDJGFIHE2nd Ring Road3rd Ring Road4th Ring RoadChang An AvenueAirport ExpresswayBeijing - Tianjin Tanggu HighwayPrime Sales Villa

42、s 在售高档别墅序号项目名称套数报价实际成交价AGreen River Manor碧水庄园75319,600 18,452BCathay View观唐24718,000 18,316CPeking House首府16826,000 19,957DWE HouseWE35019,500 18,595EShangdong Jiari上东假日6819,000 17,448FWarm Mountain暖山18020,000 17,282GGreen Park晴翠园9620,000 19,159HPurple Jade Villas紫玉山庄4424,000 25,715IFragrant Hill Qi

43、ngqin香山清琴30338,000 16,438JYosemite Villa优山美地54918,800 15,640Note: Price quoted on gross area, at RMB/sm备注：价格以建筑面积计算，单位为元/平方米ABCDJGFIHE2nd Ring Road3rd Ring Road4th Ring RoadChang An AvenueBeijing Changping HighwayBeijing Chengde HighwayAirport Expressway5th Ring RoadBeijing - Tianjin Tanggu HighwayB

44、eijing Shenyang HighwayBeijing Shijiazhuang HighwayCBD区域序号项目名称套数实际成交价(元/平方米)销售率APark Hyatt Residence柏悦居Park Hyatt Penthouse 柏悦府2242143,56669,79592%10%BChateau de Luze和乔丽致38921,00860%CCentral Park新城国际1,95325,04673%DHopson International Park合生国际花园141916,06068%ABCD3rd Ring RoadChao Yang Bei RoadTong Hu

45、i He Bei RoadXi Da Wang RoadChao Yang RoadDong Da Qiao RoadChang An Avenue金融街区域序号项目名称套数实际成交价(元/平方米)销售率ATIAN-AN Congress Center天安国汇21628,000(报价)N/ABWest End Point西城晶华81421,09050%CFengqiao Apartment丰侨公寓84618,62495%DWonderful Mansion融泽府14519,21143%ABCDChang An AvenueFu Cheng Men Nei AvenueFu Cheng Men

46、Wai AvenueFu Xing Men Wai Avenue2nd Ring RoadXi Dan Bei AvenueTai Ping Qiao Avenue中关村区域序号项目名称套数实际成交价(元/平方米)销售率ACore Plaza立方庭67525,74484%BVanland Mansion万城华府58322,57677%CAtherton Apartment艾瑟顿公寓37116,85926%ABC4th Ring Road3rd Ring RoadZhong Guan Cun AvenueWan Quan He Road温榆河区域序号项目名称套数实际成交价(元/平方米)销售率AG

47、reen Park晴翠园9219,15991%BRits Garden丽嘉花园13813,128100%CYosevilla优山美地54915,64076%DCathay View观唐24718,31676%EOrchid Garden卓锦万代24310,18625%ABCDE Airport ExpresswayJing Shun RoadWen Yu RiverFuture Supply of Leasing Market 租赁市场未来供应2007年1季度Future Supply of Luxury Apartment Property (2007-2009)高档公寓未来供应（高档公寓未

48、来供应（2007-2009）朝阳区17,515 套东城区2,045 套海淀区1,363 套西城区2,494 套宣武区572 套Future Supply of Luxury Villa Property (2007-2008)别墅未来供应（别墅未来供应（2007-2008）昌平区1,239 套朝阳区2,359 套丰台区133 套海淀区853 套顺义区1,389 套通州区244 套银泰中心银泰中心开发商：开发商：北京银泰置业有限公司北京银泰置业有限公司 位置：位置：朝阳区建外大街朝阳区建外大街2号号 均价：均价：柏悦居：柏悦居：48,000 元元/平方米平方米柏悦府：柏悦府：70,000 元元/

49、平方米平方米占地面积：占地面积：31,305 平方米平方米总建面：总建面：350,000 平方米平方米总套数：总套数：260开盘日期：开盘日期：2005-12-16入住日期：入住日期：2007-8-31面积：面积：柏悦居：柏悦居：130240 平方米平方米柏悦府：柏悦府：500800 平方米平方米物业费：物业费：2 美元美元/平方米平方米.月月昆仑公寓昆仑公寓开发商：开发商：北京市华远地产股份有限公司北京市华远地产股份有限公司 位置：位置：朝阳区昆仑饭店西侧朝阳区昆仑饭店西侧 均价：均价：60,000 元元/平方米平方米占地面积：占地面积：5,500 平方米平方米总建面：总建面：29,000

50、平方米平方米总套数：总套数：23开盘日期：开盘日期：2006-3入住日期：入住日期：2007-10面积：面积：416439、700 平方米平方米物业费：物业费：30 元元35.6元元/平米平米.月月NAGA上院上院开发商：开发商：北京天恒拓展房地产有限公司北京天恒拓展房地产有限公司 位置：位置：东城区东直门内大街东城区东直门内大街9号号 均价：均价：38,000 元元/平方米平方米占地面积：占地面积：13,000 平方米平方米总建面：总建面：60,000 平方米平方米总套数：总套数：99开盘日期：开盘日期：2005-11-30入住日期：入住日期：2007-6-30面积：面积：300、600、1

51、,200 平方米平方米物业费：物业费：12 元元/平方米平方米.月月新城国际新城国际开发商：开发商：北京万置房地产开发有限公司北京万置房地产开发有限公司 位置：位置：朝阳区朝外大街朝阳区朝外大街6号号 均价：均价：32,000 元元/平方米平方米占地面积：占地面积：105,000 平方米平方米总建面：总建面：320,000 平方米平方米总套数：总套数：1,800开盘日期：开盘日期：2006-9-1（三期）（三期）入住日期：入住日期：2008-3-31（三期）（三期）面积：面积：（三期）（三期）一居：一居：92 平方米平方米二居：二居：123140 平方米平方米三居：三居：178181 平方米平

52、方米复式：复式：139286 平方米平方米物业费：物业费：8 元元/平方米平方米.月月御园御园开发商：开发商：北京兴业万发房地产开发有限公司北京兴业万发房地产开发有限公司 位置：位置：海淀区青龙桥玉泉山路海淀区青龙桥玉泉山路均价：均价：1200万万-1800万万/套套36000元元/平方米平方米(起起)占地面积：占地面积：45.2万平方米万平方米总建面：总建面：34.05万平方米万平方米总套数：总套数：分五期开发分五期开发,共共593套套,一期共一期共67套套,其中公寓其中公寓62套套开盘日期：开盘日期：2007年年4月月入住日期：入住日期：2008年年4月月(一期一期)面积：面积：330-4

53、40平方米平方米物业费：物业费：8元元/月月/平方米平方米财富中心二期财富中心二期开发商：开发商：北京香江兴利房地产开发有限公司北京香江兴利房地产开发有限公司 位置：位置：朝阳区东三环北路朝阳区东三环北路23号号 均价：均价：暂定暂定30,000 元元/平方米平方米占地面积：占地面积：92,100 平方米平方米总建面：总建面：720,000 平方米平方米100,000 平方米（二期）平方米（二期）总套数：总套数：100开盘日期：开盘日期：预计预计2007年中年中入住日期：入住日期：预计预计2008年年面积：面积：豪宅：豪宅：300600 平方米平方米物业费：物业费：7 元元/平方米平方米.月月

54、世茂奥临世茂奥临开发商：开发商：北京世茂投资发展有限公司北京世茂投资发展有限公司 位置：位置：朝阳区清林路朝阳区清林路1号号均价：均价：17000/平方米平方米(3.4号楼号楼 )25000/平方米平方米(5.6号楼号楼)占地面积：占地面积：10万平方米万平方米总建面：总建面：30万万 平方米平方米总套数：总套数：1190开盘日期：开盘日期：2007年年3月月25日（日（4号楼）号楼）2007年年5月月(5号楼号楼)入住日期：入住日期：2007年年12月（月（4号楼）号楼）2007年年6月底月底(3号楼号楼)面积：面积：116 平方米平方米(两居两居)-300 平方平方米米(四居四居)物业费：

55、物业费：4.5元元/月月/平方米平方米项目概况项目位置项目位置: 北京朝阳区慧忠北里北京朝阳区慧忠北里413号号发发 展展 商商: 北京摩根投资有限公司北京摩根投资有限公司项目总规模项目总规模: 417,700平方米平方米写字楼规模写字楼规模: 139,000平方米平方米公寓规模公寓规模: 128,000平方米平方米商业规模商业规模: 25,815.11平方米平方米酒店规模酒店规模: 48,000平方米平方米公寓套数公寓套数: 192套套公寓面积：公寓面积： 618平米平米工程进度工程进度: 完成完成80%项目周边情况项目周边情况项目周边情况SWOT Analysis 产品SWOT分析 Str

56、ength - 优势优势 奥运地标项目奥运地标项目 交通环境便利交通环境便利 地理环境优越地理环境优越 未来的投资热点地区未来的投资热点地区 投资商实力雄厚投资商实力雄厚 国际设计团队组合国际设计团队组合 产品设计国际化产品设计国际化 工程形象佳工程形象佳SWOT Analysis 产品SWOT分析Weakness - 劣势劣势 公寓产品种类单一公寓产品种类单一 该地区目前尚未形成高端物业氛围该地区目前尚未形成高端物业氛围 项目推广时间紧迫项目推广时间紧迫 该区域未来价值还需进一步挖掘该区域未来价值还需进一步挖掘 项目其它业态竣工时间不一，整体推广具挑战性项目其它业态竣工时间不一，整体推广具挑

57、战性SWOT Analysis 产品SWOT分析Opportunities 机遇机遇 Threats 挑战挑战 北京奥运会将给该区域带来无限契机北京奥运会将给该区域带来无限契机 未来该区域将显示巨大价值未来该区域将显示巨大价值 产品的唯一性将受到客户追捧产品的唯一性将受到客户追捧 最高品质的服务将吸引顶级客户的入住最高品质的服务将吸引顶级客户的入住 未来周边配套设施齐全完善未来周边配套设施齐全完善 项目口碑项目口碑 公寓与项目酒店部分将形成竞争公寓与项目酒店部分将形成竞争Product Positioning 产品定位满足于追求体验最高尊崇生活需满足于追求体验最高尊崇生活需求的国内外精英人士！

58、求的国内外精英人士！Targeted Buyers Positioning 目标客户定位国际金融机构高级管理人员国际金融机构高级管理人员 律师事务所合伙人律师事务所合伙人Targeted Buyers Positioning 目标客户定位文艺界、传媒界成功人士文艺界、传媒界成功人士 Targeted Buyers Positioning 目标客户定位国际著名设计师国际著名设计师Targeted Buyers Positioning 目标客户定位 投资银行家投资银行家Targeted Buyers Positioning 目标客户定位高科技领域的成功人士高科技领域的成功人士Targeted Bu

59、yers Positioning 目标客户定位对本产品高度认可对本产品高度认可 处于高层社会地位处于高层社会地位 渴望极致生活的体验渴望极致生活的体验 海外生活经历海外生活经历 追求生活的品味、格调与文化追求生活的品味、格调与文化Sales Strategy 销售推广策略目标销售价格比准目标销售价格比准项目名称项目名称均价均价 （RMB)RMB)交通交通因素因素 修正修正周边周边环境环境 因素因素修正修正内部内部环境环境 因素因素修正修正户型户型设计设计 修正修正设施设施配套配套 修正修正销售销售状况状况修正修正其它其它情况情况修正修正修正价修正价格格权权重重市场比市场比准价格准价格柏悦府柏悦

60、府70,00070,000100%100%10102 2% %101%101%100%100%102%102%10100%0%102%102%65,30965,30910%10%35,60235,602元元/ /平米平米昆仑公寓昆仑公寓60,00060,000100%100%102102% %99%99%102%102%98%98%99%99%10101%1%59,44759,44715%15%NagaNaga上院上院38,038,0000098%98%97%97%98%98%102%102%98%98%98%98%98%98%42,48942,48915%15%国奥村国奥村18,018,00