浦电路项目可研报告

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Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF浦电路项目前期可行性研究策划人：时间：2003年3月3日Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF目录上篇:市场观象1.四大特征提纲上海房市2.八大利好挚领浦东房市3.一破一立点睛陆家嘴板块房市4.区域市场个案分析4.1蔚蓝海岸4.2国际金融家4.3家化滨江苑4.4傲园5.项目的“全身体检”5.1项目简介5.2项目S.W.O.T分析中篇：产品定位1.由老潘的建外SOHO城谈起2.产品定位思路2.1常规操作——大、中户型，面向“大众”市场2.2独辟蹊径——特色小户型，锁定“小众”市场3.产品初步定位下篇：财务分析1投资估算1.1销售收入1.2投资估算1.3资金筹措Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF2.经济效益评价2.1现金流入2.2现金流出3敏感性分析3.1销售均价敏感性分析3.2项目销售率敏感性分析Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF上篇：市场观象1.四大特征提纲上海房市2002年的上海楼市，在2001年一手、二手房交易量均创历史新高的基础上，继续保持供求两旺、强势运行的格局。其中：房地产开发投资突破700亿元，达到720.23亿元,同比增长14％；商品房销售面积也一举突破2000万平方米大关,可以说上海房地产业作为国民经济支柱产业的地位已经确立。综观2002年上海房地产市场的发展和演变轨迹，主要呈现以下四大特征：1.1拉动了本市社会经济增长，直接改善城市居民居住和生活条件。2002年，本市房地产业实现增加值373.63亿元，同比增长14.6%，高出全市GDP增幅3.6个百分点，房地产占全市GDP比重同比上升0.5个百分点。市区人均居住面积从上年的12.5平方米提高到13.1平方米。房地产行业的发展，为本市居民的居住和生活改善起到了重要作用。1.2房地产市场化程度占全国之首。本市一个以大众化投资与消费为主体并适合房地产业发展的市场体系已基本建立，市场监管体系也正趋完善。2002年，全市商品房销售面积为1960.6万平方米，其中，个人购买商品房1862.84万平方米，占销售总面积的95%；存量房买卖面积为1790.84万平方米，同比增长26.6%，基本接近新建商品房交易量，截止目前，该项指标仍然呈现持续走高的态势，这充分说明本市房地产格局的市场化程度无论在质和量上均名列全国各省市前茅。Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF1.3市场供求总体平稳。实践证明，本市连续几年楼市供需总体平稳，基本稳定在1：1左右。2002年商品房竣工面积为1983.92万平方米，销售面积为1960.6万平方米；住宅商品房竣工面积为1708.04万平方米，销售面积为1839.05万平方米，供需比例为1：1.08，呈现需求大于供给的态势。1.4投资和消费主体已形成多元化格局。去年，民营和境外投资占全市房地产开发投资37.9%，共完成243.55亿元，同比增长37.9%，比上年提高了5.8个百分点。从消费主体看，去年，本市居民购买占75.8%，外地人士购买占18.0%，境外人士购买占5.5%。展望2003年的上海房地产市场，供销两旺的态势有望延续，作为一个龙头和四个中心的未来国际化大都市，上海将会吸引越来越多的中外投资者，一方面上海经济发展趋势继续向好。2003年我国国民经济仍将保持8%的增长率，上海经济发展仍将高出全国经济增长速度两个百分点。在这一大背景下，作为支柱产业的上海房地产业，大的趋势继续看好，另一方面本市居民对改善居住条件的愿望依然十分迫切。尽管2002年上海人均居住面积已达13.1平方米，但从具体情况来看，市中心9个区人均居住面积大大低于这一水平。因此，随着上海经济快速发展，上海房地产市场主要是住宅市场依然将呈现供求两旺、高位运行态势。2.八大利好挚领浦东房市Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF作为上海新一轮经济增长强势区域的浦东地区，房地产市场的发展有一个区别于其他地区的显著特点就是受交通规划和建设的影响相当大，特别是过江交通极大地影响着浦东楼市的发展。2002年第4季度，除了已有的过江设施的建设、磁悬浮列车的试运行、浦东轻轨（L4线）的规划以及浦江两岸综合开发之外，对浦东楼市有巨大影响的事情莫过于上海申博成功和环球影城选址三林。而从浦东楼市2002年的总体表现来看，呈现出八大利好：（1）房地产市场各项主要指标继续领先，稳居全市龙头地位，面积、套数等主要指标均继续位居全市各区、县第一。仅从第4季度而言，浦东新区的住宅批准预售面积为123.15万平方米，占全市住宅供应量的20.29%，继续成为各区住宅市场中的供应大户；第4季度的住宅成交面积为142.62万平方米，比上季度增长35.09万平方米，增幅达到32.63%；房价方面该季度的预售住宅平均成交单价为每平方米5833元，较上季度上涨了859元，涨幅为7.3%，而预售住宅价格综合指数上涨4.3%，则说明浦东新区房地产供求结构中，高价楼盘的供应量增加从而导致浦东新区这一季度预售住宅平均成交单价的上涨。（2）利好之二，房地产业在国民经济中的地位得以巩固，支柱产业地位越发显著。2002年前三个季度，浦东新区国民经济呈现良好的发展态势，国内生产总值（GDP）以平均15%的速度增长。作为国民经济新增长点的房地产业，在新一轮经济发展中起到了重要作用，占GDP比重达到6.5%。（3）房产品质不断提升，在全市有代表性的楼盘层出不穷。目前新区在售的大约160个楼盘中，以“华丽家族花园”、“御景园”、“锦绣天第花园”为代表的一大批楼盘高标准规划、高标准建设，正在从以往简单的“砖头加水泥”向“砖头加鼠标”建设模式转变，很多楼盘都融合了高科技的结晶。年内不断有新的楼盘在建设部、上海市各项住宅评选中摘金夺银，占据了较大的份额。如“香树丽花园”、“联洋花园”、“华丽家族花园”、“锦绣天第花园”、“怡东花园”等近30Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF个楼盘分别获得部、市优秀住宅评选等各项大奖。旧改地区的新楼盘为高品质住宅倍受青睐，特别是随着世茂滨江园、仁恒滨江园（二、三期）等一批标志性住宅楼盘年内的相继面市，不仅使浦东住宅业的整体品质得以进一步提升，同时使楼盘的“三边”概念得以强化。商品房开发已开始由数量向量质并举转化。房价由此而来也有一定幅度的提升，商品房销售价格同期相比上涨9%。（1）商品房销售稳步增长，居民消费能力增强、消费观念更新。居民经济观念不断转变，购买能力持续提高。特别是年轻白领的购房观念先进，成为消费的一支生力军。浦东新区商品房购买者中20－30岁群体比例高达34.35%，这部分购房者很容易接受“用未来的钱，住现在的房”的消费理念，成为商品房消费的不可忽视的力量。（2）存量房市场交易日渐活跃，二三级市场有机联动。仅去年1－9月份，浦东新区存量房成交14862套，平均每个工作日就有78套存量房成交，成交总面积为113.7万，成交金额23.2亿元，成交面积为去年同期的1.6倍，增幅为全市存量房交易量增幅的近三倍。存量房交易与商品房交易在量上的差距逐渐缩小。市场结构正在发生变化，二、三级市场的联动效应已基本形成。（3）居民出租房屋递增，又多一项创收渠道。去年1－9月份，内销房租赁登记量出现大幅增长，累计同比增长88.7%，其中，居民住房的平均出租率二季度达到4.5%，这从一个侧面反映了浦东居民居住条件改善明显；从区域来看，以八佰伴中心商业区租金最高，每户平均月租金在千元以上。（4）办公楼租赁形势看好，入驻率达70%。其中，中国第一高楼金茂大厦出租率达80%Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF，森茂大厦、中银大厦、招商局大厦、汤臣金融大厦、证券大厦、乐凯大厦、斯米克大厦出租率达到85%以上，个别楼宇更是接近100%。随着中国加入WTO和上海申博成功，特别是位居世界第一高度的环球金融中心大厦在陆家嘴CBD区域破土动工，必将吸引更多的大集团、大公司集聚浦东，为浦东办公楼宇的租赁市场提供了广阔的需求发展空间。（1）市场不断细化，区域互补效应更为显著。从区域来分析，上南一杨思、金桥、陆家嘴、花木地区是楼盘销售的集中地区，累计预售量为168.2万平方米，累计金额68.3亿元，分别占预售总量的77.8%和81.3%。其中上南一杨思地区预售面积位居第一位，上市量达到51.4万平方米，陆家嘴地区为21.2亿元。各个细化区域有着各自的特色，如陆家嘴的CBD（中央商务区），开发豪华型住宅；中央公园的周边地区，开发高尚住宅区；金桥、上南的交通便利，开发小康型住宅区等，给购房者提供了更多的选择。随着浦东开发开放的深入，各自细化区域的功能将更为完善，各自的特色也更加突出，横向层次间的互补效应更为凸现3、“一破一立”点睛陆家嘴板块房市3.1南热北冷格局有望被打破陆家嘴滨江板块房地产市场目前呈现的格局是南部楼盘无论从数量上和价格上都全面地高于北部，究其原因，一方面因为个别楼盘拔高了房价，同时以旗舰地位抬升了局域价格而使得南部取得了整体的领先态势；另一方面南部区域相对而言距离世博选址地比较近，上海申博的成功又为它赢得了一个新的包装概念。但我们不能不看到目前南部开发已经趋于饱和状态，下一轮的开发热点将从目前的“沿江+世博”转换成“沿江+CBD”Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF，北部更为有利的环境和规划成为卖点：地铁二号线以北区域随着环境的不断改善将成为陆家嘴滨江板块未来的开发热点。其中在建的海悦苑为小户型公寓，弥补了区域内房型种类的不足；第五大道闹中取静，设计理念超前，创下了价位的新高。3.2品质无极论有望被确立陆家嘴楼价高位攀升并不断向外围扩展，区内小环境的不断改善为高价楼盘的出现准备了条件，其中以沿江物业最为昂贵，其中存有泡沫的成分。冷静分析不难发现除了地段具有一定的稀缺性以外，陆家嘴滨江板块目前的居住品质并不足以支撑其成为顶级区域。“地段、地段，还是地段”的确是房地产业内的金科玉律，但维系物业炒作的稀缺性从另一个角度又证明了房地产开发的“二次战役”必须把重点和关注从有限的地段转移到可以持续发展和挖掘的品质上来，在“市中心”“浦江景观”等概念被掏空之后，“环境”“房型”“智能配置”“物业管理”等后天因素会是一个更为广阔的无极领域。思考一：综合上海房地产市场的宏观发展、以及浦东新区房地产市场的中观表现，直至陆家嘴板块房地产市场的微观走向来看，总体凸现出品质为本、服务为魂之态势。在上海经济总体走势继续向好的推动力之下，本地的房地产市场仍然有很大的潜力待开发，但随着市场的进一步成熟和发展，购房者对质量的要求和包容度都会变得更加的苛刻，开发商不仅要在房型设计、设施配套、物业管理等硬件方面争取做到精益求精，而且还要在主题营造、人性服务等软件上推陈出新，这样方可在激烈的竞争中得到一席之地。Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF4区域市场个案分析4.1案名：蔚蓝海岸4.1.1项目概括（1）地址：浦东南路1550号（距地块距离最近）；（2）物业形态：两幢24层和两幢18层，共计305套住宅；（3）基地面积：9000平方米左右；（4）销售情况：该案于2002年8月开盘，11月售磬，目前仅剩底层尚未售完；（5）价格：均价6000，剩余单元均价8000；（6）房型：两房103—107平方米，占40%；三房142—154平方米，占40%；四房167平方米，占20%；底层均为挑高4.8米房型；（7）工程进程：目前进入外立面装修阶段；（8）交房期：2003年8月；简述：蔚蓝海岸位于浦东滨江板块边缘，是上海楼市的热点区域，且北靠陆家嘴，南近世博会选址地，地理位置优越。其紧靠的浦东南路为交通主干道，交通方便，四周配套齐全，与潍坊新村隔路相望，生活气息浓厚。尽管小区占地面积小，没有会所，但是精心的规划和相对低的价格使得其一上市就倍受追捧，在很短的时间销售完毕。Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF4.1.2良性分析：(1)地理位置优越；(2)交通方便，配套齐全；(3)外立面现代，视野开阔。抗性分析：小区规模小，没有会所；该楼盘已经基本售磬，与我项目不存在竞争；但其相对较低的定价会对周边同类项目的定价造成影响4.2案名：国际金融家4.2.1项目概括（1）地址：浦电路400号；（2）物业形态：一幢“L”型高层，大房型92套，小户型酒店式公寓187套；（3）销售情况：小户型售磬（2002年6—10月），大房型目前销售80%以上；（4）基地面积：10000平方米左右（5）价格：小户型均价13000，全装修送电器大房户型均价11000，全装修；（6）房型：一房51平方米为主力房型；二房140平方米左右；三房170平方米左右；Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF（1）交房日期：2003年12月简述：国际金融家属于竹园商务区，在这个商务区中，仅有这一个住宅项目，周边写字楼、酒店环伺，投资环境良好，项目定位准确。紧靠地铁口，交通方便。4.2.2良性分析：(1)地理位置优越；(2)交通便利，配套全；(3)定位准确。抗性分析：(1)小户型东西朝向；(2)“L”型结构拐角处的单元采光不理想；(3)大房型的厅是暗厅作为该地区主打投资的楼盘的成功销售，证明了投资功能驱动该地区楼盘销售所占的分量越来越重，进一步证明了陆家嘴周边楼盘为陆家嘴服务这一定位的含金量，如何紧抓毗邻陆家嘴的这一优势，又尽量避免楼盘的同质化是我们思考的重点。东西朝向小户型的快速去化，同时证明着在这个区域小户型的市场容量。4.3案名：家化滨江苑4.3.1项目概况(1)地址：浦明路1188号(2)物业形态：一幢“凹”字型的29层高层；(3)销售情况：超过80%；Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF(1)基地面积：13000平方米；(2)价格：每平方米10000—17000元；(3)房型：整层433.10平方米；复式391.62平方米；四房两厅241.29平方米；三房两厅180.91平方米两房两厅107.88平方米一房一厅80.04平方米(4)交房日期：2004年03月简述：该楼盘位于浦东南路浦明路，大部分房间可以看到黄浦江，离世博会选址地3公里，小区配置齐全，配有地热系统，价格在滨江概念板块中属于比较便宜，去化方面一房一厅比较抢手。4.3.2良性分析：(1)环境好：小区内正对5000平方米的集中绿地，背靠公共绿化带(2)交通便利：沿张家浜水闸步行500米即可到浦东南路乘车；(3)配备全：小区内有2层共1500平方米的会所，包括室内游泳池；抗性分析：(1)小区正对面有三幢小高层，所以低层采光差；(2)只有复式和整层可以看到浦江全景；Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF(1)小区地势较低，逢恶劣天气排水可能有影响(2)张家浜水闸浦明路段尚未改造，水面呈蟹壳色滨江和毗邻世博会选址是该案价格的最大支撑点，环境和景观的突出构成该案的最大特色，当每个高价楼盘都有属于自己的特色的时候，我们的项目该如何去创造属于自己的特色呢？4.4案名：傲园4.4.1项目概况(1)地址：潍坊路5号；(2)物业形态：两栋12层小高层和一栋7层多层；(3)基地面积：7391平方米；(4)销售情况：该案于2002年12月开盘，目前仅剩3套低层的三房两厅尚未售出；(5)价格：每平方米5980—6648元；(6)房型：两房121.68平方米；三房145.89平方米；(7)工程进程：正在进行小区配套建设(8)交房期：2003年8月。4.4.2良性分析：(1)地理位置优越；(2)外立面现代，视野开阔；抗性分析：(1)小区规模小，没有会所；Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF(1)潍坊路路面狭窄，经常堵车，同时噪音很大；与世茂滨江花园同样优越的地理位置，却有着万元的单价差异，显示着这个地区楼盘品质的重要性。同时与我们的项目类似的周边环境也给我们极大的借鉴性，如何在一片“旧”的环境中寻找“新”的感觉，绝对不是仅仅建造一个外立面新颖的楼盘这么简单。傲园的销售和价位同样说明市场可以由地段来保证，价格却要特色和品质来支撑。思考2：根据市调结果分析，项目所在区域房地产具备以下特点：（1）楼盘价格参差不齐，从6000—16000，价格悬殊大；（2）沿江分布的楼盘价格普遍高，无江景楼盘价格落差很大；（3）楼盘价格和楼盘规模成正比，规模大的价格高，基地面积小的价格相对低；（4）楼盘特色可以支撑价格，如国际金融家；（5）现有房型供应集中在两房120平方米以上，三房140平方米以上；（6）小房型在该区域去化迅速，市场容量大；（7）楼盘形态多为高层、小高层，多层销售压力大；（8）周边楼盘少，并且都进入销售后期，相对竞争压力小。5.项目的“全身体检”5.1项目简介（1）名称：浦电路118弄旧改地块；（2）位置：东至交通部第三航务工程局第2工程公司，西至富豪大厦，南至浦电路，北至潍坊二村；Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF（1）规划性质：多层住宅；（2）用地面积：约10400平方米，其中218平方米辟作市政道路用地；（3）建筑面积：约13760平方米；（4）容积率：不大于1.6；（5）密度：不大30%；（6）绿化率：不小于35%；（7）建筑高度：不大于24米；（8）建筑退让道路红线：不小于3米5.2项目S.W.O.T分析5.2.1项目优势A、公共交通便利：浦电路出口（规划中项目的主入口）有多条公交线路，而项目南面的浦东南路更有一个集中了近20个站点的公交站点；轨道交通方面，它处于地铁二号线东方路站和东昌路站之间，需要通过公交线换乘。B、生活设施齐全：项目周围半径500米内汇集了联华超市、中环集贸市场、苏宁电器、工商银行、东格致中学和社区文化中心等配置，可以满足一般的生活需要。C、地理位置优越：项目虽处于居民区—潍坊新村，但离陆家嘴CBD区域、滨江高档住宅群、竹园商务区和世博选址区域都不过两站公交线的距离，再加上交通方便，无论是绝对和相对距离都比较近。5.2.2项目劣势A、周边环境差：Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF项目处于潍坊新村的大局域之内，该地区公房的“房龄”都在20年以上（而且在未来的5—10年没有被规划的可能），房型陈旧、外立面感觉很差；项目北面紧邻一摩托车部件厂，噪音很大，再加上浦电路上由违章建筑搭建而成的各式街面房，产生喧闹和杂乱的视觉效果。A、成本偏高：开发商的楼板价格在每平方米7000元左右，加上建筑成本和装修成本，每平方米的成本已经直逼9000元大关，客观上给定价和利润带来抗性。B、地块不周正：该项目地块是一个不规则的四边形，总体过于狭长（271M×33M），体现在设计上如果规置前后两排则间距较短影响采光，如果单独一排既不能成为“小区”，又不符合成本核算的要求。C、后天改造受限：项目的面积小，形态狭长，楼高受到限制，再加上商铺的设置，所以空间显得比较拥挤和紧张，客观条件决定了在会所和大堂等营造楼盘品质的地方会受到很多限制。5.2.3机会点：A、竞争对手少：该项目周围目前仅有三个楼盘，都已经进入最后销售期，目前都只剩下大房型和复式结构在销售中（详见后文重点个案分析），除此之外没有新开楼盘，因此在时间差和速度上有机会。B、个性优势明显：该区域有两个拳头配置，分别是金融机构和教育产业特别发达，前者有多家银行、证券和保险公司驻扎；后者更是具备从洋泾小学到东格致中学，直至前进进修学院的一条龙教育产业链；因此这两个优势可以帮助我们界定客户群体，并提供个性服务。C、小户型稀缺：该项目距离陆家嘴Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahFCBD比较近，而这其中聚集了众多白领青年，因为交通方便和生活配置基本齐全，所以小户型单身公寓的客源充足，再加上小户型的低总价和时尚性这两大卖点，所以供不应求，从2002年该地区的同质产品——国际金融家的销售火爆就可见一斑。A、紧靠陆家嘴：该项目距离陆家嘴仅两站路路程，陆家嘴林立的写字楼为项目提供了丰富的客源，同样陆家嘴的客户层也将影响着本项目定位的取向。5.2.4威胁点：A、价格处于劣势：该地区的蔚蓝海岸和傲园销售均价都在每平方米6000元左右，而该项目的成本决定了售价不会低于每平方米9000元，因此价格成为第一抗性和掣肘。B、环境整肃难度大：该局域处于潍坊新村的合围之中，周边因为属于大面积的居民聚集地，所以环境比较差，开发商面临的不仅是动拆迁的问题，更关键的是众多沿街的违章建筑将会对项目的档次塑造产生威胁。C、路面条件差：项目周围的道路条件不理想，正对的浦电路西侧比较狭窄（可能涉及到将来业主行车转至浦东南路的不便），北面的潍坊路是上海的“塞车场”，东面的南泉路因为中环菜市场和中环花鸟市场的存在所以比较拥挤。思考3：我项目位置基本处在四大概念板块（陆家嘴金融贸易区、滨江高档住宅区、竹园商务区、世博选址地）的环抱之中，进出的客户源基本以中高层次人员为主，可以包装和炒作的概念不少；Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF项目周边半径500米内的两个楼盘蔚蓝海岸和傲园可售套数已经不满10套，如果抓紧时间可以获得速度上的领先优势；从竞争个案来看，60平方米左右功能齐全、带会所的小户型有一定作为、另外产品本身的先天条件不占优势，只有在产品后天的品质塑造和形象包装上独辟蹊径方可胜出。该区域尽管目前环境较差，但辖区内有两大优势产业并存：金融机构和教育产业比较突出，辅之陆家嘴金融贸易区，再加上上海——远东和太平洋西岸金融结算地的远景定位；所以大批的该行业的“领仕”会汇聚此地，是否可以用反常规的思路度身定做一个专属的群落区域——金融领仕馆（暂定名）。Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF中篇：产品初步定位1由老潘的建外SOHO城谈起关于潘石屹的建外SOHO城，坊间流行这样一个段子，版本是这样的：一天上午，一青年到建外SOHO城看房，左看看，右看看，带着茫然的神色摇摇头走了。中午，青年携一朋友又来看房，又左看看，又右看看，两人又带着茫然的神色摇摇头走了。下午，青年和老婆还来看房，还是左看看，右看看，最终还是满脸茫然。于是，老潘就跟夫妻俩说，不要再看了，你们不是我们的客户，这房子不是为你们造的。俨然一派拒人于千里之外的架势，似乎违背了“客户是上帝”这一营销第一真理，更不能容忍的是，竟然大相径庭于我们所习惯的销房模式——来者不拒，循循善诱，只要你能买得起就可以做我们的业主。细想想，老潘的做法表面上虽标新立异，骨子里仍是循规蹈矩，深谙营销真谛——细分市场，锁定目标市场，引导市场需求，在“小众”市场中取得领导地位甚至是垄断地位，避开竞争，获取超额利润。反观我们“大众化”的房产营销模式，看起来经过前期市场调研、产品定位分析的项目是清晰的，有理有椐的，但细细推敲，这些项目都仍走在清晰和模糊的边缘，在大众化市场激烈竞争的怪圈中苦苦挣扎。也许这会给我们一点点启发。2.产品定位思路Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF综合地块形状、规划经济指标、周边环境、区域房产市场、区域典型个案以及上海房地产市场等因素，我们可以循着两个思路进行产品定位分析，——常规操作与独辟蹊径。2.1常规操作——大、中户型，面向“大众”市场按常规操作，根据地块形状、规划经济指标、楼面价、周边环境配套等，我们可以把产品定位为——高档大、中户型多层住宅，其中一、二层为中档商铺。2.1.1高档大、中户型多层住宅经过对周边楼盘进行调查，目前在售楼盘有世茂滨江花园、仁恒滨江园、菊园三期——汇豪天下、蔚蓝海岸、家化滨江园、傲园、国际金融家等个案。以上个案中，售价在9000元以上的楼盘世茂滨江花园、仁恒滨江园、菊园三期——汇豪天下、家化滨江苑、国际金融家无一不是在板块突出优势或规模优势基础上以品质、景观、配套或物业形态等得到市场的认同，而通过与本案地段较为相似的傲园和蔚蓝海岸，尤其是占地约7000平方米、仅有三幢多层小高层、售价仅6500元的傲园的分析，可以发现，仅仅靠地段的支撑难以做足文章，高品质高价楼盘是需要大地盘、大概念来做大文章的。与这些个案相比，本案虽处于“陆家嘴CBD板块”、“世博会板块”、“竹园商贸区板块”和“滨江板块”四大板块的交汇地带，虽这四大板块的利好因素也都可作为本案的共享资源，但相对于“滨江板块”的世茂滨江花园、仁恒滨江园和家化滨江苑等个案，本案毫无滨江景观优势可言，相对于“竹园商贸区板块”的国际金融家，也是处于边缘地带，真正可以平等共享的只有“陆家嘴CBD”和“世博会”这两大资源，但在两大共享资源的条件下，由于规划经济指标和地块形状的限制，甚至可以说本案难以和傲园相比。Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF当然，根据以上个案的销售情况、价位特点和本案推出时间，可以假设这些个案对本案不形成竞争，可以假设随着上海楼市、浦东楼市价格稳中有升，也可以假设本案“建筑设计和质量”、“交房标准”等介于以上个案最低和最高标准之间，但事实是：本案无论在规模、景观、内部配套、步行半径内的周边环境配套等和以上个案相比都处于劣势，本案的高品质高价位没有足够有力的支撑，难以获得市场的认同。2.1.2一、二层中档商铺由于本案邻近“陆家嘴CBD”，背靠“潍坊新村”等老居民区，从商圈的经济能力、地理位置、规划前景、消费者心理积淀、错位经营、开发利润等角度考虑，本案商铺只能采取中档次定位，商圈经济能力不大。综合以上分析，我们认为采取常规路线操作项目不可行。2.2独辟蹊径——特色小户型，锁定“小众”市场所谓锁定“小众”市场，可以从产品本身和目标客户两个方面进行分析，产品本身可以从小户型方面进行突破，目标客户在细分市场的基础上进行锁定。2.2.1关于小户型的思考目前小户型走俏申城是一个不争的事实，从蓝朝部落、青年汇、金银汇、奔腾新干线到时尚住宅系列、世纪时空、国际金融家等，上市一个热销一个。短短几年，小户型的发展已历经几代，每代产品无论从建筑设计、功能、物业管理、营销推广等方面都有较大创新，市场也逐渐走向成熟。第一代小户型，是“烂尾楼”的重新包装，20Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF平方米左右的面积曾令业界大跌眼镜，尽管存在设计不合理、管理跟不上、产权等问题，由于一下子切入市场空白，激发起强烈市场的需求，理性消费和感性消费的区分，在这一轮小户型热潮中已无多大意思。第二代小户型，项目从前期就已进行明确定位，设计上渐趋合理，酒店式管理也渐渐融入物业管理，由于小户型地段、总价、投资功能等卖点突出，市场仍处于供不应求阶段，尽管业内争议不断，消费者还是毫不犹豫地争相下单。第三代小户型，相比前两代，户型面积基本以50—70平方米为主，产品功能已出现明显分化，物业管理完全融入国际著名酒店管理体系，此类产品以世纪时空和国际金融家为典型代表。三代小户型，虽代代有创新，但从目标客户层分析来看，没有本质的差别。目前市场上所有小户型项目，其目标客户基本是：白领、单身贵族、首次置业者、投资客甚至还有老年购房者。在不考虑租客身份的前提下，虽说各热销楼盘都可以说是“专属领地”，为品位、时尚、精英人士“度身定做”，但真正唯一的划分标准似乎只是“经济收入”，而“经济收入”相似并不代表生活行为、趣味、习惯、心理等相似，“人以群分”在小户型楼盘中并没有得到彻底的体现。这种客户没有明确细分的现象不仅仅存在于小户型项目，其他物业形态也有类似问题，虽说有众多的主题楼盘，虽说房产界“以人为本”大旗一直猎猎飘扬，但大家有没有好好想过，“以人为本”究竟是什么？“度身定做”究竟是什么？“认同感、归属感、身份感”又究竟是什么？也许应该向过去的“单位家属楼”学习，也许应该向现在的“画家村”借鉴，也许更应该向北京的同仁取经。Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF2.2.2本案的市场切入点本案可以立足小户型进行市场突破。结合本案地块形状不好、规模小、景观差、步行半径内环境配套档次低等特征，必须在小户型产品上进行细化、进行突破。结合本案共享“陆家嘴CBD”和“世博会”两大资源、交通极为便利这一突出优势以及裙楼为商铺这一特点，考虑到目前市场小户型个案客户无本质区别这一市场特征，可以从目标客户层方面实现产品细化，进入“小众市场”。根据消费者的年龄、职业特点、经济收入、工作生活习惯、消费心理、区域分布等因素，我们将本案的目标客户锁定在工作生活在陆家嘴的金融界中层管理人员。这一消费群体特征主要有：u在合资、外资、民营、国有大型金融机构如银行、证券公司、保险公司工作；u年龄约为30—35岁，主要为单身；u年收入约为15—20万元；u工作在高级写字楼，生活工作快节奏；u工作时为势所迫危襟正坐，生活、休闲场所追求放松、自由；u喜欢和同一圈层的人交往；u喜欢拥有自己的生活空间或享受“5+2”生活；u追求时尚，高收入高消费。3产品初步定位3．1总体定位Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF为工作生活在陆家嘴的金融界中层管理人员度身定做的精装修小户型住宅3．2总体规划定位由于规划经济指标和地块形状的限制，不能建两排南北朝向住宅，考虑到土地价值的充分利用，建议本案四幢建筑联体，呈“π”型半围合格局，其中“—”为南北朝向两幢楼，沿浦电路一字排列，两幢以一、二层裙楼相连，断开处为平台；“|”为东西朝向（或和南北朝向两幢楼夹角小于45度角）两幢楼。四幢建筑中，3—7层为住宅，南北朝向建筑一、二层为商铺，东西朝向建筑一、二层出售后定向招商或出租或联营作为会所（或一层为商铺，二层出售后定向招商或出租或联营作为会所），地下一层为停车场。小区主入口在浦电路（近浦东南路），商铺主入口在南北朝向的两幢之间，小区主入口和商铺主入口分开，从而避免商铺人流对住户的干扰。地下停车场按比例进行隔断，住户和商铺停车避免相互干扰。3．3环艺定位由于地块规模较小，周边景观差，欧式园林和中式园林无法出彩，简单绿化又无法提升本案附加值，故建议采用“日式枯山水”手法营造环境景观，以“一点”、“一线”、“三片”、“三维”的景观规划格局，辅以三面高大围墙，形成自成一体的自然清新、浪漫优雅的小天地。“一点”：建筑围合中庭为主景观区，草坪、花草、成年乔木、竹林、长廊、藤架、凉亭、铺地、主题雕塑共同营造出清新幽雅意趣悠然的日式枯山水园林。Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF“一线”：景观长廊，从小区主入口处经曲折线路，连接各个单元入口，既可闲座小憩、友朋欢叙，又可移步换景、观景观心，还可遮风挡雨、暖意盈怀。“三片”：北面以高大围墙和维坊二村相隔，小区近围墙处植以成年高大乔木和竹林。东西朝向两幢楼临近其他小区或道路处以成年高大乔木和竹林隔断，消除噪音干扰和视觉干扰。“三维”：突破平面景观，在裙楼平台、阳台、屋顶花坛和景观小品、墙体附着攀援类植物，实现三维立体景观。3．4建筑风格定位采用市场主流的现代简约建筑风格，大面积横向绿玻、小面积竖向玻璃幕墙、浅灰色色块和线条、屋顶金属飘板、呈现清新典雅、现代大气、简洁流畅现代简约风格之唯美。3．5户型面积配比定位目前小户型项目市场主流户型为50——70平方米，本案户型定为50平方米一室户、70平方米二室户和70平方米顶层带阁楼的小复式三种户型。建筑限高为24米，商铺层高为3.5米,3—6层住宅层高为3米，小复式总层高为5米。住宅总建筑面积为10400平方米（住宅总面积=建筑用地面积*容积率—建筑用地面积*建筑密度*2）。三种户型比例为2：2：1。Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF3．6商铺、会所配套和物管定位方案一：四幢建筑中，3—7层为住宅，南北朝向建筑一、二层为商铺，东西朝向建筑一、二层出售后定向招商或出租或联营作为会所。商铺为中档定位，考虑到“陆家嘴CBD”商圈特征、本案特征、尤其是目标客户特征以及错位经营的要求，本案商铺在业态定位上和住宅目标客户特征吻合，商铺功能、住宅功能、客户形成互动整体，合力打造本案特色。商铺业态为：临街商铺为美容、餐饮、酒吧、花铺、便利店等。内铺为金融专业书店、金融软件、金融办公用品等与金融相关的配套产业。会所：金融沙龙——酒吧、图书阅览室、金融信息中心三合一康乐中心——桌球室、乒乓房、棋牌室、健身房等服务中心——租售、洗衣、餐饮、订票、订报、保洁、ATM自动存款机等。聘请专业酒店管理公司管理小区，专业经营管理公司管理商铺。方案二：一层为商铺，二层出售后定向招商或出租或联营作为会所。3．7客户定位见上产品定位思路部分。3．8价格定位Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF住宅均价为9000元。住宅价格一般为家庭年收入的3倍—6倍，目标客户层年收入为15—20万，由于项目为过渡产品，按3倍计算，本案住宅总价为45—60万元，平均总价为52.5万元，户均面积为60平方米，平均总价/户均面积=8750元。国际金融家小户型目前售价为13000元，开盘价为11000元本案和其相比，在地段、周边环境、规模、景观方面都处于劣势，在建材设备、全配置、物业管理方面不会超出或超出不大。蔚蓝海岸大房型为8000元，小房型为6000元，傲园6500元。市场一般认为，小户型价格约为周边同等品质大、中户型价格的120%左右可以接受。结合本案成本及市场，调整为9000元。商铺一楼均价为23000元，二楼均价为16000元。根据市调和商铺差价比例进行计算，一楼街铺价格为30000元，一楼内铺为30000*0.7=21000元，一楼均价为30000*0.2+21000*0.8=22800元，二楼均价为22800*0.7=15960元，经调整，一楼商铺均价为23000元，二楼商铺均价为16000元。Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF下篇：财务分析1投资估算结合实际认真贯彻规划建筑部门批复的规划指标和有关技术规定的要求。本案例将该地块设计为总层高为24米的商住楼。第一、二层为商铺，3层以上为住宅，其中顶部一层带阁楼、下建一层地下室为自行车及汽车停车库。本地块占地面积为10400m2，规划设计要求容积率不大于1.6，建筑密度不大于30％。简单估算建筑面积为10400*1.6＝16640。项目收益要最大化，必须商铺面积尽可能大，故取商铺面积为10400*30％*2＝6240m2；住宅面积为16640-6240＝10400m2；地下室面积为3020m2。地上建筑总面积为16640m2，地下建筑总面积为1800m2；总建筑面积为18440m2。1.1销售收入简单估算商品房每平方米的价格为11000（楼板价7000＋建安装修费2500＋配套费500＋预备费1000）。由于地块所处区域商品房价从5000到17000不等，而商铺也从20000到70000万不等。根据市场调研及数据分析，预计一楼商铺可售到23000元，二楼商铺可售到16000元；商品房3-6层的价格定为9000，顶层带阁楼的价格定为11000；商品房的亏损部分由商铺来补贴。具体销售收入见表1-1。1.2投资估算本项目建设投资20794.5万元，由6部分组成，其中，土地出让金占57.3%，前期工程费占0.7%，建筑安装费占21.8%，配套费占5.1%，预备费占8.7%，销售税费占6.4%。资金来源通过公司自筹40%，银行贷款和预售房款来解决。详见表1-2。Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF表1-1销售收入序号名称售价面积销售收入（万元）总计1商铺624012168234441.1一楼商铺23000312071761.2二楼商铺16000312049922住宅97762.13-6层9000832074882.2顶层11000208022883车库15100个1500表1-2投资估算表序号项目名称金额（万元）指标备注量单位指标1楼板价11648.0016640平方米7000.002前期工程费150.322.1勘探等费18.4418440平方米10.002.2设计等费用131.8818440平方米70.003建筑安装费4430.003.1土建费用Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF1844.0018440平方米1000.003.2安装费用922.0018440平方米500.003.3装修费用1664.0016640平方米1000.004配套费1034.374.1大市政配套费590.0818440平方米360.004.2供水管道工程费29.1216640平方米17.504.3燃气管道工程费40.7716640平方米24.504.4电话工程工程费20.8016640平方米12.504.5供电设施配套费241.2816640平方米145.004.6居住区绿化建设费12.4810400平方米12.004.7人防工程建设费99.8416640平方米60.005预备费1757.275.1不可预见费280.73[(2)+(3)+(4)]*5%5.2开发管理费112.29Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF[(2)+(3)+(4)]*2%5.3营销费703.32销售收入*3%5.4财务费660.93∑（1-5.3）*60%*6%6销售税费1302.55销售收入*5.556%合计开发总投资：20322.51；建设投资为：18316.64估算依据：总投资由六部分组成：土地出让金，前期工程费，建筑安装费，配套费，预备费，销售税费。A.土地出让金开发商已经给定楼板价为7000元/M2，故按最大容积率算出建筑面积，最后将楼板价乘以建筑面积得出土地出让金。B.前期工程费由两部分组成，一是现场勘探、定界、招投标、临水、临电、勘测、环评等费用，一是设计、估价和监理费。其中：¨现场勘探、定界、招投标、临水、临电、勘测、环评等费用每平方米指标约为10元；¨设计、估价和监理费每平方米指标约为70元。C.建筑安装费依据项目定位和上海市建筑工程定额，依据本项目的建筑结构和设备情况，确定建筑安装工程费用。建筑安装费由三部分组成，土建工程费用，安装工程费用和装修费用。其中：¨土建工程费用每平方米指标约为1000元；Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF¨安装工程费用每平方米指标约为500元；¨装修工程费用每平方米指标约为1000元。A.配套费配套费由七部分组成，包括大市政配套费、供水管道工程费、燃起管道工程费、电话工程费、供电设施配套费、居住区绿化建设费和人防工程建设费。其中：¨大市政配套费每平方米指标约为320元；¨供水管道工程费每平方米指标约为17.5元；¨燃起管道工程费每平方米指标约为24.5元；¨电话工程费每平方米指标约为12.5元；¨供电设施配套费每平方米指标约为145元；¨居住区绿化建设费每平方米指标约为12元；¨人防工程建设费每平方米指标约为60元。B.预备费包括四部分：不可预见费、开发管理费、营销费和财务费。其中：¨不可预见费按前期工程费、建筑安装费和配套费的5%计；¨开发管理费按前期工程费、建筑安装费和配套费的2%计；¨营销费按销售总收入的3%计；¨财务费按自有资金40%计。从土地出让金一直到营销费总和的6%计。¨销售税费:销售税费费率为5.556%（含营业税和附加税）项目开发总成本为：20322.51万元Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF1.3资金筹措本项目建设期为1年，建设准备期半年，建设投资用款比例按前半年60%，后半年40%分配。本项目建设资金由自筹资金、银行贷款和商品房预售房款来解决。建设投资18316.64万元，自筹40%为7000万，银行贷款5000万。可售建筑面积16640平方米，当结构封顶，即第六个月时，开始预售住宅商品房，建成一年内可售余下的住宅商品房。见1-3资金筹措运用表。表1-3资金筹措运用表序号时间项目第1、2个月第3、4个月第5、6个月第7、8个月第9、10个月第11、12个月合计(万元)1资金来源1.1自筹资金(万元)1663.332163.332162.331010.017,000.001.2银行贷款(万元)2000.001500.001500.005,000.003预售款(万元)1432.212,442.222,442.226,316.64合计(万元)3,663.333,663.333,663.332,442.222,442.222,442.2218,316.64Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF2资金运用2.1建设投资(万元)3,663.333,663.333,663.332,442.222,442.222,442.2218,316.64合计(万元)3,663.333,663.333,663.332,442.222,442.222,442.2218,316.642.经济效益评价2.1现金流入本项目现金流入时整个项目进行（预）销售的收入。预售自开工后第7、8个月开始，第7、8个月的预售比例为10%，第9至第12个月预售比例共为25%，余下的65%在第二年内以现房销售完毕。现金流入见表2-1。Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF表2-1销售收入表时间项目第一年第二年合计7/8月9/10月11/12月1/2月3/4月5/6月7/8月9/10月11/12月销（预）售比例(%)1012131614121085100销（预）售住宅面积(平方米)832.00998.401081.601331.21164.80998.40832.00665.60416.008320208.00249.60270.40332.80291.20249.60208.00166.40104.002080销（预）售价格(元/平方米)9,0009,0009,0009,0009,0009,0009,0009,0009,00011,00011,00011,00011,00011,00011,00011,00011,00011,000住宅销（预）售金额(万元)977.601173.121270.881564.161368.641173.12977.60782.08488.809776.00销（预）售商铺面积(平方米)312374.4405.6499.2436.8374.4312249.61563120312374.4405.6499.2436.8374.4312249.61563120销（预）售价格(元/平方米)16,00016,00016,00016,00016,00016,00016,00016,00016,00023,00023,00023,00023,00023,00023,00023,00023,00023,000Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF商铺销（预）售金额（万元）1216.801460.161581.841946.881703.521460.161216.80973.44608.4012312销（预）售车库车位1012131614121085100车位价格151515151515151515车位销售金额150180195240210180150120751500总计（万元）2344.402813.283047.723751.043282.162813.282344.401875.521172.223444.00平均销售单价(元/平方米)12，713.67Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF2.2现金流出见表2-2，2-3，2-4中长期贷款月利率为0.4757％，则2个月的利率为（1+0.4757％）2-1＝1.178％2-2利息计算与还贷计划表时间项目第一年第二年合计(万元)1/2月3/4月5/6月7/8月9/10月11/12月1/2月3/4月5/6月期初借款0.002,023.563,565.075,124.735185.105246.185307.983570.511812.57　当期借款2000.001500.001500.000.000.000.000.000.000.005,000.00当期利息23.5641.5159.6760.3761.0861.8062.5342.0621.35433.92当期偿还0.000.000.000.000.000.001800.001800.001833.925433.92期末尚欠2,023.563,565.075,124.735185.105246.185307.983570.511812.570.00　2.3财务评价2-4经济效益评价表销售利润销售成本年营业利润率年成本利润率312170313.3%15.3%开发商利润：23444-20323=3121万元营业利润率=（销售净利润/项目销售总收入）*100%=3121/23444=13.3%年营业利润率/项目运作周期=13.0%/1.0=13.3%Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF运营资本报酬率=销售利润/项目总开发成本*100%=3121/20323*100%=15.3%年运营资本报酬率=15.3%/1.0=15.3%Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF表2-3利润表第一年第二年合计(万元)1/2月3/4月5/6月7/8月9/10月11/12月1/2月3/4月5/6月7/8月9/10月11/12月销售收入0.000.000.002344.402813.283047.723751.043282.162813.282344.401875.521172.2023444.00建设成本3663.333663.333663.332442.222442.222442.2218316.64营业税及附加0.000.000.00130.25156.31169.32208.41182.36156.30130.25140.2065.13资金成本23.5641.5159.6760.3761.0861.8062.5342.0621.35433.92销售成本0.000.000.0070.3384.4091.43112.5398.4683.4070.3356.2635.17704.31税前利润-3686.89-3704.84-3723.00-358.77110.11282.953367.572959.282552.232143.821679.061071.902693.42Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF弥补以前月亏损-3686.89-7391.73-11114.73-11473.47-11363.36-11080.41-7712.84-4753.56-2201.33-57.510.00应纳所的税0.000.000.000.000.000.000.000.000.000.00535.11353.73税后利润-3686.89-3704.84-3723.00-358.77110.11282.953367.572959.282552.232143.821143.95718.171804.58投资利润率11.3%(税后)25.8％（自有资金投资利润率）Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF3敏感性分析3.1销售均价敏感性分析假设车库、商铺价位不变，计算住宅售价发生变化时的影响。见表3-1表3-1销售均价敏感性分析表单价总收入总成本销售利润年销售利润率年成本利润率50001931220398-1086-5.6-5.3600020352204881360.680.66700021392205788143.753.98000224322066817647.810.790002347220758271411.613.1100002451220848366314.911.511000255522093846141214.7120002607221027504519.424由上表可以看出，销售均价如果达不到每平方米6000元，则此项目就会亏损；如果销售价格达到11000以上，那么项目的年回报率还是有一定吸引力，根据本项目的位置和自身条件，达到均价9000元还是可能性比较大的。3.2项目销售率敏感性分析表3-2项目销售率敏感性分析销售率销售收入总成本销售利润年销售利润率年成本利润率100％2344420323312113.315.4Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF98％2297520265271011.813.495％222722022120519.210.190％21100201199814.64.985％1992720018-91-0.46-0.45Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormSelection.ParagraphFormaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2Selection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPointselection.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFormat.LineSpacingLinesToPoction.ParagraphFormat.LineSpacingLinesToPoints(2)Selection.ParagraphFaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaahF