西安市长安国际广场写字楼营销方案.pptx

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,中管网房地产频道,#,中管网房地产频道,一、营销方案实施背景,长安国际广场高端品牌形象树立在,2004,年已初步完成。,西安是中国的二线城市，高端客户容量有限，大而全的营销策略难以起到决定性作用。,必须制定出与目前市场相符合的营销策略，才能使营销工作和目标完成。,中管网房地产频道,二、目前营销存在的问题,销售价格高于市场价格，市场需求有限。,目前推出的“,8,美金”租赁政策，市场反映未达到预期目标。,银行,5,成,8,年的按揭政策难以支撑后期销售。,中管网房地产频道,三、营销方案实施任务,快速回笼资金：在三到四个月内回笼租售资金,RMB,1,亿元,。,吸纳人气（租售兼顾）：较短的时间段内使写字楼入住率达到,20%-30%,。,中管网房地产频道,四、营销方案实施前提,此方案属短期营销策略行为，只为完成近期销售任务。,实施同时，进行严格的销控，保证大客户整购的需求。,只拿出,30%,（约,8000-10000,平方米）试探市场反应。,每种方案仅针对特定客户进行“量身”设计，而非针对所有客户。,中管网房地产频道,五、营销方案实施方式,细分市场：销售人员对已有客户及西安乃至全国的目标客户进行细分，明确了解客户需求和顾虑。,各个击破：经理直接与客户洽谈，按客户的不同特点和需要，量身设计相应的“投资置业计划书”，解决问题，完成销售。,中管网房地产频道,六、营销方案实施细则,针对投资型客户,执行现价格体系,针对自用型客户,在原价格的基础上执行促销政策,针对租赁客户,在,2#-1,均价为,81,元,/,月,/,平米、,2#-2,均价为,71,元,/,月,/,平米的基础上，免相应租期,中管网房地产频道,（一）,针对投资型客户,投资客户按揭自理,投资客户开发商包还按揭,投资客户不通过银行按揭,中管网房地产频道,投资客户按揭自理,方案,1,：首付,20%(,开发商垫付,30%),，客户在第,4/6/8,年向开发商分期支付,30%,的房款，开发商经营,10,年，每年给客户首付款的,20%,，回报,8,年；,客户的投资回报率为,1%,；,开发商相当于在原价格的基础上降低了,4.4%,方案,2,：首付,50%,，开发商经营,8,年，每年给客户首付款的,12%,，回报,8,年；,客户的投资回报率为,6%,；,开发商相当于在原价格的基础上降低了,4.55%,方案,3,：首付,50%,开发商经营,10,年，每年给客户首付款的,12%,，回报,10,年；,客户的投资回报率为,8%,；,开发商相当于在原价格的基础上降低了,4.7%,方案,4,：首付,20%(,开发商垫付,30%),，客户在第,4/6/8,年向开发商分期支付,30%,的房款，开发商经营,3,年，每年给客户首付款的,20%,，回报,3,年；,客户的投资回报率为,7%,；,开发商相当于在原价格的基础上降低了,7.35%,中管网房地产频道,举例说明,中管网房地产频道,投资客户开发商包按揭,方案,1,：首付,50%,，开发商经营,10,年,，包还,8,年银行按揭,；,客户的投资回报率为,8%,；,开发商相当于在原价格的基础上降低了,3.96%,方案,2,：,首付,50%,，,开发商,经营,3,年，,包还,3,年银行按揭，三年后银行按揭由客户自付,；,客户的投资回报率为,4%,；,开发商相当于在原价格的基础上降低了,4.69%,方案,3,：首付,20%(,开发商垫付,30%),，客户分,10,年按同期银行贷款利息按月还清开发商垫款,开发商使用,10,年；,客户的投资回报率为,12%,；,开发商相当于在原价格的基础上降低了,10.31,%,中管网房地产频道,举例说明,中管网房地产频道,投资客户不通过银行按揭,方案,1,：首付,50%,，剩余,50%,按同期房贷方式分,8,年支付给开发商，开发商包租,3,年，税后月租金,50,元,/,平米；,客户的投资回报率为,5%,；,开发商相当于在原价格的基础上降低了,3.22,%,方案,2,：,首付,30%,剩余,70%,按同期房贷方式分,8,年支付给开发商,开发商包租,5,年，,税后月租金,50,元,/,平米,；客户的投资回报率为,1%;,开发商相当于在原价格的基础上降低了,3.22,%,方案,3,：首,付,50%,剩余,50%,按同期房贷方式分,8,年支付给开发商，,开发商包租,5,年，,税后月租金,50,元,/,平米；,客户的投资回报率为,5,%;,开发商相当于在原价格的基础上降低了,3.62%,中管网房地产频道,举例说明,中管网房地产频道,（二）针对自用型客户,不通过银行按揭,通过银行按揭,租转售,中管网房地产频道,不通过银行按揭,客户,0,首付，客户分,10,年按月支付，月均还款,133.58,元,/,平米,客户首付,50%,，,客户分,10,年按月支付，月均还款,67,元,/,平米,客户分三年付清，首付,50%,，第二年付,30%,，第三年,20%,中管网房地产频道,通过银行按揭,客户首付,20%-50%,，,5,成,8,年按揭，公司垫资,30%-0,，客户在,8,年内除偿还,8,年按揭外，分若干年偿还公司借款,中管网房地产频道,附表,1,方案,buy-2(12000/M2,100M,2,先付,0%,=10,年分期付款，不经过银行，客户自用,10,年,(,或包租,10,年,),，,),首付,年供,年供,年供,年供,年供,年供,年供,年供,年供,年供,Y0,Y1,Y2,Y3,Y4,Y5,Y6,Y7,Y8,Y9,Y10,0,月租,-16.03,-16.03,-16.03,-16.03,-16.03,-16.03,-16.03,-16.03,-16.03,-16.03,按,10,年银行按揭（不用支付）,133.6,元,/M2,0,0,0,0,0,0,0,0,0,0,获利,(,由开发商支付）,120,资产（假定不增值）,针对客户,:,-12,-12.73,-13.51,-14.34,-15.22,-16.15,-17.14,-18.19,-19.30,-20.48,投资客户现金流,从,Y0,开始,针对开发商：,0,0,0,0,0,0,0,0,0,0,支付所承诺之回报,0,0,0.0,0.00,0.00,0.00,0.00,0.0,0.00,0.00,税后租金收益,注,:50,元,/M2/,月，年增,5%,12,12.73,13.51,14.34,15.22,16.15,17.14,18.19,19.30,20.48,0,分期付款收入,12,12.73,13.51,14.34,15.22,16.15,17.14,18.19,19.30,20.48,0.00,开发商现金流,100,106.12,112.615,119.507,126.82,134.582,142.818,151.559,160.834,170.677,月租金,税后,12,12.7344,13.51,14.34,15.22,16.15,17.14,18.19,19.30,20.48,0.00,108.00,￥,12.00,￥,12.00,￥,12.00,￥,12.00,￥,12.00,￥,12.00,￥,12.00,￥,12.00,￥,12.00,120.00,折现后等于,既相当于,:,￥,120.0,万卖,120,万的房子：,100.00%,中管网房地产频道,附表,2,首付,Y1,Y2,Y3,Y4,Y5,Y6,Y7,Y8,Y9,Y10,总计,:,银行按揭,月还款额,0,1200,1273.4,1351.4,1434.1,1521.8,1615.0,1713.8,1818.7,1930.0,2048.1,15906.4,平方米年供款,100.00,106.1,112.6,119.5,126.8,134.6,142.8,151.6,160.8,170.7,1325.5,平方米月供款,111.32,133.58,0,1200,1080,1146.1,1216.2,1290.7,1369.7,1453.5,1542.4,1636.8,1737.0,1843.3,14315.7,平方米年供款,0,90,95.5,101.4,107.6,114.1,121.1,128.5,136.4,144.8,153.6,1193.0,平方米月供款,100.188,120.23,0,2400,960,1018.8,1081.1,1147.3,1217.5,1292.0,1371.1,1455.0,1544.0,1638.5,12725.1,平方米年供款,0,80.00,84.9,90.1,95.6,101.5,107.7,114.3,121.2,128.7,136.5,1060.4,平方米月供款,89.296,107.16,0,3600,840,891.4,946.0,1003.9,1065.3,1130.5,1199.7,1273.1,1351.0,1433.7,11134.5,平方米年供款,0,70.00,74.3,78.8,83.7,88.8,94.2,100.0,106.1,112.6,119.5,927.9,平方米月供款,78.134,93.76,0,4800,720,764.1,810.8,860.4,913.1,969.0,1028.3,1091.2,1158.0,1228.9,9543.8,平方米年供款,0,60,63.7,67.6,71.7,76.1,80.7,85.7,90.9,96.5,102.4,795.3,平方米月供款,66.972,80.37,0,6000,600,636.72,675.69,717.04,760.92,807.49,856.91,909.35,965.00,1024.06,7953.19,平方米年供款,0,50.00,53.06,56.31,59.75,63.41,67.29,71.41,75.78,80.42,85.34,662.77,平方米月供款,55.81,67.0,0,7200,480,509.4,540.5,573.6,608.7,646.0,685.5,727.5,772.0,819.2,6362.5,平方米年供款,0,40.00,42.4,45.0,47.8,50.7,53.8,57.1,60.6,64.3,68.3,530.2,平方米月供款,44.648,53.58,0,8400,360,382.0,405.4,430.2,456.6,484.5,514.1,545.6,579.0,614.4,4771.9,平方米年供款,0,30,31.8,33.8,35.9,38.0,40.4,42.8,45.5,48.3,51.2,397.7,平方米月供款,33.486,40.18,0,9600,240,254.7,270.3,286.8,304.4,323.0,342.8,363.7,386.0,409.6,3181.3,平方米年供款,0,20.00,21.2,22.5,23.9,25.4,26.9,28.6,30.3,32.2,34.1,265.1,平方米月供款,22.324,26.79,0,10800,120,127.3,135.1,143.4,152.2,161.5,171.4,181.9,193.0,204.8,1590.6,平方米年供款,0,10.00,10.61,11.26,11.95,12.68,13.46,14.28,15.16,16.08,17.07,132.55,平方米月供款,11.162,13.39,0,12000,0,0,0,0,0,0,0,0,0,0,0,平方米年供款,0,0,0,0,0,0,0,0,0,0,0,0,平方米月供款,0,0,中管网房地产频道,附表,3,首付,%,比,总贷款,月供（,8,年按揭）,公司垫资,%,比,借款额,公司月回款计利息,10,年还完,客户总月付款额（计利息）,0,12000,158.4,50,6000,66.972,146.172,5,11400,150.48,45,5400,60.2748,139.4748,10,10800,142.56,40,4800,53.5776,132.7776,15,10200,134.64,35,4200,46.8804,126.0804,20,9600,126.72,30,3600,40.1832,119.3832,25,9000,118.8,25,3000,33.486,112.686,30,8400,110.88,20,2400,26.7888,105.9888,35,7800,102.96,15,1800,20.0916,99.2916,40,7200,95.04,10,1200,13.3944,92.5944,45,6600,87.12,5,600,6.6972,85.8972,50,6000,79.2,0,0,0,79.2,中管网房地产频道,租转售,以现行租赁价格承租,3,年，,3,年后认购，,3,年内租金,50%,转入购房的首付款当中,以现行租赁价格承租,2,年，,2,年后认购，,2,年内租金,50%,转入购房的首付款当中,