搜索
《21前言：别墅，作为一座城市高端地产项目消费人群所必须和必然关注的一类高品质产品，已经不再满足于单纯空乏的概念和形象营造。随着物质生活和精神生活水平的同步提高，人们对生活、生活方式、生活空间等提出了更高的要求，当然，承载这些东西的环境和产品风格、营销主张等因素，自然而然地就成了影响别墅品质的关键因素。好的环境和产品风格、营销主张等可以实现消费人群对高尚社区文化品位的心理满足，同时还可为别墅生活和生活空间的延伸提供更多可能。因此，在综合分析了高邮房地产消费市场的特征后，结合《天娇园》目标人群的定位上，应避开单一的散点式卖点诉求，而将自身卖点（尤其是主卖点）与项目自身的综合环境资源有效结合，以在打造产品个性的同时，兼顾消费心理的把握，将环境和产品风格、营销主张等对别墅品质的影响放大，通过直观清晰的宣传渠道，往更深层的市场及潜在市场中，推广产品。另外，因《天娇园》的主要目标人群应该具有较高的文化素养、生活品位，对未来和生活具有较高的逻辑判断能力，生活理念比较明确，消费能力较高，对产品要求比较苛刻，且多属于二次以上置业，所以，对这部分数量相对较少的消费人群来说，他们对别墅与别墅之间的品质差别也应该是比较敏感且比较看重的。因此，如何打造优越的小区绿化环境、风格等与《天娇园》的生活相融，在短时间内形成更鲜明的市场印象，推动2006年较快的销售速度，并在促成原有客户购买的基础上，以主动有效的口碑宣传，积累更多的潜在客户，将是《天娇园》拉动、扩大自身购买有机群落，争取短时间实现更多销售的重点之重点。本次对“高邮天娇园”项目市场调研工作开展中，尽管时间相对不长，但我司持续投了大量的人力和精力，期间走访了市政府各相关部门、高邮在售各楼盘深入了解、市场从业人员和其他消费者接触，并针对性作问卷调查等，收集了大量的第一手资料，以期为“高邮天娇园”项目的开发和营销提供有用参考。但由于过去我们对高邮了解不够深，本次工作存在缺漏或偏误在所难免，恳请贵司提出宝贵意见并予斧正，在此深表谢意！如有幸进一步合作，我司将对此作更为深入的探讨和建议。顺颂商祺！扬州XXXX策划顾问机构2006年2月20日《22《天娇园》营销策划报告目录前言·····································1第一章我国房地产市场大势分析………………………………14第一节我国房地产市场走势预测·····························14一、宏观调控政策对别墅市场有何影响························14二、我国房地产市场走势预测····················15第二节扬州市房地产市场总结统计分析及预测···············25一、扬州房地产市场整体情况······························25二、房地产宏观调控政策及影响·······························28三、土地交易状况及分析·······················31四、扬州市区销售情况及分析······················39五、扬州房地产市场十大预测················43第二章高邮城市发展概况研究···········46第一节高邮城市概况了解·············46《23一、高邮城市发展史··················46二、高邮市地理及气候·····················46三、高邮的自然环境和自然资源···················47四、高邮人口情况····························48五、高邮历史人文的背景··············48第二节高邮市近年经济发展状况················49一、高邮市主要经济指标················49二、高邮市近年固定资产投资··························51三、高邮工农业概况·······························52四、高邮市支柱产业发展现状··································53五、高邮工业经济主要指标完成情况················57六、高邮市各主要经济指标在扬州市各区的位置比较···················59七、扬州市人口状况简述·······························66八、高邮市特色产业乡镇····························68九、高邮重点企业调查·················71第三章民生与城市规划·····················75《24第一节高邮市民生概况调研··············75一、高邮市人口发展与控制········································75二、高邮外迁人口调查···························75三、高邮市教育状况·····························76四、高邮市居民生活习俗与文化····················77五、文化建设活动····················77六、高邮市居民平均收入与消费情况·····················77七、高邮市居民住房水平与消费能力···············78第二节高邮市城市总体规划·············79一、城市总体规划目标··························79二、城市规划区范围····················79三、城市性质和规模·····················79四、城市发展目标·······················79五、市域城镇体系···················81六、城市总体布局结构··················82七、城市土地利用和空间布局···········82八、城市综合交通体系··················83九、历史文化名城保护···················84《25十、绿地系统与城市景观····················84十一、风景旅游·························85十二、河湖水系······················86十三、市政公用设施············86十四、环境保护·······················88十五、郊区规划·································88十六、近期建设规划························88十七、实施规划的措施··························89十八、市政重点工程项目··················111十九、高邮十大城建项目················93第四章高邮市房地产市场调研···············99第一节高邮市房地产市场发展分析···············99一、高邮市房地产业发展特征概述·····················991．从低微开始走向升温·······················992．开发比较分散······················993．向规模化开发转变····················1004．多层住宅唱主角····················1005．商业用房开发量大···················100《266．新开楼盘综合档次明显提升··············1017．楼盘销售价格上涨较快····················1018．外型风格缺乏个性····················1019．规划配套还较落后························10210．缺少智能化设施··························10211．户型设计水平有待提高·······················10212．开发商的营销理念开始转变·················10213．楼盘消化速度加快···············102第二节近年高邮市房地产市场供求概况·············105第三节近年高邮市房地产市场供求概况················106一、高邮市近年土地出让情况··························1061．经营性土地出让统计表·················1062．年初高邮部分主要地块出让情况··················108第四节高邮市居民未来住房消费的趋向预测··················1111．主体消费群的转化趋向······················1112．购房选择偏向···························1113．消费方式偏向···················111《274．住房消费观念偏向·························111第五节在售住宅楼盘调查(详表见报告后附件一)·············112一、分类楼盘汇总表···········································112二、本案最具竞争力项目和部分典型楼盘个案分析······················112(一)最具竞争力项目分析·····························112(二)部分典型个案分析·······················140第六节高邮商业物业调查(详表见报告后附件二)·················153一、铺街商业调查································153二、典型在营商业大卖场调查···················154第七节高邮房地产市场潜在消费调查···················1611．家庭月收入调查·······························1612．预计购房时间·······························1623．选择购房区域···································1624．购房选择因素·····························1635．选择房型意向··························1636．选择面积意向······························164《287．选择住宅结构意向·································1658．选择住宅类型···························1659．选择外立面风格意向······················16610．总房款承受能力······················16611．选择付款方式·································16712．生活配套要求······························16713．对住宅智能化了解和需要························16814．交楼标准意向选择·························16815．了解信息主要渠道·························16916．读报选择·····························16917．电视选择·······················170第五章《天娇园》项目分析及初步定位·····················171第一节项目区域概况简析································171一、项目地块位置·················