【××××】项目后评估报告后评估工作小组二○○八年四月目录1.项目概况..........................................................................................................................................41.1项目概况.............................................................................................................................41.2项目背景.............................................................................................................................41.3项目发展周期.......................................................................................................................52.项目投资管理评估..........................................................................................................................52.1宏观经济和房地产市场发展变化分析...............................................................................52.1.1宏观环境....................................................................................................................52.1.2房地产市场................................................................................................................72.1.3房地产市场形势变化对项目发展的影响................................................................82.2土地协议执行情况...............................................................................................................82.3项目经济技术指标变化情况及其对最终收益的影响......................................................82.4以财务指标为主要依据的项目综合评价.........................................................................113.××××营销管理评估.......................................................................................................................113.1项目各类型物业销售情况.................................................................................................113.2与市场定位时房地产市场情况对比分析.........................................................................123.3项目销售时机.....................................................................................................................153.3.1一期营销计划安排..................................................................................................153.3.2二期营销计划安排..................................................................................................163.3.3原定位与实际设计建设成果的对比分析..............................................................183.3.4预期销售价格与实际价格的对比分析..................................................................193.4原定位客户分析.................................................................................................................193.5成交客户分析.....................................................................................................................203.6项目的物业管理费用检讨.................................................................................................213.7项目的销售策略.................................................................................................................213.7.1初始阶段：地产品牌推广阶段..............................................................................213.7.2第一阶段：××××项目品牌蓄水.............................................................................213.7.3第二阶段：××××项目品牌滤水期.........................................................................223.7.4第三阶段：一期首批单位上市强销......................................................................223.7.5第四阶段：××××一期剩余量消化.........................................................................233.7.6第五阶段：××××二期别墅渗透期.........................................................................233.7.7第六阶段：××××二期蓄水阶段.............................................................................243.7.8第七阶段：××××二期开盘强销阶段.....................................................................243.7.9第八阶段：小高层渗透、蓄水期..........................................................................253.7.10第九阶段：小高层强销........................................................................................253.8综合评述本项目市场定位营销工作.................................................................................253.9提出可借鉴的经验.............................................................................................................263.9.1推广节奏方面