【“豪庭大厦”营销策略整体方案】微风社地产微风社地产二零零七年十月二零零七年十月PART1市场分析PART2营销战略PART3形象定位PART4战略执行PART1市场分析思路微风社地产服务机构微风社地产服务机构PART1市场分析项目介绍年底前主推区域分析SWOT分析的销售对象重点竞争对手分析SWOT分析之对策我们的目标竞争分析分段户型竞争分析地理位置–陆家嘴“三三”坐标轴原点上海文略房地产经纪有限公司处PART1市场分析—项目介绍地铁四号线地铁六号线三条隧道、三条轨道交通交汇点-—东方路将成为未来浦东地区的新心脏可售单元租赁状况上海文略房地产经纪有限公司PART1市场分析—项目介绍房号01020304050638F1151.1837F1151.1836F1151.1835F1151.1834F1151.1833F1151.1832F1151.1831F1151.1828F575.5927F575.59575.59有色块为可销售单元26F575.5925F146.24120.56目前空置23F167.01243.44331.08146.24146.24120.56已出租，21F167.01243.44331.08146.24146.24120.562004年20F167.01243.44331.08146.24146.24120.5618F167.01243.44331.08146.24146.24120.56年底前到16F167.01243.44331.08146.24146.24120.56期13F146.24146.24120.56已出租，12F331.082004年年底前未到期可售单元面积配比上海文略房地产经纪有限公司PART1市场分析—项目介绍面积范围单元面积面积年底前可自套数面积比套数比（平米）（平米）（平米）用的套数120.567843.924.61%14.58%面积小计146.24131901.1210.39%27.08%32331.43100—200167.015835.054.56%10.42%1小计253580.0919.57%52.08%面积比200—300243.4451217.26.65%10.42%112.74%300—500331.0861986.4810.86%12.50%1500—1000575.5942302.3612.58%8.33%2套数比1000以上1151.1889209.4450.34%16.67%16.67%总计4818295.57100.00%100.00%8链接年底前主推对象区域供应量较大，竞争对手较多上海文略房地产经纪有限公司PART1市场分析—区域分析金鹰大厦——位置与平面图上海文略房地产经纪有限公司PART1市场分析—竞争分析—重点竞争对手分析金鹰大厦位置与平面图金鹰大厦——销售状况1上海文略房地产经纪有限公司PART1市场分析—竞争分析—重点竞争对手分析A楼房号123456销售状况227.36235.64：21F857993318531.1720F302.43107.53251.08107.53公开日期19F167.93241.36167.91167.91241.36167.9118F341.43346.06346.06341.432004-7-1817F380.17385.93385.93380.17380.1716F380.17385.93385.93501824413200已登记15F380.17385.93385.93380.1714F380.47386.22386.22380.4713F380.47386.22386.22380.4712F380.47386.22386.22380.4711F380.47386.22386.22380.4710F380.47386.22386.22380.47已签约9F380.47386.22386.22380.478F380.47386.22386.22380.47380.477F380.47386.22386.22493013012958380.47380.47可售6F9889846386.22386.22988984612996.8812996.885F380.47386.22386.22380.474F380.47386.22386.22380.473F380.47386.22386.22380.472F580.8593.93192.8金鹰大厦——销售状况2上海文略房地产经纪有限公司PART1市场分析—竞争分析—重点竞争对手分析B楼房号123456销售状况21F228.79237.12：20F304.33108.2252.65108.219F168.98242.88168.97168.97242.88168.98公开日期18F343.57348.23348.23343.57382.8616F6363516388.65388.65382.862004-7-181662115F382.86388.65388.65382.8614F382.86388.65388.65382.8613F382.86388.65388.65382.86已登记12F382.86388.65388.65382.8611F382.86388.65388.65382.8610F382.86388.65388.65382.86382.869F382.86388.65388.655731223已签约14969.58F382.86388.65388.65382.867F382.86388.65388.65382.86382.866F382.86388.65388.65549671014356.97可售5F382.86388.65388.65382.86382.864F382.86388.65388.655415902141573F382.86388.65388.65382.862F681.0797.46金鹰大厦——销售状况3上海文略房地产经纪有限公司PART1市场分析—竞争分析—重点竞争对手分析成交日期建筑面积成交比例成交单价8-311537.232.8%160948-23382.860.7%166218-19382.860.7%149708-17380.170.7%132008-7380.470.7%129588-6760.941.4%129978-5382.560.7%141578-44996.999.3%173418-32314.344.3%145678-22305.824.3%147407-292282.824.2%155987-28380.470.7%157707-2281.740.2%200007-1959.530.1%218387-174630.9%185317-151148.582.1%131467-14382.860.7%14357景观好，销售较好7-133572.286.6%151957-91046.741.9%150817-8721.71.3%15407高楼层，售价高，7-7380.470.7%15529销售较好7-6168.970.3%14995汇总24513.445.4%15493总建筑面积53950.45金鹰大厦——推广主题上海文略房地产经纪有限公司PART1PART1市市场场分析分析——竞争竞争分析分析—重点竞争对手分析世纪公园第一排生态商务新曙光企业的大上海总部，私人的驻沪公馆报纸稿主推：生态办公地段销售速度快金鹰大厦——推广与销售1上海文略房地产经纪有限公司PART1市场分析—竞争分析—重点竞争对手分析成交套数建筑面积成交总价成交单价成交日期广告卖点广告主标41537.232474091916094.482004-8-31公开日期1382.866363516166212004-8-232004-7-181382.86573122314969.52004-8-191380.175018244132002004-8-17广告解放日报半版1100002004-8-12销售速度快、完全产权财富之地，独步天下广告新民晚报叠通栏周六至周三1230002004-8-11销售速度快、完全产权财富之地，独步天下广告新闻晨报晨报通栏周三至周五450002004-8-11销售速度快、完全产权财富之地，独步天下1380.474930130129582004-8-72760.94988984612996.882004-8-61382.565415902141572004-8-5184996.998665200917340.842004-8-462314.343371232614566.712004-8-362305.823398673014739.542004-8-262282.823560719815597.92004-7-291380.47600000015769.972004-7-28181.741634800200002004-7-22159.53130000021837.732004-7-192463857993318531.172004-7-1731148.581509883913145.662004-7-151382.86549671014356.972004-7-14103572.285428178715195.282004-7-1351046.741578566515080.792004-7-94721.71111922615406.992004-7-87月，亮点，世纪公园、陆家嘴广告解放日报半版1100002004-7-8项目办公配套齐全商务智地视不