高端住宅开发创新研究——东方御府项目

XCLW33438  高端住宅开发创新研究——东方御府项目  (字数：9117)

摘要：随着中国经济三十年来的高速发展,城市化进程快速推进,城镇住宅的需求一直保持相对稳定的增长。与此同时,住宅建设也开始向标准化、产业化发展。在经济实力较发达的浙江省,相继出现了一批城市高端住宅开发项目，此类住宅项目一般都拥有较好的自然资源条件,而且项目的发展商从事地产开发的经验也很丰富,对于项目的经营决策与统筹管理具有比较成熟的经验。因此,总结和推广此类项目的开发经验，借鉴成功的开发理念和操作手法,对于今后操作有类似开发潜质的项目,具有一定的指导意义。

关键词：高端住宅；市场容量；物业管理

High-end Residential Development Innovation Research

Abstract: As China's economy in 30 years, the rapid development of rapid urbanization, urban housing demand has remained relatively stable growth. At the same time, housing construction also began to the standardization, industrialization development. In he Jiang province in economy is developed, there appeared a number of high-end residential development projects, the residential projects generally have good natural resources, and the project developer has rich experience in real estate development, the management decisions and to plan as a whole for project management has a more mature experience. Therefore, summarize and promote the development of such projects experience, draw lessons from successful development concept and operation skill, for the next operation has a similar development potential of the project, has a certain guiding significance.

Key words: high-end residential, market capacity, property management

目  录

1  引言 1

2  产品定位 1

2.1  市场容量分析 1

2.2  目标市场的总量 1

2.3  市场竞争分析 1

2.4  目标市场的份额 2

3  PART1 市场分析 2

3.1 90㎡产品市场分析 2

3.2 市场容量 2

3.3 市场占比 3

4  市场容量总结 3

4.1 90㎡户型受调控的影响最小 3

4.2钱江新城板块项目供给分析 3

4.3市场竞争 4

4.4与同板竞争项目比较分析 4

4.4.1市场竞争分析 5

4.4.2市场价格分析 5

4.4.3钱江新城板块竞争项目对比 5

4.5 针对180㎡产品市场分析 5

4.6 针对240㎡产品市场分析 9

5  市场竞争 12

6  市场声音 客源结构 特殊维护领袖型客户 12

7  积极开展区域拓客 14

7.1目标客户圈层 15

7.1.1二级市场推荐 16

7.1.2老带新 16

8  物业管理 17

8.1管家式服务推进 17

8.2后期物业归属感，幸福家概念推进 18

致谢 20